the oil has now become the main ingredient in every dish we prepare at home, I can understand that

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I wanted to point the promotion of Canadian chain Sobeys / FreshCo farm and fleet (enclose the flyer with offers 10 to 16 July 2014 you can check by typing FreshCo flyer) where you sell 1 liter of extra virgin olive oil brand Rocchi to 2.97 Canadian dollars.
Considering the exchange a similar price corresponds to about 2 euro per liter bottle. The promotion is for large quantities and if you do the math (bottle costs, transport, labeling, etc.) spending considered for the raw material is about 1.70 euro per kilo ... Surely we are faced with one of the lowest prices in world to buy a bottle of extra virgin olive oil.
The reporting is interesting and is a topic that has been raised several times by The Fact Food, namely the offerings at bargain prices farm and fleet dell'extravergine (see article). Even in Italy find on supermarket shelves a bottle of extra virgin olive oil in less than three euro per liter is quite easy.
Large retailers and most consumers consider the virgin product in current use, standardized farm and fleet enough that varies farm and fleet little from the organoleptic point of view. For this is chosen based on the price. Statistics farm and fleet say that 70% of the bottles sold in supermarkets is connected to a promotion. One brand of extra virgin olive oil on offer is always present and for these lots proposed torn to pieces the profit margin of the store is almost nil, because it is a product with a function of "recall" and serves to attract customers.
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Sending the previous comment "I ran away", so intact ... * I noticed on the website of the manufacturer that the bottle advertised in Canada is equivalent to that of the line Frantoio: "From typical cultivars, from the selection of the best olives grown in the sun Mediterranean and traditional, comes a unique Extra Virgin. A true journey into the flavor, to accompany each dish with taste and particularity. "* Even assuming that the store has a zero income, the fact remains that if we add the cost of transportation, distribution, etc., in any case, the sale price of the manufacturer should farm and fleet be negligible. * Then I read on their page "The world" that "Made in Italy is not just fashion. All over the world, where lovers of fine cuisine farm and fleet have learned to recognize and appreciate the quality of Italian culinary excellence, in particular the extra virgin olive oil, rewarding products Rocchi farm and fleet with a success that spans five continents. This is proof that eat well, and with taste, is a universal pleasure. "* The quality in every sector, requires minimal cost below which we can not go down; such a devaluation of money, then, removes only the corporate image. If you increase sales, even by force and contrived, but you lose the image, you have lost everything. farm and fleet * If tomorrow I saw a bottle of oil to super Rocchi I would think immediately reporting the player ...
the oil has now become the main ingredient in every dish we prepare at home, I can understand that for a good of a person not so consumer is willing to spend 10-15 euro per liter. the question is not what the manufacturer we obtained farm and fleet from that sale, but that product sells to afford farm and fleet that cost, only this.
It being understood that around 2 per liter and 10/15 are the middle ground. There is a more than acceptable area located between the low quality and excellence. * I think we can get a good extra virgin 7.5 / 8 and a liter. For my part, I buy extra virgin DOP all'Esselunga farm and fleet Use the advantages of cyclical offers on various brands and I bring home a 8-9 bottles that typically cost 30-40% more.
but certainly there are some middle ground, but the fundamentals are the same, putting to use 1 L of oil a week, so you spend about 12 per month, if you use an oil even from the 8