Youcef Ben Becher

This passionate olive farmer has made Tunisian olive oil a pure luxury product.

​​​​​​​He never imagined himself a farmer. After studying in France and Canada, 29-year-old Youcef Ben Becher was gearing up for a solid career in communications. However, when he returned to Tunis, the olive oil his family had been producing for six generations presented a challenge. He had to do things differently to his father, Leith, who had introduced this northern Chetoui variety - highly prized for its organoleptic properties - to the European market with nothing but his own experience. He carries the torch in his own way, building on his father's expertise and the aesthetic standards inherited from his mother, the artist Hela Ammar, to create his own story around Rebiaa, with a seductive touch of modernity and minimalism in the design of the bottle, the brand and the visuals. As a result, the same year it was introduced to the demanding Japanese market, Rebiaa won the 2024 silver medal at the prestigious Olive Japan International Extra Virgin Oil Competition. Youcef, who speaks Japanese, is pragmatic and recognises Tunisia's position as the world's third-largest exporter of olive oil as a great opportunity, and wants to promote Rebiaa in markets other than Europe. Pursuing his innovative approach, he's following his olive oil ice creams with some unexpected, gourmet variations for the next season.