Olive oil cooperatives and marketing challenges in Morocco: The case of cooperative networks in the Fès–Meknès Region

Olive cultivation represents a central pillar of tree crop farming in Morocco, both economically and socially as it contributes significantly to rural employment and constitutes an essential source of income for many small farmers. In this context, olive oil cooperatives and their groupings play a key role in the valorisation and commercialisation of olive production. They facilitate access to modern olive processing units, improve processing conditions, and promote the adoption of higher quality standards, while strengthening producers’ bargaining power in relation to intermediaries as well as encourage collective marketing. In doing so, these cooperative structures promote the competitiveness of the sector as well as the integration of producers into olive oil value chains. Despite public initiatives aimed at supporting the development and competitiveness of the cooperative network, it still faces persistent challenges, particularly in terms of the valorisation and commercialisation of olive products. In this regard, the objective of this study is to identify and analyse these difficulties, as well as the untapped potential associated with the valorisation and commercialisation of the aforementioned products.