UNIDO Publication Reveals How Tunisia Transformed "Fruit of the Poor" into a Global Export Powerhouse

A new publication from the United Nations Industrial Development Organization (UNIDO) details the remarkable transformation of Tunisia's organic prickly pear sector, presenting a powerful blueprint for developing emerging agro-industrial value chains. "The development of a new agro-industrial value chain in Tunisia - Lessons Learned from the Case of the Organic Prickly Pear Sector" showcases how targeted interventions propelled the sector from just 5 companies in 2013 to 73 in 2024, creating over 1,400 new jobs, 80% held by women. Key findings highlight that 51% of these businesses are now women-owned, a figure five times higher than Tunisia’s national average. Today, Tunisia ranks among global leaders in this niche market and is the only country worldwide with a technical standard for prickly pear seed oil. With a 205% increase in consolidated export turnover since 2020 and 400% growth in certified organic cactus farmland, this success story offers invaluable insights for practitioners worldwide seeking to unlock the potential of marginalized agricultural products.

Once widely regarded as the "fruit of the poor," primarily used as natural fencing, livestock feed, or sold at low prices, Tunisia's prickly pear had negligible agro-industrial value until recently. In 2013, only five companies existed, focusing on bulk organic prickly pear seed oil with untapped export potential. Recognizing the plant's promising opportunities for socioeconomic development, women’s inclusion, job creation, and environmental sustainability in disadvantaged regions, UNIDO, through its Project for Market Access of Typical Agro-Food Products (PAMPAT) funded by the State Secretariat for Economic Affairs of the Swiss Confederation (SECO), initiated a holistic support program in 2013. The approach focused on structured linkages, collaboration among stakeholders, and fostering an enabling ecosystem for growth.

The publication reveals how a comprehensive strategy led to these impressive results. Entrepreneurship development was a cornerstone, with targeted, gender-sensitive interventions driving the significant rise in women-owned businesses. This rapid growth of female entrepreneurship was notably facilitated by the sector’s newness, which allowed for the establishment of more inclusive models from the outset. Beyond raw numbers, female agricultural workers in Kasserine saw their daily wages increase by 122% between 2014 and 2024, underscoring the project's profound social impact.

Crucially, UNIDO prioritized organic certification, transforming the "poor man's fruit" into a premium product and doubling the price of organic fruit compared to conventional. Collective promotion under the "Organic Cactus Seed Oil – Origin Tunisia" logo enhanced visibility, and clinical studies scientifically validated the oil's anti-aging properties, bolstering export potential. Today, 75% of companies export, with 55 companies actively engaged in international trade. Furthermore, a strong emphasis on product diversification led to the launch of nearly 400 new cactus-based agri-food, parapharmaceutical, and cosmetic products by 2024, showcasing innovation and value addition.

Fostering collaboration across the value chain proved vital, culminating in the creation of the National Cactus Development Association (ANADEC) in 2018, which now advocates for the sector and organizes promotional activities. The strategy also combined national development with a regional cluster approach, notably in Kasserine, Tunisia’s main cactus-producing region. This governorate now contributes 37% of the sector’s national turnover and 30% of new investments. The sector's dynamism also spurred alternative tourism initiatives, showcasing local traditions and products, such as prickly pear sorbet and soap-making workshops.

"The Tunisian success story may not be directly replicable without contextual adaptation, but the insights gained offer a meaningful source of inspiration," states the publication. It underscores that even sectors once perceived as having low value-creation potential can become powerful drivers of rural development, sustained economic growth, and job creation, establishing a strong presence in export markets with dedicated support and collective vision.

For more information, please, contact Mr. Fabio Russo (f.russo [at] unido.org) or Ms. Nuria Ackermann (n.ackermann [at] unido.org)

Publication in English (shortened version)

Publication in French (long version)