I'm an admitted beginner with high quality olive oil, having used the standard stuff in the grocery store forever. I heard a couple respected doctors (including my own) talking about olive oil having many health benefits, "IF you are using the right stuff". I started studying and reading about the "right stuff". This one came out on top, family heritage and ownership, US based family operation, the care and pride they take in their product, from growing, harvest, bottling and shipping.