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World Cup 2018: A Postcard From Tunisia…

In case you’ve been lying in a ditch over the past few days, the World Cup in Russia has kicked off and is now in full swing. Ahead of England’s first game against Tunisia, Informi spoke to Yacine Amor, who owns and manages The Artisan Olive Oil Company, and who moved from Tunisia to the UK, to learn about his business and his thoughts on the tournament.

Yacine moved to London 20 years ago and worked in finance until he began running his company, based in Paddington two years ago.

 

Could you tell us why you started your business? 

I started my business for three reasons:

  1. To enjoy complete freedom in my decision making.
  2. To work with “real” products I am passionate about.
  3. To make a contribution to Mediterranean artisan producers and to Tunisians in particular.

 

What was your aim when you started out? 

To build a Mediterranean speciality and fine food distributor.

 

Why did you decide to start your business in the UK? 

The UK is one of the best places to start a business. For instance, registering a business can take as little as 30 minutes. I am blessed to be living in such a supportive country for entrepreneurs.

 

Instagram: @artisanoliveoilcompany

 

Your business is active on Facebook, Twitter, Instagram, and LinkedIn. How do you believe social media helps with the business? 

Social media is an absolutely crucial part of our marketing efforts. Given that we are primarily a wholesale business, our current and potential trade customers may very well follow us on social media to learn more about our company, how we operate and what we do differently. Over time, we may benefit from higher direct consumer recognition for our brands.

 

What are your future plans for the business? 

We have three expansion strategies:

  1. To widen our geographical footprint across the UK, since we are London-heavy. We have a small international market, with customers in Germany and France.
  2. To develop partnerships across Europe with like-minded distributors.
  3. To grow our restaurant customer base.

I am not a football expert by any means, but I would have thought that the Tunisian players, particularly the younger ones could very well prove hungrier for victory than more experienced international players who may prefer to lose the least amount of energy in the early stages of the tournament. 

Will you be supporting Tunisia in this World Cup? 

Of course, although as England is my second home I would be happy with a draw in the Tunisia-England game.

 

What do you think of Tunisia’s chances in this World Cup?

The World Cup, unlike many other football competitions, can be full of surprises. I am very pleased that Tunisia are participating and I believe it has a decent chance to progress as long as the players stay very focused and cool-headed.

 

What do you think of Tunisia’s chances against England?

I am not a football expert by any means, but I would have thought that the Tunisian players, particularly the younger ones could very well prove hungrier for victory than more experienced international players who may prefer to lose the least amount of energy in the early stages of the tournament.

 

Instagram: @artisanoliveoilcompany

 

Who do you think is Tunisia’s star player that everyone should look out for?

All eyes are likely to be on Wahbi Khazri, but the pressure on the defence will be huge.

 

Do you know if anticipation for the World Cup is building in Tunisia? 

There is a huge anticipation in Tunisia around this event. Tunisia has been going through a difficult period for a number of years and many of the issues it faces can’t be fixed overnight. The World Cup could be a great opportunity to bring Tunisians together around the love for football and convey an image of Tunisia and what being Tunisian in 2018 means to a broader audience: an open, diverse and life-loving society which found the courage to call for change.

 

Do you believe the fact there is more attention on Tunisia due to the World Cup could be good for business? 

It may very well be if the Italians decided to support their southern neighbours! More seriously, a good performance and positive attitude will certainly be a positive factor over the long term. I am confident that every player fully realizes that he is, for the coming weeks, taking the position of an ambassador for Tunisia and that his impact on the country’s perception and the morale in Tunisia can be immense. Remember France winning in 1998? 20 years later, the World Cup effect is still talked about. Tahya Tounes / Good luck Tunisia.

 

For a comprehensive guide to getting your business up and running, download our how to start a business in 20 days ebook.

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