Islamabad: In a significant move to enhance the olive industry in Pakistan, the International Trade Centre, under the European Union-funded GRASP initiative, in collaboration with the Italian Agency for Cooperation and Development, unveiled the Pakistan Olives Market Study report today. This detailed analysis outlines the current market conditions, consumer preferences, and the potential for growth within the olive sector in Pakistan, highlighting the remarkable expansion of olive oil production from minimal figures in 2016 to substantial figures by 2023.
According to International Trade Centre, the report captures a comprehensive overview of the global challenges and resilience of the olive oil market, with specific insights into Pakistan’s burgeoning sector. Since 2016, olive oil production has skyrocketed from 19 kg to an impressive 121,000 kg by 2023, while cultivation areas have expanded to nearly 3,800 hectares. The report identifies consumer preferences especially health benefits as significant drivers of a 31% increase in olive oil consumption among Pakistanis in 2022, particularly noting a surge in interest among younger demographics, with 40% of olive product consumers under the age of 29.
The GRASP project is actively working to enhance the olive value chain in Pakistan through various strategic interventions. Initiatives such as Farmer Field Schools and demonstration plots are part of efforts to support SMEs in adopting Climate Smart Agriculture technologies and Good Agricultural Practices. The project also emphasizes training in advanced processing techniques like oil extraction and curing table olives to improve post-harvest management and product quality.
Moreover, GRASP’s focus on strengthening trade and market linkages has enabled Pakistani olive growers to participate in international exhibitions and trade fairs, significantly boosting their visibility and market opportunities. The study also recommends increasing private sector investment to satisfy both domestic and international demand.
Dr. Muhammad Fakhre Alam Irfan, Secretary of the Ministry of National Food Security and Research, affirmed the government’s commitment to supporting the sector, aligning olive cultivation and consumption with national goals for sustainable agriculture and environmental resilience amid climate change challenges.
Mr. Irshad Ali from the GRASP Project Management Unit highlighted the report’s potential as a vital resource for stakeholders in the olive sector, from retailers to producers, pointing out the increasing local preference for olive oil as a significant opportunity for domestic cultivation and production.
Dr. Stephen Langrell from the European Delegation to Pakistan expressed hope that the GRASP project’s support would catalyze further development of the olive industry, particularly in rural and marginal areas where it is most needed.