Transitioning towards a circular economy agri-food model: strategies to move from goals to objectives in the olive oil sector

Addressing the overuse of natural resources is crucial, and the circular economy (CE) offers a solution by turning waste into value to meet societal needs. CE may support business development without increasing resource exploitation. However, transitioning to CE models presents socio-technical challenges across the value chain, and the adoption of circular practices into established systems requires to overcome several system lock-ins. This study focuses on the agri-food sector, particularly the olive oil supply chain, chosen for its economic significance and potential for upcycling by-products. Through semi-structured interviews with 17 key informants, using the multi-level perspective (MLP) framework as conceptual background, this study explores how niche-level innovations can challenge and reconfigure existing regimes, leading to systemic change. The findings suggest potential CE transition pathways and highlight the complex socio-technical interactions necessary for sustainable transformation. • The CE supports business development. • Innovations drive systemic change in the supply chain. • The MLP has contributed to the exploration of CE transition pathways. • The transition represents a journey toward a future. • Transition is a gradual journey that demands time. • Potential strategies for transitioning to a circular economy in the agri-food sector are proposed.