Americans buying more olive oil, but still have a lot to learn

Think of extra virgin olive oil as wine. Like grapes, different varieties of olives have regional characteristics and bring different flavors to the oil. Not all olives are grown, harvested and pressed equally. Compared with Mediterranean populations, Americans caught on late to extra virgin olive oil, but we are trying to catch up. “In the United States, olive oil consumption is increasing each year and [people are] getting a little more sophisticated,” says Bob Profaci of Glen Rock, who is part of the family business that imports Colavita olive oils to the US.