Once someone tries a real extra virgin -- an adult or a child, anybody with taste buds -- they'll never go back to the fake kind. It's distinctive, complex, the freshest thing you've ever eaten. It makes you realize how rotten the other stuff is, literally rotten. But there has to be a first time. Somehow we have to get those first drops of real extra virgin oil into their mouths, to break them free from the habituation to bad oil, and from the brainwashing of advertising. There has to be some good oil left in the world for people to taste.

— Tom Mueller

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