Istria, known for its olive oil since ancient times, has reclaimed its reputation as a top producer in the 21st century. Despite producing a small quantity, the region leads in quality. Nearly all residents have their own olive groves, and the extra virgin olive oil (EVOO) commands the highest price in the world, nearly 23 euros per liter. Istria has more extra virgin olive oil sommeliers than wine sommeliers. In 2020, despite economic challenges, investments totaling over 10 million euros were made in improving quality, storage, and sales of the EVOO. The region has attracted 'EVOO lovers' with its modern processing plants, architecturally interesting constructions, and designer shops.