Tunisia's Minister of Agriculture, Ezzeddine Ben Cheikh, has highlighted the importance of marketing and added value in the country's date export sector. He made these comments at an international workshop on "marketing and global promotion of dates: best practices and success models" held in Tunis. The minister stressed that the development of the date sector is no longer just about increasing production and improving quality.
Ben Cheikh emphasized the need for more integrated marketing approaches that respond to changes in markets and consumer behavior. He noted that rapid changes in quality requirements, health safety, distribution and consumption patterns, as well as the growth of digital marketing and e-commerce, require in-depth study of markets, packaging, labeling and branding. The minister also highlighted the importance of leveraging digital marketing tools and promotion platforms.
The minister recalled that Tunisia pays particular attention to the date sector, which is one of the main agricultural products oriented towards external markets and a significant source of income for southern Tunisia. He noted that Tunisia is hosting the second stage of this workshop, which is part of the work of the marketing and promotion committee established within the International Date Council.
The International Date Council's executive director, Princess Sarah Bent Bandar Ben Abdulaziz Al Saud, emphasized the importance of product safety, clear origin and conformity to standards in accessing consumers and enhancing date competitiveness. She noted that marketing is a crucial part of creating product value, starting with understanding the market and consumer requirements.
Princess Sarah Bent Bandar Ben Abdulaziz Al Saud explained that the council aims to expand communication channels between member countries, the private sector and international import and distribution networks. She added that the workshop offers opportunities for establishing commercial links, diversifying markets and consolidating cooperation between different actors in the value chain.
The workshop, organized by the International Date Council in collaboration with the Ministry of Agriculture and the Date Interprofessional Group, focuses on developing a prospective study on the European market for dates and processed date products. The goal is to identify promising markets, growth opportunities and new areas for product valorization and usage diversification.
The Tunisian government is committed to supporting the date sector, with a focus on enhancing competitiveness and sustainability. The country's date exports are expected to benefit from improved marketing and promotion strategies, as well as increased investment in digital tools and platforms.
Key points
- Tunisia's date export sector is shifting focus towards marketing and added value.
- The International Date Council is working to enhance cooperation and communication between date-producing countries and the private sector.
- A prospective study on the European market for dates and processed date products is being developed.
