In 2011, Karim Fitouri found himself in London, consumed by the demands of a successful business. As an engineer turned entrepreneur, he had transformed a chauffeur company into a thriving concierge service. Despite the financial success, he felt a growing dissatisfaction. His phone never stopped ringing, leaving little time for family or personal fulfillment.
Amidst this internal struggle, the revolution in Tunisia sparked an idea. People were building homes, and Karim saw an opportunity in the furniture market. He envisioned providing good quality, affordable furniture, bridging the gap between expensive and low-quality options. This vision led him to China, where he planned to source furniture.
China was a revelation. Contrary to his initial misperceptions, he discovered a vibrant, culturally rich country. Classic music in parks, bustling cities, and a friendly atmosphere captivated him. This newfound appreciation for China shifted his focus from buying to selling. As a British-Tunisian, Karim wanted to bring something valuable from Tunisia to China.
Olive oil, an emblem of Tunisia’s rich agricultural heritage, came to mind. Despite his initial ignorance about olive oil, Karim embarked on a journey of learning and discovery. Collecting samples from Tunisia, he approached a Chinese supermarket chain, only to face rejection based on the product’s origin.
Determined to change this perception, Karim spent the next four years in Tunisia, delving deep into the world of olive oil. He realized that much of Tunisia’s olive oil was sold in bulk, unbranded, and undervalued. Inspired by the Italian model of branding and quality, he sought to create an added value product that would command a fair price.
In 2017, Karim and his family moved back to Tunisia, fully committing to this vision. Through persistence, education, and an unwavering belief in the quality of Tunisian olive oil, he founded Olivko. Their first entry into the New York competition earned a gold medal, the first for Tunisia, setting the stage for an incredible journey. Over the years, Olivko garnered over one hundred twenty international awards, transforming the global perception of Tunisian olive oil.
Karim’s journey to becoming an olive oil expert was arduous and required immense dedication. He studied in New York, becoming an olive oil sommelier, and later, he taught there as well. As a master miller and master blender, he acquired deep expertise in every aspect of olive oil production. Winning these awards wasn’t just luck; it was the result of countless hours of hard work, often late into the night. While others slept, Karim read and studied, driven by a passion to perfect his craft.
One of the highlights of Karim’s journey was winning numerous awards in London International Olive Oil Competitions (LIOOC), particularly the gold awards for health at the London Olive Oil Competitions. Competing against hundreds of oils from around the world and emerging as the top in his category was a monumental achievement. This award underscored the health benefits of Olivko and validated their commitment to quality.
Working alongside the local community during the harvest, Karim would join the workers in the fields, collecting olives, sharing stories, and learning from their generational knowledge. This hands-on approach extended to the milling process, where he experienced the hard work and dedication required to produce high-quality olive oil.
Despite their success, the journey was not without challenges. Overcoming initial skepticism about Tunisian products and sourcing high-end packaging locally were significant hurdles. Yet, with persistence and hope, Karim continues to strive for excellence.
Recently, Karim has been exploring a joint venture with Al manar, a well-established tuna company in Tunisia. The goal is to create a co-branded product, “Olivko Al manar:, using Olivko’s premium olive oil and Al manar tuna, with a focus in quality and on recyclable packaging.
Karim’s vision for Olivko is to be cherished worldwide, promoting health without borders. He aspires to educate people about the benefits of olive oil and continue researching to advance their knowledge. In the olive oil world, Karim believes, there are no borders; everyone is the same.
When people see Olivko, Karim wants them to think of cleanliness, trust, high quality, and health. This journey, from a dissatisfied entrepreneur in London to a world-renowned olive oil producer, is a testament to following one’s heart and vision, no matter the obstacles.
Receiving heartfelt feedback from clients, such as stories of improved health and unwavering loyalty to Olivko, reinforces the purpose behind Karim’s work. Knowing that Olivko makes a tangible difference in people’s lives brings immense satisfaction.
Personally, the journey with Olivko has become an integral part of Karim’s identity. His family affectionately calls him “Mr. Olivko,” reflecting how deeply intertwined his life has become with the brand.
Looking ahead, Karim Fitouri’s vision for Olivko is to be cherished worldwide, promoting health without borders. He aspires to educate people about the benefits of olive oil and continue researching to advance their knowledge. In the olive oil world, there are no borders; everyone is the same.
