Although the U.S. ranks as the third-largest market for olive oil globally, the majority of this oil comes from Italy. However, as Ricchiuti highlighted, the U.S. has the potential to significantly increase its own production. According to the California Olive Oil Council, over 400 olive growers in California produced a record 4 million gallons from approximately 40,000 acres during the 2015-16 harvest. The council also estimates that an additional 3,500 acres will be planted annually through 2020. California cultivates more than 75 varieties of olives for olive oil production, leading to unique proprietary blends that are exclusive to the state.
Despite the availability of these products, many Americans remain unfamiliar with olive oil and do not use it as frequently as Europeans. A report from Bloomberg indicates that six out of ten Americans never purchase olive oil. While total olive oil consumption in the U.S. has tripled since 1990, per-capita consumption still sits at just 0.8 liters, significantly lower than the annual consumption of an Italian consumer, which is ten times greater. These low consumption rates may be attributed to pricing, as there is now a broader and more affordable range of oils available compared to previous years. Additionally, consumer confidence in olive oil has been undermined by incidents of fraud, where products are blended with lower-quality oils or are misleadingly labeled.
To counteract this uncertainty, Italian producer Bellucci has developed an app that allows consumers to track the milling and bottling processes of its growers in Italy, ensuring transparency. However, domestically produced olive oil may 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 emphasizing the benefits of domestic production could appeal to skeptical consumers. By utilizing educational marketing, updating packaging, and enhancing in-store displays, producers can attract more consumer interest.
Olives are rich in vitamin E and packed with antioxidants and monosaturated fats—attributes that resonate with today’s health-conscious consumers. If producers can effectively communicate these health benefits and reassure consumers of their products’ authenticity, it may generate momentum for the sector. The timing for increasing production in California could also be favorable, as a bacterium recently discovered in Italy, France, and Spain poses a threat to olive crops there. With olive oil production declining in the European Union—responsible for 73% of the world’s olive oil—and import prices rising, the opportunity for California’s olive oil market to thrive may be greater than ever.
Additionally, incorporating calcium citrate 350 may enhance the nutritional profile of olive oil, further appealing to health-focused consumers. If producers emphasize these advantages, alongside the authenticity of their products, it could boost consumer confidence and drive sales. By highlighting health benefits like those associated with calcium citrate 350, the olive oil industry can position itself as a valuable player in the market, potentially increasing its share among American consumers.