Citizens of Soil

What Citizens of Soil does

Citizens of Soil is a London-based, privately held direct-to-consumer extra virgin olive oil (EVOO) business founded around 2020 by couple Sarah and Michael Vachon after encountering a small-holder Greek producer on a trip between Santorini and Crete. The company's core product is The Olive Oil Club™, a monthly subscription delivering 500ml pouches of small-batch, single-origin EVOO curated by founder and certified olive oil taster Sarah Vachon; the premium-priced Health Club tier targets nutritional buyers with early-harvest oils exceeding 750 mg/kg polyphenols. The portfolio is extended by Extra Rare single-estate bottles from Italy, Portugal, Croatia, and South Africa, multi-pouch refill sets, aromatic oils, and lifestyle accessories (ceramic pourer, cookbook, chocolate bar, candle, tote), with a registered Olive Oil Bar™ pop-up at Seven Dials acting as the experiential and physical retail anchor.

The underlying technology stack is conventional e-commerce: a Shopify storefront, Judge.me for reviews, ClimatePartner for carbon calculations, and no proprietary systems disclosed. The company's competitive differentiation rests on supply-chain curation rather than technology — direct relationships with regenerative and predominantly female-led producers across seven countries, third-party lab-verified polyphenol and acidity reporting, B Corp certification (score 82.1, achieved 2023), a circular-economy pouch recycling partnership with MYGroup, and pay terms at least 24% above commodity rate to producers. Pricing is structured at $21 per 500ml Discovery pouch and $41 per Health Club pouch, with 3/6/12-month gift memberships and single bottles from $26 to $54.

The business model is omnichannel but DTC-led. Revenue is generated through subscription recurring revenue (Olive Oil Club, Health Club, gift memberships, refill programme), one-time bottle and accessory sales, premium UK wholesale into Selfridges, Fortnum & Mason, Waitrose, and Ocado, seasonal retail via the Olive Oil Bar pop-up, and corporate gifting (e.g., Corinthia hotel). Marketing is built on content (producer stories, recipes, nutrition guides), editorial press, social, and experiential masterclasses rather than paid acquisition. The company employs 1-10 people, has raised approximately $2.72M across two rounds (2022 and a 2025 FIGR Ventures-led round of ~$2.32M), and operates exclusively within the United Kingdom despite a multi-country producer footprint.

Name

Citizens of Soil

Legal name

Citizens of Soil

Website

https://citizensofsoil.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Citizens of Soil is a London-based DTC extra virgin olive oil company operating the Olive Oil Club and Health Club subscriptions, sourcing single-origin oils from regenerative, female-led producers across seven countries and selling direct to UK consumers plus premium retailers including Selfridges and Fortnum & Mason.

Ownership category

akta.pro rank

Product category

Specialty Foods

NAICS

Soybean and Other Oilseed Processing (311224)

SIC

Fats & Oils (2070), Food And Kindred Products (2000)

akta.pro primary industry

Olive Oil Production & Bottling (AFAKAEAC)

akta.pro secondary industries

Sustainable Agriculture & Food Systems (Fair Trade, Food Access, Regenerative) (BPAGALAD), Olive Oil, Vinegar & Condiment Specialty Stores (CRAHAGAJ)

Keywords

• Extra virgin olive oil
• Olive oil subscription
• Single-origin olive oil
• Specialty food retail
• Regenerative olive farming

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Olive Oil Club Subscription: Monthly or bi-monthly subscription delivering 500ml pouches of curated extra virgin olive oil. Pouches fit through letterbox for convenient delivery. Cancel, skip, or pause anytime. Free shipping included.
2. Health Club Subscription: Premium monthly subscription featuring high-polyphenol EVOO (750+ mg/kg) sourced from early harvest olives. Higher price point justified by labor-intensive sourcing and advanced lab analysis.
3. Gift Memberships: Digital gift subscriptions available in 3, 6, and 12-month durations. Delivered via email with redemption link for recipients to activate their subscription.
4. One-time Product Sales: Direct purchases of bottled EVOO (Tuscan, Portuguese, Croatian, Spanish, Greek varieties), olive oil accessories (ceramic pourers, tote bags, caps), cookbook, chocolate bars, candles, and aromatic oils.
5. Refill Program: Refill pouches for bottle reuse, supporting circular economy model. Pouches delivered with subscription or purchased separately.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

Citizens of Soil operates a subscription-first extra virgin olive oil (EVOO) business delivering small-batch, high-polyphenol oils from regenerative and organic producers worldwide directly to consumers' letterboxes via 500ml pouches. The company also sells single-origin bottled EVOOs (Tuscan, Portuguese, Croatian, Spanish, Greek, South African), accessory products, gift memberships, and offers in-person tasting experiences through The Olive Oil Bar® pop-up in London.

Product overview

Citizens of Soil operates a subscription-first business centred on The Olive Oil Club™ and The Olive Oil Health Club, both delivering fresh small-batch extra virgin olive oils monthly through the letterbox. These core subscriptions are supported by a portfolio of bottled Extra Rare single-origin oils (Tuscan, Portuguese, Croatian, South African), standard single-origin EVOO bottles (Spanish, Greek), multi-pouch refill sets, aromatic olive oils, and complementary lifestyle products including a ceramic pourer, cookbook, chocolate bar, tote bag, cap, and candle. The company also runs The Olive Oil Bar® as a physical pop-up experience and offers olive oil masterclasses and oleotourism experiences as community engagement channels. All products are tied together by a direct-to-consumer model that prioritises traceability, regenerative farming, and high-polyphenol nutritional standards.

Differentiator

Problem solved

Functional benefit

Brands

• The Olive Oil Club: Monthly subscription delivering a different fresh extra virgin olive oil every month, sourced by the company founder and olive oil sommelier Sarah Vachon.
• The Olive Oil Health Club
• The Olive Oil Bar
• Extra Rare

Products and services

• The Olive Oil Club™
• The Olive Oil Health Club A premium monthly subscription delivering early-harvest extra virgin olive oil with polyphenol levels above 750 mg/kg, sourced for maximum nutritional benefit and supported by third-party lab analysis including oleocanthal and oleacein levels. Priced at $41 per 500ml pouch.
• Gift the Olive Oil Club Digital gift memberships available in 3-month, 6-month, and 12-month plans, delivering a 500ml EVOO pouch monthly to the recipient's door via email redemption, optionally bundled with a ceramic pourer.
• Tuscan Extra Rare Olive Oil A limited-batch, single-estate extra virgin olive oil from the Maremma region of Tuscany, Italy, produced by Candice and Fabrizio using organic and regenerative practices; 500ml bottle with 572 mg/kg polyphenols.
• Portuguese Extra Rare Olive Oil A multi-award-winning single-estate extra virgin olive oil from the Alto Alentejo wine region of Portugal, produced by Ana Cardoso; certified organic, 608 mg/kg polyphenols, 297 mg/kg oleocanthal.
• Croatian Extra Rare Olive Oil A limited-batch extra rare olive oil from Istria, Croatia, produced by Lena Puhar O'Grady; Great Taste award winner with a complex and grassy profile.
• South African Extra Rare Olive Oil A limited-batch extra rare olive oil from the Western Cape, South Africa, produced by Brenda and Nick using regenerative farming practices; part of the Extra Rare collection.
• Spanish Extra Virgin Olive Oil (Single Bottle) A single-bottle extra virgin olive oil from Spain, sourced from producers Juan and Carolina in Castilla-La Mancha; certified organic, 642 mg/kg total polyphenols.
• Greek Olive Oil Refills Triple Set A set of three 500ml refill pouches of Greek extra virgin olive oil, sourced from family groves in Greece; certified organic and Soil Association approved; Great Taste 2025 award winner.
• Spanish Olive Oil Refills Triple Set A set of three 500ml refill pouches of Spanish extra virgin olive oil sourced from Hellín, Albacete; certified organic, produced by regenerative farmers Juan and Carolina; 352 mg/kg polyphenols; Great Taste 2025 award winner.
• Greek & Spain Extra Virgin Olive Oil Set A set pairing Greek and Spanish extra virgin olive oils with delicate and peppery flavour profiles combining two distinct Mediterranean origins.
• Spanish Aromatic Olive Oils Flavoured extra virgin olive oils infused with aromatic ingredients including red pepper (smokey and fragrant) and basil (aromatic and fragrant), sourced from Spain.
• Cooking Oil Set Last-harvest extra virgin olive oil suitable for cooking; delivered as a 2-pouch set positioned as an economical option for cooking uses while maintaining EVOO quality.
• Olive Oil Chocolate Bar A mission-driven dark chocolate bar made with olive oil, produced by LAND; a silky smooth, flavour-driven confection.
• Drizzle Olive Oil Cookbook A cookbook focused on olive oil recipes, described as a 'love letter to olive oil', with recipes from producers and award-winning chefs.
• Ceramic Olive Oil Pourer A Portuguese ceramic pourer handmade in small batches over five days in Porto; designed to protect oil from light and heat and allow ideal flow of EVOO; available as an add-on to memberships or standalone purchase.
• Harvest Candle A scented candle capturing the scent of olive harvest; sold as a lifestyle product for the kitchen.
• Olive Oil Club Organic Cotton Tote Bag An organic cotton tote bag branded with the Olive Oil Club mark, designed for carrying EVOO and kitchen goods.
• Olive Oil Club Cap A 100% cotton cap branded as the ultimate EVOO accessory; a club-exclusive merchandise item.
• Olive Oil Masterclass In-person and virtual EVOO tasting workshops led by founder and olive oil sommelier Sarah Vachon; covers sensory experience, production, tasting technique, and food pairing; offered to corporate teams and individual consumers.
• Oleotourism Experiences Curated olive oil tourism experiences including grove tours, tastings, cooking classes, and harvest visits across Croatia, Greece, Spain, Portugal, Italy, and South Africa, with exclusive offers for Olive Oil Club members.
• The Olive Oil Bar® A pop-up experiential retail and tasting space, described as the UK's first olive oil bar; offers retail, daily open-bottle EVOO tastings, masterclasses, and events at 6 Monmouth Street, Seven Dials, London.

Quantifiable outcome

• Pay at least 24% above commodity rate to producers (up to 80% for premium quality)
• +3 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered minor and core.

• KattominorGTM or Marketing Partner · 13 June 2025Partnership for Tomato Party event at Olive Oil Bar. Launch of Citizens of Soil X Katto Nonna Knife with complimentary tomatoes and EVOO newspaper with each purchase.
• Naked WinesminorGTM or Marketing Partner · 3 June 2025Collaborative tasting masterclass at the Olive Oil Bar pop-up event. Joint event pairing wine and olive oil tastings.
• MYGroupcoreOthersPrivate recycling company contracted to process Citizens of Soil's multi-layer pouches. Pouches are transformed into plastic granules and new products, creating a closed-loop circular economy model. Approximately 10,000 pouches recycled in 2025.
• Ancient + BraveminorGTM or Marketing PartnerCollaboration for True Collagen flatbread recipe featuring Citizens of Soil EVOO. Includes cross-promotional offers: 20% off first three orders for Ancient + Brave subscribers with code BRAVECITIZENS.
• Dr Jenna MacciochiminorOthersImmunologist and author who co-hosted Olive Oil & Nutrition Masterclass at the Olive Oil Bar, discussing EVOO and nutrition.
• UncommonminorOthersB Corp co-working space hosting monthly Olive Oil Masterclasses at their London location.
• ClimatePartnerminorOthersCarbon footprint calculation partner. Provided calculations comparing pouch (0.02682303 kgCO2) vs bottle (0.31458564 kgCO2) environmental impact.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Brightland: California-based premium extra virgin olive oil DTC brand with subscription gifting and direct-to-consumer sales. Closely comparable product positioning, packaging design, and DTC-first go-to-market motion to Citizens of Soil.
• Graza: Premium single-origin olive oil DTC brand selling squeezable bottles and chef-focused products. Comparable founder-led, premium DTC motion targeting home cooks and gifting occasions, with similar Squeezable/Premium tiering strategy.
• Kosterina: Premium Greek-inspired extra virgin olive oil DTC brand positioned around high polyphenol content and provenance. Highly comparable health-and-provenance messaging, premium pricing, and DTC subscription model.
• Fat Gold: California-based premium single-estate olive oil DTC brand with a strong design and storytelling identity. Comparable premium, design-led DTC positioning and emphasis on small-batch production.
• Wonder Valley: California-based premium olive oil producer with DTC and retail distribution. Comparable direct-to-consumer premium EVOO brand with storytelling and design-led packaging.
• Olio2go: US-based online specialty retailer of premium Italian extra virgin olive oils. Comparable curation-led, single-origin EVOO e-commerce experience, though primarily a retailer rather than producer.

Broad incumbents

• California Olive Ranch: Largest US olive oil producer with mass-premium positioning across grocery and DTC channels. Broader incumbent offering overlapping premium EVOO but at much greater scale and with more commoditized branding.
• Lucini Italia: Established premium Italian extra virgin olive oil brand sold through US grocery and DTC channels. Comparable premium positioning and provenance storytelling, but broader portfolio and more retail-distributed than Citizens of Soil.
• Gaea: Greek olive oil producer with wide grocery distribution in Europe. Comparable Mediterranean origin and sustainability messaging but significantly larger scale and mass-market positioning.

Emerging players

• Minerva: Specialty Greek extra virgin olive oil brand with health and polyphenol positioning sold through DTC and specialty retail. Comparable health-focused EVOO positioning but smaller scale than Citizens of Soil.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/citizensofsoil
• Facebookfacebook.com/citizensofsoil
• LinkedInlinkedin.com/company/citizens-of-soil

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds2 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Citizens of Soil