In the hills surrounding her hometown in northern Tunisia, entrepreneur Asma Rouissi finds the ingredients that lay the foundation of her business. She is from Testour, a city near the fertile valley of the Medjerda River, where a wide variety of native shrubs, trees, and flowers flourish.
"I am trained in beekeeping, aromatic and medicinal plants, and ways to add value to our local products,” she explains. “This knowledge, along with my passion for cooking, led me to launch my own business in 2019, transforming local products into healthy food."
She focuses on three locally abundant products from her territory, that, despite their high nutritional value, are under-exploited: the seeds and fruits of the carob, mastic, and jujube trees. The reasons for her choice were both personal and professional, she says.
“My daughter has diabetes and celiac disease, so she cannot eat food high in sugar or containing gluten,” Asma explains, adding that gluten-free products are pricey and not easily accessible in Tunisia. “When I researched foods that could help her, I discovered the rich properties of these three plants.”
Asma decided to produce a version of bsissa, a traditional food typically composed of wheat, nuts, pulses, and spices that are ground, roasted, and then turned into powder. Mixed with water or oil, and sometimes sugar or honey, the powder is used to prepare tasty purees and drinks – an ancient precursor of today’s trendy protein smoothie.
Garnished with fresh or dried fruit, bsissa serves as breakfast for Asma's family and many among her clientele looking for a healthy and nutritious start to their day.
"Consumers prefer these healthy products, with no added sugar and rich in vitamins and minerals,” says Asma.
What’s more, the fact she uses ground carob seeds makes her bsissa not just gluten free but also more affordable – and therefore more accessible.
Importantly, whenever she collects seeds and flowers, Asma embraces sustainable practices. “By using the right techniques, I avoid damaging the plants and preserve these resources for future generations,” she says.
Asma participated in the Agri-accelerator Hub, an FAO programme that supports young agri-entrepreneurs in building profitable businesses in ways that also benefit their communities and the environment.
As founder of one of the best-performing projects of the programme, Asma was awarded new grinders, which will enhance her bsissa production and put her in a better position for the future.
