CAVEAT EMPTOR 

(or watch out for some virgins)   

Is your extra virgin olive oil the real thing?

    If trust is the basic underpinning of interpersonal relationships, it is also fundamental in the world of commerce. As consumers, we purchase products from companies that we have grown to trust over  the years or believe in because of experience, advertising, or word of mouth. We make these purchases daily, confident that these products are genuine. Yet trust is easily tampered with and in the heady pursuit of financial success and profitability, some companies are all too willing to sell inferior products under the false claim of excellence. Maybe it's a case of saving money by cutting corners or lack of due diligence in failing to properly check suppliers and their raw material sources. Whatever the reason, these companies are failing the American consumer. Not only are consumers shortchanged, but consumer trust in companies is eroding.

All of which makes being a consumer terribly difficult these days as one tries to keep abreast of news regarding products and prevailing scams in the marketplace. Take the case of olive oil, a common kitchen staple favored by homemakers everywhere. There are many grades of olive oil available but the best, the healthiest (thanks to a higher content of nutrients and antioxidants) and, more expensive, is extra-virgin. Unfortunately, more than half of the extra-virgin oil found on the shelves of American supermarkets is not what it purports to be. In fact, what passes for extra-virgin is actually oil adulterated with cheaper refined oils or damaged olives not fit for human consumption. Some people might not consider this a "big deal" but oil adulterated with peanut oil, for example, could pose a health threat to people allergic to nuts. Adulterated oil also will not provide the health benefits associated with real extra virgin oil and in fact could prove unhealthy. As pointed out by the charlespoliquin.com website, "If the oil has cheaper olive oil added to it, quality and taste will again be compromised, but it may have gone through an oxidation process meaning it will contain a greater content of free radicals, which can damage tissues in the body."

A 2010 study by the University of California at Davis found that 69 percent of  imported extra virgin oil did not meet the standards for extra virgin oil of the International Olive Council(IOC) and the U.S. Department of Agriculture. The study identified the following brands as meeting those standards: Corto Olive; California Olive Ranch; Kirkland Organic; Lucero (Ascolano); McEvoy Ranch Organic. Those that didn't make the grade included: Bertolli, Filippo Berio, Mazola, Safeway, Newman's Own and Rachel Ray.

Since then, USDA has enacted a new set of standards for different oil grades which are strictly on a voluntary basis but are considered by some to be a positive step in tackling the problem of adulterated oil. According to The Olive Oil Times,"There is ... a possible market advantage to having the USDA grade shield on your product. If consumers learn to look for that certification as their guarantee of quality in olive oil, then it could confer an edge in the marketplace."

What is the consumer to do about fraudulent products? Clearly, the power of the purse is a mighty one and consumers should learn to wield it smartly and assertively. Companies that repeatedly take advantage of consumers should not be allowed to prosper and products that are not what they claim to be should not be patronized. In these difficult economic times, consumers would be foolhardy to throw away their money on products that are not the genuine thing. The unspoken contract between consumer and seller demands honesty at all times but since this is not the rule, consumers are advised to be on their guard and keep well informed. Writing company

 officials to question their products is a good tactic in keeping companies on their toes.

As for olive oil, the experts advise staying away from "light" olive oils which are the lowest quality olive oil on the market. "Choose either California-based olive oils, the vast majority of which are legitimate, or imported olive oils certified by IOC,"writes one expert. Oil certified as organic is also a good choice.

"I want to bite into life, and to be torn by it."
Anaïs Inn

A SIMPLE TIP: Flowers brighten any house with their delicacy and buoyant colors but can be expensive to buy. Consider then the simple beauty and elegance of plain, green plant leaves in a tall, glass vase, especially if they are leafy and abundant. Even a palm can grow in water, at least until you decide it is time to plant it in a pot, or the garden.

"Listen to the silence of the stage. Imagine all the mental
energy, all the feelings, the laughter and rage and
passion. It is still there, shut in, living

 its secret, continuous life. "

Ingmar Bergman

AN EVENING AT THE THEATER:

Los Angeles' theater scene may not compare with New York's Broadway.

 Still, it is every bit as colorful and lively, with productions in both English and Spanish (after all, close to 50 percent of the city's population is of Latino origin). One of L.A.'s most active Spanish theater

groups is the Fundación Bilingüe de las Artes (Bilingual Foundation of the Arts) currently readying its next production, which is sure to appeal to anyone familiar with Pedro Infante. While Mexico's famous crooner is not really the main character, he plays a very special part in this comedy that revolves around a woman who longs to retire in her native Mexico after raising a family in the states. "Pedro Infante And the Triumphant Mother-in-Law" kicks off April 20 and runs through May 6. Director Denise Blasor also doubled as production designer. 

"PEDRO INFANTE Y LA SUEGRA TRIUNFANTE"

 A new play by Toby Campion

BFA, 421 N. Avenue 18, Los Angeles, CA 90031(323) 225-4044

Performances Thursday, Friday, Saturday at 8 p.m.; Sunday matinée at 3 p.m.

Tickets: between $15 and $35