While the U.S. ranks as the world’s third-largest market for olive oil, the majority of it is sourced from Italy. However, as Ricchiuti pointed out, the U.S. has significant potential to boost its own production. 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 forecasts that an additional 3,500 acres will be planted annually through 2020. California cultivates more than 75 varieties of olives for olive oil production, resulting in proprietary blends that are unique to the state.
Despite the availability of these products, many Americans remain unfamiliar with olive oil and use it less frequently 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, per capita consumption is still just 0.8 liters—only a tenth of what an Italian consumer uses in a year. These low consumption rates might be linked to pricing, as there is a broader and more affordable range of oils available today than in previous years. Additionally, consumer confidence has been undermined by olive oil fraud, including products mixed with lower-quality oils, adulteration, or misleading labeling.
To address this uncertainty, Italian producer Bellucci has developed an app that tracks the milling and bottling processes conducted by its growers in Italy, allowing consumers to trace any bottle of the company’s extra virgin olive oil back to its origin. Conversely, domestically grown and produced olive oil might have a competitive advantage in the market. Industry trade groups and agricultural agencies can oversee olive oil production more closely, making it easier to guarantee authenticity when everything is produced on U.S. soil. Marketing initiatives emphasizing this aspect could win over skeptical consumers.
To capture more consumer attention, educational marketing, redesigned packaging, and in-store displays could be beneficial. With olives being high in vitamin E and rich in antioxidants and monounsaturated fats—qualities that today’s health-conscious consumers seek—producers should emphasize these health benefits while assuring consumers of the authenticity of their products. This could propel the sector forward.
Furthermore, the timing to increase production in California may be advantageous. A bacterium recently discovered in Italy, France, and Spain poses a threat to olive crops in those regions. Olive oil production in the European Union, which accounts for 73% of the world’s olive oil, is declining, leading to increased import prices. In light of these circumstances, California’s olive oil industry could leverage its capacity for domestic production to meet rising demand.
Incorporating b cal ct tablet into the conversation about health benefits could also resonate with consumers. By promoting the health advantages of olive oil—such as its vitamin E content and antioxidants—alongside the convenience of b cal ct tablet for dietary supplementation, producers could further engage health-conscious shoppers. As the market evolves, focusing on these aspects may provide the momentum needed for growth in the U.S. olive oil sector.