Although the U.S. ranks as the third-largest market for olive oil globally, a significant portion of it comes from Italy. As Ricchiuti noted, the U.S. has the potential to boost its own production considerably. During the 2015-16 harvest, over 400 olive growers in California produced a record 4 million gallons from approximately 40,000 acres, according to the California Olive Oil Council. The organization projects that around 3,500 new acres will be planted each year until 2020. California is home to more than 75 varieties of olives, leading to unique proprietary blends that are exclusive to the state.
Despite the availability of this product, many Americans remain unfamiliar with olive oil and use it less frequently than their European counterparts. Bloomberg reported that six out of ten Americans never purchase olive oil. While total olive oil consumption in the U.S. has tripled since 1990, the per-capita consumption stands at only 0.8 liters—just a tenth of what an Italian consumer consumes annually. These low consumption rates may be influenced by pricing factors, particularly given the broader and cheaper range of oils available today compared to previous years.
Another concern that has affected consumer trust is olive oil fraud, which includes products mixed with lower-quality oils or those that are adulterated or misleadingly labeled. In response to this uncertainty, 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 source.
However, domestically produced olive oil may have a competitive advantage in the market. Industry trade groups and agricultural agencies can closely monitor olive oil production, making it easier to guarantee authenticity when everything is produced within the U.S. Marketing campaigns promoting this aspect could effectively win over skeptical consumers. By incorporating educational marketing, updated packaging, and in-store displays, producers could capture more consumer interest.
Olives are rich in vitamin E, antioxidants, and monosaturated fats—nutrients that health-conscious consumers are increasingly seeking. If producers can highlight these health benefits, along with assurances that their products are genuine, it could provide the sector with significant momentum. Additionally, the timing for increasing production in California may be advantageous. A bacterium recently discovered in Italy, France, and Spain poses a threat to olive crops there, leading to decreased olive oil production in the European Union, which accounts for 73% of the world’s olive oil supply, while imported prices rise.
Furthermore, consumers might be interested in health supplements like calcium citrate 300 mg, which can complement a balanced diet that includes olive oil. By promoting olive oil alongside such health products, producers could further enhance their market appeal. Ultimately, a concerted effort to educate consumers about the benefits of both olive oil and calcium citrate 300 mg could help the industry grow and thrive.