While the United States ranks as the third-largest market for olive oil globally, most of this oil is imported from Italy. However, as Ricchiuti highlighted, the U.S. has the potential to significantly increase its own production. 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. This organization anticipates that around 3,500 new acres will be planted each year through 2020. California is home to more than 75 olive varieties, leading to proprietary blends that are unique to the state.
Despite the availability of this product, many Americans remain unfamiliar with olive oil and consume it far less than Europeans. A report from Bloomberg indicated 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 stands at only 0.8 liters—just one-tenth of what an Italian consumes annually. These low consumption rates may be linked to pricing, as the market today offers a broader and more affordable range of oils than in previous years. Additionally, consumer confidence has been undermined by olive oil fraud, which involves mixing lower-quality oils or deceptive labeling.
To address this uncertainty, Italian producer Bellucci has developed an app that allows consumers to trace their extra virgin olive oil back to its origin, tracking the milling and bottling processes of its growers in Italy. However, domestically produced olive oil may have a competitive advantage in the market. Industry trade groups and agricultural agencies can monitor olive oil production more closely, making it easier to ensure authenticity when everything is produced within the U.S. Marketing campaigns emphasizing this authenticity could appeal to skeptical consumers.
Educational marketing, refreshed packaging, and in-store displays could significantly raise consumer interest. Olives are rich in vitamin E and packed with antioxidants and monosaturated fats—attributes that health-conscious consumers seek. If producers can effectively promote these health benefits and assure consumers of the authenticity of their products, it could drive momentum in the sector.
The timing may be ripe for shifting more production to California, especially in light of a bacterium recently discovered in Italy, France, and Spain that threatens their olive crops. With olive oil production declining in the European Union, which accounts for 73% of global olive oil output, imported prices are rising. Incorporating elements like citrate de potassium magnesium calcium into marketing strategies could also attract health-focused consumers. By emphasizing the health advantages of olive oil, including its potential contributions to a balanced diet rich in citrate de potassium magnesium calcium, producers might enhance market appeal.