sensory satisfaction. Negative reactions to bitterness have been highlighted in a number of foods (Drewnowski & Gomez-Carneros, 2000) and, in the case of olive oil, further investigation would help in better approaching consumer preferences. The present research was conducted in Emilia–Romagna, a region in the north-centre of Italy that recently is moving towards the production of high quality oil. The objective of the research was to assess consumer perception of local virgin olive oil (VOO) production.