Dealing the Seal

From the long standing Good Housekeeping Seal of Approval to the recent Product of the Year, consumers love reassurance.

 

That idea is not lost on the olive oil industry. Some within the industry estimate that there are more than 1,000 different brands from which consumers can choose. The North American Olive Oil Association (NAOOA), based in Neptune, N.J., hopes that it’s recently reconstructed olive oil quailty seal program helps both retailers and consumers when looking for value in the olive oil category.

 

The seal, which for a fee can be promoted on olive oil packaging, was introduced nearly two years ago but according to an NAOOA member, to this point, only a few members have thus far signed up to use it. However, at the NAOOA’s recent January meeting, the fee for use of the seal was restructured, which many believe will lead to increased usage. Along with the seal, there is literature available to retailers explaining the seal program and how the seal can be used.

 

Whether or not the seal ultimately provides value remains to be seen, but for the competitive olive oil industry, every little bit can help.

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