The Indicator from Planet Money What olive oil tells us about Trump's tariffs
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Aug 28, 2025 Dive into the olive oil world where Trump's tariffs have stirred up unexpected challenges for international producers. Discover the charming tale of a Frenchman making olive oil in Tuscany, and how sibling dynamics add flavor to their business. Learn about a sibling-led venture thriving in the U.S. despite tariff pressures, and hear how a small business is pivoting to international markets while remaining hopeful for the future. It's a tale of trade, resilience, and the complexities behind what ends up on our dinner plates.
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From Van Sales To U.S. Exporter
- Romain Pirot and his sister Marie-Charlotte started Olio Piro after Romain moved to Tuscany and began making award-winning olive oil.
- They scaled from selling from a Volkswagen van in Paris to exporting mainly to the United States and earning about $500k last year.
U.S. Reliance On Imported Olive Oil
- The U.S. consumes more olive oil than any country except Italy and imports about 95% of its supply.
- California cannot scale quickly enough to meet U.S. demand for olive oil, so imports are essential.
Tariffs Clash With Agricultural Limits
- Broad tariffs aim to boost domestic production but ignore that many foods like olives can't be grown at scale in the U.S.
- Tariffs therefore raise prices for consumers without creating feasible domestic substitutes quickly.