California olive oil producers press for import standards

Need olive oil? American shoppers are more likely to pick a European brand, which is cheaper and viewed as more authentic than U.S.-produced olive oil. But U.S. producers contend that 'extra virgin' olive oil from Europe may not be as pure as you think. They've asked the federal government to intervene by imposing stricter standards on the imports, which now make up 97 percent of the market. Reported by San Jose Mercury News 4 hours ago.