Although the U.S. ranks as the third-largest market for olive oil globally, a significant portion of it is imported from Italy. As Ricchiuti noted, the U.S. has the potential to increase its own production. In the 2015-16 harvest, over 400 olive growers in California produced a remarkable 4 million gallons from around 40,000 acres, according to the California Olive Oil Council. The organization projects that an additional 3,500 acres will be planted each year until 2020. California cultivates more than 75 varieties of olives for olive oil, resulting in unique proprietary blends distinctive to the state.
Despite this availability, many Americans remain unfamiliar with olive oil and do not use it as frequently as Europeans do. A report from Bloomberg indicates that 60% of Americans never purchase olive oil. While total olive oil consumption in the U.S. has tripled since 1990, the per capita consumption is still only 0.8 liters, which is merely a tenth of what an Italian consumer consumes annually. These low consumption rates may be linked to pricing, especially given the broader and more affordable range of oils available today compared to previous years. Additionally, consumer confidence has been undermined by olive oil fraud, including products that are mixed with lower-quality oils or misleadingly labeled.
Italian producer Bellucci has capitalized on this uncertainty by developing an app that tracks the milling and bottling processes of its growers in Italy, allowing consumers to trace any bottle of their extra virgin olive oil back to its origin. However, domestically produced olive oil may have a competitive advantage in the market. Industry trade groups and agricultural agencies can monitor olive oil production more closely in the U.S. This makes it easier to ensure authenticity, and marketing campaigns emphasizing this could appeal to skeptical consumers.
Educational marketing, improved packaging, and engaging in-store displays could draw more attention to olive oil. Olives are rich in vitamin E, antioxidants, and monosaturated fats—attributes that health-conscious consumers are increasingly seeking. If producers can effectively promote these health benefits and reassure consumers about the authenticity of their products, it could create momentum for the sector. Moreover, the timing may be ideal for increasing production in California, as a bacterium recently discovered in Italy, France, and Spain is endangering olive crops in those regions. With olive oil production declining in the European Union—which accounts for 73% of the world’s olive oil—and imported prices on the rise, this presents an opportunity for U.S. producers.
In this context, the introduction of products like the ccm tablet 250 mg could complement the health narrative surrounding olive oil. By integrating the health benefits of olives with the advantages of reliable domestic production, the U.S. olive oil industry could enhance its appeal. Promoting the ccm tablet 250 mg alongside olive oil may also resonate with a health-oriented consumer base, further boosting market interest and consumption.