Integrated Local Strategy for Enhancing Olive Oil Prices: The Case of the Estepa Protected Designation of Origin (PDO) Local Agri-Food System (Spain)

Spain’s olive oil production is world-leading. A significant portion of Spain’s olive oil production is in Andalusia, a southern region. In the Estepa region, a local agri-food system based on olive monoculture is emerging. Furthermore, producers are implementing strategies for differential quality and environmental sustainability to increase the competitiveness of their products. One of the main challenges facing the agricultural sector is generational change. The primary objective of this study is to analyze the results of the actions implemented to enhance the organization, sustainability, quality of production, and prices. The aim is to contrast, through a case study, the qualitative aspects that have enabled them to improve their product price through a competitiveness strategy based on quality improvement, which required synergistic actions in terms of productive structuring and sustainability. To this end, this study conducted structured interviews with key stakeholders in the PDO and consulted the National Reference Price Index at Origin. The results show that the pricing system based on olive oil quality has resulted in producers obtaining a differential income of €200/t in the market. However, it has been unable to halt the structural rural exodus and the progressive abandonment of productive agricultural activities. The study offers recommendations for rural development policymakers. Research into new models of production and organization for rural areas that offer social and environmental sustainability is vital, as these models have great relevance for political decision-making.