SOL Expo has begun its international tour promoting extra virgin olive oil, starting with the September stop in Chengdu, China, during the 8th Vinitaly China Roadshow, where the award-winning oils from the 2025 Sol d’Oro competition were presented by the competition’s Chinese judge, Na Xie.
Next, EVO oil took center stage in Chicago together with Vinitaly USA, featuring 13 companies from six Italian regions.
The United States is, after Spain and Italy, the world’s third-largest market for olive oil, with over 300,000 tons consumed—essentially one kilo per American. It is a strongly expanding market, a trend confirmed again in 2025 despite tariffs, with consumption up 15% in the first six months.
But focus should not be limited to the U.S.: the Far East also remains a key target area.
The next stop is Japan, where a selection of olive oils from five Italian producers will be showcased at Vinitaly Preview Japan on November 17 at the Residence of the Italian Ambassador in Tokyo. The Asian country has become the fourth-largest importer of olive oil worldwide, accounting for 6% of global EVO oil trade. According to Grand View Research, the Japanese market was worth USD 405.7 million in 2023 and is projected to reach USD 654 million by 2030, with an annual growth rate of 7.1%.
In 2026, the SOL Expo area will return within Wine to Asia (Shenzhen, May 14–16, 2026).
As highlighted by Kristian Ghedina, the exceptional testimonial at the Chicago event, extra virgin olive oil “is not just a condiment, but a true 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 improves the absorption of vitamins from fruits and vegetables and helps keep the heart and metabolism in top shape. In short, raw EVO oil is essential in a daily diet for performance and recovery: simple, natural, and perfect for boosting energy and protecting our training sessions.”
The mission of SOL Expo is to enhance olive oil as a functional food, spreading the “culture of oil” even in the most distant markets.