ISLAMABAD: The International Trade Centre (ITC) of the United Nations has said the olive oil sector in Pakistan has witnessed a significant expansion from a fledging 19kg production in 2016 to 121,000kg by 2023, with a cultivation area now reaching almost 3,800 hectares.

The report launched by the ITC provides an in-depth analysis of the current landscape, consumer preferences, and growth opportunities in Pakistan’s olive market.

The EU-funded project, Growth for Rural Advancement and Sustainable Progress (GRASP), implemented by the ITC, prepared the report in collaboration with the Italian Agency for Cooperation and Development.

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 per cent increase in olive oil consumption among Pakistani consumers in 2022.

Furthermore, the study indicated a strong preference for olive products among younger demographics, with 40pc of surveyed consumers under 29 years old.

According to the report, GRASP aims to develop the olive value chain in Pakistan through strategic interventions. Through initiatives such as Farmer Field Schools and the establishment of demo plots, the programme provides direct support to small medium enterprises in applying climate smart agriculture technologies and good agricultural practices.

Published in Dawn, July 30th, 2024