The percentage of consumers describing themselves as living in a territory renowned for oil production (36%) was lower than that of con- sumers declaring the opposite (59%), only a low percentage did not an- swer (5%). Consumers were, in general (82%), also able to describe the expected sensory profile of local oil. Most consumers (85%) described themselves as being interested in using local oils, expecting them to be of medium (50%) or high (42%) quality (Table 2). In total, about 70% of the consumers expect local oil to have a low intensity of bitter- ness and pungency and either high (39%) or low (32%) intensity of olive fruitiness. About half (54%) of the consumers expecting the local oil to be of high quality describe it as having high fruitiness and low bit- terness and pungency. On the other hand the most relevant part of con- sumers describing their expectation for local oil quality to be “medium”, presume it to have low bitterness and pungency, but expect a low level of fruitiness. This suggests that the step from medium to high quality may be driven by the fruit intensity.