# Collaborative Chef Olive Oils Ottolenghi and Citizens of Soil Partnered for a New EVOO By Michael Hemsworth | Published 2026-08-12 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/ottolenghi-and-citizens-of-soil References: [internationalsupermarketnews](https://internationalsupermarketnews.com/ottolenghi-partners-with-citizens-of-soil-to-launch-extra-virgin-olive-oil-exclusively-at-waitrose/)  Ottolenghi and Citizens of Soil have partnered on a new [extra virgin olive oil](https://www.trendhunter.com/trends/unfiltered-extra-virgin-olive-oil) to deliver consumers with a chef-approved product that prioritizes versatility. The product is making its debut as a Waitrose exclusive in the UK and is achieved with olives sourced from the Tuscan and Umbrian hills, which also correlates to where chef Yotam Ottolenghi spent his summers during his childhood. The oil is positioned as an option for finishing instead of cooking and boasts green, grassy and peppery notes along with notes of artichoke bitterness and almond throughout. The oil is thus ideal for use over burrata, roasted vegetables or simply on a high-quality piece of bread. Yotam Ottolenghi himself commented on the Ottolenghi and [Citizens of Soil collaboration](https://www.trendhunter.com/trends/botivo-x-ottolenghi) saying, "Good olive oil changes everything – it’s my most used ingredient, by a country mile. Working with Citizens of Soil on our own oil, sourced from Tuscany and Umbria – regions I’ve known since childhood – is the perfect fit. It’s a [finishing oil](https://www.trendhunter.com/trends/good-phats): the last thing on my plate, poured over salads, pasta, fresh fish. Always last and always generously. I’m so proud to be putting our name on it.” ## Trend Insights (Trend Hunter) - Score: 5.2/10 - Popularity: 34% | Activity: 33% | Freshness: 90% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Why This Trend Is Growing - **Chef-branded Staples:** Culinary authority is elevating everyday pantry items into premium lifestyle products with stronger trust, storytelling and gifting potential. - **Finishing Oil Rituals:** Premium oils positioned for final plating are reframing condiments as sensorial upgrades that add restaurant-quality flavor to home meals. - **Origin-led Flavor:** Regional sourcing narratives tied to childhood memories and terroir create deeper differentiation for specialty foods in crowded retail categories. ### Industries Being Reshaped - **Specialty Foods:** Collaborations between chefs and artisanal producers are expanding premium grocery assortments with products that blend credibility, provenance and everyday usability. - **Grocery Retail:** Exclusive launches give supermarkets a way to attract food-focused shoppers through limited-access products connected to recognizable culinary talent. - **Edible Oils:** Higher-end olive oils are shifting from basic cooking ingredients into nuanced tasting products with flavor profiles comparable to wine or coffee. ## Related on Trend Hunter - [High-Polyphenol Olive Oils](https://www.trendhunter.com/trends/dirt-olive-oil.md) - [Culinary Olive Oils](https://www.trendhunter.com/trends/olio-piro.md) - [Koroneiki Olive Oils](https://www.trendhunter.com/trends/singleestate-extra-virgin.md) - [Artisanal Chef Ice Creams](https://www.trendhunter.com/trends/ottolenghi-ice-cream.md) - [Flavor-Packed Olive Oils](https://www.trendhunter.com/trends/gourmet-olive-oils.md) - [Elevated Premium Kitchen Essentials](https://www.trendhunter.com/trends/premium-kitchen-essentials.md) - [Elevated Olive Oil Sets](https://www.trendhunter.com/trends/agrumatomethod-olive-oil.md) - [Spreadable Oil Brand Butters](https://www.trendhunter.com/trends/bertolli-spreadable-butter-olive-oil.md) - [Chef-Crafted Olive Oils](https://www.trendhunter.com/trends/krude.md)