Premium olive oil challenger Citizens of Soil has raised £1.8m in seed funding to accelerate its growth and explore international trade.
The brand plans to use the capital injection to launch new products, expand the senior leadership team and turn on the marketing tap to boost brand awareness.
It also plans to launch its Olive Oil Club DTC subscription service, which sends customers a new small-batch oil each month, into overseas markets for the first time.
Michael and Sarah Vachon founded Citizens of Soil in 2021 as a DTC brand with a mission to revolutionise the category, offering extra virgin olive oils from producers practising regenerative farming, while also focusing on working with under-represented female farmers.
The B Corp champions women across the supply chain and prioritises small-batch groves that farm in harmony with nature.
Its seed funding round was co-led by FIGR Ventures and a private family office, alongside additional strategic investors.
“We are delighted to have secured this investment, which will enable us to take Citizens of Soil to the next level,” Vachon said. “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.”
The round follows a period of rapid growth for Citizens of Soil thanks to a surge in demand as shoppers seek out premium, ethically sourced food products, according to the company.
Citizens of Soil previously raised £300k from angel investors in 2022 to support a major push into the retail channel. The brand can now be found in Waitrose, Ocado, Booths, Selfridges and Fortnum & Mason, as well as on Abel & Cole and in high-end restaurants.
This latest investment is FIGR Ventures’ second, following the backing of 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.
FIGR Ventures MD Fiona Humphries 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.”
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