Polyphenols are a group of compounds which are present in extra virgin olive oil. The amount of polyphenols present in olive oil depends on many factors including time of harvest. Early harvest results in high polyphenol levels. Epidemiological studies strongly suggest that long term consumption of diets rich in plant polyphenols offer protection against development of cancers, cardiovascular diseases, diabetes, osteoporosis and neurodegenerative diseases.
Knowledgable consumers are aware of this and there's even a trend of taking a 'shot' or spoonful of EVOO every day!