IN THIS ISSUE: CALIFORNIA OLIVE OIL COUNCIL:
SEEKING IRRELEVANCE Managing Principal Brent Morrison’s take on preparing for succession in your business.
GROWING MARKETS FOR CALIFORNIA OLIVE OIL When it comes to finding fresh, quality, extra virgin olive oil, the California Olive Oil Council wants consumers to look no further than the Golden State.
WE’VE EXPANDED We’re still in the same place, but we’ve knocked down some walls and now have a bigger office.
In addition to events and other promotional efforts, one of the primary ways that the COOC helps ensure consumer confidence in California olive oil is through its Seal Certification Program. Following every harvest, the COOC Taste Panel assesses every member’s oil to ensure that it is free of defects. To meet the criteria for the COOC seal, each producer must first submit a laboratory analysis which measures specific parameters that indicate the careful handling and storage of olives and oil.
MORRISON SNAPSHOTS We’ve
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As the trade association representing more than 90% of all olive oil production in California, the California Olive Oil Council (COOC) encourages the consumption of certified California extra virgin olive oil through education, outreach, and communications. The COOC represents more than 400 members including growers and producers, service providers, retailers and other supporters of the California olive oil industry.
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conferences and have worked hard this summer, but we’ve also spent some much needed time with our families! Check out some of our vacation snaps.
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Next, the oil is submitted to the COOC Taste Panel for sensory evaluation. This panel of certified tasters conducts a blind taste-test to ensure the oil is free of defects. Flavor defects indicate the use of poor quality olives, or that problems occurred during milling or storage. If olives are damaged (poor handling, moldy, frost), or they are not milled within 24 hours of being harvested, the oil will not be top
quality (extra virgin). Milling at a high temperature can also negatively impact flavor and quality. Only after the oil has passed both tests does it earn the right to display the COOC seal. Purchasing olive oil with the COOC seal means you are buying fresh, California-grown, 100% extra virgin olive oil. With so many international olive oils on the market claiming to be extra virgin, but not actually meeting these standards, the seal helps consumers know they are taking home a quality product. Morrison & Company has had the opportunity to assist COOC on a number of projects, including several competitive grant proposals to further the work of the organization. Within the last three years alone, Morrison & Company has helped the COOC team secure more than $730,000 for marketing campaigns and events promoting the sale of California olive oil through the California Specialty Crop Block Grant Program. We’re thankful for our relationship with the COOC and that their work has led us to filling our shelves at home with quality California olive oil! To learn more about the COOC and where to buy California olive oil visit www.cooc.com.
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