Inclusive Scaling of Olive Oil Controlled Designation of Origin : Addressing Social Norms for Sustainable Development in Tunisia

Souissi, Asma; Ouerghemmi, Hassen; Majri, Rihab; Shiri, Zahra; Dhehibi, Boubaker; Frija, Aymen; M. Rietveld, Anne

Inclusive Scaling of Olive Oil Controlled Designation of Origin : Addressing Social Norms for Sustainable Development in Tunisia

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Date

2025-11-07

Contributes to SDGs

SDG 11 - Sustainable cities and communities

SDG 12 - Responsible consumption and production

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Citation

Asma Souissi, Hassen Ouerghemmi, Rihab Majri, Zahra Shiri, Boubaker Dhehibi, Aymen Frija, Anne M. Rietveld. (7/11/2025). Inclusive Scaling of Olive Oil Controlled Designation of Origin: Addressing Social Norms for Sustainable Development in Tunisia. Beirut, Lebanon: International Center for Agricultural Research in the Dry Areas (ICARDA).

Abstract

The Controlled Designation of Origin (CDO) for olive oil provides a unique opportunity to strengthen the quality, reputation, and market value of Tunisian olive oil, especially in the “Elles” region of El Kef, which has high potential for income growth and sustainable agriculture. Establishing a CDO allows producers to differentiate their products in domestic and international markets while promoting environmentally friendly farming practices. However, the benefits of this initiative are not automatically shared equally. Social norms, gender roles, and institutional barriers, such as limited land access, often restrict participation for women, youth, and other marginalized groups. To address these challenges, the Gender-Up process has been introduced as a gender-responsive methodology that ensures agricultural innovations are scaled inclusively. In the Elles olive oil project, Gender-Up supports collaborative planning, helps stakeholders identify and overcome social and gender barriers, and embeds inclusive practices into every stage of implementation. This approach ensures that the advantages of the CDO extend beyond economic gains to foster social equity and community empowerment. By integrating the CDO framework with the Gender-Up methodology, the project seeks to improve Tunisian olive oil’s quality and market presence, enhance regional economic opportunities, promote sustainable agroecological practices, and ensure fair benefit-sharing among underrepresented groups. This combined strategy demonstrates that innovation, sustainability, and equity can advance together, creating a model for inclusive agricultural development in Tunisia.