The analysis is based on shelf images provided by theagronomist Andrea Capuzzo, which documented the retail prices of high-end Italian extra virgin olive oils in a US retail outlet. These shots, which reveal a strong positioning in the luxury food, open the debate on the distribution of value along the export chain.
The super-premium positioning
The prices detected for brands with Tuscan IGP oils e PGI Sicily they are permanently placed in the band Super Premium of the US market.
For the conversion, a reference rate of 1 USD approximately 0.865 Euro was used.
product (Brand)
Volume (Liters)
Price
Retail (USD)
Retail Price (EUR)
Price
Unitary (USD/L)
Price
Unitary (EUR/L)
Colavita (Can)
3 L
$ 93,99
€ 81,33
$31,33/L
€ 27,11 / L
Tuscan IGP
0.5 L
$ 50,99
€ 44,11
$101,98/L
€ 88,22 / L
Sicily PGI
0.75 L
$ 50,99
€ 44,11
$67,99/L
€ 58,81 / L
The shelf price of €44.11 ($50.99) for a 500ml/750ml bottle is the benchmark for certified Italian extra virgin olive oil in this market segment.
The mark-up (surcharge)
The key to understanding these data economically lies in comparing them with average prices at source. While high-quality extra virgin olive oil, such asTuscan IGP or l ‘PGI Sicily, has an estimated price at origin, ex-works and factory-ready goods price, between €11 and €14 per litre, US retail prices show a remarkable multiplication:
Product
Unit price
at Origin (Estimated)
Unit price
US Retail
Implicit Markup
(x times)
Tuscan IGP
approximately €11,01/l
€ 88,22/l
about 8,0x
Sicily PGI
approximately €13,62/l
€ 58,81/l
about 4,3x
This mark-up is the sum of bottling costs, transatlantic logistics, duties, distribution and margins of the US retailer, but, above all, of the brand value and perception of exclusivity.
It is this added value, perceived and paid for by the American consumer, that generates the considerable wealth along the supply chain.
The producer’s challenge: “Open a sales line”
Commenting on these figures, Bruno Bernardi, olive and oil producer, expressed a position that sums up the economic tension of the sector: “Interesting prices… Try opening a sales line… So we producers can benefit too.”
This statement highlights the strategic need for Italian producers to find ways to capture a greater share of that export mark-up, which is currently largely absorbed by the foreign distribution chain. The future challenge will not only be maintain quality excellence (DOP/IGP certifications) and processing “first cold pressed” (first cold pressing), but also develop direct or semi-direct sales models (such as international e-commerce or exclusive partnerships) that shorten the distance between the crusher and the US shelf, thus increasing the profitability at source.
Il The US market confirms its role as a pillar for luxury Italian extra virgin olive oil., provided that producers continue to justify a high price positioning with impeccable quality and strategic management of the value chain.
These bottles are not just containers of oil, but of perceived value, territorial narrative and positioning strategy.
The challenge for Italian producers is not just to produce excellence, but to capture the value it generates beyond their borders.
Dining and Cooking