Olive Oils From Spain launched its first U.S.-facing brand platform, "All in a Drop," with a trade and media event at Rockefeller Center's Loft & Garden on July 21, drawing nearly 100 journalists, culinary professionals, and influencers as the Spanish industry body escalates its push into the American market ahead of a projected consumption milestone.
The Market Opportunity
Industry analysts forecast the United States will become the world's largest consumer of olive oil by 2030 — a trajectory that has intensified competition among producing-country promotions for shelf presence and culinary mindshare. Spain already accounts for nearly 50.0% of global olive oil output, drawing on more than 200 olive varieties cultivated across approximately 360 million trees, some of which have been in production for more than 3,000 years. The "All in a Drop" platform, created by Havas Miami, is designed to convert that supply-side dominance into U.S. consumer preference, with a particular emphasis on the premium extra virgin segment.
Teresa Pérez Millán, General Manager of The Spanish Olive Oil Interprofessional, formally introduced the campaign at the event, framing Spain's producer position as a direct answer to rising American demand for traceable, high-quality EVOO. The campaign's hero video centers on the concept of terroir — the argument that a single drop of Spanish EVOO carries the soil, climate, and regional character of its origin, a positioning borrowed from premium wine marketing and increasingly applied across specialty food categories.
Foodservice as the Entry Point
The activation leaned heavily on foodservice credibility. James Beard Award-winning chef and bestselling author Andy Baraghani served as culinary curator, designing a multi-station menu built around regional Spanish extra virgin olive oils — ranging from the bold, peppery profile of Picual to the buttery, fruity character of Arbequina. "Creating the menu around Spanish extra virgin olive oil was a chance to celebrate one of my favorite ingredients — from the gildas to a pan con tomate station I'd happily have in my house all summer, to an olive oil cake with crushed cherries," Baraghani said. "It was a very good night."
The foodservice-forward approach reflects a broader industry playbook: securing placement and advocacy among chefs and culinary media before pursuing mainstream retail expansion. For category context, U.S. retail olive oil sales have grown steadily as consumers shift away from seed oils, a trend covered in our analysis of premium cooking-oil category dynamics. Operator-level adoption, particularly in fine dining and fast-casual Mediterranean concepts, typically precedes and reinforces retail velocity.
What Comes Next
"All in a Drop" is slated to run through 2026 and into subsequent years, encompassing creator collaborations, educational campaigns, and digital storytelling. The Spanish Olive Oil Interprofessional has not disclosed a specific U.S. media spend figure for the initiative, but the multi-year, multi-channel scope signals a sustained investment rather than a single activation. For foodservice operators and specialty grocery buyers, the campaign is likely to generate increased consumer pull-through demand for Spanish-origin EVOO designations — a dynamic worth monitoring as the 2030 consumption projection draws closer. Promotional programs of this scale can also influence import volumes and category shelf-space negotiations at major retail accounts, a subject tracked in our ongoing import and trade coverage.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
