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O live is getting popularity among all spheres of society due to its medicinal and dietary value. Previously, Olive was considered as a crop of the Mediterranean countries. The Mediterranean region is the main olive producing area including Syria, Turkey and Israel (Trujillo et al., 2014). Presently many other regions of the world are adapting olive cultivation in their cropping system due to its economic value, comparatively easy production technology and wider adaptability. During last couple of decades, consumption and cultivation of olive also started in many countries other than Mediterranean basin like Australia, India, China, Pakistan and the American southern part (Awan et al., 2011). Olive plant have an adaptive mechanism to grow well and produce fruit under rain fed conditions (

The recent re-emergence of agrarian crises in Punjab has again drawn the attention of policymakers towards the viability of alternative crops. In this context, the study attempts production and marketing of one of the alternatives and viable crops (i.e., Olive) considered for the farmers in Punjab, Pakistan. The study was carried out in the Pothwar region of Punjab, and a total of 100 farmers were interviewed from four districts of Pothwar. The study results revealed that olive is a profitable crop since the benefit-cost ratio, net present value, and internal rate of return at a 10% rate of discount were 2.20, Rs. 263,338.00, and 31%, respectively. The findings also revealed that the channel with the least number of intermediaries was more efficient than the channels with more intermediaries. The study suggested that to take advantage of this new crop, controlled marketplaces with improved marketing facilities are needed to allow farmers to minimize their transport costs and achieve better prices for their products. Besides, linking fresh produce with agro-processing industries can go a long way in ensuring the returns from this crop.

Europe, Africa has 19.7%contribution and Asia is 13.4% olive production share (Erel et al., 2017). Turkey, Italy, Spain, and Greece are the considered as main oil producing countries (Haberman et al., 2019). Olive can play its essential role in our country's economy. Pakistan's aggregate household edible oil use is around 2.9 million tons. Approximately, 67% of this consumption met by imports. Annually 38 billion rupees were for this purpose. Thus, giving careful consideration to increase the olive cultivation in Pakistan can help saving foreign reserve. In Abstract | Olive (Olea europaea L.) fertilization considered as one of the important factor for production of olive fruit and oil. Keeping in view the modern fruit production physiology, nutrients serve as stimulants for cell development and fruit production. In Pakistan, Olive cultivation and production started from a previous one decade. Farmers have a lack of trend for fertilizer application to Olive orchards in a proper dose. Olive intensification for new orchard enhanced fertilizer use especially Nitrogen (N), Phosphorus (P) and Potassium (K) and in micronutrients especially Boron (B) to control alternate bearing of olive. In Pakistan, olive plantation is an initiative to minimize the Olive import, and to maximize olive plantation in Pothwar area as well as control climate change. There is no trend for fertilizer application among the Pakistani farmers. The increasing demand of olive oil and value added products like pickles jams and squash enforcing the farmer to produce more and more. The increasing demand creates the competition among the farmers. To produce more it is important to apply fertilizer at a right time, right source and right method. In case of soil application, apply first dose of nitrogen, all phosphorus and all potassium fertilizers during the December. Apply second dose during May-June and third dose during September in Pothwar. Foliar application is suitable during end February and March. Drip irrigation is suitable during December and May.

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