Tunisian artist eL Seed, celebrated for his large-scale calligraphic artworks promoting unity, has ventured into olive oil production with his brand, Tacapae. This initiative stems from his family's farm in Gabès, a coastal city in southern Tunisia, and represents a deeper commitment to reclaiming and showcasing Tunisia's ancient olive oil heritage. By producing a premium product and adhering to stringent quality standards, eL Seed aims to challenge the prevailing Eurocentric view of olive oil origins, asserting Tunisia's significant, often unacknowledged, role as a major producer. His work extends beyond commerce; it's a cultural movement designed to foster pride within his community and reframe global perceptions of North Africa's contributions to this traditional craft.
Tunisia boasts a rich history of olive oil cultivation spanning over 3,000 years, with current production placing it as the world's second-largest olive oil producer and the leading producer of organic olive oil. Despite this, Tunisia's contributions have historically been obscured, with much of its exported oil being rebranded by European countries. eL Seed, along with experts like Dhouha Mizouni Chtourou, are actively working to correct this narrative. They emphasize the deeply interwoven cultural significance of olive oil in Tunisian life and advocate for global recognition of their high-quality, single-origin products. Their efforts are focused on educating both international markets and local communities about the true value and heritage of Tunisian olive oil, urging a shift away from accepting minimal recognition towards celebrating excellence and indigenous identity.
eL Seed's Artistic Vision Blends with Olive Oil Production
Faouzi Khlifi, globally recognized as eL Seed for his compelling contemporary art characterized by Arabic calligraphy and themes of unity, has broadened his creative endeavors to include the production of premium olive oil under the brand name Tacapae. This unexpected, yet profoundly meaningful, pivot began in 2018 when he acquired an olive grove in Gabès, Tunisia, noticing that trees planted by his great-grandfather still stood. This discovery was more than serendipitous; it was a call to connect with his roots and an opportunity to translate his artistic principles of identity and cultural reclamation into a tangible product. By 2023, he became a certified olive oil sommelier, underscoring his serious commitment to quality and authenticity. The launch of Tacapae in 2024, named after the Berber word for “fortified place,” signifies not just a commercial enterprise but a continuation of his artistic mission through a different medium. The brand’s ceramic bottles, featuring commissioned designs from various contemporary artists, merge the worlds of fine art and artisanal food, making each bottle a collectible piece that tells a story.
eL Seed’s journey into olive oil is driven by a desire to challenge and change preconceived notions, particularly the Eurocentric view that often overshadows North African contributions to global culture. He leverages Tacapae as a platform to empower his community in Gabès and throughout southern Tunisia, encouraging them to recognize and celebrate their inherent value and rich heritage. The meticulous attention to detail in his olive oil production, such as pressing olives the same day they are harvested and storing oil in light-proof bottles, reflects a commitment to excellence that he believes is crucial for establishing Tunisia's reputation. This commitment is not merely about producing a superior product; it's about making a profound cultural statement. eL Seed sees Tacapae as a direct message to his people: to aim higher than mere sufficiency and to reclaim their narratives and traditions with pride. Through this venture, he seeks to demonstrate that art, culture, and entrepreneurship can converge to create significant social and economic impact, proving that true love for one's land is shown through action and dedication.
Reclaiming Tunisian Heritage: A Global Perspective on Olive Oil
Tunisia's history of olive oil production is ancient and deeply ingrained in its cultural fabric, spanning over three millennia. While indigenous Berber communities cultivated wild olive trees, it was the Phoenicians who introduced organized olive cultivation to the region. This tradition was further expanded under French rule and subsequent decades of independence, largely sustained by women who were historically the family breadwinners. Today, an astounding 80% of Tunisian families maintain some connection to this olive oil heritage. Dhouha Mizouni Chtourou, a leading international olive oil expert affectionately known as the "Queen of Olive Oil," highlights that eating, cooking with, and planting olive trees are fundamental aspects of Tunisian identity. Despite this profound history and widespread involvement, Tunisia's olive oil narrative has often been marginalized on the global stage, frequently eclipsed by European producers like Italy, Spain, and Greece.
This disparity in global recognition largely stems from historical export practices. Until 1995, the Tunisian government maintained a monopoly on olive oil exports, predominantly selling it in bulk to Italian and Spanish brokers who then repackaged it under their own labels. Consequently, many consumers worldwide unknowingly consume Tunisian olive oil believing it to be European. eL Seed and Dhouha Mizouni Chtourou are spearheading efforts to dismantle this "cultural imperialism" and elevate Tunisia’s rightful place in the global olive oil market. Following the end of the government monopoly in 1995 and the launch of a national strategy in 2006, Tunisia's bottled exports have surged from 500 metric tons to approximately 40,000 metric tons annually. Currently, Tunisia is the world's second-largest olive oil producer, with an estimated output of 500,000 metric tons per year, and stands as the largest producer of organic olive oil globally, with 227,000 hectares certified organic. By prohibiting olive oil imports, Tunisia ensures that all locally produced oils, including those from independent brands like KAÏA and Olivko, are single-origin. This collective effort seeks to educate consumers and reassert Tunisia’s identity as a proud and significant purveyor of high-quality olive oil, reinforcing the idea that acknowledging the origin is crucial to appreciating the product's true value.