Viabilidade produtiva e mercadológica da olivicultura no Rio Grande do Sul: um estudo de caso

Abstract

The state of Rio Grande do Sul is the largest producer of olives for olive oil in Brazil and produces high-quality oils. Even so, 99% of the olive oil consumed in the country is imported, demonstrating a substantial market for the local producer. The objectives of this study were to determine the costs of olive and olive oil production and assess its economic viability through a case study. The characteristics of the properties were defined, and a 30-hectare property was chosen. For this scale, the production factors were assessed, considering improvements, equipment, labor, and inputs. The cost calculation model was then developed in a spreadsheet, with cost allocations in variable, fixed, operational, and opportunity expenses. The selling price of olives and olive oil was established, and finally, the cash flow of the property was constructed over 20 years for olive production and 15 years for agro-industrial production, calculating the economic indicators: Payback Period, Net Present Value (NPV), and Internal Rate of Return (IRR), which demonstrated a good degree of security. Thus, it was found that the project is viable and attractive, though long-term. Scenarios were also proposed, with a 25% decrease and increase in revenue. It was also concluded that the costs for setting up and maintaining the business are high and that the return on investment is slow. A third objective was proposed to analyze the competitiveness of the sector from the producers’ perspective, based on Michael Porter's theories, where challenges such as a lack of specific products, adaptation of varieties, and commercialization were noted. On the other hand, there are opportunities in the domestic and foreign markets, as well as the possibility of diversifying income through rural tourism and other olive-based products. Product differentiation, constant innovation, and the formation of producer networks, which can strengthen the sector and facilitate negotiations with suppliers and buyers, are essential to ensure market competitiveness. The domestic and foreign markets present significant potential for Gaucho olive oil, but investment in marketing and brand strengthening is needed to attract new consumers. Cost reduction and logistics optimization are essential to maintain competitiveness. For all these reasons, a detailed financial plan is fundamentally recommended to ensure business sustainability. Further research is needed to deepen knowledge about olive cultivation, especially regarding the production chain and commercialization. In contrast, profitability after the payback period is also high, making the crop attractive from this perspective. Therefore, the decision to cultivate olive trees for olive oil production requires long-term planning.