NAOOANorth American Olive Oil Association
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A study done by the NAOOA on consumer attitudes and usage habits outlined that consumers are actively seeking the health benefits provided by olive oil.
The "other" oils segment (not including olive, vegetable, canola, corn or peanut) currently has a 14 percent market share, according to data from the NAOOA, and is experiencing growth at 11.5 percent, the highest among the oils category.
Further, according to Bob Bauer, president of the Neptune, N.J.-based NAOOA, the report was "funded by California olive oil producers and the California Olive Oil Council," and he notes that the UC Davis Olive Center's "primary mission, per its website, is to enhance the economic viability of California olive oil.
The California industry is committed to the complete and accurate labeling of its products, and feels that the NAOOA has not addressed labeling issues in the past, and has chosen not to address these issues as part of the Order despite repeated requests from the COOC to do so.
olive oil market belongs to the NAOOA, Bauer says only about four or five brands currently use the seal.
Following two states’ enactment of regulations governing olive oil, Baltimore-based Pompeian has become the first major brand to include on its label the new seal of quality developed last year by the North American Olive Oil Association (NAOOA).To qualify for the seal, a company must be a member in good standing of the Neptune, N.J.-based trade group.
The NAOOA is a trade association of importers, marketers and packagers of olive oil in the U.S.