A national program to promote Tunisian olive oil for the year 2026 was validated at the Maison de l’Exportateur in order to expand the presence of the product on world markets.
More than thirty actions are planned to strengthen the competitiveness of the sector. The central objective: diversify export destinations beyond traditional markets.
An offensive strategy for 2026
The plan, approved in the presence of officials from CEPEX, the ONH, representatives of the Ministry of Foreign Affairs and PACKTEC, is structured around more than thirty initiatives. It includes participation in international exhibitions, the organization of exploration missions, targeted promotional operations abroad, as well as the reception of commercial delegations in Tunisia.
Professional days organized in partnership with embassies will aim to strengthen business networks and facilitate access to new markets.
The strategy also places emphasis on communication. A vast campaign to promote the “Made in Tunisia” label will be launched, accompanied by modernized media supports. Among the new features, the creation of a National Prize for the best packaged olive oil for the 2025-2026 campaign, intended to encourage quality and innovation in bottling.
The participants insist on the need for interinstitutional coordination in order to strengthen Tunisia’s position on the world market. Priorities include China, UK, Latin America and the Gulf countries, with a strategy of early booking of national pavilions at major trade shows to maximize visibility.
Consensus around more aggressive economic diplomacy
The actors present underline the relevance of an inclusive and shared approach to strengthen the Tunisian presence in growing markets. Foreign trade representatives are calling for better synergy between economic diplomacy, promotion organizations and the private sector.
The creation of a national price is hailed as a strong signal to stimulate competitiveness and modernize the image of Tunisian olive oil.
The third largest exporter in the world, Tunisia achieved 4.5 billion dinars in olive oil exports during the first eight months of 2025, or 53% of agri-food exports, to 66 markets.
The 2026 strategy intends to capitalize on this dynamic while expanding the Tunisian presence towards sub-Saharan Africa and Russia, in addition to the sectoral initiatives already underway.
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