Ultra Premium (UP) is a new category of olive oil that distinguishes the highest quality olive oil in the world. The UP standard was created in response to the growing need to separate high-quality extra virgin olive oils from what dominates the so called “gourmet” and “premium” olive oil markets, as well as the broader category sold in mass markets around the world under thousands of brands and private labels. The absurdly low standards created and fostered by numerous trade associations and government agencies responsible for policing them has only contributed to the confusion and misinformation which has led to a marketplace dominated by inferior oils.
The practices by some of the world’s largest olive oil producers and bottlers have led to a steep decline in prices of extra virgin olive oil and are driving quality oil producers out of business.
EVOO Quality
The self-serving overemphasis on “Where” extra virgin olive oil is produced continues to dominate perceptions at the expense of the far more significant “When, What, and How” the oil is made. The UP standard has as its principal barometers Chemistry and Freshness. These two underappreciated variables can be objectively measured, quantified, and certified. Since the highest quality EVOO comes from high quality fruit coupled with high quality production processes, the UP standard encompasses strict requirements for both the end-product and the production process.
No matter how high the quality of fruit and production methods used, the best olive oils in the world are never as good as when they are fresh There are no standards for shelf-life of EVOO, and the current IOC “best buy” date is intentionally misleading and utilized at the whim of the retailer and bottler. When a quality EVOO is fresh, there is significantly more positive sensory attributes detectable by the palate. As any EVOO ages, it naturally oxidizes losing positive sensory qualities as well as inheriting defects. Newly developed tests can objectively quantify the “Freshness” of an EVOO at various stages in its lifecycle.
UP Standard
The UP standard is reserved for the finest extra virgin olive oils in the world, as such, the UP grade exceeds all existing European, Italian, Spanish, Greek, North American, Californian, or any other standard for the grade known as extra virgin olive oil. In order to qualify for the UP grade, the extra virgin olive oil must meet or exceed a comprehensive set of Production, Storage, Transportation, Testing, Chemistry, and Organoleptic requirements as set forth in the following document. The UP program is intended to reward farmers for producing high quality oil to promote Fair Trade practices and help create a demand for a higher quality product thereby increasing the value.
The Best Olive Oils In The World
Candidates olive oils for UP designation, must provide a sample and agree to have the sample analyzed by an independent laboratory. The oils are tested to ensure that they meet or exceed the verifiable standards of the UP Program. The sample is sent to an independent lab where both a sensory and chemical analysis are performed to ensure that the oil meets or exceeds the exclusive UP® (Ultra-Premium) standard.
The UP mark only identifies the highest quality extra virgin olive oils. The goal is to identify the best olive oils on the market and ensure that they are offered for sale while they are fresh enough to have high levels of important nutrients. Even authentic olive oils may not qualify for the UP® mark.
The Olive Orchard proudly displays its seal of Ultra Premium by only selling the highest quality Extra Virgin Olive Oil available for consumers.