Market Challenges

The Mediterranean region is home to some of the world’s most economically significant olive producing areas, with Morocco standing out as one of the largest producers. Despite the Moroccan government’s efforts, including initiatives like the “Green Morocco Plan”, the country’s olive oil Market continues to face several challenges. This chapter aims to assess the Moroccan olive oil Market by highlighting key obstacles and global trends in olive oil production and consumption. Moreover, to ensure sustained growth, the chapter proposes some policy recommendations for Morocco’s olive oil sector to overcoming market fragmentation, increasing competitiveness and addressing global and domestic demand shifts.