Constraints to the development of the labeling of Moroccan olive oil: Qualitative study among public service promoters

Abstract

This research aims to contribute to the existing knowledge about the constraints to the development of the labeling of olive oil in the context of a country in the Southern Mediterranean, namely Morocco. It aims to offer a critical reading of certain Government strategies for valuing olive oil through official signs of quality. The methodology used is a qualitative approach based on semi-structured interviews, conducted on a sample of 12 guides responsible for the development and promotion of local products. Analysis of the textual data showed thirteen constraints hampering the olive oil labeling process that are linked to four major identified issues: the organization of farmers (human factor, governance), production conditions (retraining of profession, product traceability, dependence on state support, production financing constraints), product development and integration of producers into the market (constraints linked to marketing, value unnoticed by the farmer, engagement with the aggregator) and the characteristics of demand (consumption habits and patterns and low awareness of labels).

Keywords: Olive sector, olive oil, labeling, SDOQ, Green Morocco Plan, Morocco