| Tunisia | Agriculture & Agribusiness

Development of satellite data-based services in the olive oil value chain

Context & objectives:

Orange Innovation, as part of its pan-African strategy to promote smart agriculture, launched a digital solution that leverages satellite imagery and artificial intelligence to assess and monitor the health of olive trees. The app aims to provide early detection of diseases, yield estimations, and geo-referenced tree data.Tunisia was selected as a pilot country due to the national importance of the olive oil value chain: over 300,000 producers, 2 million hectares of plantations, and a high economic and cultural value.Matine Consulting was tasked with evaluating the solution’s potential value, feasibility of field adoption, and institutional alignment with local stakeholders (farmers, cooperatives, insurers, unions).

Main achievements & impacts
  • Coordinated and facilitated focus groups and interviews across 4 governorates
  • Designed and tested functional value propositions with user feedback loops
  • Conducted analysis of adoption barriers: affordability, digital literacy, trust
  • Developed personas and user segments to support marketing and deployment
  • Proposed three key improvements: Voice interface in Tunisian Arabic, Production estimation feature, Simplified digital diagnosis
  • Recommended a stakeholder-driven rollout model, involving NGOs, UTAP, and rural tech agentsValidated the solution’s fit-for-purpose potential among different user segments
  • Defined adoption scenarios and partnership strategies for scale
  • Strengthened Orange Innovation’s alignment with digital inclusion and rural resilience objectives
  • Supported Orange’s broader digital agriculture strategy through data-driven, user-informed insights

Related references

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