UK-based extra virgin olive oil brand Citizens of Soil has secured £1.8 million in seed funding, with FIGR Ventures and a private family office leading the investment. The company aims to bring high-quality olive oils to consumers while emphasizing sustainability and transparency in production. With the funding, Citizens of Soil plans to scale its operations, expand internationally, and invest in product innovation. The business model prioritizes small-scale producers, particularly women, to ensure ethical sourcing and environmental responsibility.
Previously, the olive oil industry has faced challenges related to mass production, where quality and transparency were often compromised. Unlike large-scale producers that blend oils from various sources, Citizens of Soil focuses on single-origin oils that maintain the original flavors and nutritional benefits. The company’s emphasis on regenerative farming and fair pay for farmers distinguishes it from traditional market players. Similar initiatives have emerged in the sector, but Citizens of Soil’s approach of directly linking consumers with female-led farms adds a unique element to its mission.
How Will the Funding Support Growth?
The funding will help Citizens of Soil introduce new products, expand its leadership team, and enhance marketing efforts to strengthen brand presence. The company intends to grow its customer base by increasing awareness of its commitment to ethical farming and high-quality olive oil. The investment also allows for further partnerships with small-scale producers to maintain a steady supply of premium oils.
What Sets Citizens of Soil Apart?
Unlike conventional olive oil brands that rely on mass production, Citizens of Soil sources its oils from small farms that prioritize sustainable practices. The company collaborates closely with independent farmers, particularly women, to ensure fair compensation and responsible land use. By eliminating middlemen, the brand delivers fresher products while maintaining transparency in sourcing and production.
Sarah Vachon, co-founder and CEO of Citizens of Soil, highlighted the importance of consumer trust and product quality:
“Shoppers are increasingly looking for high-quality, nutritious food experiences that offer total transparency, and we are committed to bringing the best extra virgin olive oils directly to their kitchens. With the support of our investors, we will continue to scale our impact with small-scale producers, innovate the category, grow our team, and expand internationally to share our passion for premium olive oil and the land it was grown on with an even wider audience.”
Fiona Humphries, Managing Director of FIGR Ventures, emphasized the significance of the company’s approach:
“The team’s innovative approach, combined with a genuine passion for creating the best-tasting, most sustainably-produced oil, sets them apart in a sector currently dominated by mass-produced, blended oils. With this investment, they can scale their business and bring their exceptional products to even more customers.”
Citizens of Soil’s funding success reflects a growing consumer demand for transparency and ethical sourcing in food production. As buyers become more conscious of sustainability, brands that prioritize responsible farming and direct sourcing gain competitive advantages. The olive oil market has long been dominated by large-scale producers, but direct-to-consumer businesses like Citizens of Soil offer an alternative focused on quality and environmental responsibility. With this investment, the company plans to expand its impact while maintaining its commitment to fair trade and regenerative agriculture.
