Tom Mueller Quotes

Once someone tries a real extra virgin -- an adult or a child, anybody with taste buds -- they'll never go back to the fake kind. It's distinctive, complex, the freshest thing you've ever eaten. It makes you realize how rotten the other stuff is, literally rotten. But there has to be a first time. Somehow we have to get those first drops of real extra virgin oil into their mouths, to break them free from the habituation to bad oil, and from the brainwashing of advertising. There has to be some good oil left in the world for people to taste.

It says what every olive oil says: 100 percent Italian, cold-pressed, stone ground, extra virgin..." He shook his head, as if unable to believe his eyes. "Extra virgin? What's this oil got to do with virginity? This is a whore.

Olive oil is the only commercially significant vegetable oil to be extracted from a fruit rather than from seeds, like sunflower, canola, and soy oil.

Oil fraud appears to have been widespread in Ptolemaic Egypt. The Romans, too, experienced a measure of it. The physician Galen mentions oil traders who cut high-quality olive oil with cheaper substances like liquefied lard.

Rosa and I feel that our ancestors have given us the mandate. They’re telling us, ‘You have to do things better than we have done.

Excellence is contagious.

Some firms use ethics-speak as PR to reassure regulators and investors, even though studies have shown that the more often words like “ethics” and “corporate responsibility” appear in a firm’s annual report, the more likely it is to have a poor corporate governance record and a history of class action lawsuits.