Wholesale prices of olive oil have slightly decreased by 1-2% due to abundant rainfall in the Iberian Peninsula, boosting optimism for the 2024-2025 harvest. However, this decrease has not yet impacted shelf prices in Italy, causing a temporary dip in consumption. Despite this, Italy remains the top consumer of olive oil. The demand for high-quality olive oil, especially extra virgin, could stimulate Italian production and encourage investment in native varieties and redevelopment of abandoned olive groves. This is part of a broader goal to promote traceable, certified origin olive oils, particularly in foreign markets like North America.