Olive oil in the U.S. raises the bar: NAOOA tightens its certification system

The olive oil sector in the United States is taking another step forward in terms of control and quality. The North American Olive Oil Association (NAOOA) has decided to strengthen the requirements of its “Certified by NAOOA” seal, which already covers nearly half of all branded olive oil sold in the country.

Far from being a marginal initiative, the program has become a benchmark in the U.S. market. Over the past year, it has included nearly one hundred products —including private label brands— and stands out for conducting регуляр periodic checks through random sampling of products already available to consumers.

For years, consumer concern has focused primarily on the authenticity of olive oil. However, the latest data suggest that this fear is beginning to fade. Tests carried out by the association on leading brands have found no evidence of adulteration, indicating that the market has reached a solid level in terms of purity.

This shift is moving the focus toward other factors such as sensory quality, freshness, and overall trust in the product. It is no coincidence that most consumer inquiries received by the association still revolve around oil composition, reflecting a more informed and demanding consumer base.

With this new approach, NAOOA has chosen to raise its criteria above current international standards. The revision of its certification introduces significant changes affecting both chemical parameters and supply chain management.

Key updates include a lower maximum acidity level for extra virgin olive oil, a shorter recommended shelf life, new quality monitoring systems, increased analytical testing, and mandatory third-party audits of facilities.

In addition, the program is expanding beyond the U.S., starting with Canada, in a move that signals its potential international rollout.

The tightening of these requirements comes at a time of rising consumption. Olive oil is now present in more than half of U.S. households, consolidating its position as an increasingly common staple in the diet.

However, this growth is taking place in an uncertain environment, where factors such as tariffs could impact final prices. In this context, strengthening consumer trust becomes a strategic priority to sustain demand.

In the absence of a specific federal standard, the NAOOA program serves as a form of industry self-regulation. For companies, it represents not only a guarantee of quality but also a way to stand out in a highly competitive market.

Ultimately, the strategy aims to safeguard the category through greater control, transparency, and technical rigor, in a market shaped by trade tensions and a strong dependence on imports.