UK-based extra virgin olive oil company Citizens of Soil, the fast-growing DTC business bringing premium olive oil from small-batch, family-run farms to consumers, has secured £1.8 million in Seed funding. The round was co-led by FIGR Ventures and a private family office, alongside additional strategic investors.
This latest funding will accelerate Citizens of Soil’s growth through new product launches, expansion of its senior leadership team, and investment in marketing to increase brand awareness. The UK’s first ‘Olive Oil Club’ will also take its first steps into international markets, building on its growing community of olive oil enthusiasts who care about quality, sustainability and ethical production.
Founded in 2021 by Michael and Sarah Vachon, Citizens of Soil is on a mission to revolutionise how people experience olive oil, offering award-winning extra virgin olive oils from producers who practise regenerative farming, with a focus on working with underrepresented female farmers. They champion women across the supply chain, and prioritise small-batch groves that farm in harmony with nature - building resilience into the land as well as the communities around them.
What began as a side hustle to support family friends in Crete soon uncovered a broken industry - one riddled with mass production that drives poor transparency, underpaid farmers, degraded soils, and ultimately low-quality oils lacking all the flavour and nutrition that this “super food” should come with. Sarah and Michael wanted to cut out the middlemen, champion independent producers, and deliver fresher, more flavourful olive oil, while promoting sustainable farming and soil health.
