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If color is not a reliable guide, how should consumers choose olive oil, especially in markets where tastings are rarely available?

Capitoni suggests something much simpler: reputation. “In Italy, people often buy their olive oil from someone they know,” he says. “They trust the producer, so they do not need to judge the oil by the color.”

Because olive oil changes from harvest to harvest, consistency comes from the care taken in the grove and the mill. Capitoni recommends paying attention to origin, harvest date, and the reputation of the grower or importer: “The harvest date is very important. Olive oil is a fresh product. If you know who made it and when it was made, you already know much more than the color can tell you.”

Industry experts warm the oil slightly in the glass, smell it, and take a small sip, letting the oil coat the mouth before swallowing. They are looking for freshness, balance, and clean aroma. Take a similar approach by looking for a recent harvest date, storing the oil away from heat and light, and paying attention to how the product smells and tastes once opened.

Capitoni believes that once people move past the idea that green equals better, they begin to appreciate olive oil in a more honest way. “Every harvest is different, every grove is different, every oil is different,” he says. “Color is only one small part.”