Although Tunisia has a growing number of SMEs producing high-potential natural ingredients—such as prickly pear seed oil, date powder, pomegranate extract, or sun-dried tomatoes—many of these companies remain structurally unprepared for international trade. Most lacked dedicated export departments, formalized export strategies, and access to reliable market intelligence. Their internal capabilities often did not align with the regulatory, logistical, and commercial expectations of foreign buyers, particularly in highly demanding markets like the EU, North America, or the Gulf region.

Additionally, the companies involved in the program came from four distinct value chains—agri-food and natural cosmetics—each with its own ecosystem, buyer types, and compliance challenges. This diversity made it impossible to apply generic export training or matchmaking tactics. Most participants were unaware of key regulatory tools like TRACES or RASFF, had no familiarity with modern prospecting databases or buyer segmentation strategies, and had never structured their commercial documentation to meet international requirements.

On the buyer side, Tunisia’s fragmented visibility on the international stage, especially outside major trade fairs, meant that potential leads were difficult to attract and even harder to convert into engaged participants. Many international buyers remained hesitant due to lack of familiarity with Tunisian brands, uncertainty about quality standards, or insufficient digital exposure. Without tailored preparation and structured support, these companies risked missing out on a valuable opportunity to scale globally despite the intrinsic quality of their offer.