Tuscan olive oil producers have seen a better harvest than expected with a higher yield and quality due to the rare presence of the olive fruit fly and favorable weather conditions. However, the industry faces challenges such as the energy crisis, rising prices of raw materials, and climate change. High-end olive oil producers may benefit from the new market reality as consumers are tempted to spend more on a higher class product. The price rise in high-end olive oil has been largely curtailed by the initiative of single producers. There is a cultural deficit among consumers regarding quality and regional certifications, which impacts the product's perceived value and price.