Although the U.S. ranks as the third-largest market for olive oil globally, a significant portion of this oil is imported from Italy. As Ricchiuti pointed out, however, the U.S. has the potential to significantly increase its own production. During the 2015-16 harvest, over 400 olive growers in California generated a record 4 million gallons from around 40,000 acres, according to the California Olive Oil Council. The organization forecasts that an additional 3,500 acres will be planted annually through 2020. California boasts more than 75 varieties of olives utilized to create unique proprietary blends of olive oil.
Despite the availability of this product, many Americans remain unfamiliar with it and do not utilize it as frequently as their European counterparts. Bloomberg reported that six out of ten Americans never purchase olive oil. Although total olive oil consumption in the U.S. has tripled since 1990, per capita consumption is still only 0.8 liters, which is just a tenth of what an Italian consumes in a year. This low consumption rate may be linked to pricing, particularly since there is now a broader and more affordable array of oils available compared to previous years. Additionally, the integrity of olive oil has been compromised by fraudulent practices, including the mixing of lower-quality oils and deceptive labeling.
To combat this uncertainty, Italian producer Bellucci has developed an app that allows consumers to track the milling and bottling processes of its growers in Italy, enabling them to trace any bottle of the company’s extra virgin olive oil back to its origin. However, domestically produced olive oil could have an advantage in the market. Industry trade groups and agricultural agencies can oversee olive oil production more closely, making it easier to ensure authenticity when the production occurs on U.S. soil. Targeted marketing campaigns highlighting this could help win over cautious consumers.
Implementing educational marketing, updated packaging, and in-store displays could enhance consumer engagement. Olives are rich in vitamin E and packed with antioxidants and monosaturated fats, features that resonate with today’s health-conscious buyers. By promoting these health benefits, alongside assurances of product authenticity, producers could generate momentum in the sector. Moreover, the timing for increasing production in California may be favorable, given that a bacterium recently discovered in Italy, France, and Spain poses a significant threat to olive crops in those regions. Consequently, olive oil production in the European Union—responsible for 73% of the world’s olive oil—is declining, leading to rising import prices.
In conjunction with these developments, health-conscious consumers are also seeking supplements like Solaray Calcium Magnesium Vitamin D, which underscores the increasing demand for products that offer nutritional value. As producers emphasize both the health benefits of their olive oil and the authenticity of their products, they may find that they can successfully capture a larger share of the market, especially among those who value health supplements like Solaray Calcium Magnesium Vitamin D.