The proposed Olive Oil Promotion, Research, and Information Order (Order) would establish an effective and coordinated program of research, promotion, and information for the olive oil industry. Currently, no organization in the olive oil industry has the resources or funds to develop and disseminate the information and marketing promotions needed to increase awareness and to counter inaccurate or misleading information about olive oil among U.S. consumers, health and culinary professionals, and the media. Under the proposed Order, domestic first handlers and importers who handle or import over 5,000 gallons annually of olive oil would pay $0.08 per gallon. It is estimated the program would collect more than $8 million annually in assessments to carry out the program administered by the Cooperative for Olive Oil Promotion.