Is necessary to pay more for a good extra virgin olive oil?
Absolutely. Why do you pay so much for a good whiskey or cognac, or for a Premium gin and tonic? Among other things, because it's worth it. Premium extra virgin olive oils reach those prices because they are oils of early harvest and limited edition of the highest quality, where the yield is sacrificed in order to obtain the highest quality. And apart from an excellent quality in its content, the container also has a elevated cost; we are speaking about its packaging, that is, the way that extra virgin olive oil is presented, which has nothing to do with what can be found on te supermarket shelf, for example. The rest is brand positioning and marketing , a lot of marketing.