Entrepreneurship in the Trade of Agricultural and Horticultural Products

Olives, as one of the products with high nutritional and medicinal value, play an important role in human nutrition and health, and their global demand, especially in the form of olive oil, is increasing. The long history of olive cultivation in the Mediterranean area and its nutritional benefits, including being rich in vitamin E and powerful antioxidants, indicate the importance of this product in healthy diets, especially the Mediterranean diet. With suitable climatic conditions and diverse species, Iran has a high potential in the production and export of olives and olive oil, although so far, its share in the world market is limited. Effective factors in export development include product quality, suitable packaging, new technologies, transportation infrastructure, support policies and international marketing. European countries, especially Spain, Italy and Greece, operate as the largest exporters in the world market, and Türkiye ranks first in imports and exports. Economic sanctions and challenges such as lack of raw materials, international standards, transportation costs and lack of strategic planning are some of the obstacles facing Iran in the olive industry. On the other hand, the use of information and communication technologies, organic agriculture, development of mechanization and government support policies can help improve Iran's position in the world market. As a result, considering the potential capacities and existing opportunities, the development of the olive industry in Iran requires strategic reforms, investment in technology and taking advantage of geographical advantages in order to achieve an effective share in the world markets