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Exploring Youth’s Perspectives on the Business Case for Olive Oil Sector in Morocco
- Adil
- Morocco
- February 1, 2026
Situation
In the Fès-Meknès region of Morocco, the olive oil sector remains largely traditional, dominated by family-run farms and mills. Despite its economic importance, the sector struggles to attract young people due to seasonal work, limited technical training and challenging working conditions. To modernize the value chain and stimulate youth employment, the Centre for the Promotion of Imports from Developing Countries launched a sectoral upgrading initiative.
Assignment
The task was to understand youth perceptions of the olive oil industry, uncover barriers to their participation and identify opportunities that make the sector more appealing, innovative and employment-generating for young workers and entrepreneurs.
Approach
Work unfolded across four phases: scoping and desk research to define hypotheses; immersive design research through FGDs and interviews with young workers, entrepreneurs and producers; a youth-focused design sprint to co-create new business concepts; and a reflection phase to shape a multi-year program. Co-creation sessions enabled idea validation with potential customers and ecosystem stakeholders.
Result
The process surfaced at least three youth-led business ideas and illuminated challenges including seasonality, low technical capacity and complex entrepreneurial pathways. Recommendations included multi-crop service models, improved technical training and better working conditions. A multi-year support program was proposed to strengthen youth participation through capacity building, finance, partnerships and policy advocacy—positioning young people as key drivers of sector transformation.