Innovation in this sector is difficult because of the aversion to change among many farmers, who are still thinking about what their grandparents were doing instead of what their children will do. In this sense, the regeneration of the sector with more open minds is positive.
Because producing olive oil of higher quality grades does not always yield enough of a price increase to offset the associated loss in quantity produced, the great challenge is marketing, integrating the entire value chain.
Pests and diseases are a risk to the maintaining profitability and productive capacity over time as well as to the potential for producing high quality products.
Another challenge is mechanization, which is very difficult in certain areas with high slopes, thus it is necessary to avoid purchasing more equipment than your farm requires or than actually be used given the natural land characteristics