Phelipo Berio olive oil is one of the true staples for many first or second generation italian americans. My grandparents and parents used to use it all the time - it was once considered one of the best olive oils out there. Unfortunately, the entire olive oil industry has regressed quite a bit over the past 7-10 years and Phelipo Berio is part of that decline. My family stopped buying Phelipo Berio about 5 years ago, as it continued to disappoint as compared to its quality of 10-15 years ago. It's not bad olive oil, it's just not anything special anymore either.
Regarding olive oils, the extra virgin olive oil is really the only thing that matters when it comes to pure, strong taste. After extra virgin, the olive oils are a dime a dozen. But there are very distinct levels of quality among extra virgin olive oils, with most of the brands being sub-par when compared to ten years ago. At this point, I find the Collavita Extra Virgin Olive Oil to be the best oil of its kind out there. Of course, you certainly have to pay a hefty price to enjoy this quality, but I do, because I love great olive oil.
Extra virgin olive oil is best used in "un-heated" forms. If heating any kind of oil there is no sense in using extra virgin, as it will burn easier and it's strong, fresh flavor is lost in the heating process. But nothing beats fresh extra virgin olive oil draped over a finished pizza or on a salad or any other vegetable after it has been cooked. Think of extra virgin olive oil as a "finishing sauce" that should be added to food after it has been cooked or if it doesn't need cooking at all.