The upgrading strategy of olive oil producers in Southern Spain: origin, development and constraints

Abstract

This article argues upgrading in buyer-driven commodity value chains in highly specialized olive grove territories illustrates farmers’ reaction to globalization. To avoid low prices, local producers are seeking new ways of running farms, organizational innovations and to introduce new products into new markets. Although challenges in global marketing remain insurmountable for some, a number of olive-producing areas are reacting through endogenous development strategies that involve new training, information and knowledge. This article presents findings from qualitative interviews conducted to offer first-hand knowledge of opinions, challenges, problems and results key agents involved in olive oil production in Jaén, Spain, are experiencing. Findings show that a strong knowledge-based vision, generational change in running farms and diversification are needed to adopt new practices to improve local income.