Pakistan launched a brand of olive oil ‘PakOlive’ to encourage consumers to purchase certified-quality olive oil produced in the country.

This came during the Pak Olive National Gala held in Islamabad on Saturday to provide opportunities for exploring olive sector development in Pakistan, said a press release.

The olive tree is a “hardy and evergreen tree” that can grow in all types of soil except saline soil and areas with stagnant water. Its roots do not extend deep underground, making it possible to cultivate it even in hilly areas.

The event is 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 on the occasion of World Olive Tree Day.

Olive sector developers, consumers, businesses, entrepreneurs, service providers, support institutions, investors, farmers, youth, rural women, and the foreign community attended the event.

Federal Minister for National Food Security and Research Kausar Abdullah Malik reiterated the commitment of Pakistani communities towards the promotion of olive production.

“This initiative is not only enhancing olive production but also providing income opportunities to communities, especially women and youth,” he said.

He stressed the need for an adequate policy that supports the rural development of the olive sector.

The international project coordinator of the OliveCulture Project, Marco Marchetti, shed light on Italian involvement in enhancing the olive value chain in Pakistan.

He said that their “mission is to systematize and consolidate the results achieved so far by Pakistani and Italian initiatives carried out in Pakistan to weave a national canvas (holistic mechanism) to build all the steps—from farm to fork—of a Pakistani olive oil value chain tailored to each province’s requirements.”

National Project Director Muhammad Tariq shared the holistic and multi-professional approach for a Pakistani olive value chain.

He highlighted the current situation of olives in Pakistan and the untapped potential of olive cultivation. He mentioned that Pakistan has been identified as a favourable country for olive cultivation and would soon become a member of the International Olive Council.

The director of the Italian Trade Agency, Salvatore Parano, said that olive cultivation and olive oil production were increasing in Pakistan due to the efforts of the Pakistani government and Italy. “With the results of these efforts coming up, there is hope that Pakistan will soon be exporting olive oil to the world, including Italy.”