Expanding Morocco's olive oil market
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This brief was produced by the Investment Centre of the Food and Agriculture Organization of the United Nations (FAO), based on observations made during various activities implemented by FAO and the European Bank for Reconstruction and Development (EBRD), in collaboration with local partners.These included the Moroccan Ministry of Agriculture, Maritime Fishing, Rural Development and Water and Forests (MAPMDREF) and the industry federation, Interprolive, in the framework of the project to support the development of the Moroccan olive sector. These activities include multiple training sessions on good production practices and tasting, as well as five nationwide studies on marketing commercialization and consumption. This document provides a status report on the sector in relation to the strategic objectives set by the PMV, and it highlights the main opportunities for realizing the sector’s full potential.
The brief also puts forward alternatives for supporting the sector’s inclusive and sustainable development , such as the establishment of a voluntary system of certification and traceability of bottled olive oil, supported by consumer awareness campaigns, the creation of a “gourmet” category for Moroccan olive oil, and capacity building to enable operators to adopt good production practices throughout the value chain. These pathways may also be of interest to other olive-producing countries in the region.