When tariffs change, they don’t just affect trade policy—they shape the lives of producers, retailers, and consumers around the world. On a recent episode of NPR’s The Indicator from Planet Money, titled “What olive oil tells us about Trump’s tariffs,” siblings Marie-Charlotte and Romain Piro shared how they built Olio Piro, a premium Tuscan extra virgin olive oil, and how they are navigating the challenges brought on by U.S. tariffs.
Their story reveals the delicate balance of heritage, innovation, and resilience required to build a luxury culinary brand in today’s global marketplace.
A Family Story Rooted in Tuscany
Olio Piro was born from the vision of Marie-Charlotte and Romain Piro, who set out to create not just another olive oil, but one that represents the highest expression of Tuscan craftsmanship. The foundation of their brand is the family’s century-old olive groves on Mount Amiata, where olives are grown in unique conditions that naturally enhance antioxidant content and flavor complexity.
From hand-harvesting unripe olives to their ultramodern cold-pressing and proprietary filtering system developed with the Italian National Research Council, every detail of production ensures purity and freshness. The result is an oil celebrated not only for its flavor but also for its high polyphenol levels and health benefits.
Building Olio Piro as a Luxury Culinary Brand
In the podcast, Marie-Charlotte explains how their mission extended beyond olive oil. The Piros envisioned a luxury culinary brand that would stand on the shelves of places like Erewhon and on the tables of Michelin-starred restaurants.
From the phthalate-resistant UV bottles designed to protect purity to exclusive partnerships with chefs, Olio Piro is carefully positioned as a premium choice for both culinary professionals and discerning home cooks. Expansions such as Cucino, a heat-friendly olive oil for cooking, and Dr. Piro Medicinal Olive Oil, designed for health and longevity, show the family’s vision of blending gastronomy with wellness.
Trump’s Tariffs and Their Impact on Olive Oil
The episode “What olive oil tells us about Trump’s tariffs” dives into the real-world effects of trade policy. For Olio Piro, tariffs on imported foods—especially olive oil—raise costs significantly. As Romain shared, tariffs directly increase the landed cost of every bottle shipped to the U.S., from duties to logistics.
For a brand built on uncompromising quality, the decision is tough: absorb the costs, or pass them on to consumers. Neither choice is simple, especially in a premium category where transparency, craftsmanship, and price positioning must align.
How Olio Piro Navigates Tariffs
Despite these pressures, the Piros have leaned into resilience. On Planet Money, they outlined their approach:
Strengthening Logistics and Supply Chains
Close coordination with local Tuscan producers and efficient container-sharing with partners like Bonini balsamic vinegar help balance costs.
Focusing on Value Over Volume
By emphasizing exclusivity and quality, Olio Piro maintains its premium positioning where consumers and chefs expect to pay for authenticity and flavor.
Expanding Direct-to-Consumer Channels
Through their subscription program and online boutique, the Piros ensure healthier margins and deeper relationships with customers.
International Diversification
Olio Piro is expanding into Germany, Canada, and Japan, spreading risk across markets with different trade policies.
Storytelling and Education
By educating consumers on why premium olive oil matters—its health benefits, high antioxidants, and role in fine dining—the Piros turn tariffs into a chance to reinforce their value proposition.
Resilience in the Face of Change
What stands out in this episode of The Indicator is the Piros’ mindset. Instead of treating tariffs as a setback, they see them as a catalyst to refine their strategy. Their story underscores the resilience required to build a global brand from family groves in Tuscany.
Why This Conversation Matters
For listeners, the episode is about more than olive oil. It’s a glimpse into how small family brands navigate global trade dynamics while preserving tradition and pursuing growth. It’s also a celebration of how food tells stories—about place, policy, and people.
Whether you’re a chef, a retailer, or simply passionate about food and wellness, the journey of Marie-Charlotte and Romain Piro on NPR’s The Indicator from Planet Money is worth hearing.
Conclusion
The podcast episode “What olive oil tells us about Trump’s tariffs” brings the challenges of trade policy into focus through the lens of one extraordinary olive oil brand. By blending heritage, science, and strategy, Marie-Charlotte and Romain Piro continue to show how Olio Piro is more than olive oil—it’s a symbol of resilience, innovation, and Tuscan excellence.
👉 Listen to the full podcast episode.
👉 Shop Olio Piro premium Tuscan extra virgin olive oil.
