Olive oil farmers in California, who are pioneers in a rapidly growing, new industry, need good information to make good decisions. Farmers today are overwhelmed by information overload from books, journals, the Internet, e-mail, etc. It is difficult for people to separate the wheat from the chaff when it comes to information on cultural practices, pest control, product quality or marketing. The everyday decisions made by growers, consumers, marketers, and even government regulators should be based on valid principles, practical experiments and numerous observations. Practical science-based information written for farmers and the lay audience is very important in fostering decisions that reduce risk, save money and lead to the desired outcome. It should also be easily accessed and obtainable at a reasonable cost.