The biggest myth in High Phenolic olive oil is that the highest number wins — and that single idea has created more confusion than clarity.
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What most people don’t realize is that not all numbers are comparable, not all tests measure the same compounds, and not all “high phenolic” claims are grounded in science.
In the world of High Phenolic (HP) Extra Virgin Olive Oil (EVOO), numbers get thrown around like confetti — 1,000 mg/kg, 2,000 mg/kg, 3,000 mg/kg… sometimes even wilder claims appear online and in marketing materials. I'm sure you've seen them 50X 100X 1000X more polyphenols than ... than what?
Consumers are left wondering:
“Is higher always better?”
“How do I know if a number is real?”
“Why do producers use different tests?”
“And why do some boast about hydroxytyrosol specifically?”
It’s confusing because the conversation has grown without the guardrails of scientific clarity.
This article breaks down what’s real, what’s misleading, and what truly matters.
1. Why Phenolic Numbers Became the Wild West
When the EU Health Claim was introduced in 2012, it did something profound:
It linked phenolic content in EVOO to a measurable health benefit.
But because the claim was written by epidemiologists — not chemists — the language was imprecise, especially the phrase:
“hydroxytyrosol and its derivatives.”
This left room for:
- misinterpretation
- misuse
- marketing manipulation
- apples-to-oranges comparisons
- and a market obsessed with a single number rather than the balance of active compounds
Suddenly, everyone wanted the highest number — regardless of whether it reflected real potency or scientific validity.
2. Not All “High Phenolic” Numbers Are Created Equal
There are four main methods used to measure phenolic content:
- NMR (Nuclear Magnetic Resonance) – gold standard for oleocanthal, oleacein, secoiridoids
- LC/MS-MS (Liquid Chromatography / Mass Spectrometry) – highly accurate for individual phenols
- HPLC (High-Performance Liquid Chromatography) – widely used but variable
- Folin–Ciocalteu – NOT a phenolic test (measures total reducing capacity, easily skewed)
Some producers use the last two — especially Folin — to generate higher “polyphenol” numbers that don’t reflect actual bioactive content.
Just to note here that during malaxation (crushing) in the mill, a producer might shoot a sample off for a Folin test to get a reckoning for the day's production. It's a blunt instrument. Useful, but not accurate. A discerning producer will wait until production is complete and send for an NMR analysis.
So when someone claims:
“3,000 mg/kg total polyphenols!”
…it often means:
- measured by Folin
- inflated by non-phenolic reducing substances
- not specific to oleocanthal, oleacein, or health-claim compounds
- not directly comparable to NMR results
- misleading if used to imply superior potency
The consumer has no idea they’re comparing different languages.
A real 1,200 mg/kg NMR oil is far more potent than a 2,500 mg/kg Folin oil.
3. The Truth About Hydroxytyrosol — and Why High Levels Are NOT Good
Some producers boast:
“High hydroxytyrosol! Optimized for the EU Health Claim!”
But the science tells a different story.
Hydroxytyrosol should be low in fresh HP EVOO.
In a fresh oil, most phenolics exist in bound, complex forms:
- oleocanthal
- oleacein
- oleuropein-derived secoiridoids
- tyrosol derivatives
These are the bioactive molecules associated with:
- anti-inflammatory effects
- COX-1 and COX-2 modulation
- metabolic benefits
- antioxidant activity
- cellular protection
Free hydroxytyrosol increases as oil degrades.
If an oil shows very high hydroxytyrosol, it generally means:
- the complex phenolics are breaking down
- the oil is older, oxidizing, or improperly stored
- oleocanthal and oleacein are diminishing
So when a producer boasts:
“Very high hydroxytyrosol!”
It often means the opposite of what they intend.
This confusion exists because the EU Health Claim mentions “hydroxytyrosol and its derivatives.”
Not because high free hydroxytyrosol is desirable.
4. The HP EVOO Phenols Found Nowhere Else on Earth
This is where the story becomes truly special.
The most important compounds in HP EVOO — those that drive bioactivity — are unique to olive oil.
These include:
- oleocanthal
- oleacein
- oleuropein aglycone derivatives
- ligstroside aglycone derivatives
These compounds do not appear naturally in:
- any other fruit
- any other botanical
- any other edible oil
- any other food source
Their metabolic pathways arise uniquely from the olive fruit’s enzymatic system during crushing and malaxation.
This is why trying to quantify HP EVOO using generic “polyphenol” language is so misleading.
The active molecules are chemically distinct — and profoundly unique.
5. How High Is Actually High?
When measured accurately (NMR or LC/MS-MS):
- 250—500 mg/kg is a functional food
- 700–1500+ mg/kg is considered robustly high
- 1800+ mg/kg is "ultra" high
- 2200–2700 mg/kg exists, but rarely, mostly in small quantities
- Anything claiming 3000+ mg/kg warrants a second look at the testing method
For context:
Current Aristoleo Awards entries have oils above 2700 mg/kg by NMR — truly exceptional, but still only about 10X the EU Health Claim minimum, not “1000× stronger” as some marketers have dared claim.
The “1000× phenolic content!” hyperbole is scientifically impossible.
6. Why Balance Matters More Than One Number
A truly potent HP EVOO is not defined by:
- a single exaggerated number
- a Folin reading
- a hydroxytyrosol spike
- or selective test interpretation
It is defined by the profile:
- high oleocanthal
- high oleacein
- strong oleuropein/ligstroside derivatives
- low free hydroxytyrosol (freshness indicator)
- accurate NMR or LC/MS-MS results
- proper storage and bottling
- cool temperatures <59°F
- low oxygen exposure
This is the real signature of a therapeutic oil.
7. What Consumers Actually Need to Know
Here are the three truths they rarely hear:
1. Higher is not always better.
Balance and freshness matter most.
2. Not all phenolic tests measure the same thing.
Comparing Folin to NMR is like comparing a magnifying glass to a microscope.
3. The most important compounds are unique to olive oil.
Oleocanthal, oleacein, and related secoiridoids do not exist in any other food.
When consumers understand this, the noise fades — and the truth becomes simple:
The best HP EVOOs are those that test honestly, store properly, and honour the chemistry nature intended.