We Must Not Deny It, Efforts Are Being Made, But It's Too Slow, Too Timid, and Often Without Follow-Through
The Press — To convince oneself of this, one would need to visit the stands at organized or improvised fairs and see what these young people are doing. Young girls and boys who imagine recipes for cakes, sweets, perfumes, drinks, etc. The tents are set up, the bags are packed, and everything is forgotten. However, these opportunities are ideal for making discoveries. Those who neglect this aspect are lacking in information. The greatest discoveries are often the result of an accident, chance, or error. This is how the drink that was once considered the most consumed in the world (before the boycott by several countries) Coca-Cola, "was discovered in May 1886 in Atlanta by American pharmacist John Pemberton, who created a medicinal drink based on coca leaves and cola nuts. Initially, it was a remedy for fatigue. The mixture became a soda after being mixed with carbonated water, following a ban on alcohol in the region."
Pepsi was discovered in 1898 by Caleb Bradham, a pharmacist from New Bern, North Carolina, who renamed his drink "Brad's Drink" to "Pepsi-Cola". The name comes from the term "eupepsia" (good digestion) due to the supposed effect of the drink and the word "cola" which refers to the main ingredient. The drink was sold as a refreshing and digestive drink, available at the fountain in Bradham's pharmacy.
Our national "assida" dish, prepared with flour mixed with Aleppo pine seeds (due to a famine in the country!), has since evolved to become a... luxury product. And there are many examples. This is to say that we must not neglect anything and exploit the opportunities that arise.
Among our natural riches, olive oil, citrus fruits, dates, and other delicacies born from the imagination of our specialists who have given these natural products added value. Some time ago, during a visit to Tozeur, on the occasion of a local exhibition, we were offered a drink made from dates. Two young girls were serving. We were assured that there were no additives and that everything came from the date. No added sugar or coloring. Who cared? Apparently no one, since this drink, which has fallen into oblivion, is now just a vague memory for those who tasted it, refreshing and full of vitamins.
And now, in one of the Gulf countries, the launch of a date-based drink has been announced, with an incredible media launch. It's being hailed as the discovery of the century. This is why we said earlier that we don't know how to showcase our products. Dates? We're content with just removing the pit (with which we can make good coffee, by the way) and stuffing them with dried fruits. It doesn't go any further. Go see what the Turks do with their baklava and Rahat Loukoum, and at what price they sell them in tiny boxes.
Encouraging Discoveries
Olive oil? No research is being done on packaging. In many countries, the oil bottle is a decorative item on the table, a small work of art. We forget that we have one of the best glass industries in the world and that we just need to invest, innovate, and focus on the problem to do as well as the Italians or Spaniards.
Encouraging Initiative
This is the consequence of centralized decision-making. It's the all-powerful general management that does everything. A suffocating and invasive bureaucracy. Launching annual, regular competitions with significant prizes for the invention of natural drinks based on national products, designing a mixture, a cake, or another discovery to break this isolation from international markets, would not be too much. We need courageous men and women, convinced and with strong personalities, to face the demands of a market where there is fierce competition. We are convinced that these men and women exist.
