The global olive oil industry is a $15-billion-dollar ship without a rudder. There's no one steering it and little effective coordination among those whose livelihoods depend on its success.
The one pseudo-international body that ever stood a chance to stake its authority, the International Olive Council, has failed dramatically to fulfill its mandate, thanks to its insularity and lack of vision. It’s underfunded promotional initiatives have been successful only for the fact that they didn’t waste more money than they did.
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