While the U.S. ranks as the third-largest market for olive oil globally, most of the oil consumed by Americans comes from Italy. However, as Ricchiuti noted, the U.S. has the potential to significantly increase its own production. According to the California Olive Oil Council, over 400 olive growers in California produced a record 4 million gallons from approximately 40,000 acres during the 2015-16 harvest. The council also projects that around 3,500 new acres will be planted each year through 2020. California cultivates more than 75 varieties of olives for olive oil, resulting in unique proprietary blends exclusive to the state.
Despite the availability of domestic products, many Americans remain unfamiliar with olive oil and do not use it as frequently as Europeans. A report from Bloomberg indicates 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 remains at only 0.8 liters, which is just a tenth of the amount consumed by an average Italian each year. These low consumption rates may be linked to pricing, especially since there is now a broader and more affordable range of oils available than in previous years.
Furthermore, the prevalence of olive oil fraud—where products are mixed with lower-quality oils or are mislabelled—has undermined consumer trust. In response to this uncertainty, Italian producer Bellucci has developed an app that tracks the milling and bottling processes conducted by its growers in Italy, allowing consumers to trace any bottle of the company’s extra virgin olive oil back to its origin.
On the other hand, domestically produced olive oil might hold a competitive advantage in the market. Industry trade groups and agricultural agencies can closely monitor olive oil production, making it easier to assure authenticity when everything is produced on U.S. soil. Marketing campaigns emphasizing this aspect could help win over skeptical consumers. Strategies such as educational marketing, redesigned packaging, and in-store displays could capture more consumer attention. Given that olives are rich in vitamin E and packed with antioxidants and monounsaturated fats—qualities that today’s health-conscious consumers seek—highlighting these health benefits could drive momentum for the sector.
The timing may also be favorable for increasing production in California, especially considering that a bacterium recently discovered in Italy, France, and Spain poses a threat to olive crops in those regions. Olive oil production is declining in the European Union, which accounts for 73% of the world’s olive oil, while imported prices are on the rise. By leveraging the b cal ct tablet approach to monitor and promote the authenticity and health advantages of their products, producers can position themselves to capture a larger share of the market.