Opportunities for Catalan olive oil in the United States

The United States remains the world's second largest olive oil importer, with close to 400,000 tonnes a year. Although it is a mature market, it offers new opportunities for Catalan producers that focus on quality, differentiation and sustainability. Consumption centres mainly on extra virgin olive oil (EVOO), and US consumers increasingly value aspects such as origin, organic production, native varieties and low environmental impact.

A better-informed, more demanding consumer

The profile of the US olive oil consumer is changing. Olive oil is no longer seen only as a healthy product but as a culinary element linked to a sensory, cultural and sustainable experience. According to the latest industry surveys:

• There is a growing demand for organic wines and oils, low-intervention and sustainably produced.
• Consumers look for products with a known origin, traceability and clear labelling.
• More and more premium restaurants and retailers are stocking high-end olive oils, with a focus on variety and food pairing.

This shift creates a favourable scenario for Catalan companies able to add value with centuries-old olive trees, varieties such as arbequina and corbella, and quality marks such as the PDOs Garrigues, Siurana, Empordà, Baix Ebre - Montsià and Terra Alta.

The competitive and logistical context

Although Spain leads olive oil exports to the USA, mainly from Andalusia, Catalonia still has a limited presence. Competition comes from other players such as Italy, Greece, Tunisia and, to a lesser extent, local Californian producers.

The main challenges for Catalan companies include:

• Distribution and logistics: the US market is fragmented, with specialist distributors and gourmet chains carrying significant weight.
• Low awareness of the Catalonia brand: positioning needs strengthening through storytelling, tastings and a presence at strategic fairs.
• Consumer education: the difference between refined and extra virgin olive oil, the sensory properties and the benefits of sustainable production all need explaining.

Recommendations for Catalan exporters

• Market segmentation: identify importers and sales channels aligned with premium or organic products.
• Adapting packaging and messaging: English labelling emphasising origin, variety and health benefits.
• Digital strategy: a presence on e-commerce platforms and communication campaigns aimed at foodie, health-conscious and sustainability-minded audiences.
• Taking part in trade events: fairs, tastings and training for chefs, sommeliers and specialist distributors.

Prodeca's role in the USA

Prodeca drives and coordinates joint international promotion activities to help Catalan companies establish a presence in the United States. These activities include group participation at fairs, organising promotional actions and market research to identify new business opportunities. In the case of olive oil, the initiatives aim to strengthen the positioning of Catalan products as a benchmark for quality, authenticity and sustainability, thereby helping increase the number of exporting companies, their market share and the standing of Catalan agri-food as a byword for European excellence, creativity, innovation and modernity.

If you would like to know about other commercial activities PRODECA runs in the USA, you can write to Susanna Barquin at sbarquin@gencat.cat.