The reputation of the olive grove and olive oil sector

Olive oil is key to the Mediterranean Diet and an economic driver for certain countries and areas of the Mediterranean arc, although this ancient tree is increasingly being cultivated on other continents in latitudes far removed from our own.

In a world where Artificial Intelligence (AI) plays an increasingly important role in all areas of production, the Olive Oil World Congress (OOWC) has turned to Chat GPT to find out what the image of the olive oil sector in the virtual world is at an international level and to contrast it with what all operators in the sector think.

For young and not-so-young people around the world searching the internet, according to Chat GPT ‘olive oil is central to the global agri-food industry, recognised for both its culinary value and health benefits. The sector, historically dominated by the Mediterranean region, has experienced global growth, with production expanding in countries such as the United States, Australia and Latin America. Today, demand continues to grow, driven by an increased interest in healthy and sustainable diets. However, the sector faces significant challenges, such as price volatility, adaptation to climate change and the need to ensure sustainable practices’.

This could be a real picture of the olive grove and olive oil sector in the world, but we wanted to go a little further and explore its culinary possibilities. For the AI, regarding its use in gastronomy, ‘olive oil is widely recognised as one of the healthiest fats in the world, playing a key role in preventing cardiovascular disease, reducing LDL cholesterol and fighting inflammation. These benefits have positioned it as an essential element in healthy diets, such as the Mediterranean Diet. In global gastronomy, olive oil is not just an ingredient, but a symbol of quality and culinary tradition. Its versatility makes it an indispensable component, with chefs around the world using it to enhance flavours and textures. Its ability to complement so many dishes has established it as a benchmark of excellence’.

Regarding the main strengths of the olive sector, as well as possible improvements that may be needed, Chat GPT responded that ‘the sector stands out for its commitment to quality and innovation. Global production has adopted increasingly strict standards to guarantee pure and healthy products, promoting designations of origin and quality certifications. In addition, interest in olive oil has boosted research into its health benefits, strengthening its position in the international market. Geographical diversification is also notable, reducing dependence on traditional regions and taking the industry to new frontiers.

In this context, the search for new varieties of olive groves plays a key role in improving resistance to climate change and increasing competitiveness, ensuring a more sustainable and efficient production without compromising product quality’. And that ‘despite its strengths, the sector faces important challenges. Sustainability remains an unfinished business, especially in terms of water efficiency and waste management. Price volatility and competition with cheaper vegetable oils are also a challenge. In addition, it is crucial to step up efforts in the fight against fraud and adulteration, which affect the reputation of the product. Finally, the sector needs to improve its capacity to adapt to the effects of climate change’.

All these challenges can only be addressed with the use of technology and innovation. For this reason we wanted to know how the world sees the olive grove and olive oil sector, to which Artificial Intelligence replied that ‘the sector has begun to implement advanced technologies, both in cultivation, with the development of precision and regenerative agriculture, and digitisation (sensorisation, robotics, sustainable fertilisation...), as well as in the processes of extraction and transformation of the product in the mills (analytical and quality controls, filtration, fermentation, chemical and organoleptic characterisation, management of by-products...), and in the marketing of the product (traceability, blockchain, QR code...). ...), and in the marketing of the product (traceability, blockchain, QR code...etc.). All these practical innovations can improve efficiency and reduce environmental impact, positioning the sector at the forefront of agricultural and agri-food modernisation’.

In conclusion, Chat GPT concludes that ‘the olive oil sector is expanding, recognised globally for its health benefits and its relevance in gastronomy. Its strengths include technological innovation, quality and geographical diversification, which has allowed it to grow internationally. However, it faces challenges such as sustainability, climate change and consumer education. Addressing these challenges, promoting international collaboration and diversifying products will be key to its continued prosperity, ensuring its competitiveness and sustainability in the future.

In short, the IA considers the olive oil sector to be a solid and well-consolidated sector, internationally recognised for its quality and the numerous benefits it brings. It also stresses that, in a world increasingly focused on innovation and sustainable development, the sector has been able to keep up to date and competitive. However, it stresses the need to seek solutions to changing climatic conditions and to continue working on product transparency, as well as to strengthen its position in the global market in the face of competition.

On the other hand, the IA does not pay much attention to certain areas that are also key for the olive sector today, such as the demographic challenge (the socio-economic role it plays in maintaining the population in rural areas, especially young people, who find it attractive and profitable to join this sector); the management and evolution of packaging (safeguarding product quality and recycling - circular economy); and the need to expand this healthy vegetable fat to new potential markets, given that it only represents 2% to 3% of world consumption of fats.

Anyone interested in taking part in this project can obtain information from the OOWC Technical Secretariat by calling +34 91 721 79 29 or sending an email to info@oliveoilwc.com.