This 75-Year-Old Olive Mill Brings Italy’s Finest Olive Oil to the World via Alibaba.com

Italy, celebrated for its rich culinary heritage, ranks as the second-largest producer of olive oil globally. Puglia, a southern region forming the heel of Italy’s “boot”, produces 80% of olive oil in the country. Also known as Apulia, this region has long been recognized as delivering the best “liquid gold” from its ancient olive groves to tables around the world.

These groves, nurtured by Apulia’s fertile soil and warm climate, have been the lifeblood of local olive oil businesses for centuries. Today’s producers, however, are not content with merely basking idly in the Mediterranean sun. Many are eager to splash on the international stage as the tide turns towards health-conscious consumption.

Cirulli, an olive oil producer traditionally focused on supplying other Italian producers, is leveraging e-commerce to take its premium products beyond Italy’s borders. Currently, revenue from e-commerce and export accounts for 20% of its total revenue, an equivalent of 2 million Euro every year.

“We Could Do Better Selling Authentic Cirulli Oil Worldwide.”

The story of Cirulli began in the 1950s with Nicola Cirulli, an agricultural entrepreneur who set up an artisanal oil mill in Andria, Apulia. Nicola was passionate about producing extra virgin olive oil 100% from Coratina olives, a variety prized for its high concentration of polyphenols, which are natural antioxidants. This not only gives the oil its robust flavor but offers numerous health benefits, such as anti-inflammatory and heart-protective effects.

Nicola’s son, Giuseppe Cirulli, took over the family business with a vision to grow and modernize it. Under his leadership, the company invested in machinery and expanded its land from 10 to 50 hectares. The quality of olive oil has been maintained through meticulous attention to every part of the production cycle, from tree care and pruning to olive collection, processing, and bottling.

Now 75 years old, the business is embracing digitalization and innovation under the new generation to tap into global markets. “I saw my competitors selling their products worldwide, so I thought that, if they could, we could do better.” Says Nicola Cirulli, son of Giuseppe Cirulli. The brand’s decision to go global wasn’t just about keeping up with competitors—it was about going above and beyond.

A Well-Oiled Opportunity

Cirulli’s blend of rebranding and digital outreach on major B2B platforms has proven to be a success in international markets.

Its biggest overseas order came from a Canadian buyer, just a month after investing in Premium Sponsored Ads, a keyword marketing campaign on Alibaba.com. Every time a potential buyer looks for olive oil, Cirulli will appear at the top of search results, which helps build brand awareness and visibility. The company’s e-commerce revenue has doubled year over year.

Cirulli’s overseas expansion couldn’t come at a better time. The global olive oil market is booming as consumers increasingly seek out healthy, authentic, and sustainable food options. A Nielsen study revealed that 88% of consumers are willing to pay more for healthier food products.

Olive oil, a key ingredient in the celebrated Mediterranean diet, is gaining popularity far beyond traditional markets such as Spain and Italy. The United States, for instance, became the world’s second-largest consumer of olive oil for the first time in 2023.

This surge in demand is also accompanied by growing interest in premium and specialty olive oil products and rising consumption in both the food service and retail sectors.

As the world’s appetite for high-quality olive oil continues to grow, Cirulli is well-positioned to oil the wheels of its global expansion.