Tunisian Pomegranate Promotion Program Launched by GIFruits
The Interprofessional Group of Fruits (GIFruits) has implemented an internal and external promotion program for the pomegranate season. This initiative aims to enhance the value of Tunisian pomegranates, add value to them, and encourage their consumption.
According to Tarek Tira, Deputy Director of the Commercial Department of GIFruits, the Interprofessional organization has developed an integrated promotional program at the national and international levels, in coordination with stakeholders in the sector. This program will take full advantage of the pomegranate from Gabès obtaining the Appellation of Controlled Origin (AOC) since 2022 and the expected obtaining of the same certification for the pomegranate from Testour in the coming period.
Internal Market Promotion
The promotional program for the internal market includes:
- Creating a 3D promotional spot for Tunisian pomegranates, targeting both domestic and foreign markets.
- Organizing promotional campaigns in large retail stores.
- A promotional campaign through social media and modern communication technologies.
Local Events and Partnerships
The program also includes participation in local events in the governorates of Gabès and Testour, as well as organizing a promotional event around the Pomegranate Route. Emphasis will be placed on the presence of tourist operators and travel agencies. There will also be an effort to promote the value chains of pomegranates, particularly through the organization of a scientific day on the valorization of pomegranate waste.
External Market Promotion
Regarding external markets, Tarek Tira specified that a poster advertising campaign will be deployed at the Ras Jedir border post (in both directions, entry and exit). Additionally, a day to promote Tunisian pomegranates will be organized at the wholesale market in Catania, Italy, in November, with the aim of introducing the product to wholesalers and retailers. Tasting sessions and distribution of advertising materials will take place during this event.
A promotion event for Tunisian pomegranates and their juice will also be organized in a large commercial area of a Gulf market (United Arab Emirates), in partnership and collaboration with exporters.
Production and Export Figures
The total area of pomegranate plantations has reached 12.3 thousand hectares. Production for the current season is estimated at around 91 thousand tons, compared to 102.9 thousand tons in the previous season and an average of 92.4 thousand tons over the last ten years (2015-2024).
The main production hubs, which provide 68% of the total volume, are:
- Gabès, which occupies the first national place with 21.5%, or an estimated production of around 19.5 thousand tons.
- Followed by the governorates of Béja (15 thousand tons), Nabeul (14 thousand tons), and Kairouan (13.4 thousand tons).
It is worth noting that the start of the export season for local pomegranate varieties was set for September 29, 2025. According to the same source, the quantities of pomegranates exported until October 8 have reached 1,619 tons, with a value of around 5.1 million dinars, compared to 670 tons with a value of 1.7 million dinars during the same period last year. These exports are mainly destined for the Libyan market, and export operations to other markets are expected to begin in the coming days.
