ISLAMABAD, Feb 16 (ABC): More than 100 enterprises are now operating in Pakistan’s olive sector, reflecting rapid plantation growth, stronger private participation, and rising domestic and global demand, the head of the National Olive Project said.
Mohammad Tariq, National Project Director of the Olive Promotional Program in Pakistan, told Wealth Pakistan that the government is close to securing cabinet approval for a national olive policy. “With government backing, the roadmap for sustainability is taking shape,” he said.
Rapid growth in olive enterprises
Tariq said the number of enterprises has increased sharply. At the start of the program, only one or two enterprises were active. Today, more than 100 businesses operate in marketing, processing, value addition, and related services.
He described olive as a high-value crop with significant potential. “The olive sector is emerging in Pakistan and offers one of the best opportunities to diversify agriculture,” he said.
Investment opportunities across the value chain
The national olive program covers cultivation, processing, branding, packaging, certification, and export. As a result, investors can explore opportunities not only in farming but also in consultancy, nurseries, processing, marketing, and branding.
Moreover, Tariq noted that limited skilled manpower and technical expertise create additional openings for investment in training and specialized services. “There is strong potential to increase export and trade in this area,” he added.
Competitive advantage and rising demand
Pakistan’s large and low-cost labour force gives the country a competitive edge over traditional olive-producing nations. In contrast, many established producers face labour shortages and rising production costs.
At the same time, urban consumption of olive products continues to grow. The number of consumers has increased steadily in recent years, further supporting sector expansion.
Although challenges remain — including reliance on imported machinery and limited business advisory services — untapped areas such as olive leaf, olive fruit, and olive pomace processing offer further room for growth.
Imports decline as exports rise
Tariq said olive imports are declining while exports are increasing, signaling positive momentum. He added that global olive oil trade is expected to expand significantly due to rising health awareness worldwide.
Sustained efforts have also led to the development of 19 high-yielding, disease-resistant, and climate-resilient varieties of several high-value crops, including olive.
“Olive is a promising and attractive sector in Pakistan. With continued support, it can participate in global trade and generate impressive returns,” Tariq said.
Expansion across provinces
Olive development is progressing in phases. Plantations expand each year, while oil extraction units of varying capacities are being installed across provinces and regions.
Importantly, the government has focused on strengthening the entire olive value chain instead of limiting efforts to cultivation. Authorities have established value-addition laboratories to demonstrate fruit processing, depitting, grading, and slicing. In addition, they offer processing plants to the private sector on a matching-grant basis.
Nursery tunnels have reduced reliance on imported plants from Italy, Spain, Turkey, and Tunisia. Certified olive plants are now produced locally by the private sector, supported by a reference laboratory for olive oil quality testing.
Boost to rural economy and climate resilience
Tariq emphasized that the program aims to strengthen Pakistan’s economy, especially the rural economy. Large tracts of barren land have been converted into productive farmland. Consequently, land degradation and desertification have declined.
Significant progress has been recorded in the Potohar region, including Rawalpindi, Attock, and Jhelum, where olive cultivation was previously absent. Expansion of plantations has helped reduce soil erosion and downstream siltation during monsoon seasons. Furthermore, it has strengthened rural livelihoods and improved climate resilience.