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Olive Crisis (Fraud Warning)

The world’s olive crisis is hitting supply chains hard and fraud is rampant.

First it was the disease Xylella fastidiosa, which decimated olive groves across parts of Europe. Then came a drought in key growing areas of Europe. Production is down, and crime is up.

Puglia in Italy once produced half of Italy’s olive oil and was home to 60 million of olive trees, many of which were hundreds of years old but has lost 21 million trees to Xylella fastidiosa since 2013.

 

Olive oil is one of the most fraud-affected food products on earth, with reports dating back to the first century. The ancient historian Aelius Galenus described how merchants would dilute expensive olive oils with cheaper ingredients to increase their profits. A fifth-century Roman cookbook describes how to make cheap Spanish oil resemble expensive Italian oil by adding minced herbs and roots.

Since I began collecting food fraud stories in 2015, olive oil adulteration and misrepresentation have featured often, but in the past few months, the number of incidents has increased noticeably. And these days, it’s not just oil, other olive products are also at risk of food fraud.

I first started collecting information about threats to olive oil supplies in 2016, writing that olive growers were having trouble with pests and diseases, including Xylella fastidiosa, in Italy, Greece and Spain.  In 2016, experts were predicting price rises for olives and olive oils in Europe, the United Kingdom and America because of risks to harvests from the disease.

One area hit hard by the disease was the Italian region of Puglia, which used to produce 50 percent of Italy’s olive oil. Xylella fastidiosa appeared in the region in 2013, and 21 million trees were lost to it within a few years.

Less high-quality Italian olive oil meant more motivation for fraud, and the criminals responded.

In 2017, a survey of more than three hundred thousand litres of olive oil, conducted over two years in Brazil found 64% of 279 samples were substandard, with some products containing 85% soybean oil.

Since then, the number of food fraud incidents for olive oil appears to have grown, with a startingly high number this year. Among the food fraud reports that I have seen and collected for the Trello-hosted Food Fraud Risk Information Database and The Rotten Apple, this year’s tally stands at more than triple the ‘usual’ annual count.

From 2015 to 2021 there were zero to four reports of olive oil fraud in international media per year. In 2022, that number climbed to six. This year I have counted fifteen.

An unscientific tally of food fraud incidents and survey results, 2015 – 2023, by the author

 

It’s worth noting that this tally is indicative at best because it only captures incidents and survey results which are reported by mainstream media outlets or scientific journals AND discovered by me and my software during my searches for food fraud intelligence.

Olive fraud in 2023

In 2022, olive oil was predicted to become 25 percent more expensive due to droughts in the main olive-growing areas of Europe. However, the predictions fell short and prices have risen by significantly more than 25 percent.

Olives are becoming so expensive and scarce that criminals are chainsawing off fruit-laden branches of olive trees, and even taking whole olive trees from ochards by night in Europe. Some growers are even microchipping their trees in response to the thefts.

Last month, Bloomberg reported that European retail prices have doubled in the past year, and that EU exports of olive oil are expected to be lower by 10 percent.

In 2023 I have recorded a total of fifteen incidents and survey results from countries including Spain, Canada, Italy, Greece, Morroco, Brazil and Portugal. The fraud types included clandestine manufacture, marketing irregularities, theft of oil, theft of olives, labelling irregularities, blending with undeclared oils and mislabelling of the grade of oil.

In October I warned that due to the shortage of olives in Europe, non-European-grown oils could be fraudulently misrepresented as European oils.

Today’s food fraud news contains warnings about Moroccan olive oils, which are now subject to export restrictions to protect domestic supplies, after annual production dropped to less than half of 2021 levels following two years of drought in the country.

On the other side of the world, Brazillian authorities are closing down clandestine manufacturing sites, while Spanish law enforcement agencies have undertaken 300 different operations in olive growing areas, stopping vehicles full of stolen fruit, raiding oil mills and arresting mill operators who are processing stolen fruit. In Greece, the government is warning consumers of increased fraud risks and recommending they only buy their oil from reputable vendors.

Takeaways for food professionals

If you or your business purchase olive oil, limit your risk of purchasing fraud-affected oil by:
  • purchasing from reputable vendors and authorised stockists – avoid online stores, markets, street vendors, small independent outlets and anonymous sellers which are more likely to sell counterfeits and products from unauthorised or grey market sources;
  • purchasing premium brands, which are more likely to tightly control their supply chains;
  • considering sourcing oil from non-European growing regions, which may be less affected by scarcity and price increases;
  • paying attention to the taste and aroma of the oil and informing the vendor of any defects.

In short: 🍏 Olive oil has been vulnerable to food fraud since the beginning of recorded history 🍏 Experts have been warning of impending supply problems and price rises for olive oil since 2016 🍏 Tree diseases have decimated harvests in many major olive growing regions, and drought is also having a severe impact 🍏 Prices have increased significantly, for both olives and olive oil 🍏 Fraud activities in olives and olive oil appear significantly more numerous in 2023 compared to past years 🍏

Sources:

Mueller, T. (2007). Italy’s Great Olive-Oil Scam. The New Yorker. Available at: https://www.newyorker.com/magazine/2007/08/13/slippery-business

‌Ministério da Agricultura e Pecuária. (n.d.). Inspeção do Ministério da Agricultura identifica 45 marcas de azeite fraudados. Available at: https://www.gov.br/agricultura/pt-br/assuntos/noticias/mapa-identifica-45-marcas-de-azeite-fraudados

Olive Oil Times. (2022). Reimagining the Xylella-Devastated Landscape of Southern Puglia. [online] Available at: https://www.oliveoiltimes.com/business/reimagining-the-xylella-devastated-landscape-of-southern-puglia/114128

‌Petroni, A. (n.d.). The plan to save Italy’s dying olive trees with dogs. [online] www.bbc.com. Available at: https://www.bbc.com/future/article/20230111-the-super-sniffer-dogs-saving-italys-dying-olive-trees.

‌Food Fraud Advisors Food Fraud Risk Information Database: Olive Oil. Available at: https://trello.com/c/GHwJnQGp/369-olive-oil

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This post originally appeared in The Rotten Apple.

A follow-up to this post was published in 2025.  Click here to view

 

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Fake (Counterfeit) Health Supplements

Two US supplement companies share their food fraud stories

Photo by Mika Baumeister on Unsplash

Supplements are supposed to be good for you, but two major brands in the USA have recently gone public over their challenges with counterfeits… and the counterfeits are not at all healthy.

Some of the counterfeit products contained plain rice flour instead of the labelled active ingredients. Some contained undeclared allergens like gluten and soy. One even contained traces of a scheduled pharmaceutical.

The brands NOW Foods and Fungi Perfecti recently went public about their discoveries of unauthorised copies (‘counterfeits’) of their products on Amazon, the online store platform. A third leading brand is said to also be affected.

The NOW Foods counterfeits were discovered after the brand owner received information from loyal consumers who noticed problems with products they had bought online and realised their purchases were not genuine.

One consumer reported that the product did not have the correct smell, colour or capsule size. The company has released images to educate consumers about how to identify genuine and fake versions of their products. Their vice president of global sales and marketing says the brand has experienced significant problems with counterfeits internationally for “years” and says the company is “looking into” anti-fraud measures.

Amazon reported that the fake NOW Foods products had originated in Kenya and contacted consumers who had purchased the product, telling them to throw it away and issuing refunds. Together, the brand owner, Amazon and the Department of Homeland Security plan to pursue and prosecute the supplier.

NOW Foods explains how to spot a fake on their website.

NOW Foods explains how to spot a fake on their website

 

The Fungi Perfecti counterfeits were discovered by the brand owner, which continuously monitors its sales channels to protect its brand. During recent monitoring, the company discovered packages with “irregularities” in one Amazon store and went on to find 23 separate Amazon storefronts all selling counterfeit versions of its products.

Adulterants and allergens

One counterfeited NOW Foods product was labelled as a herbal supplement but turned out to be simply capsules of plain rice flour.

When Fungi Perfecti tested their ‘fake’ products they were alarmed to learn that they all contained the allergens gluten and soy, while the genuine products do not.

Amazon has notified the Fungi Perfecti (fakes) purchasers and removed the products from their site. The brand owner has published the names of the storefronts that were selling counterfeit versions of their products and issued an allergen warning on their website.

Like NOW Foods, they also published images and descriptions showing consumers how to identify counterfeits, as well as a list of authorised sellers of their genuine products.

Amazon reportedly removed 6 million counterfeit items from its online sales platform in 2022, including food, fashion and electronics.

Sources:

https://www.newhope.com/news/now-foods-fungi-perfecti-still-investigating-counterfeit-products-sold-amazon

https://hostdefense.com/blogs/press-releases/fungi-perfecti-makers-of-host-defense-mushrooms-discovers-counterfeit-products-with-known-allergens-being-sold-on-amazon

This story was originally published in The Rotten Apple, a weekly newsletter for food professionals, policy-makers and purveyors. Subscribe for free for weekly insights, latest news and emerging trends in food safety, food authenticity and sustainable supply chains.

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Ten Years After Horsegate – A Decade to Celebrate

The horsemeat scandal of 2013 prompted action from the food industry and (some) governments against food fraud.  Ten years later, have we made progress?  Yes!

The United Kingdom created the Food Industry Intelligence Network, the Food Authenticity Network, which is now global, and the National Food Crime Unit (UK) on the recommendations of Prof Chris Elliott in his review of the crisis, which was commissioned by the UK government.

Chris recently wrote about the progress we have made on food fraud in the past decade in New Food Magazine.  He is positive about the gains we have made since 2013.

“The response from industry and government to defend the nation against fraudsters and indeed organised crime in the food sector has been enormously beneficial and makes life far more difficult for criminals.” Chris Elliott writing in New Food Magazine

We have made great progress since 2013, but it’s easy to forget how far our industry has come in our fight against food fraud. We are now paying more attention to food fraud and we are much more aware of its potential to hurt consumers and brands.  There are more tools and technologies available to food businesses to detect and deter food fraud than in 2013.  Analytical test methods, equipment and expertise are (slowly) becoming cheaper and more accessible.

Back in 2013 species identification tests were not routinely performed on red meat – the horsemeat-for-beef issue was only discovered because a sharp-eyed food inspector in Ireland noticed discrepancies on the labels and cartons of frozen “beef” at a small import-export business. At the time, the head of the Irish Food Safety Authority (FSAI) was “astounded” and thought there had been a mistake in the testing when the first sets of results were received, which showed almost 30 percent horsemeat in the “beef”.

These days it’s easy to have meat tested to determine its species and there are cost-effective test kits available for both raw and cooked meat.

However, the ‘bad guys’, as Prof Elliott says, won’t stop trying to make money from food fraud.  It can be very profitable and it carries a low risk of prosecution and punishment compared to other nefarious activities like smuggling drugs across international borders. One commentator estimated that it is three times more profitable to make and sell ‘fake’ olive oil than to smuggle cocaine (source).

In recent years there have been frequent claims in the media that food fraud is getting worse or is an increasing problem, but there is no evidence to support those claims. Food fraud is, by its nature, difficult to measure. As an industry, we are certainly talking about food fraud more, and there are more frequent reports about food fraud, but this doesn’t mean it is more prevalent.

We do need to remain vigilant, of course, because food fraud is not going away. One risk is that as big food companies and wealthy countries pay more attention to food fraud, the fraudsters will increasingly target commodities, companies and regions where there is less oversight – the “low-hanging fruit”.  These are the areas that are increasingly at risk as well-resourced companies increase scrutiny of their supply chains.

In some regions, where consumers and businesses are experiencing economic hardship, there is increasing motivation for previously legitimate food businesses to “cut corners” and for consumers to accept food from questionable sources and this also increases the risks.

Takeaways

As an industry, we are more aware of food fraud than before the horsemeat scandal, and we now have better tools and systems for keeping our consumers and our brands safe.

However, with well-resourced food companies working harder to deter and prevent food fraud in their supply chains, other businesses in the food sector will become more attractive targets for bad actors.

Don’t let your food company be the “low-hanging fruit” for food fraud perpetrators; keep being vigilant about the risk of food fraud in your supply chain and within your own company.

*** This post originally appeared in Issue #72 of The Rotten Apple Newsletter ***

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Food Fraud in Food Additives

Food additives such as flavour-enhancers, gums, enzymes, emulsifiers, stabilizers, anti-caking agents, anti-oxidants and non-nutritive sweeteners are a bit of a “black box” when it comes to food fraud.  There are few records of food fraud in food additives in our Food Fraud Risk Information (Trello) Database, with the exception of vanilla extract flavouring, which has more entries.  However, just because we don’t have many public records for food fraud does not mean that it does not sometimes occur in food additives.

Food fraud problems with food additives might be less likely to become public knowledge because they are less likely to cause serious food safety issues compared to other food components, due to the tiny concentrations at which additives are present in finished products.  In the absence of a food safety incident or food recall, it is less likely that a food fraud will become public knowledge.

Food fraud in food additives might be easier to detect than food fraud in other ingredients.  For example, if a food additive was fraudulently diluted with a cheap filler, it would not perform as expected in a recipe, which would alert the food manufacturer to a problem.

Many food additives (excluding flavours) have short(ish) supply chains compared to other food types, which reduces the chances of fraudulent tampering with the product.

Fraud in food colourings

During July 2022, there were two border rejections for food colouring additives that contained unauthorised colouring agents.  The border rejections occurred in Europe.  The food colours originated in India.  It is not known whether the unauthorised components were present as a deliberate deception – that is food fraud – or if the importer was unaware of their regulatory status in the European Union. Links can be found in the food fraud incidents section.

 

Image: Pawel Czerwinski on Unsplash

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Investigating Susceptibility to Food Fraud

Updated 9 Feb 2026

Some foods are more susceptible than others to economically motivated adulteration, substitution and dilution.  Understanding the susceptibility of an ingredient or raw material type is an important part of every food fraud vulnerability assessment process.

A TWO-PART PROCESS

Susceptibility is investigated in two parts.

(1) General Susceptibility (is this type of food often affected by food fraud or not?)

You can estimate a food’s general susceptibility using publicly available information.

(2) Specific Susceptibility (is the food we purchase likely to be affected by food fraud?)

The specific food fraud attributes depend on your supply chain, management of the supply chain and testing and auditing activities.

STEP 1. GENERAL SUSCEPTIBILITY

To investigate the general susceptibility of a food or ingredient to food fraud, use publicly available information about incidences of fraud that have occurred in the past and that might occur in the future.

There are a few different ways to access information about previous incidents and emerging issues with a raw material type, as shown below.

1. Online databases – access to historical data:

A food fraud database provides a way to access historical information about food fraud.

A food fraud database is a collection of information about food fraud incidents and food fraud risks. There are a number of free and paid databases operated by governments, not-for-profits and private companies available worldwide.  The type of data varies from database to database, as does the cost and the features.  For a current list of food fraud databases, check out our post Food Fraud Databases Compared.

2. Email alerts via subscription service:

Email services provide near-to-real-time information about food fraud incidents as they occur. This can be a good way to keep on top of developing food fraud risks.   Below is a list of email subscriptions that can provide information about food fraud.

  • Food Forensics, a laboratory located in United Kingdom, offer a monthly horizon scanning risk newsletter to members in the United Kingdom.
  • FoodChainID Horizon Scan is a paid subscription service that provides alerts on adulteration and fraud, as well as food safety contamination events (global).
  • Some trade associations provide email services to members.
  • The Rotten Apple, by Karen Constable (of Food Fraud Advisors), is a weekly newsletter that includes trends and analysis as well as weekly food fraud incident reports.
  • Government-run food safety and food regulatory bodies in some jurisdictions send emails to interested parties.  Contact your local authority for more information.

3.  Direct intelligence:

Direct intelligence is another means of gathering information about the occurrence of food fraud for a given food or ingredient.

  • Information can be obtained by asking law enforcement officials and government departments.
  • Suppliers can provide information about their material types.
  • Trade associations can be approached for information on food fraud and emerging issues.
  • Conferences and webinars about food fraud and food defence are held regularly and these can be a good source of information.

STEP 2. SPECIFIC SUSCEPTIBILITY

In step one you considered the general likelihood of food fraud occurring for the food or ingredient you are assessing.

In step two you must consider the characteristics of your specific material as it is purchased by your food business.

Characteristics that should be considered include those associated with your supply chain, purchasing policies and the format of the material, for example whether it is a powder or liquid or solid.

Each characteristic should be considered with regards to how it could affect the degree to which a person may be motivated to fraudulently adulterate the material and how it could allow a person to:

a) gain access to the material,

b) commit fraud by adulterating, substituting or diluting the material or

c) avoid detection.

To ensure that all relevant characteristics are considered, it is best to use a checklist

Checklists help to ensure that all relevant information has been considered.

You can create your own checklist or use a checklist prepared by experts such as those found in a proprietary Vulnerability Assessment Tool.

There are a number of fraud assessment tools available on-line, with differing degrees of usefulness (some are really annoying to use!).  The most comprehensive checklist for food fraud vulnerability assessments can be found in Food Fraud Advisors’ Vulnerability Assessment Tools.

Need more help?  Get easy-to-use, comprehensive downloadable templates in our online training course.

Visit our training academy today