Tunisia targets Chinese market to boost olive oil exports
Olive oil is a cornerstone of Tunisia’s agri-food sector, contributing significantly to rural employment and foreign exchange earnings.
TUNISIA – Tunisia is ramping up efforts to expand its olive oil exports to China, aiming to capture a larger share of the world’s second-largest economy amid record production forecasts for the 2025/2026 season.
The push comes as part of a broader strategy to diversify Tunisia’s export destinations and reduce reliance on traditional European markets.
A delegation from Tunisia’s Ministry of Trade and Export Development, led by Mourad Ben Hussein, Director General of the Export Promotion Center (CEPEX), recently visited Wuhan in China’s Hubei Province.
The visit focused on strengthening logistics and port services to streamline trade procedures and improve access to the Chinese market, particularly in Hubei, which boasts a population of nearly 60 million.
China imported nearly 29,850 tons of olive oil in recent years, but Tunisia remains a secondary supplier despite being one of the world’s top producers.
CEPEX has identified significant untapped potential in China, citing the country’s growing middle class and increasing interest in health-conscious food products.
During a recent roundtable, CEPEX officials noted that Tunisia is currently the eighth-largest supplier of olive oil to China, but its export figures remain below expectations.
To address this, the Tunisian government has launched a directive to prioritize Asian and South American markets.
The strategy includes promotional campaigns, trade missions, and partnerships with Chinese distributors to raise awareness of Tunisian olive oil’s quality and heritage.
The government is also working to improve production processes and ensure consistent quality across the supply chain, from farmers and millers to exporters.
The renewed focus on China aligns with Tunisia’s broader economic goals to boost agricultural exports and strengthen its trade balance.
Furthermore, Tunisia is deploying a comprehensive export promotion campaign, including 20 international events planned for 2025, targeting key markets such as China, Italy, Spain, the US, and emerging markets like Qatar and Nigeria.
The government aims to increase the visibility and competitiveness of Tunisian olive oil through branding, quality improvements, and highlighting the product’s unique heritage.
Olive oil is a cornerstone of Tunisia’s agri-food sector, contributing significantly to rural employment and foreign exchange earnings.
As global demand for olive oil continues to rise, Tunisia’s proactive approach could position it as a key player in China’s evolving food landscape.
If successful, the initiative may pave the way for deeper trade ties and increased visibility for Tunisian products in Asia.
While Tunisia faces substantial competition and structural challenges, its active promotion, targeted diplomatic efforts, and focus on high-value products signal a concerted effort to increase its footprint in China’s expanding olive oil market.
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