In 2012, the Djebba fig became the first fruit in Tunisia to be protected by a geographical indication (GI).
The Bouhouli fig variety is indeed unique in the world and only grows in Djebba, a mountain village in the governorate of Beja from where it draws all its authenticity and typicality.
When the PAMPAT 1 project started, the GI was not yet implemented and no farmer was labeling the figs. UNIDO has collaborated with the Ministry of Agriculture and the Inter-professional Fruits Group (GIFRUITS) to train farmers on respecting the product specifications and to encourage labeling.
The Djebba fig has thus become the first product with a geographical indication in Tunisia to be certified through an external audit process carried out by INNORPI.
In 2018 a local association in Djebba has been designated for the first time in Tunisia by law to be responsible for the promotion and management of the GI.
Today 25% of eligible local fig production is certified with the GI. In order to promote the marketing of the GI Djebba fig, the PAMPAT project has provided support to the producers of the region regarding technical, logistical and marketing issues.
Moreover, under the leadership of GIFRUITS, a public-private promotional program has been set up to make the certified fruit known to Tunisian and foreign consumers through tasting days in supermarkets or gastronomic, cultural and touristic events around the GI Djebba fig.
During the production season, the GI figs are sold to supermarket chains and are exported to the Gulf countries and Canada. The commercial success of the Djebba figs has doubled sales prices for farmers.
In order to generate income outside the agricultural season, PAMPAT has supported several rural women groups in Djebba to start the production of processed fig products, including dried figs, jams, pastries and juices.
The GI fig as a local flagship product, has made the village famous, has improved the reputation of Djebba and is attracting more and more visitors.
Djebba has indeed an enchanting landscape and is located at an altitude of 700 meters at the foot of the Goraa mountain.
At the end of 2018, the Tunisian National Tourist Office (ONTT), with the support of PAMPAT started several activities to promote Djebba as a tourism destination.
The number of visitors has increased by 150 % between 2015 and 2019. Today the inhabitants of Djebba are embracing new ways to further strengthen the link between the flagship product and the region in order to attract even more tourists.