Moroccan olive oil producer adds 'full traceability'

Moroccan olive oil brand Moresh says it is the first producer in the country to embrace 'orchard to bottle' traceability, thanks to the addition of a QR code on its labels.

Moresh owner CHO Group said that purchasers can now use the QR code to learn about the origin, harvest, bottling, testing and other information and get "peace of mind by ensuring the authenticity and quality of their olive oil."

Counterfeiting and fraud is a big problem for the $16bn-a-year olive oil industry, with some studies claiming that between 60 and 90 per cent of olive oils sold in the US are adulterated with cheaper pomace oil or oils from other plant species such as sunflower, canola and peanut.

"Consumers often struggle to find trustworthy extra virgin olive oil brands, and this new feature provides the transparency they need," claimed Wajih Rekik, chief executive of CHO America. "Moroccan olive oil gained popularity online due to its high polyphenol content but is often sold at a premium price."