Exclusive Interview with Hedi GAAYA of the Rose Blanche Group: Tunisian Participation at SIAL 2024 and Future of the Agri-Food Sector

Exclusive Interview with Hedi Gaaya, General Director of the Cereals and Derivatives Division at Rose Blanche: Tunisian Participation at SIAL 2024 and the Challenges Facing the Food Industry in Tunisia

In the context of the International Food Exhibition (SIAL 2024) held in Paris, we talked with Hedi Gaaya, General Director of the Cereals and Derivatives Division at Rose Blanche, who shares his insights on Tunisian participation in this prestigious event and the challenges confronting the food industry in Tunisia.

Tunisie Numérique: How do you assess Tunisian participation at SIAL? What is the importance of this event for national companies?

Hedi Gaaya: Participation in international trade shows like SIAL is a valuable tradition supported by public establishments such as the Center for the Promotion of Exports (CEPEX). These events underscore Tunisian products and demonstrate the added value of the food industry. Instead of exporting unprocessed raw materials that generate less value, we have the chance to promote our processed products, which benefits our economy significantly.

I view Tunisian participation in this exhibition as a real asset. Our group, “La Rose Blanche,” had a outstanding stand showcasing our main brands, and the interest we generated is very encouraging.

Can we consider the food industry a strategic sector for export?

Definitely! Exporting is a tremendous opportunity for Tunisian companies, permitting them to conquer new markets. Through our experience at “La Rose Blanche,” we have explored markets as diverse as Europe, Asia, America, and even Africa. Every day, we discover new opportunities.

Nevertheless, this international expansion comes at a cost. Only companies offering high-quality products, manufactured with advanced technologies and skilled human resources, can truly succeed in this context.

What do you see as the main obstacles to the development of exports in the food industry?

Political will is present, which is essential. The state places particular importance on exports.

One of the biggest challenges is the availability of raw materials, especially cereals in our sector, which necessitates ensuring importation at preferential prices and under favorable conditions.

Additionally, it is crucial to eliminate customs barriers on Tunisian products, especially within the European Union. This is a central strategic issue that must be prioritized in the next phase to better position our products in the European market.

Artificial intelligence (AI) was a trending topic at this exhibition. What role could it play in your sector?

Artificial intelligence poses considerable ethical and technological challenges. In the food industry, it could greatly enhance productivity and product quality.

For instance, AI can help us better meet consumer needs while optimizing agricultural production, particularly in arid regions.

Yet, there is a risk of widening the gap between Northern and Southern countries. That’s why at “La Rose Blanche,” we ensure that the technologies we use are cutting-edge and aligned with scientific and technological advancements.

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