Stakeholders, Power Dynamics, and Value Added in the Moroccan Olive Fruit Value Chain

Abstract

The olive fruit value chain is one of Morocco's most important agricultural systems, supporting rural livelihoods across regions such as Fès-Meknès, Marrakech-Safi, and Béni Mellal Khénifra. Despite its economic weight, smallholder farmers who dominate production numerically continue to capture the smallest share of value added along the chain. This study examines the stakeholder relationships, power dynamics, and value distribution patterns within the olive fruit value chain in Al Haouz and Rhamna provinces, Marrakech-Safi region. Using a quantitative case study design, data were collected from 76 value chain actors, including farmers, collectors, cooperatives, processors, traders, and exporters, through structured face to-face questionnaires. Data were analyzed in RStudio using descriptive statistics, cross tabulation, chi-square tests, gross margin analysis, and regression models. Findings show that price-setting power is concentrated among market forces and buyers rather than farmers, with a statistically significant relationship between actor type and price-setting authority (χ² = 88.53, p < 0.001). Gross margin analysis revealed that exporters and traders capture the highest returns, while farmers retain the lowest margins despite bearing most production costs. Regression results indicate that farm size significantly influences value capture, while cooperative membership remains low among respondents. The study concludes that governance structures in the chain reinforce unequal value distribution and limited farmer bargaining power. Recommendations include strengthening cooperatives, improving price transparency, and expanding access to credit and market information to support more inclusive value chain development.