Amman, Dec. 10 (Petra) -- The National Olive Festival returned this year with record-breaking momentum, reaffirming the resilience of the Kingdom’s agricultural sector and the deep trust Jordanians place in local rural products.

Despite climate challenges and a modest harvest season, the 25th edition of the festival delivered its strongest performance to date, according to Abdullah Al-Qudah, Director of Rural Development and Women’s Empowerment at the Ministry of Agriculture and head of the festival.

Held under Royal patronage and inaugurated on behalf of His Majesty the King by the Minister of Agriculture, the event drew an unprecedented 451,000 visitors, an increase of more than 25 percent compared with last year and more than double the attendance recorded in 2023. Al-Qudah said this surge reflects Jordan’s growing reputation as a leading regional hub for olive and rural industries.

Spanning 11,000 square meters at the Mecca Mall Exhibition Grounds, the festival hosted more than 1,100 farmers, rural families, cooperatives, and charitable organizations. Demand was so high that organizers brought in 100 reserve exhibitors after several booths sold out in the early days of the event.

The festival also offered an inclusive platform for 60 participants with disabilities, giving them an opportunity to showcase their handmade crafts, with priority consistently given to low-income families and National Aid Fund beneficiaries.

Sales at the festival exceeded 5 million Jordanian dinars, continuing a steady upward trend from 3.5 million last year and 2.8 million in 2023. Olive oil once again dominated the event, with 352 tons, about 22,000 tins, sold out completely. Extra virgin olive oil accounted for 86.4 percent of the total supply, while ordinary oil made up less than one-tenth of one percent, underscoring the high quality of local production. Visitors scanned product QR codes more than 21,000 times, and the on-site laboratory tested 2,380 oil samples free of charge, further strengthening consumer confidence.

The festival also adopted several technological upgrades, including artificial intelligence cameras to monitor visitor numbers more accurately and barcode seals on olive oil containers to confirm laboratory testing through the National Agricultural Research Center. Honey products underwent quality testing by the Royal Society’s laboratories, ensuring compliance and consumer safety.

Since its launch in 1999 and transition to the National Agricultural Research Center in 2008, the Olive Festival has evolved into one of Jordan’s most influential rural development initiatives. This year, more than 40 public and private entities contributed financial or logistical support. Visitors explored 1,100 display tables, 50 specialized corners, 18 traditional bread ovens, a bee museum, various cultural and scientific sessions, and exhibitions on honey, dates, and organic farming, alongside participation from schools, universities, and vocational institutions.

Al-Qudah noted that discussions are underway to consolidate producers under unified cooperative structures, which would streamline marketing, reduce costs, enhance training, and open the door to joint production lines. Such a move, he said, would make it easier for the Ministry to support participants and help expand their economic opportunities.

He emphasized that the Olive Festival is far more than a seasonal exhibition. It stands as a testament to the determination of Jordanian farmers and the continued strength of the agricultural sector. The overwhelming turnout and strong public trust witnessed this year, he said, prove that Jordan’s rural economy possesses the capacity to grow, innovate, and thrive despite ongoing challenges.

//Petra// RZ