Spanish olive oil sector launches €22 million US promotion campaign
Spain’s olive oil interprofessional will invest €22 million over three years in its largest promotional campaign to date. The US push comes as Spanish shipments decline and the country narrowly loses its lead among US suppliers.
Three-year campaign targets a major growth market
The Spanish Olive Oil Interprofessional, working through its global promotional brand Olive Oils from Spain, has launched a three-year campaign in the United States with an investment of €22 million. Presented in New York, it is the best-funded promotional initiative in the Spanish sector’s history, according to Canal Sur, citing a statement from the organization.
The campaign, titled “All in a Drop,” is intended to strengthen the position of Spanish olive oil in a market consuming more than 400,000 tonnes annually. The United States is close to becoming the world’s largest olive oil consumer, overtaking Spain and Italy. It is already the second-largest customer for Spanish suppliers, which have generated as much as €1 billion in sales there in a single year.
Imports and Spanish shipments fall through May
The investment comes as trade data point to a weaker start for the US market. According to US Census Bureau figures cited by Canal Sur, total US olive oil imports through May declined by 9.12% to approximately 172,000 tonnes. Spain supplied 54,778 tonnes, almost 32% of the total, but its volume was 21.45% below the same period of 2025.
That decline caused Spain to lose its leading position in the US market by a narrow margin. The figures underline the commercial challenge facing the campaign: Spanish producers and exporters must defend market share while overall import demand is contracting. Teresa Pérez, manager of the interprofessional, said the effort was especially timely because trade wars could put at risk the leadership Spain achieved in the market a decade ago.
Quality, variety and food culture shape the message
Rather than concentrating only on price or origin, “All in a Drop” presents Spain as a source of a broad and diverse selection of high-quality olive oils. Extra virgin olive oil is positioned at the center of shared meals and a wider Spanish approach to food. The campaign’s advertising spot, unveiled at Rockefeller Center, uses aspirational dining and lifestyle scenes designed to connect the product with experiences sought by US consumers.
For producers, processors and exporters, the campaign represents a coordinated attempt to protect the value of the Spanish category as well as shipment volumes. Its three-year duration gives the sector time to build consumer recognition, but the immediate benchmark will be whether Spain can reverse the 21.45% fall in shipments and recover supplier leadership. With more than 400,000 tonnes consumed each year and historical Spanish sales reaching €1 billion, even modest changes in US market share carry material consequences for the sector.
