Tunisia, a North African country known for its rich agricultural tradition and diverse food industry, is aiming to expand its market share in Korea by offering a wide range of high-quality agri-food products. The Tunisian Embassy in Korea, in collaboration with the Tunisian Export Promotion Center, showcased a variety of Tunisian products at the Korea Import Fair held in Seoul.
At the fair, Boughedir Ahmed, the charge d’affaires a.i. at the Embassy of Tunisia, expressed the importance of the Korean market for Tunisian producers and highlighted the need to introduce new products gradually. He emphasized Tunisia’s reputation for producing premium olive oil, which is already well-known globally but has a small market share in Korea. Tunisia is the world’s third-largest exporter of olive oil, thanks to its favorable southern Mediterranean climate.
Ahmed explained that Tunisia has a long-standing tradition of olive oil production, dating back to the Carthaginian and Roman eras. He mentioned that Tunisian olive oil is often blended with Italian and Spanish oils and sold in bulk to the European Union. The challenge in Korea lies in raising awareness and knowledge about Tunisian food products. Ahmed stated that a multi-faceted approach combining education, marketing, and strong partnerships with Korean associates is crucial to promote these products.
Tunisia plans to educate Korean consumers about the quality of Tunisian olive oil through TV documentaries and other cultural and business initiatives. Ahmed is confident that Korean consumers will eventually recognize the high-quality products from Tunisia. The Embassy of Tunisia intends to continue participating in various exhibitions to find the right market fit for their products.
In conclusion, Tunisia is seeking to increase its market share in Korea by promoting its diverse range of agri-food products, including premium olive oil, tuna, and the UNESCO-listed Harissa paste. With a focus on education, marketing, and strong partnerships, Tunisia aims to raise awareness among Korean consumers and establish itself as a trusted source of high-quality food products.
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