Table 2 − Technical approaches to the utilisation of by-products from olive groves and olive mills Flow / by-product Potential uses Strategic value Olive pomace Energy recovery; biomass; renewable fuel of agricultural origin Reduction in energy costs and replacement of fossil fuels Olive pomace Composting; organic fertilisation; biogas; extraction of valuable compounds Circularity, soil carbon and reduced pressure on final disposal sites Olive mill effluent Treatment, controlled fertigation where applicable, anaerobic digestion, recovery of compounds Mitigation of environmental impacts and nutrient recovery Leaves and prunings Composting; biomass; mulch; incorporation of organic matter Organic matter, soil conservation and energy potential Non-compliant olives and olive oil Authorised industrial cycles; energy or technical recovery Waste reduction and protection of food authenticity Note: Specific application depends on the legal framework, technical analysis, food safety and economic viability. 8. Olive tourism, cater ing and new consumers Olive tourism is a strategic tool for promoting the region, particularly relevant to traditional olive groves. Just as wine tourism has helped to promote grape varieties, regions and brands, olive tourism can promote national varieties, olive mills, landscapes, heritage, gastronomy and Mediterranean culture. The catering sector is a prime channel for raising awareness: olive oil menus, guided tastings, food and wine pairings, chef training and distinctive service can bring consumers closer to the origin and quality of Portuguese olive oil. In international markets, olive oil should be promoted as a healthy, sustainable and culturally distinctive food. The growth in new consumers, particularly in the United States, Brazil, Japan, Canada, Saudi Arabia and Australia, demonstrates that there is scope to increase demand outside traditional markets (Casa do Azeite, n.d.). The opening up of new markets, economic diplomacy and European promotional programmes must be mobilised to consolidate markets where Portugal is already recognised and to win over consumers in regions with high potential. 9. Fraud, authenticity and reputation Fraud in olive oil poses a direct threat to the sector’s reputation and consumer confidence. In a product of high value and subject to strong commercial pressure, adulteration, mislabelling and the misuse of designations of origin distort competition and penalise producers who invest in quality. The response requires traceability, inspection, laboratory analysis, documentary checks and cooperation between authorities, operators and sectoral organisations. Authenticity and transparency must be treated as economic assets. The value of Portuguese olive oil depends on trust: trust in its origin, category, production method, sustainability and the correspondence between what is declared and what is delivered to the consumer. 10. A collective agenda: a national and inter-professional strategy The sector needs a unifying vision. It would be desirable to draw up a Strategic Document for the Sustainability of Olive Groves and Olive Oil, with quantifiable targets, monitoring indicators and lines of action covering production, processing, water, soil, carbon, biodiversity, by-products, certification, promotion, research, innovation, olive tourism and external markets. In this context, AIFO – Interprofessional Olive Oil Association – can play a central role in promotion, communication, market development, quality assurance and sectoral coordination, in order to make the most of European promotional instruments: the European Commission The sector’s perspective 83
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