Since launching Truth in Olive Oil, many people have asked me which oil they should buy at their local supermarket, warehouse club or mass merchandiser. This is a vital question, and deserves a good answer. One of the critical factors in improving olive oil quality in North America is to raise the bar in supermarkets, where the vast majority of Americans get their oil. As the level of supermarket offerings improves, it will be a rising tide of quality that floats all boats, ensuring a supply of real extra virgins to consumers, acting as “gateway oils” to point people towards premium, “grand cru” oils, and at the same time, selling more good oil that supports honest oil-makers out in the groves.
While most of the very best oils are available in olive oil boutiques, delicatessens, and other specialty shops, it’s important to know that good, even very good oils can sometimes be found supermarkets. (And as I’ll be writing soon, some very pretty boutique stores actually sell low-grade, even adulterated oils – so caveat emptor!) Helping people find quality oils at good prices – in addition to celebrating the very best olive oils on the planet – is a vital part of Truth in Olive Oil’s mission. Think of Beaujolais nouveau and first-growth Bordeaux. The former compliments and spreads appreciation of the latter, and vice versa, in a virtuous circle that expands consumer knowledge and discernment. That’s exactly what should be happening in olive oil.
What’s more, fine olive oil needn’t cost an arm and a leg, as the supermarket oils listed below, and others I hope to identify soon, all prove. Some producers reduce costs using highly mechanized “super high density” and “medium high density” production models. Others can maintain low prices because their groves are located in areas where labor, land and other costs are relatively modest, such as Chile and parts of North Africa. And even in the heart of the Mediterranean, certain producers and oil-merchants know how to grow and source quality oil at modest prices. So while ultra-low prices (below, say, $8 per liter – but ultimately a store sets its own retail prices, and can even choose to take a loss in order to draw customers to the store, so retail price isn't always a good indicator) can call what’s in the bottle into question, some modestly-priced olive oils – like those below – are better than many premium-priced products, whose price is actually the only “premium” thing about them.
The key to good oil is freshness, so check the label for best by date, or ideally for harvest date, to make sure you're getting the freshest oil possible.
The oils listed below are my own choices; I’ve tasted them all myself. Some I’ve run across on my own, others have been pointed out to me by visitors to this website, by friends & family, by producers, and by other oleophiles. THIS IS BY NO MEANS A COMPLETE LIST! In fact, it will only contain a fraction of the honest extra virgin olive oils available in supermarkets throughout North America. The good news is that more and more good olive oils are available in mass-market stores, and this list should grow rapidly. Please write a comment with your reactions to these oils, and share your thoughts on which oils should be added to the list.
Tom’s Supermarket Picks (in alphabetical order):
- Cobram Estate – extra virgin olive oil from a range of cultivars, grown in Australia with the medium high density agronomic model, which has won olive oil competitions including best of show at the 2011 Los Angeles County Fair. Available here:
- Corto Olive – good, fresh super-high-density arbequina oil available at Costco (occasionally), HEB, Zabar's under the Zabar's label, Kroger as a specialty label called “Private Selection.” I profile Dino Cortopassi, founder of the company, in Extra Virginity.
- Costco Kirkland Toscano – Kirkland is the Costco store brand. I’ve been disappointed by Kirkland Organic EVO (not to mention the “extra virgins” in multi-liter plastic jugs), but the Toscano signature oil is the real deal.
- Lucini – since their purchase by COR last year, things may have changed at Lucini - more on this soon. In the meantime, I'll leave the review I wrote before Lucini changed hands: a wide range of fine oils, led by the top-of-the-line Limited Reserve Premium Select oil. I quibble with the clear glass bottles, which impair the shelf life, but as long as the oil is fresh it’s first-rate, and is widely available across North America. See the store locator. Lucini Premium Select is their finest oil, made on a a single estate near Bolgheri, in the Maremma region of Tuscany. Their Estate Select oil is made from olives grown in various estates in central Italy; since it's sourced from a wider group of farmers, it costs less.
- Oleoestepa – just entering the US retail market, this Spanish cooperative produces excellent oils at competitive prices. Keep an eye out for their oils arriving in shelves near you soon!
- O-Live – available at stores across Canada, and in selected US stores (including HEB in Texas). See the store locator (which sources tell me isn’t always 100% reliable).
- Ottavio and Omaggio – in terms of value for money, I don’t know better oils than Ottavio and Omaggio: a fine balance of fruit, pungency, bitterness that will appeal to a wide audience, at rock-bottom prices. Ottavio is available at HEB and Central Market, and Omaggio is available at Sam’s Club. (Note: In the past, Valco Enterprises, producer of Ottavio, and Axiom Enterprises, producer of Omaggio, have both supported Truth in Olive Oil. Read here for what this means.)
- Trader Joe’s – 3 out of the 6 extra virgin oils I tasted in August, 2013 were the real deal. One of these, the Premium 100% Greek Kalamata, was very fresh, spicy, complex at an extremely competitive price (1 liter for $8.99). The California Estate Olive Oil was also a good choice, while the Premium Extra Virgin was decent and defect-free, if a bit uninspiring. The 3 other Trader Joe’s “extra virgins” I tasted were defective. (See here for details.)
- Whole Foods California 365 – The Whole Foods store brand from California is good-quality extra virgin olive oil at a great price. In my experience, the other members of the 365 lineup are poor – an odd situation from a company like Whole Foods that preaches quality über alles.
- NOTE: I strongly recommend avoiding California Olive Ranch, whose "Destination Series," introduced in 2018, is a classic bait-and-switch, which sells imported oil from 2 hemispheres (and lots of unanswered questions about its origin) under a bright green "California" label. Shame on this company, for calling out Mediterranean producers for this kind of swindle, and then doing it themselves.
As mentioned above, there are likely to be many more good supermarket oils not included in this list. Please suggest some, and I’ll try them out as soon as I can.