New Campaign Targets U.S. Olive Oil Growth Olive Oils From Spain celebrated the U.S. debut of "All in a Drop," its new domestic marketing platform, at an event held July 21 at Rockefeller Center's Loft & Garden in New York. Nearly 100 journalists, influencers, chefs, and culinary figures attended the immersive experience, which centered on sobremesa—the Spanish tradition of lingering at table. The campaign, created by Havas Miami, positions a single drop of Spanish extra virgin olive oil as carrying the terroir of its region—soil, climate, and 3,000 years of tradition. Industry projections show the United States will become the world's largest olive oil consumer by 2030, a market shift the Spanish Olive Oil Interprofessional is positioning itself to capture through education and consumer engagement.

Culinary Experience Showcased Regional Varieties James Beard Award-winning chef and bestselling author Andy Baraghani served as culinary curator for the evening. He led guests through a multi-sensory experience featuring stations including traditional Corte de Jamón and Pan con Tomate, each designed to highlight Spanish EVOO's role in authentic cuisine. Guests sampled a range of regional Spanish extra virgin olive oil varieties—from the bold, peppery Picual to the buttery, fruity Arbequina—demonstrating how different oils elevate dishes. A finale dessert featured an oversized olive oil cake topped with fresh cream and fruit, drizzled with Spanish EVOO. "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," Baraghani said. Teresa Pérez Millán, General Manager of The Spanish Olive Oil Interprofessional, welcomed guests and premiered the campaign's hero video, underscoring Spain's position as the world's leading olive oil producer at a time when U.S. appreciation for quality EVOO continues to surge.

Campaign Continues Through 2026 and Beyond "All in a Drop" will extend through 2026 and beyond with culinary experiences, creator collaborations, educational campaigns, and digital storytelling designed to bring Spain's food culture and gathering traditions to American tables.

Why It Matters

For operators and retailers, this signals sustained investment by a major category player in U.S. market education and brand-building at a critical inflection point. As domestic olive oil consumption rises and consumer sophistication grows, understanding regional Spanish varieties and their culinary applications will increasingly differentiate premium beverage and food programs.

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Written by FBM Publications Editors