In recent months, supermarkets and markets in Tunis, Sousse, and Sfax have introduced dragon fruit, also known as pitaya. Originally from Asia and Latin America, the tropical fruit has drawn attention on social media and is now appearing more frequently in Tunisia's retail outlets.
Retail prices exceed 30 Tunisian dinars per kilo, equal to about US$9.30, placing the fruit well above conventional fruits in Tunisia. Despite the price level, demand is present among consumers following new food trends and seeking health-oriented products.
Currently, most dragon fruit available in Tunisia is imported, mainly from Spain and occasionally from Asia. Some Tunisian farms, however, have started trial cultivation. In the Sahel and Cape Bon regions, farmers are experimenting with pitaya production in controlled greenhouses. One grower said, "It is a demanding but promising culture, because the fruit attracts many consumers and its market value is high."
The fruit is marketed as a premium item, valued for its visual appeal and nutritional profile, with high fiber, antioxidant, and vitamin content. Still, accessibility remains limited. At over 30 dinars per kilo, it is viewed by many as a niche product. A shopper in Tunis noted, "It is not a fruit of everyday consumption, it is an occasional pleasure or an original gift."
Producers hope that increased local cultivation could eventually reduce prices and expand consumer access. The introduction of dragon fruit reflects a wider trend in Tunisia, where exotic products such as avocado, mango, and blueberry have gradually entered urban markets.
Whether dragon fruit establishes itself as a stable part of Tunisian consumption or remains confined to a small, high-income segment is yet to be seen.
Source: webdo
