While the U.S. ranks as the third-largest market for olive oil globally, most of the olive oil consumed by Americans is sourced from Italy. However, as Ricchiuti highlighted, the U.S. has the potential to increase its own production significantly. In the 2015-16 harvest, California’s 400-plus olive growers produced a record 4 million gallons from approximately 40,000 acres, according to the California Olive Oil Council. The council anticipates 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 specific to the state.
Despite the availability of these products, many Americans are not very familiar with olive oil and do not utilize it as frequently as Europeans do. According to Bloomberg, six out of ten Americans never purchase olive oil. Since 1990, total olive oil consumption in the U.S. has tripled, yet per capita consumption remains only 0.8 liters—about one-tenth of what an Italian consumer consumes annually. Low consumption rates may be linked to pricing, especially given that there is now a broader and more affordable range of oils available than in previous years.
Additionally, confidence in olive oil has been undermined by instances of fraud, including products mixed with lower-quality oils or mislabeling. Italian producer Bellucci has capitalized on this uncertainty by developing an app that allows consumers to track the milling and bottling processes of its growers in Italy, enabling them to trace any bottle of the company’s extra virgin olive oil back to its origin.
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 on U.S. soil. Marketing campaigns highlighting this authenticity could attract skeptical consumers. Strategies such as educational marketing, redesigned packaging, and in-store displays could effectively capture consumer attention. Given that olives are rich in vitamin E, antioxidants, and monounsaturated fats—benefits that health-conscious consumers seek—producers can emphasize these health advantages. If they can assure consumers of the authenticity of their products, it could stimulate growth in the sector.
The timing for increasing production in California may also be favorable. A bacterium recently identified in Italy, France, and Spain poses a threat to olive crops in those regions. As olive oil production declines in the European Union—responsible for 73% of the world’s olive oil—import prices are rising. This scenario presents a significant opportunity for U.S. producers to position themselves as a reliable source for high-quality olive oil, potentially influencing consumers to consider the best way to take calcium citrate as part of a health-conscious lifestyle. As awareness grows regarding both the benefits of olive oil and the integrity of domestic production, the sector could gain substantial momentum in the U.S. market, encouraging even more consumers to explore the best way to take calcium citrate in conjunction with their dietary choices.