Exceptional Olive Harvest, Promotional Campaign and More
The question was addressed with Mourad Ben Hassine, General Director of the Export Promotion Center, who stated to La Presse in an exclusive interview that the number of promotional actions for olive oil, which already accounts for more than a third of all actions, will be doubled in 2026. This will involve safeguarding traditional markets, but also opening up new destinations, diversifying communication channels, and focusing on high-value-added packaged olive oil. Tunisian olive oil, being one of the most awarded internationally, has all the assets to improve its market share.
Key Figures on Olive Oil Exports
The figures for November, the second month of the campaign, show a significant increase in revenue, from 281 million dinars to 408.6 million dinars, representing a 45.3% increase. In terms of exported quantities, there was a 112% increase. The destinations that recorded an increase in revenue are mainly Spain, Turkey, and Egypt. November also saw the resumption of olive oil exports to nine markets, including countries in Latin America such as Argentina and Chile, and Asian countries like Indonesia.
New Markets and Promotion Actions
These are new markets, and we are exploring other destinations. We are currently seeing an increase in exports of packaged olive oil to China. In 2024, Tunisia was ranked the 3rd largest global exporter, with a 10% market share. In total, we exported to 75 markets during the first 11 months of 2025, compared to 64 destinations in 2024. Traditional clients of Tunisia remain Italy (23%) and Spain (24%), followed by the United States (20%), Canada, Morocco, Belgium, and France.
Promotion Actions and Institutional Roles
During 2025, we have already implemented our promotional program, which includes over 60 actions, between participation in trade shows and international events, and B2B professional meetings. Among these actions, at least 25 were dedicated exclusively to olive oil. These actions are either organized by the Export Promotion Center or with other partners or our embassies. We have also organized two events focused on olive oil and published a book dedicated to promoting olive oil in Japanese, English, and French.
Future Plans and Price Positioning
In 2026, we will double the number of promotional actions, in addition to diversifying communication channels. There will be at least 50 promotional actions. We are currently having intense meetings with the Ministry of Foreign Affairs to associate our diplomatic missions abroad with the Cepex representations abroad. These campaigns will also include dates, which are having an exceptional campaign in terms of quantity and quality.
Conclusion
We have a whole program in preparation, the main lines of which consist of consolidating traditional markets, with participation in major trade shows. It is also a question of relaunching old markets that have gone through difficult periods but are in a phase of recovery, particularly in Asia and Latin America. We have conducted consultations with companies to gather their complaints. We also plan to take actions in the field of information and communication technology, in partnership with the Ministry of ICTs.
