Unscrupulous vendors turn the situation to their advantage. In China, nouveau-riche status-seekers are spending small fortunes on counterfeit Bordeaux. A related scenario exists here vis-à-vis olive oil. "The United States is a dumping ground for bad olive oil," Langstaff told me. It's no secret among European manufacturers that Americans have no palate for olive oils. The Olive Center-a recent addition to the Robert Mondavi Institute for Wine and Food Science, on the campus of the University of California at Davis-aims to change that.
Unscrupulous vendors often take advantage of consumers' desires. In China, for example, those eager to display their wealth are paying significant amounts for counterfeit Bordeaux wines. A similar issue is found in the United States concerning olive oil, which is viewed as a dumping ground for inferior products. According to Langstaff, European producers are aware that American consumers generally lack an appreciation for high-quality olive oils.
To address this issue, the Olive Center has been established at the University of California at Davis. This center is a recent addition to the Robert Mondavi Institute for Wine and Food Science and aims to educate American consumers about olive oil, encouraging a better understanding and appreciation of this product.
