Have you ever seen an olive tree wearing a bra?

According to Tdk, Milk,

A nutritious white fluid that comes from the breasts of women and female mammals to feed their young.

So what is Olive Milk?

The sellers' definition is as follows; olive milk is used to describe the first layer of unfiltered olive oil that naturally accumulates on the surface of the vessel where the olive paste is rested in the production processes obtained by the water-pressing method.

Despite being against legal regulations, these olive oils marketed with various health claims do not actually differ significantly from standard olive oil obtained by traditional pressing methods, in chemical or biological terms. However, these products are presented to consumers as ‘nature’s elixir’, giving the impression that they are a cure for almost every disease; this poses a significant problem in terms of both consumer misleading and the prevalence of health claims that lack scientific basis.

According to the Turkish Food Codex, olive oil is classified under defined categories such as natural extra virgin, natural first, riviera and refined olive oil. “Olive milk” is not included in this classification, is not formalized with any quality or analysis criteria, and is an expression created solely for commercial purposes. This situation can be evaluated as the result of a creative marketing approach aimed at influencing consumer perception.

Olive Milk: Truly Nature's Elixir or a Marketing Trick?

The marketing of these products at very high prices raises questions in terms of ethical trade and consumer rights. Product descriptions adorned with health claims, especially in digital media, are presented with the claim that they are a cure for almost all ailments; this poses serious risks in terms of both public health and food legislation compliance.

“In products sold as olive milk, it is not the olives that are milked, but the customer.”

Business Intelligence or Ethical Boundary Crossing?

Undoubtedly, marketing is an important tool in the food industry to differentiate products and create brand perception. However, when this tool overrides scientific facts and consumer trust , it can damage the reputation of the industry.

The phrase “olive milk” can be seen as an example of creative commercial intelligence. However, when this creativity is not supported by product quality, it leads to disappointment rather than consumer satisfaction. Moreover, if these products sold at high prices are of a deceptive nature, it is clear that sectoral controls must be tightened.

An Illusion of Classification

The Turkish Food Codex divides olive oil into certain classes: Natural extra virgin, natural first, refined, Riviera... Each class has certain quality criteria. However, this product called "olive milk" is not among these classes. Therefore, it cannot be claimed that olive oils offered to the market with this name are legally more "special" or "different" than others.

In other words, "olive milk" is actually a product of marketing terminology. While the perceptional value of the product is increased by giving the impression that the consumer is offered a different and unique product, there is often no chemical or sensory difference.

At this point, both manufacturers and regulatory bodies have important responsibilities. Providing accurate information to consumers, adhering to labeling regulations and avoiding statements that are not based on scientific basis are essential to maintain sectoral confidence.

The reputation of an ancient product like olive oil should be built on transparency, quality and scientific principles, not marketing fiction.

What Should the Consumer Do?

As a consumer, it is useful to pay attention to the following:

• Be aware that the term olive milk is marketing speak, not a legal classification.

• Be sure to examine the product's label and analysis certificates.

• Question whether expressions such as “first drop,” “nature’s elixir,” or “source of healing” have any scientific basis.

• Observe whether the product price is proportional to the quality.

True Quality is Silent

True quality does not need fancy marketing phrases. Elements such as cold pressing, low acidity, early harvest, and appropriate storage conditions are already the foundation of a quality olive oil. A product with these values already stands out, even if it does not use descriptions such as "olive milk."

It should not be forgotten that olive oil is not a cure, but a food that supports a healthy life. What makes it miraculous is not the perception created in the eyes of the consumer, but the respect shown to the soil and the product.