UK-based extra virgin olive oil company Citizens of Soil has secured £1.8 million in Seed funding co-led by FIGR Ventures FIGR and a private family office alongside additional strategic investors.
The direct-to-consumer business brings premium extra virgin olive oils from producers who practise regenerative farming, focusing on working with underrepresented female farmers to consumers. They champion women across the supply chain and prioritise small-batch groves that farm in harmony with nature.
What began as a side hustle to support family friends in Crete soon uncovered a broken industry riddled with mass production that drives poor transparency, underpaid farmers, degraded soils, and ultimately low-quality oils lacking all the flavour and nutrition that this “superfood” should come with.
The founders wanted to cut out the middlemen, champion independent producers, and deliver fresher, more flavourful olive oil while promoting sustainable farming and soil health.
Sarah Vachon, co-founder and CEO of Citizens of Soil, commented:
“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, added:
“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.”
This latest funding will accelerate Citizens of Soil’s growth through new product launches, expansion of its senior leadership team, and investment in marketing to increase brand awareness.
Lead image: Michael and Sarah Vachon, Co-founders of Citizens of Soil. Photo: uncredited.
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