The chapter delves into the importance of being aware of the quality and authenticity of olive oil, transitioning to its significance in consumer diets and the passion for niche food products. It discusses sensory cues to identify high-quality olive oil, the training process to become a certified taster, and the experience of judging olive oil competitions. The chapter also touches on olive oil awards, showcasing top oils at fairs, unique subscription services, and the challenges and rewards of operating a small business in the industry.

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