Revitalizing olive agriculture in Punjab, Pakistan: unleashing potential beyond marketing and production constraints

Abstract

The purpose of this research is to find the foremost constraints that were involved in olive production as well as marketing. The present study is carried out in four districts of Punjab province, Pakistan with a focus on olive growers using cross-sectional data of 112 farmers. Our research findings showed that high nursery prices, high labour wages, limited access to the latest production technology, lack of technical workers and lack of water availability to olive growers were found most important production constraints in Pothohar, Punjab Pakistan. In the process of marketing olives, Lack of proper olive market information, lack of storage facilities, and high percentage of fruit losses during collection were the utmost marketing constraints of olive growers. The research put forward that to overcome these production and marketing constraints, to train the farmers and researchers/ extension agents with the production and marketing techniques, provide irrigation facilities at a subsidy rate and open information centres for prices should be available to them at the district level.