Selection for oil quality is commonly conducted at the latest stages of olive breeding programs, as oil quality traits are measured in extracted oils. At the initial stages of breeding, the number of genotypes is high and fruit production is low, which makes it difficult to conduct oil extraction. The objective of this research was to evaluate the feasibility of conducting selection for some important oil quality traits in olive by analyzing fruit flesh instead of extracted oils. Fatty acids, tocopherols, phytosterols, and squalene were measured in fruit flesh and extracted oils from 22 individual olive trees showing variability for oil quality traits. Correlation coefficients between analyses conducted on fruit flesh and extracted oils were r = 0.98 for the main fatty acids palmitic, oleic, and linoleic acid, r = 0.96 for tocopherol content, r = 0.89 for phytosterol content, r = 0.97 for squalene content, and r = 0.91 and 0.94 for the concentrations of the two main sterols b-sitosterol and D 5 -avenasterol, respectively. The results revealed that selection for the mentioned oil quality traits can be efficiently conducted through the analysis of fruit flesh instead of extracted oil, which facilitates selection on larger numbers of genotypes at the initial stages of olive breeding programs.