Tunisia Launches National "Made in Tunisia" Brand to Boost Product Recognition and Global Competitiveness
Tunisia is preparing a national "Made in Tunisia" brand to better identify its products, strengthen consumer confidence, and facilitate their promotion in foreign markets. The project has reached a significant milestone with the validation of the brand’s graphic charter, approved during a meeting held on October 20, 2026, at the Ministry of Industry, Mines, and Energy.
Priority Sectors and Implementation Strategy
Four industrial sectors are prioritized for the initial rollout:
- Mechanical and electrical industries
- Textile and apparel
- Leather and footwear
- Agri-food industries
In the first phase, companies within these sectors will benefit from a support program designed to help them meet the necessary conditions and criteria to obtain the brand certification. The primary objective is to establish a common identity that allows for the easy recognition of Tunisian products and better highlights their origin.
For businesses, this initiative could serve as a key lever for commercial differentiation, both in the local market and in export markets, provided that the brand is accompanied by clearly defined and verifiable quality criteria. The project also aims to encourage companies to enhance product quality and comply with applicable standards. In the long term, the scheme is expected to be extended to all industrial sectors.
Key Stakeholders and Leadership
The follow-up meeting was chaired by Salah Zouari, Minister of Equipment and Housing, who is currently overseeing the management of the Ministry of Industry, Mines, and Energy.
The session brought together representatives from several key institutions, including:
- The Ministry of Commerce and Export Development
- The Center for the Promotion of Exports (CEPEX)
- The National Institute for Standardization and Industrial Property (INNORPI)
- The Agency for the Promotion of Industry and Innovation (APII)
This collaborative effort underscores the government’s commitment to elevating the value of Tunisian-made goods on the global stage.
