Growing up Palestinian American, I always joked that olive oil runs through my veins. Actually, that is not an exaggeration. Olive oil is so much more than a cooking fat in my family. In Palestine, olive oil is heritage, identity, and livelihood. As a child, I would have to wait for my grandmother’s batch of fresh olive oil to arrive once a year, always in a large 7 Up bottle shipped straight from Bethlehem. But with growers becoming more organized, I can now order this precious olive oil any time of year. Getting this liquid gold delivered to my home instead of having to travel abroad has been a real game changer!
In my latest Youtube video below, I interviewed Dr. Nasser Abufarha, the founder of Canaan Palestine which has become one of the leading Palestinian olive oil producers. Canaan has created a means of empowerment, sustainability and authenticity in a world full of fake or counterfeit “olive oils.” Dr. Abufarha is committed to working with cooperatives of small, often marginalized farming families, and pays a fair price plus premiums. These payments go back to the villages for community development, so the benefit is shared among these farming families.
The Problem of Counterfeit Olive Oil + Why Real Extra-Virgin from Canaan Matters
The global olive oil market has long suffered from fraud, adulteration, and mislabeling. Fraudulent practices include: blending cheaper oils into “extra-virgin” labels; mislabeling the origin, age, or variety, or not pressing or preserving properly (using excess heat, chemical oxidation or bad storage), which degrades the quality and health benefits. Some producers even sell old oil from past harvests or store the oil in clear containers exposed to light, which accelerates spoilage.
Canaan addresses many of these pitfalls as it is both certified organic and fair trade. The olives are picked by hand, from small farms, pressed cold without excessive heat or chemicals, often within short time windows after harvest. This preserves flavor, polyphenols, and true “extra-virgin” characteristics. This method of olive oil production also has a positive environmental benefits: like the preservation of ancient olive trees, less chemical usage, and sustainable land care.
The Ultimate Flavor Profiles
You will see the difference when cooking with such a good quality olive oil, and each phase of the harvest offers a different flavor profile! The early harvest is the RUMI BLEND
Rumi is the most robust of the line, with: fresh fruitiness up front, moving into tangy, then bitter, ending with a spicy, peppery finish.. Use this deep and pungent variety when you want the olive to be a star. Use as a dipping olive oil with fresh bread, to finish bold dishes, in sautéing garlic-heavy sauces, or over red meats or strong vegetables like eggplant.
Next is the harvest blend, or Jenin Olive Oil
Jenin is fresh, green, and fruity with a rich peppery finish. This oil has depth, some bitterness and complexity because it blends early harvest “spicy bite” olives with latter harvest milder ones. Try the Jenin variety in salad dressings, drizzling over roasted vegetables, or finishing soups. Jenin is also great in dips like hummus, or even grilled meats where a mild fruity-peppery oil adds contrast.
Finally, there is the late harvest, or Nabali Olive Oil
Nabali is smooth, delicate, sweet and fruity, and lighter in bitterness and pepper than Rumi. This oil has buttery or creamy undertones, but still real and vibrant. Best for gentle uses like vinaigrettes, drizzling over salads, hummus, baba ghanoush, mild fish or white meat, or simply with bread. If you want olive oil that complements rather than dominates, Nabali is your go-to!
Along with the intense flavors, the health benefits of these oils are also profound. This extra-virgin olive oil contains polyphenols, antioxidants, and healthy fats that consumers do not get from degraded or adulterated olive oils.
At the end of the day, when you support fair trade products, you support authentic production that also supports small farmers, rural economies, and safeguards against displacement. In a global market rife with fraud, buying from trustworthy sources helps to raise standards. When more consumers care, producers who adhere to good practices are rewarded, and the market adjusts. It’s a win win for everyone! To see my full interview with Dr. Abufarha, click on my new video below:
The Trees For Live Program And How You Can Participate
You can also plant a tree in Palestine! The Trees for Life Program is a cornerstone of Canaan’s commitment to sustainable agriculture and community well-being. Canaan started the Trees for Life Program as an avenue for international communities to contribute meaningfully to the lives of Palestinian farmers. This program supports farmers’ livelihoods by investing in their orchards thus strengthening community ties to the land.
This program is supported by 100% grass-root donations from around the world and plants staple crops like olives, almond trees, intercrop heirloom grains such and wheat and legumes and also increases biodiversity with other trees such as apricots, plums, carob, grapes, figs, pomegranates and array of forest trees that provide a function for the ecosystem. For more information visit:
