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.
Michael and Sarah
Powered by purpose
For co-founders Michael and Sarah, Citizens of Soil is more than a business—it’s a movement.
We started this because we believe in food that is better for people, better for farmers, and better for the planet,” says Michael. “The way olive oil is typically produced and sold just doesn’t support any of those things.”
The Citizens of Soil ethos is centred on transparency and fairness. Unlike mass-market brands that blend oils from multiple sources, Citizens of Soil celebrates single-origin oils that retain their unique characteristics.
By paying farmers directly—at rates often double the commodity price—they ensure their producers can sustain their livelihoods and invest in better, more regenerative farming techniques.
Revolutionising the market
“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.”
Scaling sustainably and ethically
With climate change affecting olive harvests and many small farmers struggling to survive, ethical sourcing is a cornerstone of the Citizens of Soil brand.
“We’ve had years where some of our farmers lost nearly their entire harvest,” says Michael. “It’s why we pay fairly—so they can keep going even in tough years.”
The businesses also actively supports female-led farms. “We’ve made it a point to work farms that are at least 50% female-led,” Michael adds.
“It’s about more than just great olive oil—it’s about empowering communities.”
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.
Educating consumers and driving innovation
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.”
How GS1 UK helped them scale
While Citizens of Soil’s success has been driven by their bold vision, GS1 UK has played a crucial role in helping them expand. “We literally started with GS1 UK,” says Michael. “Before we even had labels, we needed barcodes. It was one of our first steps in setting up the business.”
GS1 UK membership has provided the brand with more than just barcodes—it gave them credibility with buyers and set them up for retail success.
“When you’re trying to get into major retailers, having GS1 UK-backed barcodes gives retailers confidence that you’re serious,” Michael adds.
The future of Citizens of Soil
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.”
Advice for fellow founders
For other brands looking to shakeup their categories, Michael’s advice is simple: “Don’t wait until it’s perfect. Launch, learn, and refine as you go.” And when it comes to getting retail ready, his recommendation is clear: “Go straight to GS1 UK. It’s not just about barcodes—it’s about being part of a community that helps businesses grow.”
Citizens of Soil is proof that even a long-established, practically ancient commodity like olive oil can be reinvented through innovation, sustainable practices and a commitment to quality. Their journey is one of passion, purpose, and the power of building connections—both with their customers and with the farmers who make their business possible.