WASHINGTON — It’s a pressing matter for the tiny U.S. olive oil industry: American shoppers more often are going for European imports, which are cheaper and viewed as more authentic.

And that’s pitting U.S. producers against importers of the European oil, with some likening the battle to the California wine industry’s struggles to gain acceptance decades ago.

The tiny California olive industry says European olive oil filling U.S. shelves often is mislabeled and lower-grade oil, and they’re pushing the federal government to give more scrutiny to imported varieties. One congressman-farmer even goes so far as suggesting labels on imported oil say “extra rancid” rather than “extra virgin.”

Read full article: The California olive industry says your European extra virgin olive oil may be a lie – San Jose Mercury News.