01 Février 2021
Tunisian Olive Oil at Gulfood: the International Trade Fair held in Dubai from 21 to 25 February 2021
Within the framework of the Promotion Campaign for Packaged Olive Oil conducted by the Ministry of Industry, Energy and Mines, whose implementation has been entrusted to the Packaging Technical Centre "PACKTEC," ten Tunisian olive oil companies took part to Gulfood, the International Agri-Food Trade Fair held in Dubai from 21 to 25 February 2021.
Despite the economic context linked to the global pandemic, the Packaging Technical Center "PACKTEC" was intransigent about taking part to this edition. Indeed, since 2007 Tunisia has continuously participated in this trade fair which is considered the most important agribusiness event in the world with 92,000 visitors and more than 5,000 local and international exhibitors from all over the world.
The objective was to strengthen packaged olive oil exports to the United Arab Emirates which represents the essential Middle Eastern platform given the number of inhabitants as well as their purchasing power (5.2 million inhabitants, 85% of whom are of foreign origin). Indeed, the Gulf countries are a market with high potential as they have experienced exponential growth in food consumption (40% between 2010 and 2020). Olive oil consumption increased in volume especially in Saudi Arabia with imports amounting to 23.5 Thousand Tons in 2017 to increase to 34.8 Thousand Tons in 2019, it was imperative to strengthen the presence in this market.
In spite of the increasing popularity of olive oil which was supported by expatriates' influx notably Africans and Maghrebians, the increase of olive oil consumption in the United Arab Emirates is due to its reputation of “healthy oil” for consumers which are becoming more and more demanding as for quality.
Besides the privileged location of the Tunisian pavilion in the "Oils and Fats section, Zabeel Hall" which was exclusively dedicated to Tunisian packaged olive oil promotion, the latter has marked visitors with its attractive design.
As part of this participation, promotional materials were developed for the occasion in order to optimize visibility. A large advertising poster at the main entrance of the show and a display on the Digital Screen in one of the main aisles have been reserved In addition to QR Codes developed on occasion in order to refer to other media such as brochures and “Tunisian Olive Oil” website.
Furthermore, and taking into account the strictest health restrictions, tasting sessions and a cooking show hosted by a renowned Chef were conducted in order to highlight olive oil typicity as well as the Tunisian culinary heritage.
Taking part to Gulfood helped strengthen the positioning of Tunisian olive oil known for its uniqueness. Exhibitors had the opportunity to develop business relationships and strengthen international cooperation despite the context. It should be noted that packaged olive oil exports have increased significantly in recent years passing from 12,000 tons in 2011/2012 to more than 27,000 tons in 2019/2020.