Agricultural policy expert Fawzi Zayani stated that Tunisia exports nearly 60% of its olive oil to Europe in bulk, meaning unprocessed and unpackaged, which allows foreign competitors to repackage it and sell it under their own brands.
Speaking to Achara3 Tounsi, he criticized the strategy followed over the past decade, saying it has not succeeded in conquering new markets: “We must end bulk exports to our competitors and gradually change course.”
According to him, Tunisian olive oil is an iconic product that can serve as a vehicle to promote Tunisia and enhance its international image.
He reminded that Tunisia is one of the oldest olive oil producers in the world, highlighting the need to implement a national strategy in coordination with all stakeholders in the sector to diversify markets, export at fair prices, ensure better remuneration for farmers, and increase foreign currency revenue.
Zayani noted that only 10% of exports were packaged products in the last season, a figure he considers insufficient. He called for a qualitative leap in packaged olive oil exports to better valorize the product and strengthen Tunisia’s global image.
The expert also urged leveraging major international conferences and events to promote Tunisian olive oil, citing high-profile events such as the World Cup.
