Innovations, challenges and opportunities for olive oil producers
The Italian olive oil sector is experiencing a profound transformation, driven by innovation, sustainability and new strategies to stand out in the global landscape.
Luciano Rizzo • 2025-12-07
Italian olive oil has always been a globally recognized product of excellence thanks to the quality of its raw materials and centuries-old agricultural traditions. However, producers face significant challenges and interesting opportunities. In this article, we will explore several crucial issues for those in the olive sector, analyzing innovations, sustainability, biological impacts and regulatory aspects related to labeling.
Innovation in production and sustainability
Innovation in the Italian olive sector is increasingly focused on sustainable practices and advanced technologies. One of the most promising innovations is the use of precision agriculture, which, thanks to drones and sensors, allows producers to monitor the condition of olive trees and optimize water use, improving both crop quality and efficiency. The adoption of renewable energy in production processes is becoming an increasingly common practice. Some mills are installing photovoltaic systems to power the machinery used in olive milling, thus reducing dependence on traditional energy sources and decreasing CO2 emissions; others have begun using production waste, such as olive stones, to generate energy on site, creating a virtuous production cycle that reduces waste.
Another innovative approach is regenerative agriculture, which is based on restoring and improving soil biodiversity by reducing the use of chemical fertilizers. In addition, there is growing adoption of organic and short supply chain certifications, which provide transparency and traceability, which are increasingly appreciated by consumers.
In summary, innovation and sustainability are becoming key pillars to keep the quality of Italian olive oil high and meet the challenges of the global market.
Organic and certified oil: the growth of PDOs and PGIs
In recent years, interest in certified and organic olive oil has grown significantly, driven by demand for healthier and more sustainable products. DOP (Protected Designation of Origin) and IGP (Protected Geographical Indication) certifications guarantee quality and controlled origin, distinguishing Italian oil in the international market. These marks certify not only geographical origin but also traditional production methods, responding to the growing demand for transparency.
The organic oil market is expanding, with a 76 percent increase in stocks by 2024, as organic and certified products attract an increasingly health- and environment-conscious public and offer producers new opportunities to position themselves in premium markets. Investing in PDO, PGI and organic oils is therefore a winning strategy not only for the domestic market but also to attract foreign consumers, enhancing the image of “Made in Italy.”
Oil Experience: creating value through sensory experiences
In the world of olive marketing, “the oil experience” is emerging as one of the most innovative strategies to enhance the value of the product and engage consumers on a deeper level. It is not just about selling a bottle of oil, but about offering customers an experience that stimulates all the senses and allows them to fully understand the value and quality of olive oil. Through mill tours, guided tastings and workshops, producers are able to engage customers in a sensory journey that enhances not only the product but also the production process. Food and wine tourism, which in the past focused mainly on wine, is now extending to the olive oil sector as well. The oil experience represents a tremendous opportunity for olive oil producers. In addition to differentiating themselves from competitors, these experiences create a unique bond between the consumer and the product, promoting the value of olive oil not only as a food but as an integral part of Italian culture and tradition.
The crucial role of packaging and labeling in the olive oil market
In the olive sector, packaging and self-adhesive labels play a key role not only to effectively present the product but also to differentiate it in an increasingly competitive market. The goal is no longer just to protect and identify the oil, but to create a visual experience that conveys the excellence and philosophy of the brand. Some producers are choosing sleek, minimalist bottles accompanied by beautifully designed oil labels that may include details such as embossing or the use of metallic colors. Many other producers are adopting sustainable solutions for their packaging and using environmentally friendly labels for their oil bottles. This choice not only reflects the manufacturer’s environmental commitment, but also responds to growing consumer demand for eco-friendly products. Many companies choose roll labels made from greaseproof papers (also called stain-resistant or oil-resistant). These materials are designed to preserve the integrity and readability of the label even in environments where oil may accidentally come in contact with the surface.
As technology advances, sticker labels can also include interactive elements such as QR codes, which allow the consumer to access multimedia content. This can be a video on oil production, a guide to pairing with dishes, or a history of the mill. In this way, the label becomes a means of enhancing the consumer experience and increasing brand loyalty. Careful design, combined with a well-told story through packaging, can increase the perceived value of the product and create a deeper connection with the consumer, bringing greater loyalty and success in the marketplace.
Mandatory information on olive oil labels
Thelabeling of olive oil is governed by precise regulations. Here is the mandatory information that must be included on oil labels:
- Product name: The label should clearly indicate the category of the oil. The main recognized categories are: extra virgin olive oil, virgin olive oil, olive oil.
- Origin: indicating origin is mandatory for extra virgin and virgin oil. The label must specify whether the oil is 100% Italian (or produced in another European nation), blend of EU or extra-EU oils (in the case of international blends).
- Net quantity: the amount of oil in the package should be expressed in liters or milliliters.
- Best-before date or TMC (Minimum Shelf Life): the label should state “Best before…” which refers to the minimum shelf life. This term is usually calculated at 18 months from the bottling date, but may vary depending on storage conditions and the type of oil.
- Storage conditions: the manufacturer should indicate the optimal conditions to preserve the product’s characteristics. It is usually recommended that the oil be stored in a cool, dry place, away from light and heat sources.
- Production batch: the batch number is mandatory to enable product traceability. This code identifies a specific production batch, which is useful for tracing the origin in case of problems or product recalls.
- Nutrition information: since 2016, with the introduction of EU Regulation 1169/2011, nutrition information has become mandatory for most food products, including olive oils. Labels must include the following values per 100 g or 100 ml of product.
In conclusion, the Italian olive oil sector is facing a period of great transformation, with challenges and opportunities to technological innovations, an increased focus on sustainability, and a growing demand for certified, high-quality products. Producers who know how to integrate advanced agricultural practices, enhance PDO, PGI and organic certifications, and offer unique sensory experiences will be able to stand out in an increasingly competitive market. Investing in sustainable solutions and attractive packaging will not only meet new consumer expectations, but will also help strengthen the image of “Made in Italy” globally.
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