The increasing global demand for olive oil is revitalizing rural areas in North Africa, where the product has been a traditional staple for centuries. However, local producers are facing challenges such as drought, outdated production methods, and inadequate marketing as they compete in a growing market. Tunisia and Morocco, lacking the energy resources of neighboring Algeria and Libya, are turning to olive oil as a valuable export due to their dry, hot climates. The majority of the world's olive trees are found in the Mediterranean region, with Spain leading the industry followed by Italy and Greece. After making significant investments in modern machinery, the quality of Tunisian olive oil has improved to the point where industry officials in Spain note that it now fetches prices comparable to their own. Efforts by North Africa to close this gap have been well-received by European producers who are struggling to produce enough olive oil to meet global demand as middle classes around the world develop a taste for it. Despite being more expensive than other cooking oils, olive oil is preferred for its healthier mono-unsaturated fat and polyphenols. Tunisians, regardless of their wealth, have developed their expertise in olive oil over centuries, using it generously in their food and in various other products like medicines, beauty items, and soaps. A 90-year-old Tunisian man named Hamed attests to the health benefits of olive oil, stating that he drinks a glass every morning and his wife uses it in every meal. The olive oil industry is crucial for over 500,000 families in Tunisia, a country with 10 million people and 56 million olive trees spread across 1.6 million hectares of land. The olive harvest season from November to February is a significant time for rural communities, with many Tunisians returning to their hometowns to help with the crop. Women engage in traditional songs and jokes while gathering the olives dropped by men. A farmer named Haj Smida from el-Jem in eastern Tunisia expressed how a successful olive harvest benefits his entire family. Similarly, 68-year-old olive oil producer Salem Rhaim had to delay his son's wedding due to a poor crop last year. Rhaim expressed optimism about the upcoming harvest, anticipating a successful season that would allow him to cover the costs of his wedding preparations. Despite their expertise, Tunisian olive oil producers struggle to sell their high-quality product at export prices due to inadequate technology. Some believe that opportunistic businessmen are taking advantage of tax breaks in the industry, resulting in subpar products that could damage the reputation of the olive oil industry. Additionally, Abdelmajid Mahjoub, a local olive press owner, believes that insufficient packaging is hindering the export potential of their products. He stated that more effort is needed to make their products competitive with those from Spain, Greece, and Italy. In Morocco, the government is providing financial incentives to expand the olive cultivation area to 1 million hectares by 2010, up from 1,000 hectares in 1999. Some of the production will be used to meet local demand as the country imports 300,000 tonnes of vegetable oils annually. Mohamed, a 42-year-old farmer in northern Morocco, currently grows enough olives for his family but has recently planted additional trees provided by the government. He expressed a desire for more land to grow olive trees, as their prices have been increasing. Olive trees have become a symbol of hope for many Moroccans facing drought or desertification, and could be a viable alternative to illegal cannabis cultivation. The changing weather in Morocco has prompted a shift towards plants that can help preserve nature. The country, along with Algeria, is still using outdated technology dating back to the time of the Phoenicians, such as donkey-operated presses. Jose Ramon Diez, an olive expert at the Spanish farm union ASAJA in Madrid, stated that the world market has great potential for growth because olive oil currently only accounts for 2.8 percent of the fat consumed. Last year, Spain's olive harvest decreased, leading some farmers in northern Morocco to report that Spanish traders had approached them to purchase olives. Italy, the second-largest producer of olive oil, buys some oil to re-export under the "Imported From Italy" label and has been assisting the Tunisian industry in upgrading its machinery. Italian oil buyers express a desire for more consistent quality standards from North African producers and frustration at having to communicate through intermediaries rather than directly with them. Mauro Miloni, who heads the economic observatory of the Italian olive oil industry group Unaprol, mentioned that an increase in exports from North Africa could help to create a more balanced market currently dominated by Spain. He emphasized the importance of being able to purchase olive oil from various sources and expressed optimism about the potential for stronger relationships with North African producers in the future as trade becomes more liberalized.