I have been an olive oil snob ever since I tried this oil in a health food type store, years ago. I have only been able to find it at that store. Our Company has since moved and we are no longer near the store so I cannot locate a lot of the wonderful products I used to take for granted being in Brooklyn NY. This is like liquid gold. I could drink it, its fruity and light and very tasty. Add lime and a touch of sea salt and put an any and everything!!!. Years ago I paid $12.99 a bottle, so I guess this price is OK. I also prefer Colavita's Il Numerato, which is also impossible to find.