Citizens of Soil is on a mission to transform how people perceive and consume olive oil. With an unwavering focus on provenance, sustainability and exceptional quality, they are elevating a category that has long been treated as a commodity. 

Their approach—working directly with small-scale farmers, prioritising regenerative agriculture and packaging their oils sustainably—is shaking up the market and positioning the brand as a leader in the premium olive oil space.

“When we looked at the supermarket shelves, everything looked the same,” recalls Michael. “We wanted to create something that stood out—not just visually, but in terms of quality and the story behind it.” 

Most olive oils in the UK are mass-produced blends, with little to no transparency about their origins. Citizens of Soil is challenging this status quo by sourcing single-origin oils, ensuring fair pay for farmers and prioritising sustainable farming practices. Their Olive Oil Club, a subscription service delivering fresh, high-polyphenol oils directly to consumers, is the fastest growing part of their business. 

“The response has been incredible,” Michael continues. “People are realising that olive oil isn’t just something you cook with—it’s something to savour, just like a great wine.”

Beyond sourcing, sustainability is woven into the brand’s DNA. Their refillable packaging system reduces waste and encourages reuse, while their commitment to regenerative farming ensures healthier soils and ecosystems. “We want to leave the land better than we found it,” says Michael.

One of the brand’s biggest successes has been transforming consumers perceptions of olive oil and educating them on its many health benefits. “People are becoming more conscious of what they’re putting into their bodies,” says Michael. “High-polyphenol olive oil has incredible health benefits, and we’re helping to spread that message.” 

By highlighting terroir—the way soil and climate influence flavour—Citizens of Soil is elevating an entire category, repositioning olive oil alongside fine wines and speciality coffees. “We talk about olive oil the way people talk about wine,” Michael explains. “There are different varieties, flavour profiles, and production methods that make each bottle unique.” 

Their refillable packaging and transparent sourcing have also set them apart. “Sustainability is at the core of what we do,” says Michael. “From reducing waste to ensuring our farmers have viable businesses for generations to come.”

Looking ahead, Citizens of Soil aims to continue pushing the boundaries of what olive oil can be. “We want to keep raising the bar for the entire industry,” says Michael. “Good olive oil shouldn’t be a luxury—it should be the standard.” 

The brand is expanding its product range, exploring new blends and limited-edition oils sourced from different regions. “We’re experimenting with new varieties that bring out different flavour notes,” Michael explains. “We want people to think about olive oil the way they think about wine—pairing different bottles with different dishes.” 

They are also embracing growth, with expansion into more retailers and the development of new product lines. “We’re 10 times bigger than we were last year,” says Michael. “Next year, we could easily be four or five times bigger again.” 

They also have plans to strengthen their sustainability efforts, including investing in further regenerative farming projects and community support initiatives. “We want to build something that lasts,” Michael says. “Something that’s good for people, good for the planet, and good for farmers.”