Experts believe the American market for Italian olive oil can grow promoting high quality, traceability controls and authenticity standards. Marco De Ceglie, Chairman of the North American Olive Oil Association, says: “To support the value of authentic Italian olive oil, first we need more production and more continuity in availability year on year. Secondly, we need to expand the consumption of olive oil in general so that in a larger market and with many more consumers involved we can have more opportunities for the Italian quality to be tried and appreciated”.

Speaking at a webinar sponsored by the Italian Embassy to the United States, De Ceglie stressed, “We need to start converting more US consumers to the consumption of olive oil”. He added, guaranteeing quality is the threshold otherwise the consumer loses trust in the product.