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A project that paved the way to explore history through the ancient olive tree.
Seasonal food campaigns with local hero ingredients are essential tools to promote Culinary Tourism sustainably – an industry with an expected market value of $1,796.5 billion by 2027.
That is why the Jordan Olive Product Exporters Association (JOPEA) and Hospitality in Health (HIH) organized the second edition of “In Celebration of Olive Oil” from 7 October to 26 November 2021. This campaign kicked off with the aim of spreading the story of authentic and healthy Jordanian Extra Virgin Olive Oil and the benefits of adopting From Farm to Fork principles for local guests and international visitors.
During this experience, visitors were able to visit and tour 7 olive farms located in 7 different governorates to experience the feeling of harvesting olives directly from Jordan’s unique olive trees. Followed by seeing the fresh olives go into the mill as they pass through, eventually watching the silky Jordanian olive oil flow out of the machines.
This was also accompanied by 7 special Farm to Fork events threading together all the meaningful connections that olive oil gives to people. Families gathering, friends bonding, and strangers meeting… Jordanian olive oil is not only a food product but also a core piece in Jordanian society and in the tourist’s experience of Jordanian culture.
In October 2021, Farm to Fork’s olive farm tour took place in Ajloun, a beautiful governorate in the north of Jordan known for its trees and greenery, to explore the harvesting of olive oil.
Through ideas and projects like Farm to Fork, oleotourism opens the doors to an industry that is overflowing with the history of the Jordanian olive oil and holds vast potential for more innovation.
When talking about the importance of such a project and its impact on people, Ruba Daghmish, the CEO of the Jordan Olive Products Exporter Association (JOPEA), said, “An olive farm includes the passion of the farmer’s heart, the visitors interest, the life in the soil, and the feeling of the air around the olive farm, everything touching that piece of landscape. The olive tree is surely a piece of Heaven.”
And experiencing that is the magic that projects like Farm to Fork bring!
This was also accompanied by 7 special Farm to Fork events threading together all the meaningful connections that olive oil gives to people. Families gathering, friends bonding, and strangers meeting… Jordanian olive oil is not only a food product but also a core piece in Jordanian society and in the tourist’s experience of Jordanian culture.
In October 2021, Farm to Fork’s olive farm tour took place in Ajloun, a beautiful governorate in the north of Jordan known for its trees and greenery, to explore the harvesting of olive oil.
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