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LAHORE: Pakistan’s rapidly growing olive oil industry has reached a defining moment, with growers and processors warning that the country’s ambitions to become a major exporter could be undermined unless authorities introduce stricter quality standards, certification systems and stronger market regulation. Industry stakeholders say Pakistan has made significant progress in expanding olive cultivation over the past decade, but the absence of an effective regulatory framework now poses the biggest challenge to long-term growth. Dr. Qurat-ul-Ain Irfan, founder of Meshak Farms in Mardan, believes the focus should now shift from planting more olive trees to protecting product quality and building consumer confidence. “There is no proper implementation framework,” she said, noting that products of varying quality can currently be marketed as olive oil with little monitoring. “Consumers deserve to know whether they are buying premium extra virgin olive oil, blended oil or another edible oil altogether.” According to growers, the lack of routine laboratory testing, nationally recognized grading standards and certification mechanisms has made it difficult for genuine producers to distinguish their products from adulterated or lower-quality alternatives. Pakistan imports an estimated $5-6 billion worth of edible oil annually, making it one of the country’s largest import expenses. Policymakers have promoted olive cultivation as a strategic alternative capable of reducing dependence on imports while creating new export opportunities. Government-backed initiatives have led to the plantation of millions of olive trees, particularly across Potohar, Khyber Pakhtunkhwa and Balochistan, where nearly 10 million acres are considered suitable for olive cultivation. The industry’s latest boost has come through the OliveCulture Scale-Up Project (2024–2027), funded by the Italian Agency for Development Cooperation (AICS) and implemented by CIHEAM Bari, which aims to strengthen Pakistan’s olive value chain from cultivation to processing and marketing. Despite these initiatives, growers argue that commercial olive farming requires long-term investment and stronger policy support. Unlike seasonal crops, olive orchards often take several years before generating meaningful yields and may require 10 to 15 years to reach peak production. Meshak Farms reflects this long-term approach. Established on previously uncultivated land in Mardan, the farm uses imported Arbequina olive saplings, modern drip irrigation systems and internationally recognized cultivation techniques learned through collaboration with Italian experts. Dr. Irfan, who also leads a pharmaceutical company exporting to the United Kingdom and the European Union, said the same principles of traceability, laboratory testing and quality assurance should become standard across Pakistan’s olive industry. She revealed that representatives of an Italian company had expressed interest in sourcing Pakistani olive oil if producers consistently met internationally recognized certifications, including ISO 14000, and maintained premium quality standards. Experts also point to changing global market conditions as an opportunity. Climate change, ageing orchards and declining olive production in parts of the Mediterranean have encouraged international buyers to diversify their supply chains, potentially opening doors for emerging producers like Pakistan. However, industry leaders caution that export ambitions will remain difficult to achieve without mandatory grading systems, accredited testing laboratories, traceability mechanisms and consumer awareness campaigns promoting authentic Pakistani extra virgin olive oil. They also argue that reducing taxes and offering incentives for growers would encourage investment and help lower domestic prices. “The challenge is no longer proving that olives can grow in Pakistan,” Dr. Irfan said. “The real test is whether policy reforms can keep pace with an industry that is ready to compete in international markets.”