Citizens of Soil has secured £1.8 million in investment to enhance its operations and promote sustainable olive oil production.

Target Information

Citizens of Soil is an innovative company founded by Sarah and Michael Vachon with a mission to revolutionize the olive oil industry. The founders were inspired by their friends in Greece, who prioritize land preservation but struggle financially due to the traditional commodity pricing of olive oil. This pricing model undervalues high-quality, sustainably produced olive oil by paying farmers the same rates regardless of their farming practices.

The company addresses these challenges by compensating farmers fairly and advocating for regenerative farming practices that enhance product quality. Citizens of Soil believes that high-quality olive oil, produced sustainably, not only tastes exceptional but also provides nutritional benefits and fosters environmental responsibility.

Industry Overview

The olive oil industry, particularly in countries like Greece, has faced significant challenges due to the commoditization of its primary product. Farmers are often incentivized to maximize yield at the expense of quality and sust