Tunisian Agriculture Minister Azeddine Ben Sheikh has stated that the development of the date sector is no longer solely dependent on increasing production and improving quality. Instead, he emphasized that marketing, promotion, and access to global markets and creating added value have become crucial elements for the sector's competitiveness and sustainability.
During the opening of an international workshop on "Global Marketing and Promotion of Dates: Best Practices and Success Models" in Tunis, Ben Sheikh called for more integrated marketing approaches that align with changes in markets and consumer behavior. He noted that rapid changes in quality and food safety requirements, distribution and consumption patterns, and the growth of digital marketing and e-commerce necessitate in-depth market research.
Ben Sheikh stressed the importance of leveraging digital marketing tools and promotional platforms to open new channels for accessing global markets and enhancing communication and partnerships between producers, exporters, distributors, and consumers. This, he believes, will help build sustainable markets and increase the competitiveness of Tunisian dates internationally. Tunisia places significant emphasis on the date sector, which is a major agricultural product for export and a primary source of livelihood in southern Tunisia.
The workshop represents the second event hosted by Tunisia as part of the activities of the Marketing and Promotion Committee, which was established within the International Date Council (IDC) and is chaired by Tunisia. The committee plays a vital role in fostering dialogue and cooperation among date-producing countries and exploring practical mechanisms to enhance the presence of dates in global markets.
Princess Sara bint Bandar bin Abdulaziz Al Saud, Executive Director of the International Date Council, highlighted that the safety of products, clarity of their origin, and compliance with standards are increasingly important for reaching consumers and enhancing the competitiveness of dates in high-value markets. She emphasized that marketing is a critical component of building product value, from understanding the market and consumer requirements to quality, brand identity, and distribution channels.
Princess Sara noted that the council is working to expand communication channels between member countries, the private sector, and international import and distribution networks, and to exchange experiences related to commercial practices. The goal is to establish continuous cooperation frameworks that support trade and investment and enhance the economic value of dates globally.
The workshop, organized by the International Date Council in collaboration with the Tunisian Ministry of Agriculture, Water Resources, and Maritime Fisheries, and the Joint Professional Association for Dates, will focus on preparing a prospective study on the European market for dates and processed products containing dates. The aim is to identify promising markets, growth opportunities, and new areas for product valorization and diversification of uses.
Key points
- The Tunisian government is prioritizing the development of the date sector through improved marketing and promotion strategies.
- The International Date Council is working to enhance cooperation and knowledge sharing among date-producing countries to boost the sector's global competitiveness.
- The workshop in Tunis aims to identify new opportunities for growth and development in the date sector, particularly in the European market.
