Ultra Premium (UP) is a new category of olive oil reserved for the highest quality olive oils in the world. It was created to differentiate high quality extra virgin olive oils from gourmet, premium labeled olive oils and mass produced store brands. The UP standard involves strict requirements for fruit quality, production process, and the end-product. Therefore, the ‘when’, ‘what’, and ‘how’ the oil is made becomes more of a substantial factor than the pretense of ‘where’ the olive oil was made.

The UP standard exceeds all European, Italian, Spanish, Greek, North American, Californian, or other standards for extra virgin grade olive oil. In order to qualify for the UP grade, the extra virgin olive oil must meet or exceed a comprehensive set of production, storage, transportation, testing, chemistry, and organoleptic requirements. The UP standard also rewards farmers for producing high quality oil and promotes Fair Trade practices by creating a demand for a higher quality product.

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