ISLAMABAD: Pakistan has launched a brand of olive oil called ‘PakOlive’ to promote the consumption of certified-quality olive oil produced within the country. The launch took place during the Pak Olive National Gala in Islamabad, an event organized to explore the development of the olive sector in Pakistan.
The olive tree is known for its resilience and adaptability, thriving in various soil types except saline soil and areas with stagnant water. Its shallow root system allows cultivation even in hilly regions.
The event was organized by the ‘Promotion of Olive Cultivation on a Commercial Scale in Pakistan Phase II’ and the Italian-funded ‘Olive Culture: A Holistic and Multi-Professional Mechanism for a Pakistani Olive Oil Value Chain’ project, coinciding with World Olive Tree Day. Participants included olive sector developers, consumers, businesses, entrepreneurs, service providers, support institutions, investors, farmers, youth, rural women, and members of the foreign community.
Kausar Abdullah Malik, the Federal Minister for National Food Security and Research, emphasized the commitment of Pakistani communities to promote olive production. He highlighted the initiative’s contribution to enhancing olive production and providing income opportunities, especially for women and youth. Malik stressed the importance of a supportive policy for rural development in the olive sector.
Marco Marchetti, the international project coordinator of the OliveCulture Project, discussed Italy’s involvement in improving the olive value chain in Pakistan. The aim is to consolidate results achieved by Pakistani and Italian initiatives, creating a national mechanism tailored to each province’s olive oil value chain requirements.
Muhammad Tariq, the National Project Director, shared a holistic and multi-professional approach for a Pakistani olive value chain. He underscored Pakistan’s favorable conditions for olive cultivation and its anticipated membership in the International Olive Council.
Salvatore Parano, the director of the Italian Trade Agency, expressed optimism about Pakistan’s increasing olive cultivation and olive oil production, envisioning the country’s potential to export olive oil globally, including to Italy, as a result of collaborative efforts between the Pakistani government and Italy.
