SOL Expo has kicked off its international tour promoting extra virgin olive oil, starting in Chicago alongside Vinitaly USA, featuring 13 companies from six Italian regions.
The United States is, after Spain and Italy, the third-largest market for olive oil, with more than 300,000 tons consumed — roughly one kilogram per person. The upward trend continues into 2025, despite tariffs, with a 15% increase in the first half of the year.
But the focus is not only on the U.S.: the Far East remains a key target area as well. In September, EVO oil took center stage in Chengdu during the 8th Vinitaly China Roadshow, where the award-winning oils from the 2025 Sol d’Oro competition were presented by Chinese judge Na Xie.
The next stop is Japan, featuring a selection of oils from five Italian producers as part of the Vinitaly Preview Japan event on November 17 at the Residence of the Italian Ambassador in Tokyo. Japan has become the world’s fourth-largest importer of olive oil, accounting for 6% of global EVO trade. According to Grand View Research, the Japanese market was worth $405.7 million in 2023 and is projected to reach $654 million by 2030, with an annual growth rate of 7.1%.
The final 2025 stop of SOL Expo’s international tour will be India, with ten outstanding producers participating in two scheduled events: December 10 in Delhi and December 11 in Mumbai. The Asian giant holds tremendous potential, with a small but rapidly growing market. Olive oil is perceived as a premium product, often associated with modern lifestyles and priced higher than local vegetable oils.
In 2026, the SOL Expo area will once again be featured within Wine to Asia (Shenzhen, May 14–16, 2026).
As highlighted by Chicago event ambassador and renowned skier Kristian Ghedina, extra virgin olive oil “is not just a condiment but a real source of clean, ready-to-use energy: rich in healthy fats, antioxidants, and vitamin E, it supports muscle recovery, fights inflammation, and protects muscles from oxidative stress. It also enhances the absorption of vitamins from fruits and vegetables and keeps the heart and metabolism in top shape. In short, raw EVO oil is a must in any daily diet for performance and recovery — simple, natural, and perfect for adding energy and protection to our training.”
SOL Expo’s mission is to promote olive oil as a functional food and spread the “culture of oil” even in the most distant markets.