True Olive

What True Olive does

True Olive Co is a US-incorporated, founder-owned direct-to-consumer olive oil brand that sources exclusively from a 400-acre single-estate family grove in the Dardanelles region of Turkey, near the ancient city of Troy. The grove contains olive trees ranging from decades to over 1,000 years old, growing in soil enriched by a fire a decade ago, and is managed by the Babaoglu family in partnership with Mehmet T. and international (Italian) consultants. The company sells two SKUs: Luxe ($33 per 375ml), cold-pressed within 24 hours of harvest and marketed for versatile cooking, and Private Reserve ($40 per 375ml), cold-pressed within one hour and positioned as a finishing oil. A Tasting Collection bundle ($66) lets buyers sample both before committing to a membership. True Olive's distribution is gated access DTC e-commerce at trueolive.co, currently shipping only within the US, with local pickup available in Mountain View, California. Revenue is generated through one-time bottle sales and a three-tier recurring membership ($49, $59, $69 per month) that guarantees monthly shipment in exchange for free shipping and a controlled allocation tied to single-estate output. Marketing is led by educational content through True Olive Academy, focused on health benefits, selection criteria, and Mediterranean recipes, supplemented by email and word-of-mouth from the founders' personal network. Both products won gold medals at the 2025 New York International Olive Oil Competition, and the company has begun accepting bulk inquiries from restaurants and retailers via direct email, signaling early movement into B2B channels.

Name

True Olive

Legal name

True Olive Co

Website

https://trueolive.co

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

True Olive Co is a US-based direct-to-consumer olive oil brand that sells single-estate, cold-pressed extra virgin olive oil from a 400-acre family grove in the Dardanelles, Turkey, serving US premium food enthusiasts through gated e-commerce and $49-$69/month subscriptions.

Ownership category

akta.pro rank

Product category

Premium Olive Oil

NAICS

Starch and Vegetable Fats and Oils Manufacturing (31122)

SIC

Fats & Oils (2070)

akta.pro primary industry

Olive Oil Production & Bottling (AFAKAEAC)

akta.pro secondary industries

Virgin & Cold-Pressed Culinary Oils (AFAJALAB), Olive Groves (Olives for Oil & Table) (AFAGACAG)

Keywords

• Extra virgin olive oil
• Single-estate olive oil
• Olive oil subscription
• Premium olive oil
• Olive oil membership

Headquarters

HQ city

Mountain View

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 Olive Oil Sales: One-time purchases of Luxe ($33/375ml), Private Reserve ($40/375ml), and Tasting Collection ($66). Customers can order individual bottles or bulk orders via email contact.
2. Monthly Membership Subscriptions: Three-tier subscription model: Everyday Luxury ($49/m) with two Luxe bottles, Refined Palate ($59/m) with one Luxe and one Private Reserve, True Connoisseur ($69/m) with two Private Reserve bottles. All memberships include free shipping.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

True Olive is a single-estate extra virgin olive oil producer that grows, harvests, cold-presses, and sells premium olive oil from a 400-acre family grove in the Dardanelles region of Turkey near ancient Troy. The company sells two flagship olive oils (Luxe and Private Reserve), a Tasting Collection, and three monthly subscription memberships (Everyday Luxury, Refined Palate, True Connoisseur) directly to consumers via e-commerce.

Product overview

True Olive is a single-estate olive oil producer operating from a 400-acre family grove in the Dardanelles near Troy. The core product portfolio consists of two premium olive oils: Luxe (versatile, cold-pressed within 24 hours, $33) and Private Reserve (ultra-premium, cold-pressed within one hour, $40), available individually or bundled as a Tasting Collection ($66). These are sold through direct-to-consumer e-commerce with optional subscription memberships ($49-$69/month) providing guaranteed supply and free shipping. The company also operates True Olive Academy, an educational service covering olive oil selection, health benefits, and recipes to support customer engagement with the product line.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Gold medals won at 2025 New York International Olive Oil Competition for both Luxe and Private Reserve products
• +3 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• Mehmet T.coreStrategic or Co-development PartnerPartner in the olive farm business alongside the founders' parents. Contributed to bringing in olive oil consultants, investing in farm infrastructure, and establishing the olive oil production operation that led to international award recognition.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Lucini Italia: Premium Italian olive oil brand with broad retail and DTC distribution. Comparable Tuscan/Italian sourcing story, larger scale, and overlapping premium EVOO buyer.
• California Olive Ranch: Largest US-domestic extra virgin olive oil producer with broad retail distribution. Less premium-narrative than True Olive but anchors the everyday premium EVOO shelf space where DTC subscription buyers also shop.
• Colavita USA: Established Italian extra virgin olive oil brand with mass premium positioning. Competes for the same Mediterranean-quality narrative at a more accessible price point.
• Cobram Estate: Large Australian olive oil producer with premium California-bound offerings (Boundary Bend). Competes in the same premium imported EVOO category with broader scale.

Direct peers

• Graza: Premium DTC olive oil brand with squeezy-bottle format and single-origin sourcing. Directly competes for the same premium, health-conscious US DTC consumer with similar gifting and finishing-use positioning.
• Kosterina: Premium Greek-origin olive oil brand emphasizing high polyphenol content and health benefits. Competes on nearly identical axes — single estate, polyphenol-forward, premium DTC positioning.
• Brightland: Premium DTC California olive oil brand selling cold-pressed, single-estate oils at similar price points. Closest direct competitor in the premium DTC EVOO category with comparable brand-led storytelling.
• McEvoy Ranch: Single-estate California olive oil producer with DTC and food-service channels. Comparable single-estate narrative, premium pricing, and gift-set merchandising approach.

Emerging players

• Fat Gold: Single-estate California olive oil sold DTC with a chef-driven, finishing-oil positioning. Closely comparable single-estate premium niche with overlapping target customer.
• Oleavida: Smaller DTC olive oil brand emphasizing single-origin and health benefits. Comparable niche positioning and audience, though at smaller scale than True Olive.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/true-olive

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 True Olive