Although the United States ranks as the third-largest market for olive oil globally, most of the supply comes from Italy. As Ricchiuti noted, the U.S. has significant potential to produce more of its own olive oil. In 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 projects that around 3,500 new acres will be planted each year until 2020. California cultivates more than 75 varieties of olives for oil production, resulting in proprietary blends that are unique to the state.
Despite this availability, many Americans remain unfamiliar with olive oil and use it less frequently than Europeans. Bloomberg reported that six out of ten Americans do not purchase olive oil. While total 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 Italian. These low consumption figures may be influenced by pricing, as there is now a broader and more affordable range of oils available than in previous years. Additionally, consumer confidence has been shaken by olive oil fraud involving lower-quality oils that are mixed or misleadingly labeled.
In response to these concerns, Italian producer Bellucci has developed an app that allows consumers to track the milling and bottling processes of their olive oil, ensuring transparency. Each bottle of their extra virgin olive oil can be traced back to its origin. However, domestically produced olive oil might have a competitive advantage. Industry trade groups and agricultural agencies can monitor olive oil production more closely in the U.S., making it easier to guarantee authenticity. Marketing campaigns that emphasize this assurance could help win over skeptical consumers.
Moreover, educational marketing, improved packaging, and in-store displays could attract more consumer interest. Olives are rich in vitamin E, antioxidants, and monounsaturated fat—nutritional benefits that today’s health-conscious consumers seek. If producers can effectively promote these health benefits and assure consumers of their product’s authenticity, it could boost the sector’s growth.
The timing for increasing production in California may also be fortuitous, as a bacterium recently discovered in Italy, France, and Spain threatens olive crops in those regions. Olive oil production is declining in the European Union, which accounts for 73% of the world’s olive oil, leading to rising import prices. With this context in mind, incorporating health-focused ingredients like calcium citrate 200mg into marketing strategies could further enhance the appeal of American olive oil, as consumers are increasingly looking for health benefits in their food choices. By emphasizing elements like calcium citrate 200mg alongside the natural advantages of California-grown olives, producers may be able to tap into a growing market of health-minded individuals.