The increasing demand for olive oil worldwide is revitalizing rural areas of North Africa, where olive oil has been a traditional product for centuries. However, local producers are struggling with challenges such as drought, outdated production methods, and ineffective marketing in the face of growing competition in the global olive oil market. Tunisia and Morocco, lacking the large energy reserves of neighboring OPEC countries Algeria and Libya, see olive oil as a promising alternative 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 from its base in Martos, 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 have noted that it now commands prices on par with their own. Efforts by North Africa to bridge this gap have been met with approval from European producers who are struggling to keep up with global demand due to the rising middle classes in countries such as Brazil and Russia developing a taste for olive oil. Despite being more expensive than other cooking oils, olive oil is valued for its higher content of healthier mono-unsaturated fat and polyphenols. Tunisians, regardless of their economic status, have developed their expertise in olive oil production over centuries, using it not only in cooking but also in medicines, beauty products, soaps, and as a skin moisturizer. A 90-year-old Tunisian man named Hamed, who used to work as a night security guard, credits his good health to drinking a glass of olive oil every morning, while his wife uses it in every meal. Over 500,000 families in the country of 10 million depend on the olive oil industry, with 56 million olive trees spread across 1.6 million hectares of land. The olive harvest from November to February is a significant event in the rural calendar, with many Tunisians returning to their hometowns to assist in collecting the crop. Women engage in traditional songs and banter while gathering the olives dropped by the men. A farmer named Haj Smida from el-Jem mentioned that his family benefits greatly from a successful olive harvest. Similarly, Salem Rhaim, a 68-year-old olive oil producer, had to delay his son's wedding due to a poor harvest last year. Rhaim expressed optimism about the upcoming harvest, stating that if it is successful, he will be prepared for the costly wedding arrangements. Tunisian producers believe that despite their expertise, a significant amount of high-quality oil is being sold at low prices locally due to a lack of technology needed to meet export standards. Some argue that certain businessmen have entered the olive oil industry solely for tax benefits, resulting in subpar products that could damage the industry's reputation. Abdelmajid Mahjoub, owner of an ancient olive press in Tbourba, also mentioned that inadequate packaging is hindering export opportunities. He stated that more effort is needed in order for their products to be able to compete 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 just 1,000 hectares in 1999. Some of the production will be used to meet local demand in a country that imports 300,000 tonnes of vegetable oils annually. A man named Mohamed, 42, is currently growing olives for his family in Ain Balidan, located on the edge of the Rif mountains in northern Morocco. Recently, he has planted numerous additional trees donated by the government. He expressed a desire to have more land in order to plant olive trees due to the rising prices. Olive trees represent hope for many Moroccans facing drought or desertification, and offer a legal alternative to growing cannabis. The changing climate in Morocco has prompted a shift towards plants that can help preserve nature. Morocco and Algeria still use outdated technology for olive oil production, such as donkey-powered presses. Jose Ramon Diez, an olive expert at the Spanish farm union ASAJA in Madrid, stated that there is a lot of potential for growth in the world market for olive oil because currently it only makes up 2.8 percent of the fat consumed. Last year, Spain's olive harvest decreased, leading to Spanish traders seeking to buy olives from farmers in northern Morocco. Italy, the second largest producer of olive oil, sometimes purchases oil for re-export labeled as "Imported From Italy" and has been assisting the Tunisian industry in improving their machinery. Italian buyers of olive oil are requesting more consistent quality standards from North African producers and express frustration at having to communicate through intermediaries rather than directly contacting them. Mauro Miloni, who directs the economic observatory of the Italian olive oil industry group Unaprol, stated that an increase in exports from North Africa would help to create a more balanced market that is 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 closer relationships with North African producers in the future as trade becomes more liberalized.