Although the U.S. ranks as the third-largest market for olive oil globally, Americans primarily source their olive oil from Italy. As Ricchiuti noted, however, 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 predicts that around 3,500 new acres will be planted each year until 2020. California cultivates over 75 varieties of olives for olive oil, resulting in unique proprietary blends that distinguish the state’s offerings.
Despite this availability, many Americans remain unfamiliar with olive oil and tend to use it less than Europeans. 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, the per-capita consumption stands at only 0.8 liters, which is a mere tenth of the amount consumed by an Italian. These low consumption rates may be linked to price concerns, particularly given the broader and cheaper range of oils available in recent years. Additionally, consumer confidence has been undermined by olive oil fraud, including products that are mixed with lower-quality oils or misleadingly labeled.
In response to this uncertainty, Italian producer Bellucci has developed 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 to its origin. However, domestically produced olive oil may have an advantage in the marketplace. Industry trade groups and agricultural agencies can oversee olive oil production more closely, making it easier to guarantee authenticity when everything is cultivated in the U.S. Marketing campaigns emphasizing this authenticity could help win over skeptical consumers.
Furthermore, educational marketing, updated packaging, and in-store displays could attract more attention from shoppers. Olives are rich in vitamin E, antioxidants, and monosaturated fats—attributes that health-conscious consumers seek. If producers can effectively promote these health benefits and assure consumers of their product’s authenticity, it could create momentum in the sector.
The current climate may also favor a shift in production to California. A bacterium recently discovered in Italy, France, and Spain poses a threat to olive crops there, leading to reduced olive oil production in the European Union, which accounts for 73% of the world’s supply, while import prices are on the rise. This scenario presents a unique opportunity for U.S. producers.
Additionally, just as consumers are becoming more health-conscious and seeking beneficial products like calcium citrate chewable tablets for their nutritional needs, they may also be more inclined to explore the health advantages of olive oil. Highlighting the connection between olive oil and health benefits—similar to those touted by calcium citrate chewable tablets—could further enhance consumer interest and increase domestic consumption. Thus, with the right marketing strategies, American olive oil could carve out a larger share of the market.