American Olive Farmer

What American Olive Farmer does

American Olive Farmer is a private, founder-led direct-to-consumer retailer based in Corning, California. Following the 2022 relaunch of Lucero Olive Oil as part of American Olive Farmer, it serves premium home cooks, gift buyers, corporate customers, and olive-oil professionals through its own online storefront. Its portfolio includes California extra-virgin olive oils, Modena balsamic vinegars, fresh raw olives for home curing, live olive trees, olivewood products, professional sensory tools, bundles, and gift cards. The business reports 11-50 employees and has no general wholesale program, Amazon presence, or other online-marketplace sales.

Operations center on a Shopify storefront with a mix of owner-led and third-party fulfillment. ShipBob handles warehousing and shipping for olive oil and vinegar in Ontario, while Liz Tagami, Donald Shaw, and the Corning team handle olivewood, glassware, tasting supplies, seasonal fresh-olive packing, and other products; live trees ship from a California nursery. The company uses preorders for selected seasonal items, publishes customer reviews and product education, and processes payments through standard Shopify and wallet or card options. Product differentiation rests partly on California provenance and disclosed batch testing, including Rancimat oxidative-stability measurements and HPLC polyphenol analysis.

Revenue comes primarily from one-time e-commerce purchases, with volume discounts, seasonal preorders, business gifts, large-order services, gift cards, and occasional selective wholesale arrangements adding secondary channels. Subscribe & Save offers 5%-10% discounts for recurring four- or twelve-week deliveries of selected oils and vinegars. Marketing is content-led through recipes, an editorial blog, email, reviews, and sustainability messaging rather than paid advertising, while founder-led customer service is a central part of the operating model.

Name

American Olive Farmer

Legal name

American Olive Farmer

Website

https://americanolivefarmer.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

11–50 employees

Short description

American Olive Farmer is a private direct-to-consumer retailer serving premium home cooks, gift buyers, and olive-oil professionals with California extra virgin olive oil, Modena balsamic vinegar, fresh olives, trees, olivewood, and sensory tools through a Shopify storefront and subscriptions.

Ownership category

akta.pro rank

Product category

Premium Specialty Olive Oil and Balsamic Vinegar

NAICS

Fruit and Vegetable Retailers (44523)

SIC

Fats & Oils (2070), Canned, Fruits, Veg, Preserves, Jams & Jellies (2033), Retail-Food Stores (5400)

akta.pro primary industry

Olive Oil Production & Bottling (AFAKAEAC)

akta.pro secondary industries

Preserved Specialty Foods Manufacturing (Olives, Antipasto, Relishes) (AFAKACAN), Olive Oil, Vinegar & Condiment Specialty Stores (CRAHAGAJ), Olive Groves (Olives for Oil & Table) (AFAGACAG)

Keywords

• Premium olive oil
• Balsamic vinegar
• Olive oil subscription
• Olive wood products
• Sensory evaluation tools

Headquarters

HQ city

Corning

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Direct E-Commerce Sales (One-Time): Primary revenue stream from direct-to-consumer sales of olive oils, balsamic vinegars, fresh raw olives, olive tree gifts, olivewood products, and sensory evaluation tools through the company's Shopify e-commerce storefront. Products are sold at set retail prices with periodic promotional pricing.
2. Subscribe & Save (Recurring): Subscription program offering 10% discount for shipments every 4 weeks or 5% discount every 12 weeks on everyday olive oils and vinegars. Customers receive a reminder 7 days before payment is charged, allowing pause, change, or cancellation. Covers: Ascolano 375ml, Picual 375ml, Coratina 375ml, Arbequina 750ml, Lemon/Garlic/Basil co-milled oils 375ml, Traditional/Rosato/Bianco balsamic 375ml/750ml, and flavored balsamics.
3. Business Gifts & Large Orders: Concierge gift service for business client gifts, employee appreciation, and large/specialized orders. Offered on an inquiry basis with coordinated ordering, special packing, and gift messages.
4. Pre-Order Sales: Pre-order model for seasonal items including Olio Novello and fresh olives. Payment is collected at checkout to reserve inventory. Pre-orders are offered selectively when reliable harvest or production dates are confirmed.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels6 records

Core offering

American Olive Farmer is the direct-to-consumer e-commerce home of the Lucero Olive Oil brand, selling 100% California-grown extra virgin olive oils (single-variety and co-milled flavored), authentic Modenese balsamic vinegars, fresh raw olives for home curing, live olive tree gifts, olivewood kitchenware, and professional IOC-standard olive oil sensory evaluation tools. All sales occur through the company's own Shopify storefront at americanolivefarmer.com, supported by a Subscribe & Save subscription program and a concierge gift service for business and personal buyers.

Product overview

American Olive Farmer is a direct-to-consumer e-commerce business offering a curated portfolio of olive-related products centered on the Lucero Olive Oil brand. The core offerings include premium extra virgin olive oils in multiple varieties (Ascolano, Arbequina, Taggiasca, Mission) and flavored co-milled oils (lemon, basil, garlic), along with authentic Modena balsamic vinegars (traditional, fruit-flavored). The company also sells fresh raw olives (Sevillano, Manzanillo, ripe) for home curing, live olive tree gifts, olivewood kitchen accessories, and professional olive oil sensory evaluation tools. A subscription program (Subscribe and Save) offers recurring deliveries of everyday oils and vinegars with discounts, while pre-order and concierge gift services support seasonal and bulk purchasing. All products are 100% California grown, milled, and bottled where applicable, with vinegars sourced from a centuries-old Modena producer.

Differentiator

Problem solved

Functional benefit

Products and services

• Lucero Single-Variety Extra Virgin Olive Oils 100% California-grown, milled, and bottled single-variety extra virgin olive oils under the Lucero brand, including Ascolano, Arbequina, Taggiasca High-Polyphenol, and the limited-edition Olio Novello (first oil of harvest). Each SKU carries published lab results (Rancimat oxidative stability, HPLC polyphenol content, DAGs, PPPs).
• Lucero Co-Milled Flavored Olive Oils Co-milled olive oils made by processing citrus or herbs together with olives at the mill, in 250 ml bottles (Lemon, Genovese Basil, Roasted Garlic) and trio bundles at $25.00 per bottle or $63.75-$75.00 per trio.
• Modenese Balsamic Vinegars Authentic balsamic vinegars produced in Modena, Italy from Modenese grapes and bottled in California, including Traditional (250 ml and 750 ml), Rosato, Bianco, and fruit-flavored variants (Melanzana Fig, Amarena Cherry, Italian Raspberry). Available as single bottles or assorted trios.
• Fresh Raw Olives for Home Curing Fresh raw olives (Sevillano, Manzanillo, and Ripe) harvested in Corning, California and shipped the day of harvest for home curing, available in 10 lb and 20 lb boxes (e.g., Sevillano 20 lb from $105.00; Ripe 20 lb $135.00). Includes undersize Sevillano variants and accessories like the Deluxe Wooden Olive Crusher.
• Live Olive Trees (Gifts and Home Orchards) Live olive tree saplings offered as ready-to-give gifts in three cachepot styles ($49.95-$69.95) and for home orchard planting (from $120.00, reg. $160.00). Trees ship directly from the company's California nursery partner via UPS Ground year-round with personalized gift tags.
• Olivewood Kitchen and Serving Products Sustainably sourced olivewood kitchenware including cheese and charcuterie boards ($27.50-$125.00), dipping dish sets, three-section appetizer trays, pique à olive, salad servers, condiment spoons, salt cellars, lemon reamers, and beeswax-based wood conditioning butter ($9.95).
• Professional Olive Oil Sensory Evaluation Tools Professional sensory evaluation equipment for olive oil tasters, sommeliers, millers, and judges, including Official IOC Olive Oil Tasting Glasses (Set of 6), the Richard Gawel Olive Oil Tasting Wheel ($15.00), the Sue Langstaff Defects Wheel, Watch Glass Covers (Box of 12), and the 33 Bottles Pocket Tasting Journal (Set of 3, $18.00).
• Subscribe & Save Subscription Program Recurring delivery subscription offering 10% off every 4 weeks or 5% off every 12 weeks on select everyday olive oils and vinegars (Ascolano, Picual, Coratina, Arbequina, co-milled Lemon/Garlic/Basil, Traditional/Rosato/Bianco and flavored balsamics). Includes 7-day reminder before billing and full pause/cancel/modify flexibility.
• Gift Cards Electronic gift cards available in various denominations for purchase and redemption across the American Olive Farmer product catalog.
• Concierge Gift Service for Business and Personal Buyers Inquiry-based concierge service for business client gifts, employee appreciation, events, and large or specialized personal orders, providing coordinated ordering, special packing, and personalized gift messages.

Quantifiable outcome

• 715+ verified customer reviews with overwhelmingly 5-star ratings since Spring 2022 re-launch
• +2 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• EcoCartcoreStrategic or Co-development PartnerEcoCart analyzes the carbon footprint of each transaction, recommends offset amounts for specific orders, collects funds at checkout, and applies 100% to verified carbon offset projects. American Olive Farmer matches all EcoCart offsets during the holiday season, making shipments climate positive. Partnership active since at least 2022.
• ShipBobcoreImplementation/ SI/ Consulting PartnerShipBob is the third-party fulfillment partner handling olive oil and balsamic vinegar orders. ShipBob Express selects carrier and routing based on destination, carrier capacity, and expected delivery performance (UPS, FedEx, OnTrac, or regional carriers). Orders placed before noon PT Monday–Friday generally ship same business day.
• Emily Lycopolus / The Olive Oil CriticminorChannel Partner/ Reseller/ DistributorAuthorized Canadian distributor for select professional olive oil sensory assessment products (tasting glasses, tasting wheels, etc.). Emily Lycopolus operates The Olive Oil Critic and distributes these products in Canada.
• Crane Family (Hall Road Orchard & Williams 160 Orchard)coreStrategic or Co-development PartnerThe Crane Family operates the Hall Road orchard (267 acres, 204 acres olives, developed 2008–09) and Williams 160 orchard (130 of 160 acres planted to 10 olive varieties, developed 2012) in Corning, California. These are the primary sources of Lucero Olive Oil. The Crane Family has been integral to scaling the Lucero business from cottage industry to California LLC (January 2009). American Olive Farmer partners exclusively with trusted growers certified by the Olive Oil Commission of California.
• Centuries-Old Modena Balsamic ProducercoreStrategic or Co-development PartnerAmerican Olive Farmer serves as the négociant for premium balsamic vinegars sourced from a small, centuries-old producer in Modena, Italy who shares the company's approach to craft and flavor. The relationship provides exclusive access to authentic Modenese balsamic vinegars, which are bottled in California.
• California Olive NurseryminorStrategic or Co-development PartnerNursery partner that propagates and maintains the olive tree saplings sold as gifts and for home orchards. The same nursery is used for the company's own orchard. Trees ship directly from this nursery via UPS Ground year-round.

Scale indicators6 records

Recent moves5 records

Expansion highlights6 records

Market position

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/LuceroOliveOil
• Facebookfacebook.com/lucerooliveoil
• LinkedInlinkedin.com/company/lucero-olive-oil

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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 American Olive Farmer