| Summary: | Mediterranean olive oil producers have multiple incentives for adopting circular business models and better resource management, facing water scarcity and huge amounts of waste, but also seeing new opportunities for value creation. This article aimed to understand how circular business models valorizing olive oil waste and by-products are implemented. Ten business cases from six Mediterranean countries were studied, mainly based on semi-structured interviews with enterprise managers. Data were analyzed according to the business model canvas elements, success factors, and barriers while considering the institutional context. The results highlight the diversity of activities, types of resources used, and partnerships and products offered in different market segments. The principles of biowaste conversion and circularity, such as cascading, upcycling, recycling, and recovering, are all applied. The key success factors comprise an environmental concern, knowledge about biotechnologies, markets and logistics, a long-term commitment to the sector, local availability of resources, legislation, subsidies, and product acceptance by consumers. The main barriers include a lack of specific public financial support, an insufficient knowledge transfer from research to olive oil producers, and a lack of articulation of needs for research by the enterprises. More public-private collaborations and multi-stakeholder projects are needed for further shifting to a circular economy in the olive oil sector.
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