SUMMARY
After analysing market and structural features of olive-growing in Tuscany, this study reports management models, with particular reference to harvesting, and assesses their economic efficiency and sustainability. Key factors for profitable management are yield per tree and per hectare and the amount of labour needed for pruning and harvesting. A viable olive-growing industry can develop provided farms invest in new, highly-productive orchards or rejuvenate old ones, and introduce mechanization in the different cultural practices quality.