Faouzi Zayani Sounds the Alarm on Tunisia's Olive Oil Export Strategy
Faouzi Zayani, an expert in agricultural policies and sustainable development, sounded the alarm on Tuesday during his appearance on Express Fm. He denounced the continued massive export of Tunisian olive oil in bulk, estimated to be around 60% of the total volume exported to Europe, where it is then reconditioned and marketed under foreign brands.
"It's time to turn the page on this outdated strategy. We've been stagnant for ten years. We need to stop selling our oil in bulk to our competitors and start a gradual transition towards exporting packaged products with high added value," he stated.
Zayani emphasized that Tunisian olive oil, recognized for its quality, should be a lever for promoting the country's image internationally. He recalled that Tunisia is one of the oldest and most important olive oil producers in the world, but this wealth remains poorly exploited strategically.
"We need to build a new national strategy, inclusive of farmers, industrialists, exporters, and public institutions, to open up new markets, guarantee fair prices, and improve foreign currency receipts," he added.
The expert also lamented that only 10% of the olive oil exported last season was packaged, a figure he considers "largely insufficient". He calls for a strategic surge, aiming to triple or even quadruple this proportion in the next few campaigns.
Zayani further stressed the importance of economic diplomacy and international marketing. He recommends that the state and sector actors take advantage of major global events, such as the World Cup or international exhibitions, to promote Tunisian olive oil as an excellent product.
"Our olive oil is a vector of soft power. We must make it an ambassador product, which tells our story, our know-how, and our terroir," he concluded.
