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For generations, North African agricultural heritage was largely confined to low-margin white-label supply chains. Now, a 60-year-old Tunisian family business is bridging the gap between North African soil and global consumer tables by leveraging the marketplace infrastructure of Temu.
Small and medium-sized enterprises (SMEs) are vital to African economies, yet expanding beyond local bases remains difficult due to high marketing costs and the complexities of cross-border trade. For family-run businesses like Othena, digital marketplaces offer a critical alternative route to reach new consumers and explore growth beyond traditional B2B sales channels.
Foued Abrouk, the 70-year-old leader of the Monastir-based business, watched for years as Othena struggled for profitability. Operating as a white-label supplier to a few corporate customers in France, Germany, and Belgium, the firm was barely breaking even. 'We sold about 20 tons of olive oil a year but that barely made ends meet,' said Abrouk, who is based in Brussels.
In a strategic pivot to capture the broader European market, Abrouk joined the online marketplace Temu in August 2025. This move granted the business immediate access to new sales channels and connected Othena directly with buyers across Belgium. Abrouk noted that initial orders were driven by organic traffic, providing a strong foundation for future growth.
Othena’s journey reflects the broader challenges faced by SMEs, which constitute 99.8% of all firms in the EU. These businesses often struggle with market fragmentation and high barriers to cross-border sales. Temu, which launched in Belgium in May 2023 and opened to local sellers in November 2024, provides a low-barrier channel for direct consumer access and international expansion.
Abrouk had previously attempted to list Othena’s products on other major e-commerce platforms but found them too complex, citing high commission fees and a lack of support. In contrast, he described the onboarding process with Temu as smooth, benefiting from practical feedback on product presentation.
With a successful start, Othena plans to launch storefronts in France, Germany, and Turkey. The company remains confident in the quality of its additive-free olive oil, which has been refined to suit European palates. The goal for the coming year is to process thousands of orders, proving that digital commerce can effectively complement traditional business models for African entrepreneurs.
Source: Farmers Review Africa