Tunisia, with its vast groves stretching for endless acres, has a rich history of olive oil production dating back thousands of years. Historical evidence suggests that the Phoenicians, who were among the early settlers in Tunisia, started cultivating olive trees around 2500 years ago. However, it was under the Roman Empire that olive cultivation truly flourished under Tunisia’s favorable climate and fertile soil. Boasting about 80 million olive trees, today, the tiny North African country is one of the top producers of the golden elixir in the world, known for its high-quality extra virgin olive oil. What’s more, cool, niche olive oil companies like Kaia are popping up all over the country, producing 100% certified organic products and decolonizing the olive oil trade in the process. The latest to join the olive oil game is Tunisian calligrapher and muralist eL Seed, who recently announced the launch of his own range of the liquid elixir, Tacapae.
The artist’s own journey with olive oil traces back to his childhood in France, where the annual olive harvest was a cherished tradition. However, it wasn’t until 2018, when eL Seed experienced the harvest firsthand in Tunisia, that his passion for olive oil truly blossomed. Surrounded by family, he immersed himself in the traditions of caring for olive trees and pressing olives, forging a deeper connection to his heritage. One pivotal moment during that harvest sealed eL Seed’s fate: the discovery of a parcel of land adorned with 31 century-old olive trees, a legacy of his great-grandfather. Inspired by this ancestral connection and the profound human connection forged through olive oil, Tacapae was born.
“When I was growing up in France, we received our share of the harvest every year in Paris. A few barrels of fresh olive oil, which my parents treasured and were very proud of. Tasting it with honey and fresh bread was a ritual. I remember my mother seasoning every dish with olive oil,” recalled eL Seed.
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“In 2018, I experienced the harvest for the first time. It was an opportunity to spend time with family, reconnect with home and learn about a tradition that is deeply rooted in our culture. Spending time with my parents, cousins, uncles and aunts was priceless. But sharing this journey with my children made me realize the importance of cultural transmission. I learned so much from all of them. My family taught me about the different varieties we have on our farm, or how olive trees communicate with each other, how to care for an olive tree or how to press the olives. I fell in love with everything to do with olive oil and especially the human connection it creates,” he continued.
Each bottle contains extra virgin olive oil sourced from the ancient land and centuries-old trees of Gabes, previously known as Tacapae during the Roman period. The brand’s olive oil is meticulously extracted from hand-picked olives, pressed within 24 hours, ensuring the highest quality and preserving the natural flavors.
Every year, the chic matte black bottle undergoes a transformation, mirroring the evolution of each harvest and ensuring that every variant becomes a coveted collector’s item. Beyond aesthetics, Tacape fosters collaboration, inviting artists from diverse backgrounds to lend their vision to each year’s harvest, infusing it with fresh perspectives and creative energy. For the first release, eL Seed’s own work will adorn the bottles, setting the stage for collaborations to follow. The calligraphy artist also meticulously hand-painted 31 bottles (the same number of trees that originally dotted his family’s land), each signed and numbered, with his signature graphic style, as a tribute to his grandfather. The exclusive formulas will be packaged in the same boxes as the regular bottles, “waiting to be discovered by lucky people.”
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The new olive oil brand, which was six-years in the making, comes amid a massive olive oil shortage. Unpredictable and unusual weather patterns, attributed to climate change, have disrupted olive harvests, threatening the supply chain. By purchasing products that are locally sourced and produced, consumers can help support the livelihoods of local farmers and workers involved in the olive oil production chain, aiding in the preservation of agricultural heritage.
