Here's a number that should make every procurement director and menu developer look up: industry analysts project the United States will become the world's leading consumer of olive oil by 2030. That's not a niche trend—that's a category on the move, and Spain intends to own the conversation.
On July 21, Olive Oils From Spain planted its flag in the U.S. market with the debut of "All in a Drop," a new consumer platform unveiled at a convivial evening celebration at Rockefeller Center's Loft & Garden in New York. Nearly 100 journalists, influencers, acclaimed chefs, and culinary tastemakers gathered to experience sobremesa—the centuries-old Spanish tradition of lingering at the table—through an immersive culinary journey built around the quality, versatility, and cultural richness of Spanish extra virgin olive oil.
The Story in a Single Drop
Created by Havas Miami, the "All in a Drop" campaign rests on a simple but potent idea: a single drop of Spanish EVOO can carry the terroir—the soil, the climate, and 3,000 years of tradition—of the region it comes from. It's a positioning move that reframes olive oil not as a commodity, but as a provenance-driven ingredient with a story worth telling on a menu.
And Spain has the scale to back the story. The country produces nearly 50% of the world's olive oil, drawn from more than 200 olive varieties grown across 360 million trees—the largest human-planted forest on Earth. Some of those trees have been cultivated for more than 3,000 years.
A Chef-Curated, Multi-Sensory Experience
Guests experienced that promise firsthand through the vision of bestselling author and James Beard Award-winning chef Andy Baraghani, who served as the evening's culinary curator. Baraghani led guests through curated stations—including a traditional Corte de Jamón and Pan con Tomate—each spotlighting the essential role of Spanish EVOO in authentic, flavorful cuisine.
Standout pairings put varietal nuance on display, from the bold, peppery notes of Picual to the buttery, fruity character of Arbequina—a tasting-forward demonstration of how different oils can elevate and transform a dish.
"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. It was a very good night," said Baraghani.
The evening unfolded across Rockefeller Center's indoor and outdoor spaces with signature Spanish EVOO cocktails, passed canapés featuring regional oil pairings, and a grand-finale dessert reveal by Baraghani—a larger-than-life olive oil cake topped with fresh cream and fruit, drizzled with extra virgin olive oil from Spain, all set to contemporary Spanish sounds. Guests departed with curated gift boxes celebrating Spain's olive oil heritage.
A Deliberate Play for the U.S. Market
Teresa Pérez Millán, General Manager of The Spanish Olive Oil Interprofessional, officially welcomed guests and introduced the campaign's hero video, underscoring Spain's position as the world's leading olive oil producer at a moment when U.S. appreciation for quality EVOO continues to surge.
The event signals a sustained investment rather than a one-off splash. "All in a Drop" will continue through 2026 and beyond with culinary experiences, creator collaborations, educational campaigns, and digital storytelling—all designed to bring Spain's food culture and gathering traditions to American tables, and to court everyone from Michelin-starred chefs to the most dedicated home cooks.
Why It Matters
For operators, buyers, and foodservice executives, this is more than a splashy launch—it's a supply-and-storytelling signal worth reading.
- A growing category means menu opportunity. With the U.S. projected to become the top global consumer of olive oil by 2030, "finishing oil" callouts and varietal-specific pairings (Picual vs. Arbequina) are an easy, high-margin way to add perceived value and provenance to plates.
- Provenance sells. The "terroir in a drop" framing mirrors how wine, coffee, and single-origin chocolate have moved upmarket. Naming the variety and region on a menu or retail shelf lets you charge for the story, not just the product.
- Education is the wedge. Olive Oils From Spain is leaning into training and consumer engagement—useful ammunition for chefs and grocers looking to differentiate a private label or house EVOO program.
- Experiential marketing still works. A tasting-forward, chef-curated event turned an ingredient into an occasion. Operators can borrow the playbook for tastings, dinners, and creator collaborations that drive covers and social reach.
The practical takeaway: if olive oil is currently a back-of-house afterthought in your operation, this is the moment to promote it to a named, front-of-menu asset.
The Bottom Line
Spain isn't just supplying half the world's olive oil—it's making a calculated bid to shape how American professionals and home cooks think about it. For an industry always hunting for the next credible, margin-friendly upgrade, a single drop of well-told EVOO might be exactly that.
For more on how operators are rethinking beverage and ingredient programs for scale, read our coverage of the new economics of craft, and see why regional sourcing stories resonate in Bold Flavor, Local Roots. Learn more about the campaign at oliveoilsfromspain.org/allinadrop.
Is your menu telling an olive oil story—or leaving it on the shelf? Drop a comment and tell us how you're using premium EVOO to elevate your program.
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 founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
