Most people don’t ruin olive oil on purpose.
They simply treat it like any other pantry ingredient.

But extra virgin olive oil is unusually sensitive. Light, heat, oxygen and time slowly degrade its aroma, flavour and nutritional value. If you want to understand what truly defines olive oil quality in the first place, you can read our guide on how to tell if olive oil is truly high quality. Even a high-quality oil can taste flat or disappointing if it’s handled the wrong way. International guidelines consistently show that storage and everyday use play a decisive role in how olive oil performs in the kitchen and on the palate.

Below are the most common olive oil mistakes and the small changes that make a big difference.

Mistake #1: A common olive oil storage mistake, heat and light

Keeping olive oil near the stove, on an open counter, or close to a window exposes it to heat and light, two of its biggest enemies. Both factors accelerate oxidation and cause olive oil to lose freshness and complexity far sooner than expected.

What to do instead

• Store olive oil in a cool, dark place, such as a closed pantry or cupboard.

• Choose dark glass bottles, tins or bag-in-box packaging, which help protect the oil from light.

Mistake #2: Letting oxygen into the bottle too often

Every time a bottle is opened, oxygen enters. Over time, this exposure dulls aromas and speeds up the ageing process. Permanent pour spouts, while convenient, can worsen this by allowing continuous air contact.

What to do instead

• Always close the cap tightly after use.

• Avoid permanent pour spouts unless you finish the bottle quickly.

• If you buy larger containers, decant small amounts into a smaller bottle and keep the main container sealed.

Mistake #3: Buying more olive oil than you can realistically use

Olive oil does not improve with age. Unlike wine, it only declines. Many people buy large quantities thinking they are “stocking up,” only to keep using the oil long after its vibrant aromas and flavours have faded.

What to do instead

• Buy quantities you can realistically use within a few months after opening.

• If you prefer larger formats, choose protective packaging and refill a small bottle for daily use.

Mistake #4: Relying on a single date to judge freshness

A common assumption is that freshness can be determined by a single date on the label. In reality, olive oil shelf life depends on multiple factors: initial quality, phenolic content, packaging, transport and storage conditions.

Some producers choose to include a harvest or milling date as an additional freshness indicator. Others communicate freshness through bottling dates, batch traceability, limited seasonal releases, or controlled storage and distribution practices.

What to do instead

• Look for signs of transparency and care, not just one specific date.

• Treat olive oil as a fresh product: buy it thoughtfully, store it well, and use it while it’s at its best.

Mistake #5: Thinking “smooth” means “high quality”

Many consumers associate quality with mildness. In reality, some of the most important sensory markers of fresh extra virgin olive oil are sensations people often misinterpret as flaws.

Scientific research shows that bitterness and pungency are linked to the presence of phenolic compounds, substances associated with freshness, stability and character in olive oil.

What to do instead

• Expect good extra virgin olive oil to be fruity, and sometimes bitter or peppery.

• Flat, greasy or waxy flavours are often signs of age or low quality.

Mistake #6: Believing bitterness or throat “pepperiness” is a defect

That slight burning or peppery sensation in the throat is one of the most misunderstood aspects of olive oil. Scientific literature connects this sensation to naturally occurring phenolic compounds found in fresh oils, especially those made from early-harvest olives.

What to do instead

• Use bitterness and pungency as information, not a verdict.

• Pair robust oils with foods that balance them well, such as legumes, vegetables, tomatoes, soups or grains.

Mistake #7: Trusting the front label without understanding what it means

“Extra virgin” is a legally defined category, supported by chemical and sensory standards. However, marketing language can still confuse consumers, especially when labels are treated as guarantees rather than starting points.

What to do instead

• Look beyond the front label.

• Prioritise traceability, proper packaging, producer transparency and overall handling, from bottling to your kitchen.

A simple checklist to protect olive oil at home

• Store it away from heat and light

• Minimise air exposure

• Buy realistic quantities

• Don’t fear bitterness or pepperiness

• Treat olive oil as a fresh, living product

Once you stop making these mistakes, olive oil starts telling a different story. Not just “good” or “bad,” but green, fruity, peppery, alive.

In the next article, we’ll take the next step: what good olive oil should taste like, and how to recognise freshness using your senses.