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.