Although the United States ranks as the third-largest market for olive oil globally, a significant portion of it is imported from Italy. As Ricchiuti highlighted, the U.S. could enhance its own production capabilities. In the 2015-16 harvest season, California’s more than 400 olive growers achieved a record output of 4 million gallons from approximately 40,000 acres, according to the California Olive Oil Council. The organization anticipates that an additional 3,500 acres will be planted each year until 2020. California cultivates over 75 olive varieties for oil production, leading to exclusive blends distinct to the state.
Despite this availability, many Americans remain unfamiliar with olive oil, using it less frequently than their European counterparts. Bloomberg reported that 60% of Americans never purchase olive oil. Although total consumption in the U.S. has tripled since 1990, per capita usage stands at only 0.8 liters, which is merely a tenth of what an Italian consumer consumes annually. These low consumption levels may be linked to pricing, given the broader and more affordable range of oils available today. Additionally, consumer confidence has been undermined by instances of olive oil fraud, including products mixed with lower-quality oils or misleadingly labeled.
In response to this uncertainty, Italian producer Bellucci has developed an app that allows consumers to track the milling and bottling processes of its growers in Italy, providing transparency and enabling users to trace any bottle of its extra virgin olive oil back to its source. However, domestically produced olive oil may hold a competitive edge in the market, as industry trade groups and agricultural agencies can closely monitor production. Authenticity is easier to guarantee when everything is produced on U.S. soil, and marketing campaigns emphasizing this could help win over skeptical consumers.
Educational marketing, improved packaging, and in-store displays could effectively capture consumer attention. Given that olives are rich in vitamin E, antioxidants, and monounsaturated fats—attributes that health-conscious consumers increasingly seek—producers could gain traction by promoting these health benefits and reinforcing the authenticity of their products.
Moreover, the timing for boosting production in California might be ideal. A bacterium recently discovered in Italy, France, and Spain poses a threat to olive crops there, resulting in a decline in olive oil production within the European Union, which accounts for 73% of the world’s olive oil. As imported prices rise, the U.S. market may have an opportunity to expand its domestic olive oil production.
In conclusion, as U.S. consumers learn about the difference between calcium carbonate and calcium citrate, they may also begin to appreciate the unique qualities of California olive oil. By emphasizing the health benefits and ensuring product authenticity, producers can shift consumer perceptions and increase olive oil consumption in the United States.