The olive oil commodity chain (OOCC) is very complex and has several kinds of agent with different positions and roles. Four main phases – agricultural production, olive milling, oil refining and commercial distribution – can be identified. The positions and drivenness levels associated with them are very heterogeneous. Given the way that the OOCC is currently organized, refinery companies and large retailers are the agents with the highest drivenness levels. At the same time, there are persistent disputes among the different agents in the various phases, between not only refineries and large retailers but also milling cooperatives. In this context, refineries and cooperatives have made several attempts at industrial upgrading. Quality conventions are basic elements in the daily working of the OOCC. Different quality conventions are promoted by various kinds of agent. This article analyses not only the different phases of the OOCC but also its associated conventions. The first two phases can be analysed only in specific case studies. For this reason, localized olive oil production systems, based on different quality conventions, will be analysed in two case studies: Beas (Huelva) and Arjona–Porcuna (Jaén). Each of these towns has very different agro-ecosystems and uses different agricultural handling systems and olive-milling techniques.
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