Pakistan Olives Market Study report highlights increase in Olive Oil production and consumption

Pakistan Olives Market Study report has been launched by the European Union-funded Growth for Rural Advancement and Sustainable Progress (GRASP) project, implemented by the International Trade Centre, in collaboration with the Italian Agency for Cooperation and Development.

This extensive report offers a detailed analysis of Pakistan’s olive market, covering current trends, consumer preferences, and growth opportunities.

The study highlights the resilience of the global olive oil market despite challenges such as extreme weather conditions and pests. In Pakistan, the olive oil sector has experienced substantial growth, with production increasing from a mere 19 kg in 2016 to 121,000 kg by 2023. The cultivation area now spans nearly 3,800 hectares, indicating significant potential for further expansion.

Key facts from Pakistan Olives Market Study report 2024

Here are the key facts from the Pakistan Olives Market Study report in bullet points:

  • Significant Growth: Pakistan’s olive oil production has increased from 19 kg in 2016 to 121,000 kg by 2023.
  • Cultivation Area: The area dedicated to olive cultivation has expanded to almost 3,800 hectares.
  • Consumer Preferences: Health benefits have driven a 31% increase in olive oil consumption among Pakistani consumers in 2022.
  • Young Demographic Appeal: 40% of surveyed consumers under 29 years old show a strong preference for olive products.
  • Strategic Interventions: GRASP supports SMEs with initiatives like Farmer Field Schools (FFS) and demo plots to apply Climate Smart Agriculture (CSA) technologies and Good Agricultural Practices (GAP).
  • Training Programs: Advanced processing techniques, such as oil extraction and table olive curing, are being taught to improve post-harvest management and product quality.

Dr. Stephen Langrell, Head of Rural Development and Economic Cooperation at the European Delegation to Pakistan, welcomed the report’s findings, stating, “We hope the support provided via our EU-funded GRASP project will both guide and catalyze the further development of the olive industry in Pakistan, particularly in the most rural and marginal areas where olive cultivation is well-suited, and development assistance is most needed.”

Variety of green and black whole olives. (Image Credit: Freepik)

Pakistan’s Olive Value Chain

GRASP aims to strengthen Pakistan’s olive value chain through strategic interventions, including Farmer Field Schools (FFS) and demo plots. These initiatives help small and medium-sized enterprises (SMEs) adopt Climate Smart Agriculture (CSA) technologies and Good Agricultural Practices (GAP), thereby enhancing sustainability and productivity.

Training programs on advanced processing techniques, such as oil extraction and table olive curing, are crucial for improving post-harvest management and product quality, ensuring that Pakistani olives meet high market standards.

Market linkages

The project also focuses on trade and market linkages, enabling olive growers to participate in international exhibitions and trade fairs, thus increasing their market visibility and opportunities. The study recommends boosting private sector investment to meet both domestic and international demand.

Dr. Muhammad Fakhre Alam Irfan, Secretary of the Ministry of National Food Security and Research, reaffirmed the government’s support for the olive oil sector. He emphasized that the cultivation and consumption of olive oil align with Pakistan’s goals for sustainable agriculture and environmental resilience, particularly in the face of climate change.

“We believe this report will serve as a critical tool for stakeholders in the olive sector, providing valuable insights to retailers, wholesalers, and producers. The growing preference for olive oil among Pakistani consumers presents a tremendous opportunity for local cultivation and production,” stated Mr. Irshad Ali, ITC representative and GRASP Project Management Unit Lead.

The GRASP project is dedicated to improving the business environment for SMEs in horticulture and agriculture across 22 rural districts in Sindh and Balochistan, providing policy support to the federal and provincial governments of Pakistan.

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