'Our challenge is to position Portuguese olive oil as a synonym of excellence worldwide'

Mariana Matos, general secretary of Casa do Azeite

With the growing demand for high-quality olive oil, what is Casa do Azeite doing to ensure that Portuguese producers commit to excellence and the highest expression of olive oil?

One of the main missions of Casa do Azeite is to promote the image of branded olive oil as a guarantee of quality, as well as to support its members both at the regulatory and business levels. To this end, Casa do Azeite closely monitors the work of the European Commission, the International Olive Council (IOC), and national authorities, and actively participates in all forums where sectoral regulations are discussed, analyzed, and approved. It then widely disseminates this information among its members, so that everyone is aware of the legal frameworks applicable to their activity, thereby ensuring greater transparency and healthier competition among all operators in the olive oil sector.

Intensive production has revolutionized the sector in Portugal, particularly in the Alentejo region. How are companies managing to balance intensive production with maintaining the authenticity and quality of traditional Portuguese oils?

The olive oil sector in Portugal is currently a very dynamic system, where various production systems coexist, from the most traditional to the most modern. The evolution of this sector in recent years has been extraordinary, enabling Portugal to become a self-sufficient country, a net exporter, and one of the world leaders in the production of extra virgin olive oil. In my opinion, these are complementary, not antagonistic, production systems that cater to different markets. One of our major challenges will be to integrate these realities in a way that benefits everyone. Traditional olive groves face the challenge of productivity and higher costs, but they also benefit from greater authenticity, for example, in terms of traditional varieties, from which the value they deserve must be extracted. Today we know that there are markets for all types of olive oils. The key is how to reach consumers in a differentiated way and highlight our unique attributes. However, we do not need to diminish other oils or production systems; there is room for everyone.

Despite the growth in exports, a significant portion of sales is still in bulk. What strategies are being implemented to promote the Portuguese olive oil brand and increase added value in international markets?

This is perhaps the biggest challenge currently facing the sector as a whole. Bulk olive oil exports, without brand or added value, represent about 75% of total national exports, which marks a significant shift in the export profile compared to the past. The major challenge will be for the sector to finally implement the interprofessional project and begin to promote the Azeites de Portugal brand image in a serious and consistent manner. We are aware that it is a long road, but we have already lost a lot of time, so we again request the support of the State to carry out this project. The sector has grown, modernized, and today produces high-quality olive oil, but the image of Portuguese olive oils still fails to generate significant added value in most markets (with the exception of Brazil). This will only change if we finally launch promotional campaigns aimed at the main global consumer markets and present the Portugal brand as a producer of excellent quality olive oils.

Regarding sustainability, what progress is being made in terms of reducing the carbon footprint in olive oil production in Portugal, and how are producers encouraged to adopt more eco-friendly practices?

In the field of sustainability and the circular economy, the olive oil sector in Portugal is currently an example of some of the best practices being implemented globally. A high percentage of producing companies operate under integrated protection systems or organic production and use the latest technologies to optimize production factors, whether in the rational use of water or phytosanitary products.

There are highly ambitious projects that have produced very interesting results, such as the Olive Oil Sustainability Program of Alentejo, implemented by the Olivum association, which is, as far as we know, a unique program in the world.

With climate change affecting olive oil production, how are the new generations of olive growers in Portugal adapting their techniques and crops to face these challenges, especially in dryland areas?

Climate change has had a significant impact on olive oil production across all geographies, including Portugal, especially in dryland areas where water scarcity, rising temperatures, and irregular rainfall are more strongly felt. The challenge affects all olive growers, who are trying to adopt adaptation strategies to ensure the viability of the crop, either by using more drought-resistant varieties—where traditional varieties may have some advantage—or by adopting agricultural practices that increase the level of organic matter in the soil, for example, improving its structure and enhancing water retention. The use of precision agriculture systems (drip irrigation, etc.) and all the technology available today also allows for more efficient and sustainable resource management, and is already being used in many national farms.

From my point of view, these adaptations reflect a response to environmental difficulties, yes, but also a new vision of Portuguese olive growing: more sustainable, innovative, conscious, and integrated with the territory.

Olive oil has a deep connection with Portuguese culture. What initiatives is Casa do Azeite carrying out to promote this rich olive-growing tradition in education and tourism, and to ensure Portuguese olive oil becomes an integral part of global gastronomy?

In recent years, Casa do Azeite has worked intensively to implement the interprofessional project in Portugal because our vision is that if the sector unites around a common goal, the impact will be much greater. And this common goal is to promote olive oil as a 100% natural and healthy food, but also to explore all its multifunctional potential, all its connections with the territory, with our culture and gastronomy, and with its social and landscape importance, especially in the most disadvantaged areas.

What do you think about Portugal being chosen to host the next edition of the Olive Oil World Congress in 2026, and what are your expectations for it?

I believe it is a source of pride for our country and a recognition of Portugal's growing importance as a global player in this sector. The Olive Oil World Congress brings together the world's top experts on topics of great scientific interest and current relevance, so we are confident that it will be a highly important event for the olive oil sector in Portugal and that it will be a great success. From our association, the organization can count on all our support, both in terms of promotion and in all aspects deemed necessary.