London-based extra virgin olive oil company Citizens of Soil, a DTC business bringing premium olive oil from small-batch, family-run farms to consumers, has secured €2.1 million in Seed funding.
The round was co-led by FIGR Ventures and a private family office, alongside additional strategic investors.
Sarah Vachon, Co-founder and CEO of Citizens of Soil commented: “We are delighted to have secured this investment, which will enable us to take Citizens of Soil to the next level. Shoppers are increasingly looking for high-quality, nutritious food experiences that offer total transparency, and we are committed to bringing the best extra virgin olive oils directly to their kitchens.
“With the support of our investors, we will continue to scale our impact with small-scale producers, innovate the category, grow our team, and expand internationally to share our passion for premium olive oil and the land it was grown on with an even wider audience.”
Founded in 2021 by Michael and Sarah Vachon, Citizens of Soil is on a mission to revolutionise how people experience olive oil, offering extra virgin olive oils from producers who practise regenerative farming, with a focus on working with underrepresented female farmers.
Led by an olive oil sommelier, they partner with artisan producers who prioritise flavour and nutrition, which led them to reportedly become the most awarded extra virgin olive oil brand at the 2024 Great Taste Awards.
They 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 – according to Citizens of Soil.
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.
Fiona Humphries, Managing Director of FIGR Ventures added: “We are excited to support Citizens of Soil on its journey to redefine the olive oil market. The team’s innovative approach, combined with a genuine passion for creating the best-tasting, most sustainably-produced oil, sets them apart in a sector currently dominated by mass-produced, blended oils. With this investment, they are well-positioned to scale their business and bring their exceptional products to even more customers.”
The latest funding round follows a period of rapid growth for Citizens of Soil, which has seen a surge in demand as shoppers seek out premium, ethically-sourced food products.
This latest investment is FIGR Ventures’ second, following their first investment into UK-based resale fashion tech startup TRUSS last year. Launched in late 2024, FIGR invests in mission-driven consumer businesses, typically at pre-seed and seed stages. The fund exclusively invests in businesses with the potential to drive positive environmental or social change.
This 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.