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Olive oil export promotion project 1 Restitution workshop Ramallah, February 1 st, 2012 Palestinian Farmers Union.

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Presentation on theme: "Olive oil export promotion project 1 Restitution workshop Ramallah, February 1 st, 2012 Palestinian Farmers Union."— Presentation transcript:

1 Olive oil export promotion project 1 Restitution workshop Ramallah, February 1 st, 2012 Palestinian Farmers Union

2 Olive Oil Export Promotion Project: Overview The Project duration is four years, funded by AFD with a budget of 1.25 million Euros. The Project was designed to cover all stakeholders along the production/value chain. Four partners were identified to implement the Project: Palestine Trade Center PalTrade Palestinian Farmers Union PFU Palestinian Food Industries Association PFIA Palestinian Standards Institute PSI The Project is managed by PalTrade, and a Technical Committee was established from all partners to follow up on the implementation, monitoring and evaluation of each phase of the project.

3 PFU Farmers / Cooperatives: 1000 farmers / 30 coop. PFIA PalTrade PSI Presses: 15 presses Bottlers / Exporters: 8-10 companies Certification: Jury members International Markets Support organizationsSupply Chain Olive Oil Export Promotion Project: Overview

4 Olive oil export promotion project Restitution workshop – February 1st, Component 1 - PFU Support to olive farmers and olive oil production

5 Objective 1: Empowerment and capacity building or farmers organizations ActivitiesResults Mobilization and animation of collective work (PFU) Strengthening of cooperative model 28 groups of producers (870 farmers) 24 cooperatives 16 new cooperatives Capacity building: -Trainings and coaching on governance and management (done by FTDC) -Production tracking software (funded by SDC) 20 cooperatives (70%) have built their capacities significantly (technically and organizationally) Improved traceability and quality control Animation of network of cooperatives, exchange of experience 2 regional federations of cooperatives (+ 1 under preparation) Regeneration of OOCU membership 5

6 Objective 1: Empowerment and capacity building or farmers organizations Lessons learnt Cooperative model applicable to Palestinian context very empowering once rooted requires patience & consistency very demanding & requires active participation of members not adapted to all situations (explore other ways for organizing farmers) 6 Progress Time Individual farmers Cooperatives Coalitions of cooperatives

7 Objective 2: Upgrade olive and olive oil production: QUALITY ActivitiesResults Equipment (1) : -Individual: nets, rakes, boxes -Collective: tanks Rehabilitation of warehouses (1) All cooperatives well equipped 5 warehouses rehabilitated Trainings & distribution of leaflets Good awareness of best practices & correct utilization of equipment Satisfactory implementation of collective control of production Observatory of olive fly Awareness of farmers Failure to create technical reference (1) Funded by European Commission and Oxfam GB 7

8 Olive harvest Olive pressesStorage conditions Follow-up of best practices for olive oil quality 8

9 Objective 2: Upgrade olive and olive oil production: QUALITY Lessons learnt Importance of strict follow-up of production process by qualified staff orchard > press > warehouse Negative impact of bad climatic conditions (1) : -draught > small production > increase of impact of olive fly -high temperatures during harvest > acceleration of oxidation of oils (1) Climate change scenarios indicate that Mediterranean countries will get warmer and dryer: up to +3°C and -30% rainfall Importance of conditioning warehouses in Palestine 9

10 Objective 2: Upgrade olive and olive oil production: PRODUCTIVITY ActivitiesResults Equipment (1) : -Individual: hand saws, pruning shears, ladders -Collective: chain saws, sprayers All cooperatives well equipped Participatory demonstration orchards On-site validation of best practices adapted to agro-climatic conditions in West Bank leading to regeneration of olive orchards Trainings & distribution of leaflets Good awareness of best practices & correct utilization of equipment Medium level of implementation of best practices (75% of cooperatives, 30% of farmers) 10 (1) Funded by Swiss Agency for Development and Cooperation

11 Participatory trainings in demonstration orchards Short theoretical introductionDemonstration by international trainer Field exercices Group discussion 11

12 Introduction to control of Peacock eye disease 12

13 SEBASTIA (Nablus): February 2009 SEBASTIA (Nablus): November 2009 IMMATIN (Qalqilya): February 2009 IMMATIN (Qalqilya): November

14 Objective 2: Upgrade olive and olive oil production: PRODUCTIVITY Lessons learnt 14 Sensibility of Palestinian rainfed orchard to climatic conditions (for instance impact of draught during spring and summer 2009/2010) Importance of productive pruning and plant protection might not be enough & necessity to explore other ways: -Resistant olive varieties (to water shortage and to draught) -Supplementary irrigation (with zoning of irrigable areas)

15 Objective 3: Set-up Market Information and Services Unit ActivitiesResults Workshops and trainings of farmers on value chain approach and basics of business development Very limited improvement of awareness Facilitation of business linkages No new sustainable linkages 15

16 Lessons learnt 16 Objective 3: Set-up Market Information and Services Unit SERVICE CENTER Training of olive farmers on downstream + Platform gathering information from the production and the market + Facilitation of business meetings in between cooperatives and local trading companies OR BUSINESS CENTER Business exploration + Negotiations on behalf of the producers. Confusion about MISU concept:

17 Lessons learnt 17 Objective 3: Set-up Market Information and Services Unit Necessity to develop capacities of farmers supporting organizations in business development MISU came too early in the process of capacity building of farmers organizations Farmers not ready, not interested to take actions, not willing to take responsibilities More efficient at this stage of development to have a trading partner

18 Conclusion: Recommendations and perspectives 18 Reshape funding mechanisms -Reconsider the subvention with focus on new cooperatives and diffusion of innovative technologies and practices -Enhance and facilitate access to credit for organizations of producers -Encourage productive investment of private sector Encourage the professionalization of cooperatives -Develop permanent activities and staff -Explore the diversification of profitable activities Encourage regional coalitions of cooperatives and create clusters -Integrate value chain and its enabling environment Reorganize production of technical references and extension services -Set-up regional specialized centers and programs of applied research -Deliver of coherent information to producers -Develop a local network of skilled operators (cooperatives or private companies) -Fund the system by selling services, by redistributing part of the added value created in the sector (professional taxes)


20 Restitution workshop – February 1st, Component 2 - PFIA Quality certification and food safety of olive presses Olive oil export promotion project

21 Objective 1: HACCP certification for the olive presses ActivitiesResults GAP analysisFull gap analysis audit conducted for 20 olive presses against the HACCP and GMP requirements Selection of 10 olive presses System development HACCP system for olive presses developed 28 persons trained on the application of HACCP system HACCP certification HACCP system developed by PFIA certified by accreditation body 3 olive presses (out of 6) certified HACCP for their implementation of the system 21

22 22 Rehabilitation of olive press according to food safety and hygiene requirements

23 Objective 1: HACCP certification for the olive presses Lessons learnt HACCP certification will not be sustainably applied until it becomes fully legally supported HACCP certification should be supported by more accurate inspections of olive presses from authorities for the delivery of yearly operation certificate 23

24 Objective 2: Training on quality control ActivitiesResults Training of olive presses28 olive presses trained on best hygienic practices and quality control Manuals3 manuals edited -Good hygienic practices for olive press -Olive oil quality -Olive paste processing Financial and administrative systems development Systems implemented in 3 women cooperatives. 24

25 Objective 2: Training on quality control Lessons learnt 25 Olive press owners should pay more attention to continuous training of their staff Trainings should be more tailored to the level of education of press owners and workers Need for training in practical and theoretical maintenance and GMP

26 26 Create legal incentives to encourage implementation of food safety regulations all along supply chain No further subsidies should be dedicated to rehabilitation of olive presses Conduct awareness campaign on the importance of best hygienic practices in olive oil production Conclusion: Recommendations and perspectives

27 Restitution workshop – February 1st, Component 3 - PSI Quality control and national regulations Olive oil export promotion project

28 Objective 1: Development of national tasting laboratory and panel test ActivitiesResults Equip PSI tasting lab Laboratory installed and equipped according to IOC requirements Training purposes and official tasting Train panel test (National Olive Oil Jury) 3 panel test created and accredited or in process of accreditation Initiation of international and regional cooperation (IOC, JISM) Awareness program about olive oil quality and sensory evaluation Enhanced awareness of consumers, stakeholders (farmers, press owners, traders, NGOs, institutions) Creation of National olive oil competition (Golden olive oil competition) 28

29 Objective 1: Development of national tasting laboratory and panel test 29 Olive oil tasting sessions and PSI new tasting laboratory

30 Objective 1: Development of national tasting laboratory and panel test 30 Lessons learnt Systematic sensory evaluation should be applied in order to classify correctly Palestinian olive oil Improvement of practices toward selection of members of panel test and follow-up: Selection of members of panel test according to their skills and commitment (IOC standards) Evaluation of potential members before investing on them Being a taster is a continuous process of learning Necessity of activating membership of Palestine in IOC in order to benefit from full and regular support to panel test

31 Objective 2: Implementation of Olive Oil Quality Chart ActivitiesResults Quality chart official recognition & awareness Enhanced cooperation with: -Relevant institutions -Subsector stakeholders -Universities and others Quality Chart ImplementationCertification of oil and producers 31

32 32 Lessons learnt Collaboration with organizations remains too dependent of personal relationships More awareness needed about the benefits of Quality Chart Producers need to be supported and followed up in order to implement Quality Chart Objective 2: Implementation of Olive Oil Quality Chart

33 Objective 3: Study of Geographical Indication potential ActivitiesResults Study tours (France, Jordan)Better understanding of GI concept, opportunity and difficulty 33 Lessons learnt Legal framework not ready Further awareness and understanding of GI needed

34 Conclusion: Recommendations and perspectives 34 Quality chart and GI Quality chart will be sustained only if producers cover the cost of inspection and testing (chemical and sensory) Develop legal framework by supporting MNE process of review of regulations according to WTO requirements Need to further assess GI and/or collective mark Increase awareness of Quality Chart and GI among stakeholders Make the chemical and sensory evaluation compulsory for export Panel test Complete national recognition and seek IOC accreditation Get official accreditation of tasting lab according to ISO17025 Sustain continuous trainings (in Palestine and abroad) of the 3 juries and identify more members

35 Restitution workshop – February 1st, Component 4 - PALTRADE Promotion and marketing Olive oil export promotion project

36 Objective 1: Market information ActivitiesResults Exploratory missions & Market scanning (Malaysia and France) - Market and segmentation and trends - List of main importers - Prices and quantities - Import regulations and procedures - Customs, shipping and logistics In-house market mapping (ITC and IOC data base) - Geographical analysis of olive oil markets and dynamics 36

37 Objective 1: Market information Lessons learnt Considering the Palestinian olive oil market profile market intelligence process may be more practical, quicker, less costly : Market segmentation Potential clients identification Exploratory mission Product testing B2B meetings Trial shipment 37 Key for success Identify niche markets (premium quality, geographical origin, organic, fair trade) Personal involvement Close follow-up PALTRADE PALTRADE + COMPANIES

38 Objective 2: Support to promotion and marketing ActivitiesResults Participation to exhibitions (Malaysia, Jordan, UAE) Opening of new market: Malaysia Awareness on markets and competitors Highlight on Palestinian products (awards) Support to companies in promotional & marketing material and activities Better positioning Increase of sale Introduce new products Organization of olive oil festivalsVisibility for small producers (women coops.) 38

39 39 Palestinian stand at Hallal exhibition Kuala Lumpur, Malaysia, 2009 Women cooperative at olive oil festival Salfeet, 2011 Objective 2: Support to promotion and marketing

40 Success stories Technochemical Company Entering new markets: Value of Techno chemical sales/ Exports to the Malaysian market in the year 2011 was more than 120,000 USD (85% Olive Oil) In 2012, Techno chemical expects that sales will reach 200,000 USD (+50%) based on the current orders which already started. AFD project activities helped our company not only to enter the Malaysian market but also to grow fast in that market Dr. Osama Odeh, owner

41 Success stories New Farm Company Introduction of new products: Support from AFD project enabled New farm company to introduce two new products to the local market (olive Paste and Ataype). Surprisingly, the highest sales -apart from the olive oil- were the those two new products, this was accomplished through the tasting events, media coverage, promotion materials and small gifts, all around the West Bank cities. 41 Results of tasting events(increase of sales in local market):

42 Lessons learnt Palestinian olive oil, simply tastes different Challenges: Productivity High cost of production Fluctuation in production & prices Inconsistent quality Market positioning: Virgin (large quant.) traditional farming traditional markets (local & GCC) Extra virgin (small quant.) skilled farmers & coops. Supermarkets, fair trade, ethnic markets Premium extra virgin coops. Gourmet, specialty, high end markets Branding: Need for joint & collective National level Need for international promotional campaigns Gourmet shops, Olivier & Co., best reference Packaging: There is a lack in local skills in design in terms of packaging especially for export companies. 42 Objective 2: Support to promotion and marketing

43 Objective 3: Technical Assistance ActivitiesResults Scientific study on characterization of the main Palestinian olive cultivars and olive oil (lead by GVC, in cooperation with UAWC and NARC, funded by AFD and EC Publication of study (by UAWC) Genetic fingerprinting was not finalized Olive oil national strategy (lead by MoA, in collaboration with POOC, Paltrade and PFU, funded by AFD and SDC) Strategy under revision by MoA for approval and endorsement 43 Conclusion Practical cooperation in between stakeholders (and in between donors) is possible, efficient and productive

44 Conclusion: Recommendations and perspectives 44 At business level More focus on potential markets & market segments through market intelligence More efforts on branding More attention on packaging and design Move from event based activities to market entry programs Tailor support to companies according to their profiles and potential markets Create an association of olive oil exporters More integration among stakeholders along the value chain

45 Conclusion: Recommendations and perspectives 45 Final More systematic and institutionalized cooperation among stakeholders

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