The International Trade Centre organised the Agri-Business and Linkage Building Mela in Zhob District, Balochistan on November 3, 2025, where the Olive Business Development Group under the OliveCulture ScaleUp Project showcased locally produced olive-based soap products.
The group used the mela to raise market visibility for olive-derived value-added products and to highlight practical opportunities for entrepreneurs in remote districts. Participation at the Zhob event aimed to demonstrate how simple processing and branding of olive products can strengthen the Olive Value Chain and create livelihoods for women and youth.
Representatives from AICS Islamabad and the Embassy of Italy in Islamabad joined CIHEAM Bari and the Ministry of National Food Security & Research in supporting the initiative, creating a platform for producers to connect with buyers and technical partners. The presence of institutional partners helped underline the potential for scaling up local olive value addition across Balochistan.
By focusing on a household item like olive-based soap, the Olive Business Development Group sought to show clear market demand and encourage more women and young entrepreneurs to participate in the growing olive sector. The Zhob mela provided a timely marketplace and networking opportunity to advance the Olive Value Chain in Pakistan.
