The Rise of Olive Oil: How It Became the Next Big Thing

Growing up in Belgium and France in a family of passionate cooks, olive oil was a daily staple in our kitchen. I remember walking to the local market, picking up fresh olive oil in large glass jugs—a simple yet essential part of our meals.

Years later, when I moved back to the United States, I noticed something surprising. Living with my sister on the East Coast, I brought many of my European cooking habits with me. But one thing was missing from her kitchen—olive oil. Instead, I remember seeing Crisco on the counter.

Fast forward to today, and the shift is undeniable. Now living in California—the heart of American olive oil production—I see olive oil everywhere. Consumers are moving away from hazardous seed oils like canola, sunflower, and grapeseed oil in favor of extra virgin olive oil. It feels like a modern-day ‘gold rush’—but for liquid gold.

From Jug Wine to Fine Wine—Olive Oil’s Parallel Rise

This reminds me of the wine boom of the 1980s. Back then, many Americans were drinking jug wines labeled with corporate names like Hearty Burgundy or Chablis Blanc. Today, wine buyers are highly educated, selecting bottles based on varietals, regions, and tasting notes.

A similar transformation is happening with olive oil. Consumers no longer settle for generic extra virgin olive oil—they now seek out specific varietals, known in the industry as monocultivars. Popular varieties like Coratina, Picual, and Hojiblanca each offer unique flavor profiles, much like fine wines. Artisanal producers are now emphasizing tasting notes, terroir, and harvest techniques to meet this growing demand.

The Driving Forces Behind Olive Oil’s Boom

• Health Benefits – Packed with monounsaturated fats, antioxidants, and anti-inflammatory compounds, olive oil supports heart health, brain function, and longevity.

• Beauty & Wellness – The skincare industry has embraced olive oil for its natural moisturizing and antioxidant properties, making it a popular alternative to synthetic chemicals.

• Sustainability & Ethical Farming – As demand surges, sustainability is taking center stage. Ethical brands like The Virgin Organic prioritize regenerative farming practices, transparency, and quality certifications to ensure purity and environmental responsibility.

Beyond a Pantry Staple—A Cultural Icon

What was once just a cooking ingredient has become a cultural and culinary icon. Driven by health-conscious consumers, gourmet trends, and lifestyle branding, olive oil is making its mark far beyond the kitchen—from high-end dining to luxury skincare.

No longer just a pantry staple… olive oil is the next BIG thing.