Customs Revises Branded Olive Import Values

The Directorate General of Customs Valuation, Karachi, has re-determined customs values applicable to the import of branded olives from all countries of origin, issuing a fresh valuation ruling that specifically covers leading international brands operating in the Pakistani market.

Through Valuation Ruling No. 2045 of 2026, the Directorate has revised customs benchmarks for olive imports marketed under brands such as Borges, Figaro, American Garden, Mundial, Fragata, Del Monte, Italia and Wadi Food. The earlier valuation framework had been fixed under Valuation Ruling No. 1611/2022 and had remained operative for more than four years.

The Directorate initiated proceedings for redetermination and formally notified relevant stakeholders to participate in consultative sessions. During these meetings, importers and sector representatives contended that their declared transaction values were bona fide and reflective of contemporary import trends. They advocated for a brand-wise valuation structure rather than a country-of-origin-based approach, asserting that pricing differentials arise from brand positioning, quality standards, and market segmentation.

Stakeholders further submitted that customs values should be aligned with international retail and wholesale benchmarks while factoring in seasonal crop cycles and supply-side dynamics. In response, authorities retrieved and examined 90 days of import data, scrutinised documentary evidence placed on record, and evaluated seasonal production patterns in exporting jurisdictions. The Directorate reported that no material deviation in crop conditions was observed compared to the preceding year.

In addition to documentary analysis, the Directorate conducted market inquiries, assessed prevailing domestic price levels, and reviewed online retail pricing trends. A brand-specific evaluation was undertaken to account for differences in quality, grading standards, and market perception.

Following a consolidated assessment of transactional data, stakeholder submissions, market surveys, and comparative pricing indicators, the customs values were finalised under sub-section (7) of Section 25 of the Customs Act, 1969. The Directorate has stated that the revised methodology is intended to enhance transparency, ensure closer alignment with prevailing international market conditions, and maintain compliance with statutory valuation principles.

Given that more than 100 enterprises are currently active within Pakistan’s olive import and distribution sector, the revised ruling carries material implications for duty computation, landed cost structures, and potential review or appeal strategies under the Customs Act framework.