註釋 Olive oil is an important product of the European agro-alimentary sector. The current olive oil extraction process can be further improved in order to overcome the weaknesses of the actual system in terms of non-continuity, reduction of oil in waste, sustainability, and improvement of quality both in the healthy and sensory perspective. Many innovative approaches have been developed to improve the olive oil extraction process. However, not all the proposed innovations have the opportunity to effectively reach a technological level of readiness close to ,Äúready for the market.,Äù An innovator should simultaneously evaluate the aptitude of its invention to turn into a widely used commercial product both under the technological and the marketing perspectives. Under the technological point of view, an innovation should be effective, so, adequate to accomplish a purpose, and efficient, so, able to perform or functioning in the best possible manner with the least waste of time and effort. Under the marketing point of view, an innovation should be able to develop products that accurately and timely respond to customer needs, offering a valuable experience to the customer, exceeding his expectations. The innovative EVOO process based on ultrasound extraction has several advantages useful to improve olive miller income: higher yield extraction, higher polyphenols, and lower bitter and pungent taste than traditional EVOO samples. 