The increasing demand for olive oil worldwide is revitalizing rural North Africa, where the product has been a traditional staple for centuries. However, local producers are struggling with challenges such as drought, outdated production methods, and ineffective marketing as they face competition from other countries entering the olive oil market. Tunisia and Morocco, lacking significant energy resources like their OPEC-member neighbors Algeria and Libya, are looking to olive oil as a promising alternative export due to their dry, hot climates. The majority of the world's olive trees are found around the Mediterranean, with Spain leading the industry followed by Italy and Greece. After making significant investments in modern machinery, the quality of Tunisian olive oil has greatly improved, with industry officials in Spain noting that it now commands prices comparable to their own. Efforts by North Africa to close this gap have been well-received by European producers who are struggling to keep up with the global demand for olive oil, driven by the increasing affluence of middle-class consumers in countries like Brazil and Russia who are developing a taste for it. Despite being more expensive than other cooking oils, olive oil is valued for its higher levels of healthier mono-unsaturated fat and polyphenols. Tunisians, regardless of their economic status, have developed a deep expertise in olive oil production over generations, incorporating it into their cuisine, traditional medicine, beauty products, and daily skincare routines. "I have maintained my health by consuming a glass of olive oil every morning, and my wife uses it in every meal," shared 90-year-old Hamed, a lively retired night security guard from Tunis. More than half a million families in a country with a population of 10 million depend on the olive oil industry, with 56 million olive trees covering 1.6 million hectares. The olive harvest, which takes place from November to February, dictates the rural calendar, with many Tunisians returning to their hometowns to assist with gathering the crop. Women engage in traditional songs and jokes while collecting olives dropped by the men. A farmer named Haj Smida from the eastern Tunisian town of el-Jem expressed optimism about his family's financial situation due to a successful olive harvest. Salem Rhaim, a 68-year-old olive oil producer, had to delay his son's wedding last year due to a poor crop. Rhaim expressed optimism about the upcoming harvest, mentioning 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 olive oil is undersold locally due to a lack of exporting technology. Some are concerned that businessmen entering the industry solely for tax incentives are producing subpar products, which could damage the reputation of the olive oil sector. Abdelmajid Mahjoub, a proprietor of an old olive press in Tbourba, added that inadequate packaging is also hindering export opportunities. 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 olive cultivation to 1 million hectares by 2010, up from 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. Mohamed, a 42-year-old farmer in Ain Balidan, is currently growing olives for his family and has recently planted additional trees provided by the government. "I would like to have more land to plant olive trees, as prices have been increasing," he stated. The grey-green olive trees have become a symbol of hope for many Moroccans facing drought or desertification, and could be a viable alternative to the profitable but illegal cannabis industry. "The climate in Morocco has shifted in the past decade, prompting us to consider planting species that can help preserve nature and adapt to the changing conditions," explained Mohamed Badraoui, who leads Morocco's efforts to combat desertification. Both Morocco and Algeria have a long way to go in updating their technology, which has remained largely unchanged since ancient times. Some olive oil presses still rely on a traditional method involving a donkey walking in circles to operate a stone or wooden mortar. Jose Ramon Diez, an olive expert at the Spanish farm union ASAJA in Madrid, stated that the world market has the potential to grow significantly as olive oil currently only accounts for 2.8 percent of the fat consumed. Last year, Spain's olive harvest declined, leading some farmers in northern Morocco to report that Spanish traders were approaching them to purchase olives. Italy, the second-largest olive oil producer, sometimes buys oil for re-export labeled as "Imported From Italy" and has been assisting the Tunisian industry in upgrading their machinery. Italian oil buyers are seeking more consistent quality standards from North African producers and express frustration at the lack of direct communication, often having to go through intermediaries. Mauro Miloni, the head of the economic observatory for the Italian olive oil industry group Unaprol, stated that the growth of exports from North Africa would assist in stabilizing a market that is currently controlled by Spain. Miloni emphasized the importance of being able to purchase olive oil from various sources and expressed his belief that in the future, with the increase in trade liberalization, closer relationships can be established with North African producers.