The Olive Oil Industry at a Crossroads
The olive oil industry, despite an encouraging level of production, finds itself at a critical juncture and unable to withstand the pressure of the international market. Our flagship product still fails to gain value due to a lack of packaging, storage, and valorization. These shortcomings may be fatal unless the National Olive Council finds a miracle solution.
Challenges in Exporting the New Harvest
The export of the new olive oil harvest abroad will not be easy this time around. Our flagship product has been facing serious constraints in export, especially after the dubious affair of one of the main exporters. The latest statistics confirm a significant loss in value in the export of the previous harvest. Despite the large volume exported (239,000 tons), receipts showed a significant decline of 31%. This disappointing performance once again raises questions about our export policy.
International Market Pressure
The international olive oil market has been under pressure for some time, with significant declines. However, it is recognized that our product still fails to offer a competitive and exportable offer. It is enough to recall that while our direct competitors avoid bulk sales, our decision-makers continue to prioritize this format. According to the latest statistics, more than 87% of the quantities exported were made in this "format," which seriously penalized our receipts. This high average risks compromising the future of this sector if it continues.
Managerial Transparency
It is recognized that our sector, due to a lack of anticipation and ambition, has remained dependent on a logic of grave self-sufficiency, justifying a too-timid policy of packaging, transformation, and storage. These shortcomings require the urgent launch of a national strategy for the valorization of this product and the guarantee of a quality repositioning internationally.
The Role of the National Olive Council
In this regard, it is hoped that the launch of the National Olive Council, whose composition was published on September 2, will meet this requirement. This ambition is entirely legitimate, as the mission of this structure consists of coordinating all development actions of this sector, piloting promotion operations, improving production levels, and expanding transformation, storage, and valorization capacity.
A New Vision for the Sector
The Council, whose approach is based largely on an expanded policy of consultation and advice, should seek to better equip the olive oil sector, particularly in technical, technological, financial, and organizational terms. The goal is to integrate the sector into a logic of sustainable performance, both qualitatively and quantitatively. It is a matter of endowing the sector with a new prospective vision, rigorous and based on good governance policy. This governance must absolutely gain in transparency and organization, particularly at the level of commercialization.
Commercialization and Governance
It is agreed that the issue of commercialization has harmed our sector, monopolized for a long time by certain privileged private operators. The Council proposes to "dismantle" this domination and create a new commercial approach, particularly for export, that is coherent, equitable, and competitive.
