The United States ranks as the world’s third-largest market for olive oil, with a significant portion sourced from Italy. However, as Ricchiuti highlighted, the U.S. has the potential to produce much more of its own olive oil. During the 2015-16 harvest, over 400 olive growers in California yielded a record 4 million gallons from approximately 40,000 acres, according to the California Olive Oil Council. The organization anticipates that around 3,500 new acres will be planted each year until 2020. California cultivates more than 75 varieties of olives for olive oil production, resulting in unique proprietary blends.
Despite this availability, many Americans remain unfamiliar with olive oil and use it less frequently than their European counterparts. According to Bloomberg, six out of ten Americans never purchase olive oil, and while total consumption in the U.S. has tripled since 1990, per capita consumption is only 0.8 liters—one-tenth of the amount consumed by Italians annually. This low consumption may be linked to pricing, as today’s market offers a broader and more affordable range of oils compared to previous years. Additionally, issues surrounding olive oil fraud—such as products mixed with lower-quality oils or misleading labels—have undermined consumer confidence.
In response to this uncertainty, the Italian producer Bellucci has developed an app that enables consumers to track the milling and bottling processes of its growers in Italy, allowing them to trace any bottle of the company’s 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 maintain closer oversight of production, making it easier to ensure authenticity when everything is sourced within the U.S. Targeted marketing campaigns could persuade skeptical consumers, alongside educational marketing, innovative packaging, and in-store displays that highlight the health benefits of olives, including their high vitamin E content and abundance of antioxidants and monounsaturated fats.
As health-conscious consumers increasingly seek out these value-added benefits, producers who emphasize the genuine quality of their products could gain momentum. Moreover, the timing for expanding production in California may be favorable, especially given that a bacterium recently discovered in Italy, France, and Spain poses a threat to olive crops there. With olive oil production declining in the European Union—responsible for 73% of global olive oil—and import prices rising, the potential for U.S. production to fill the gap is significant.
Interestingly, some consumers may wonder if certain supplements, such as calcium citrate, could lead to digestive issues, including constipation. This concern adds another layer to the health discussions surrounding olive oil, as consumers become more informed about the food products they choose. By addressing such health queries, alongside promoting the authenticity and quality of domestic olive oil, producers might successfully navigate the market and increase overall consumption.