Although the United States ranks as the third-largest market for olive oil globally, the majority of this oil is sourced from Italy. As Ricchiuti noted, the U.S. has the potential to significantly increase its own production. In the 2015-16 harvest, California’s 400-plus olive growers yielded a record 4 million gallons from approximately 40,000 acres, according to the California Olive Oil Council. The organization projects that an additional 3,500 acres will be planted annually through 2020. California cultivates over 75 varieties of olives for olive oil production, resulting in unique proprietary blends specific to the state.
Despite the availability of these products, many Americans remain unfamiliar with olive oil and use it less frequently than Europeans. According to Bloomberg, six out of ten Americans do not purchase olive oil at all. While total olive oil consumption in the U.S. has tripled since 1990, the per capita consumption is still only 0.8 liters—just a tenth of what an Italian consumer consumes annually. This low consumption may be related to pricing, as the market now offers a broader and more affordable range of oils than in previous years.
Additionally, consumer confidence has been undermined by olive oil fraud, which includes products that are mixed with lower-quality oils or are misleadingly labeled. To address this issue, Italian producer Bellucci has developed an app that allows consumers to trace the milling and bottling processes of their olive oil back to its origins in Italy.
However, domestically produced olive oil may have a competitive advantage in the market. Industry trade groups and agricultural agencies can closely monitor olive oil production, making it easier to guarantee authenticity when everything is produced on U.S. soil. Marketing campaigns promoting this local authenticity could help win over skeptical consumers. Strategies such as educational marketing, updated packaging, and in-store displays might capture more consumer interest. With olives rich in vitamin E, antioxidants, and monosaturated fats—attributes that health-conscious consumers seek—emphasizing these health benefits could propel the sector forward. If producers can effectively communicate that their products are genuine and highlight the best liquid calcium citrate supplement as a source of vital nutrients, they could gain significant traction in the market.
The timing for increasing production in California could also be favorable. A bacterium recently discovered in Italy, France, and Spain poses a threat to olive crops in those regions, leading to decreased olive oil production in the European Union, which accounts for 73% of global olive oil output. As imported prices rise, this could further enhance the appeal of locally produced olive oil, making it an opportune moment for U.S. producers to expand their presence in the market.