Tunisia has approved a comprehensive national strategy for 2026 designed to strengthen its position as a global leader in the olive oil industry. The ambitious program aims to increase the product’s international visibility and diversify export destinations beyond its traditional markets.
The plan, which includes over 30 specific initiatives, was finalized during a high-level meeting at the Maison de l’Exportateur. The session brought together key stakeholders, including the CEOs of the Export Promotion Center (CEPEX) and the National Olive Oil Office (ONH), alongside representatives from the Ministry of Foreign Affairs and the Technical Packaging Center (PACKTEC).
A central pillar of the 2026 campaign is a robust communication strategy. This will involve creating new marketing materials and launching an international advertising drive to enhance the value of the “Made in Tunisia” label for olive oil. The program will also introduce a new national award for the best packaged olive oil of the 2025-2026 season.
To achieve its goals, the strategy outlines a series of targeted actions, including
- Participation in major international trade fairs.
- Exploratory missions to new and promising markets.
- Promotional operations abroad.
- Hosting foreign trade delegations in Tunisia.
- Organizing professional “business days” in partnership with Tunisian embassies.
Officials emphasized that a coordinated and participatory approach is essential to improve the competitive standing of Tunisian olive oil. The strategy specifically targets expansion into priority markets such as China, the United Kingdom, Latin America, and the Gulf countries. A key tactic will be the early reservation of national pavilions at major international fairs to maximize the product’s visibility.
As the world’s third-largest exporter of olive oil, Tunisia has already generated 4.5 billion dinars in exports of the product in the first eight months of 2025 alone. This figure represents 53% of the country’s total agri-food exports, reaching 66 different markets.
The new 2026 program is designed to build on this momentum by also targeting Sub-Saharan Africa and Russia, while ensuring its activities complement other sector-specific promotional initiatives.
TunisianMonitorOnline (NejiMed)
