How to support expanding sales channels of agri-food products in new markets : healthiness and new experiences of Tunisian olive oil

This study addresses the empirical problem of improving sales channels in countries like Tunisia, with a specific focus on the sales channels of Tunisian olive oil. The authors aim to explore this problem within the theoretical framework of sales channels and emphasize the contribution of their research to enhancing sales channels and accessing new markets for Tunisian olive oil. To achieve these goals, the authors conducted a study with a specific research objective: to examine the factors influencing consumer behavior and perceptions towards olive oil. By doing so, this research contributes to a better understanding of the challenges and opportunities of expanding sales channels and supports the development of sustainable agribusiness. Additionally, the authors highlight the importance of advertising healthy food with good quality based on an ethical production process that emphasizes accountability and transparency. They argue that these ethical practices can serve as competitive strengths for agri-food producers in emerging markets as they explore new market opportunities. Overall, this research not only addresses the need for improving sales channels in Tunisia but also provides insights into consumer behavior, highlights the significance of ethical production processes, and supports the competitiveness of agri-food producers in emerging markets.