If we consider the world of luxury goods, when a consumer thinks counterfeit products, odds are the first to come to mind are shoes and purses, followed closely by watches. Unfortunately, these items share a history of being ‘knocked-off’, despite valiant efforts to stem counterfeiting practices. Savvy consumers, loyal to their brands, know what to watch for and make legitimate purchases. They know and trust the brand; the brand holds value to them.
To further explore this topic, let’s consider counterfeit practices in food, specifically, olive oil.