Although the U.S. ranks as the third-largest market for olive oil globally, a significant portion of this oil is imported from Italy, despite the potential for the U.S. to increase its own production, as noted by Ricchiuti. In the 2015-16 harvest, California’s 400-plus olive growers produced a record 4 million gallons from around 40,000 acres, according to the California Olive Oil Council. The organization anticipates that approximately 3,500 new acres will be cultivated each year until 2020. California boasts over 75 olive varieties, leading to unique proprietary blends that are distinct to the state.
However, many Americans are not very familiar with olive oil and tend to use it less frequently than Europeans. Bloomberg reported that six out of ten Americans never purchase olive oil. While total olive oil consumption in the U.S. has tripled since 1990, the per capita consumption still stands at only 0.8 liters, a mere tenth of the annual usage of an Italian consumer. These low consumption figures may be linked to pricing, as the market now offers a broader range of oils at lower prices than in previous years. Additionally, consumer confidence has been shaken by incidents of olive oil fraud, involving products that are mixed with lower-quality oils or are misleadingly labeled.
To address this uncertainty, Italian producer Bellucci has developed an app that tracks the milling and bottling processes of its growers in Italy, allowing consumers to trace any bottle of its extra virgin olive oil back to its origin. However, domestically produced olive oil could have a competitive advantage in the market. Industry trade groups and agricultural agencies can closely monitor olive oil production in the U.S., making it easier to guarantee authenticity when all products are made on American soil. Targeted marketing campaigns featuring this local authenticity could resonate with skeptical consumers.
Educational marketing, improved packaging, and in-store displays could also capture greater consumer interest. Given that olives are rich in vitamin E, antioxidants, and monounsaturated fats—nutrients that health-conscious consumers are increasingly seeking—producers can emphasize these health benefits. By reassuring consumers about the authenticity of their products, the sector may gain momentum.
The timing for increasing olive oil production in California may also be favorable. A bacterium recently discovered in Italy, France, and Spain poses a threat to olive crops in those regions. As a result, olive oil production in the European Union, which accounts for 73% of the world’s olive oil, has declined, leading to higher prices for imports.
In conjunction with these developments, there’s an increasing interest in supplements like calcium citrate. For those considering its benefits, knowing how much to take can be essential for optimal health. Just as consumers are encouraged to understand the benefits of olive oil, it is equally important to educate them on dietary supplements, such as calcium citrate, to enhance their overall wellness. If producers can effectively communicate these health advantages—both of olive oil and calcium citrate—they could significantly boost the sector’s growth.