CHOICE participated in the 8th BusinessAGRO Olive Grove Forum to promote more sustainable and profitable olive groves
On 3 September 2026, CHOICE participated in the 8th BusinessAGRO Olive Grove Forum (VIII Tertulia BusinessAGRO del Olivar) at OLEAND in La Puebla de Cazalla, Seville.
The event brought together around 70 participants, including professionals, experts and producers, to exchange knowledge and discuss key developments, challenges and opportunities for the future of olive production.
Representing CHOICE, Dr. Obdulia Parra Rivero, R&D&I Technician at Cooperativas Agro-alimentarias de Andalucía, presented “Prácticas sostenibles en olivar hoy, un mejor futuro para mañana” — “Sustainable practices in olive groves today, a better future for tomorrow.” Her contribution showcased the Spanish pilot’s work and how CHOICE is supporting more sustainable and resilient farming choices in Andalusia.
Olive groves with a future
Obdulia’s presentation highlighted the final CHOICE Spanish olive-grove campaign, “Olive Groves with a Future: More Profitable Olive Groves,” which promotes the use of ground cover as a strategic practice for more sustainable, profitable and resilient olive farms.
The campaign encourages farmers to view ground cover — whether spontaneous or planted — as a way to keep soils healthy, improve soil structure and reduce erosion and the loss of soil fertility. It also highlights the role of ground cover in supporting biodiversity and helping olive groves become more balanced and resilient over time.
From an economic perspective, the campaign presents ground cover as a medium- and long-term investment. While it can involve initial costs and requires appropriate management, it can help reduce costs related to fertilisers, pesticides and mechanical work, while contributing to more stable and resilient harvests.
Connecting research with olive-growing practice
The BusinessAGRO forum, organised by 7AgroMarketing and held at the OLEAND Manzanilla Olive cooperative, provided an important setting to share these messages directly with professionals working across the olive sector and to encourage discussion around practical approaches to more sustainable olive farming.
The presentation of the CHOICE project and the final olive-grove campaign was very well received, generating strong interest among those attending the forum. This response highlighted the relevance of connecting environmental sustainability with the practical and economic considerations that influence farmers’ decisions.
By presenting the campaign in clear and accessible terms, CHOICE aims to make sustainable farming practices easier to understand and more relevant to the everyday realities of olive growers.
Why this matters for CHOICE
Participation in sector-focused events such as the BusinessAGRO Olive Grove Forum helps CHOICE connect its campaign activities with the people making decisions on the ground. Engaging directly with olive growers, cooperatives and sector professionals helps ensure that sustainability messages reflect their needs, priorities and farming realities.
For CHOICE, this type of engagement is an important part of making climate and sustainability knowledge accessible, relevant and actionable. Through its participation in the forum, the project reinforced a key message at the heart of the campaign: the choices made in olive groves today can contribute to more sustainable, resilient and economically viable farms for the future.
