NEPTUNE, NJ: The Food and Drug Administration has handed olive oil makers a new health marketing tool.
Olive oil can now list what is known as a "qualified health claim" on its labels, a paragraph stating that "limited and not conclusive scientific evidence" suggests that two daily tablespoons might reduce the risk of heart disease.
"I think it's going to have a big effect because the FDA is such a credible source," said Larry Vorpahl, VP of grocery products at Hormel, which makes Carapelli olive oil.
For the North American Olive Oil Association and its AOR, Colle & McVoy, the PR campaign started last year to "precondition" the media, said Bernice Neumann, senior counselor at the agency.
The crux of the campaign will focus on recipes and how to add olive oil recommendations into a diet, Neumann added.