USA takes olive oil seriously

Ricardo Migueláñez. @rmiguelanez

The recent proposal by the North American Olive Oil Association (NAOOA) to create a USDA-supervised promotion board—aimed at funding education, research, and marketing campaigns—is much more than just a business strategy. From my point of view, it’s a clear commitment to olive oil in this country, an effort to emulate many of the things traditionally done in historic producing countries, but “the American way.”

And I put “the American way” in quotes because we all know what happens when the U.S. decides to market something seriously and brings its full communications and marketing power to bear. The results can be impressive. So beyond promoting the product, they’re also helping increase domestic production.

As a colleague told me recently, this could also be seen as a “wake-up call” for the traditional olive oil powers. I believe we need to pay close attention to what the NAOOA is doing, because in the coming years, we could see major changes in this country, both in terms of production and promotion.

To begin with, the genetics companies and turn-key farm developers we’re all familiar with are already working there, developing integrated plantations with processing facilities ready to absorb their production. If they manage to establish something akin to an interprofessional organization—bringing all stakeholders together, including importers—they could achieve significant results.

Yes, there are already campaigns in Europe. Yes, there are Designations of Origin, international awards, and global presence. But are we really coordinated at a European level as a unified, modern industry with strategic vision?

Better Communication

The United States has understood something crucial: sustained growth doesn’t just depend on producing well, but on communicating better. The parallel with the avocado is telling. Thanks to an aggressive, well-funded strategy, avocados went from being a curiosity to a staple in millions of American homes. Why can’t the same happen with olive oil in underdeveloped markets? And why can’t its role be further solidified even in traditional producing countries?

In Europe, the sector is highly fragmented. Thousands of small producers, cooperatives, regional brands, and large exporters often compete more with each other than with alternative products. Promotional campaigns are often limited by public budgets and a lack of continuity.

We’ve also wrongly assumed that there’s no need for evangelizing at home. Nothing could be further from the truth: recent studies show that much of the European population doesn’t distinguish between the different types of olive oil or clearly understand their health benefits.

The goal shouldn’t just be to sell more, but to build a strong, widespread olive oil culture—from health to sustainability.

Of course, there will be resistance: fear of government control, objections to the “tax”, business skepticism. But if the Americans—with a young industry and no millennia-old tradition—are willing to invest and coordinate at this level, how can we, in Europe and our neighbors in North Africa, who’ve been cultivating olive groves for centuries, not do the same?

This isn’t about blindly copying, but learning with humility. The time to rely solely on quality is over. Now is the time to organize, communicate, and educate. The future of olive oil doesn’t just depend on the land and water—it depends on strategy.