Citizens of Soil: A Fresh Take on Olive Oil with a Purpose
March 7, 2025, 9:36 pm
In a world saturated with mass-produced goods, a small London-based company is carving a niche in the olive oil market. Citizens of Soil is not just another brand; it’s a movement. With a recent funding boost of £1.8 million, this direct-to-consumer business is on a mission to transform how we perceive and consume olive oil.
Founded in 2021 by Michael and Sarah Vachon, Citizens of Soil began as a humble side project. The couple aimed to support family friends in Crete, but what they discovered was a broken industry. An industry plagued by mass production, poor transparency, and underpaid farmers. The result? Low-quality oils that lack the flavor and nutrition we expect from this so-called “superfood.”
Citizens of Soil is a breath of fresh air. They partner with small-batch, family-run farms that practice regenerative farming. This approach not only prioritizes flavor but also champions sustainability. Their focus on underrepresented female farmers adds another layer of purpose to their mission. It’s about more than just oil; it’s about empowering communities and fostering resilience in both land and people.
The recent funding round was co-led by FIGR Ventures and a private family office, alongside other strategic investors. This influx of capital will allow Citizens of Soil to scale its operations, innovate its product line, and expand its reach. The goal? To bring high-quality, nutritious olive oil directly to consumers’ kitchens, cutting out the middlemen and ensuring that farmers receive fair compensation.
As consumers become more discerning, they seek transparency in their food sources. Citizens of Soil taps into this growing demand. They offer a product that tells a story—a story of care, quality, and ethical production. Their oils are not just ingredients; they are experiences. Each bottle encapsulates the essence of the land it comes from, the farmers who nurtured it, and the commitment to sustainable practices.
The company’s dedication to quality has not gone unnoticed. Citizens of Soil has already made waves in the industry, becoming the most awarded extra virgin olive oil brand at the 2024 Great Taste Awards. This recognition speaks volumes about their commitment to excellence. They are not just selling oil; they are redefining what olive oil can be.
The olive oil market is often dominated by blended oils that prioritize cost over quality. Citizens of Soil stands apart in this landscape. Their approach is akin to a fine wine—each batch is crafted with care, focusing on flavor and nutrition. The founders believe that olive oil should be celebrated, not just consumed. It should enhance meals and elevate culinary experiences.
With the new funding, Citizens of Soil plans to launch new products and expand its senior leadership team. Marketing efforts will ramp up, aiming to increase brand awareness and attract a wider audience. The company is also set to introduce the UK’s first ‘Olive Oil Club,’ a community for enthusiasts who value quality and sustainability. This initiative will help build a loyal customer base and foster a deeper connection between consumers and producers.
The timing of this growth is crucial. As shoppers increasingly seek premium, ethically-sourced food products, Citizens of Soil is well-positioned to meet this demand. The market is shifting, and consumers are becoming more conscious of their choices. They want to know where their food comes from and how it’s produced. Citizens of Soil provides that transparency.
The founders are passionate about their mission. They envision a world where consumers can enjoy high-quality olive oil while supporting sustainable farming practices. They want to educate people about the importance of soil health and the impact of their purchasing decisions. It’s about creating a ripple effect—one that benefits farmers, consumers, and the planet.
In a landscape filled with uncertainty, Citizens of Soil offers a beacon of hope. They are not just selling olive oil; they are cultivating a movement. A movement that champions quality, sustainability, and ethical production. As they expand their reach, they invite consumers to join them on this journey. Together, they can reshape the olive oil industry and create a more sustainable future.
The road ahead is promising. With a solid foundation and a clear vision, Citizens of Soil is poised for success. They are ready to take on the challenges of a competitive market while staying true to their values. This is more than a business; it’s a commitment to change. A commitment to the land, the farmers, and the consumers who care about what they eat.
In the end, Citizens of Soil is about connection. It connects consumers to the source of their food. It connects farmers to fair compensation. And it connects us all to a healthier planet. As they continue to grow, one thing is clear: the future of olive oil is in good hands.
Founded in 2021 by Michael and Sarah Vachon, Citizens of Soil began as a humble side project. The couple aimed to support family friends in Crete, but what they discovered was a broken industry. An industry plagued by mass production, poor transparency, and underpaid farmers. The result? Low-quality oils that lack the flavor and nutrition we expect from this so-called “superfood.”
Citizens of Soil is a breath of fresh air. They partner with small-batch, family-run farms that practice regenerative farming. This approach not only prioritizes flavor but also champions sustainability. Their focus on underrepresented female farmers adds another layer of purpose to their mission. It’s about more than just oil; it’s about empowering communities and fostering resilience in both land and people.
The recent funding round was co-led by FIGR Ventures and a private family office, alongside other strategic investors. This influx of capital will allow Citizens of Soil to scale its operations, innovate its product line, and expand its reach. The goal? To bring high-quality, nutritious olive oil directly to consumers’ kitchens, cutting out the middlemen and ensuring that farmers receive fair compensation.
As consumers become more discerning, they seek transparency in their food sources. Citizens of Soil taps into this growing demand. They offer a product that tells a story—a story of care, quality, and ethical production. Their oils are not just ingredients; they are experiences. Each bottle encapsulates the essence of the land it comes from, the farmers who nurtured it, and the commitment to sustainable practices.
The company’s dedication to quality has not gone unnoticed. Citizens of Soil has already made waves in the industry, becoming the most awarded extra virgin olive oil brand at the 2024 Great Taste Awards. This recognition speaks volumes about their commitment to excellence. They are not just selling oil; they are redefining what olive oil can be.
The olive oil market is often dominated by blended oils that prioritize cost over quality. Citizens of Soil stands apart in this landscape. Their approach is akin to a fine wine—each batch is crafted with care, focusing on flavor and nutrition. The founders believe that olive oil should be celebrated, not just consumed. It should enhance meals and elevate culinary experiences.
With the new funding, Citizens of Soil plans to launch new products and expand its senior leadership team. Marketing efforts will ramp up, aiming to increase brand awareness and attract a wider audience. The company is also set to introduce the UK’s first ‘Olive Oil Club,’ a community for enthusiasts who value quality and sustainability. This initiative will help build a loyal customer base and foster a deeper connection between consumers and producers.
The timing of this growth is crucial. As shoppers increasingly seek premium, ethically-sourced food products, Citizens of Soil is well-positioned to meet this demand. The market is shifting, and consumers are becoming more conscious of their choices. They want to know where their food comes from and how it’s produced. Citizens of Soil provides that transparency.
The founders are passionate about their mission. They envision a world where consumers can enjoy high-quality olive oil while supporting sustainable farming practices. They want to educate people about the importance of soil health and the impact of their purchasing decisions. It’s about creating a ripple effect—one that benefits farmers, consumers, and the planet.
In a landscape filled with uncertainty, Citizens of Soil offers a beacon of hope. They are not just selling olive oil; they are cultivating a movement. A movement that champions quality, sustainability, and ethical production. As they expand their reach, they invite consumers to join them on this journey. Together, they can reshape the olive oil industry and create a more sustainable future.
The road ahead is promising. With a solid foundation and a clear vision, Citizens of Soil is poised for success. They are ready to take on the challenges of a competitive market while staying true to their values. This is more than a business; it’s a commitment to change. A commitment to the land, the farmers, and the consumers who care about what they eat.
In the end, Citizens of Soil is about connection. It connects consumers to the source of their food. It connects farmers to fair compensation. And it connects us all to a healthier planet. As they continue to grow, one thing is clear: the future of olive oil is in good hands.