method for the chemoselective esterification of phenolicalcohols is described. The reaction overcomes the tyranny of protection, and capitalizes on the activation of acyl halides with cerium(III) chloride to selectively esterify alcohol hydroxyls in the presence of phenolic ones. The generality of the reaction was demonstrated with a series of phenolicalcohols of dietary relevance (vanillol, hydroxytyrosol