Media Update-2: United Nations Pakistan, 28 June 2024

Launch of Olive Market Study for Pakistan

Islamabad, 28 June 2024 – The European Union funded project - Growth for Rural Advancement and Sustainable Progress (GRASP), implemented by the International Trade Centre, today launched, in collaboration with the Italian Agency for Cooperation and Development, the Pakistan Olives Market Study report. This comprehensive report provides an in-depth analysis of the current landscape, consumer preferences, and growth opportunities in Pakistan’s olive market.

The study reveals that, despite global production challenges such as extreme adverse weather conditions and pests, the global olive oil market continues to exhibit remarkable resilience. In Pakistan, the olive oil sector has seen significant expansion from a fledgling 19 kg production in 2016 to 121,000 kg by 2023, with a cultivation area now reaching almost 3,800 hectares, reflecting considerable potential for growth within the domestic market.

The report highlighted consumer preferences as a critical driver in shaping the market. For example, the study found health benefits as a key purchasing criterion, responsible for a 31% increase in olive oil consumption among Pakistani consumers in 2022. Furthermore, the study indicated a strong preference for olive products among younger demographics, with 40% of surveyed consumers under 29 years old.

GRASP aims to develop the olive value chain in Pakistan through strategic interventions. Through initiatives such as Farmer Field Schools (FFS) and the establishment of demo plots, GRASP provides direct support to SMEs in applying Climate Smart Agriculture (CSA) technologies and Good Agricultural Practices (GAP). These efforts enhance the sustainability and productivity of olive cultivation. Training programs on advanced processing techniques, such oil extraction and curing table olives, are integral to improving post-harvest management and product quality, simultaneously ensuring that Pakistani olives meet high market standards.

Moreover, GRASP's focus on trade and market linkages has facilitated the participation of olive growers in international exhibitions and trade fairs, significantly increasing their market visibility and opportunities. These efforts not only open new markets for Pakistani olive products but also provide invaluable networking opportunities for local producers. Amongst the study’s strategic recommendations, increasing private sector investment, to meet both domestic and international demands, is highlighted.

Secretary of the Ministry of National Food Security and Research, Dr. Muhammad Fakhre Alam Irfan, affirmed the government's commitment to supporting the olive oil sector. He emphasized the impact of climate change on Pakistan, the cultivation and consumption of olive oil aligning with Pakistan’s goals for sustainable agriculture and environmental resilience.

“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,” said ITC representative, Mr. Irshad Ali (GRASP Project Management Unit Lead).

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

The GRASP project is working to improve the business atmosphere for SMEs in horticulture and agriculture, in 22 rural districts across the Sindh and Balochistan province, as well as policy support to the federal and provincial governments of Pakistan.