Founders Sarah and Michael Vachon of Citizens of Soil, a premium olive oil brand that works directly with small-scale producers, experienced an unexpected surge in demand last December when supermarket chain Waitrose placed an order four times larger than anticipated. The couple had been in discussions with the retailer for six months and initially believed they could fulfill the order, but the sudden increase presented a significant logistical challenge.

With limited stock available, the Vachons quickly contacted a respected organic olive grower and judge in Greece, securing 10,000 liters of oil to meet the retailer’s requirements. They purchased the oil on speculation shortly after Christmas, began bottling in early 2026, and delivered the product to Waitrose stores by June. This order significantly boosted the company’s growth trajectory, with turnover reaching £2.5 million in 2025 and expected to exceed £5 million this year. The founders anticipate reaching profitability by the end of next year.

The rapid expansion came with financial strain, particularly around cashflow. Unlike mills or cooperatives that typically offer payment terms, small farmers require upfront payment, necessitating the Vachons to secure additional funding to cover the costs of the large order. Waitrose did not begin payments until August, several months after the initial order was placed in November. This dynamic reflects the company’s commitment to sourcing directly from independent growers rather than intermediaries.

Citizens of Soil was launched as a side project during the COVID-19 lockdown in 2020, initially importing olive oil from a family friend on Crete. By 2022, Sarah, who has a background in sustainability and food provenance, moved into the business full time. Michael’s connections in the premium spirits market helped secure early listings, beginning with Selfridges and later expanding to Ocado and Waitrose. The brand currently offers two main extra virgin olive oils—one Greek and one Spanish—sourced from family farms named on the bottles, with retail prices around £19 for a 500ml bottle.

The company also operates The Olive Oil Club, a subscription service offering members access to curated oils at lower prices, often in limited quantities. Rebranding the subscription from "Olive Oil Refills" to The Olive Oil Club significantly boosted subscriber growth, currently adding nearly 1,500 new members monthly with a 60% retention rate over two years. Customer purchasing patterns have shifted from individual bottle sales towards refills—considered more environmentally friendly—reflecting an emphasis on reducing the carbon footprint.

Transparency and trust are central to Citizens of Soil’s approach. Sarah Vachon, a trained olive oil sommelier, stresses the importance of traceability in an industry historically plagued by fraud and mislabeling. The company publishes full lab reports online and maintains direct relationships with producers to ensure quality and authenticity.

In March 2025, the business raised £1.8 million in venture capital from Figr Ventures, allowing for further scaling of the subscription club and deepening of supply chains, while the founders retain majority ownership. Although currently operating at a loss due to marketing investments, the company prioritizes long-term customer retention.

The wider olive oil market has experienced price volatility in recent years, with wholesale prices peaking between 2022 and 2024 before declining last year. Climate-related challenges such as floods and wildfires in key producing regions—including South Africa, Portugal, and Spain—continue to affect production and pricing dynamics. However, Citizens of Soil’s direct farm-level agreements help buffer the brand from commodity market swings, with costs more directly influenced by farm-specific factors like labour and energy expenses.