A retail buyer’s perspective
February 2, 2026
6 MIN READ
This article is featured in the Magazine “Private Label and National Brands: Decoding Food Retail”, created in collaboration with Global Retail Brands. You can find more insights about the Magazine and additional articles here.
As a Certified Extra Virgin Olive Oil (EVOO) Savante and private label sourcing leader, I’ve had the privilege of navigating an industry that is both rich in tradition and ever-evolving. In my role, sourcing high-quality olive oil, educating consumers, and responding to emerging trends and challenges are critical. Below, I’ll share my perspective on best practices for sourcing EVOO, key market trends, and emerging threats retailers should be mindful of.
Best Practices for Sourcing Extra Virgin Olive Oil
The foremost practice I look for in suppliers is traceability and quality assurance. Knowing the full story, from grove to warehouse, helps ensure the authenticity and high quality of the product. Suppliers must demonstrate supply chain transparency and robust testing of bulk lots and finished product, all essential in preventing and identifying food fraud and adulteration.
Environmental stewardship is also critical. As climate change threatens olive crops, it’s important to partner with suppliers who implement sustainable practices. Responsible water usage and regenerative farming not only help protect the environment, but also increase resilience against persistent challenges like droughts and pests.
Supplier knowledge is invaluable; it supports me in making informed sourcing decisions and being able to anticipate and educate others on product dynamics. Suppliers well-versed in both technical production aspects and market dynamics, such as exchange rates and forecast timing, offer insights that aid in making informed purchasing decisions, ensuring a steady supply of top-quality EVOO.
Best Practices for Retailers
Retailers play a crucial role in educating consumers about EVOO. One best practice I’ve found invaluable is pursuing further education. As a certified EVOO Savante (a professional designation earned through rigorous blind tasting and sensory evaluation), I’ve gained insights that have made me a better sourcing leader. This certification sharpened my ability to assess quality, understand regional profiles, and communicate value to both buyers and end consumers. I recommend sourcing teams seek additional training, either through employers or suppliers, who can often (and want to) support educational opportunities such as field visits or third-party courses.
Retailers should then leverage their buyers’ and suppliers’ expertise to foster an emotional connection with consumers. EVOO is not just a pantry staple; it’s steeped in history and tradition. Sharing its journey, from olive grove to bottle, through videos, photography, and storytelling helps consumers connect with the product. This establishes trust while enhancing the consumer experience.
Lastly, educating customers on EVOO’s quality standards and health benefits is vital.
Many consumers don’t understand the differences between olive oil grades or how freshness and flavor intersects with usage. Encouraging customers to keep multiple types for different uses can elevate their cooking and enhance their appreciation of this versatile product.
Trends in EVOO Packaging
Packaging in EVOO is evolving. While dark glass bottles have traditionally been used to protect oil from light and oxidation, aluminum bottles are gaining popularity. Aluminum offers light and oxygen protection, weighs less, is less fragile, and more cost-effective for shipping, making it a sustainable and efficient option for suppliers and retailers.
On the other hand, PET squeeze bottles have gained traction due to their convenience and cost-effectiveness. However, PET isn’t ideal for premium EVOO as it is more susceptible to oxygen permeability, which degrades oil quality more quickly. Though a highly convenient format for cooking, it is in my opinion a better vessel for an olive oil blend developed for high-heat cooking.
While the goal may seem deceptively simple, modernizing soda by building a healthier product for everyone, the effort put into creating a successful CPG brand has been strategic and exceptionally well done.
Food as Medicine
EVOO is increasingly recognized for its health benefits, particularly its high antioxidants and anti-inflammatory properties. Freshly harvested EVOO, rich in polyphenols, is particularly sought after for its heart-health benefits and inflammation reduction. The “tingle” some EVOOs cause in the throat is typically a sign of high antioxidant content and is considered a selling point for premium oils.
As the trend toward functional foods grows, retailers can tap into this by educating customers on how EVOO can support wellness, not just cooking. Promoting different blends or varietals that contribute to a healthy lifestyle helps position EVOO as more than a cooking oil but a key ingredient for health.
Threats Facing the EVOO Industry
Climate Change: The Mediterranean region, which produces the majority of the world’s olive oil, faces unpredictable and extreme weather patterns. Rising temperatures, decreased rainfall, and pests like the olive fruit fly all negatively impact crop yields and oil quality. Retailers should work with suppliers investing in climate-resilient practices to support future production.
Tariffs: Tariffs on olive oil imports from the EU and beyond could increase prices for U.S. consumers, depending on the final tariff amounts and how suppliers and retailers address these additional costs. As the U.S. imports most of its olive oil due to only producing about 4% of its own demand, tariffs can threaten demand for premium oils. Retailers need to collaborate closely with suppliers to manage costs, adjust assortments, and leverage timing and exchange rates to mitigate impact as much as possible.
Food Fraud: With premium EVOO becoming more scarce and expensive due to factors like climate change and tariffs, the risk of food fraud increases. Unscrupulous players may dilute or misrepresent oils to cut costs. Maintaining traceability and transparency throughout the supply chain is essential, now more than ever. Retailers must partner with trusted suppliers who
adhere to rigorous quality controls to prevent fraudulent products from reaching consumers and losing their trust and loyalty.
Conclusions
The olive oil industry stands at a crossroads, facing both exciting opportunities and challenges. Sourcing high-quality EVOO requires transparent and knowledgeable suppliers. By staying aware of trends and opportunities, such as packaging innovations and continued education, while addressing threats like climate change, tariffs, and food fraud, we can all contribute to the continued growth and integrity of the olive oil market.
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