For International Women’s Day, Damya founder Naouel Bouabid reflects on building an olive oil brand as a Tunisian woman, the wisdom of Berber women farmers, and why representation matters in agriculture.
"At Damya, every bottle of olive oil begins with a story—of land, heritage, and the people who care for it. Many of those stories belong to women. From the Berber farmers who tend the groves in Tunisia to the founder who built the brand, women play a vital role in the journey from tree to table.
For International Women’s Day, we asked Naouel Bouabid, founder of Damya, to reflect on her experience as a female entrepreneur in the olive oil industry, the women who shaped her understanding of farming and leadership, and what it means to represent Tunisian agriculture on the global stage."
As a female founder in the olive oil industry, what challenges have you faced that people may not see from the outside?
"On the outside, people see a beautiful brand. But the journey is not always easy. In Tunisia, the olive oil business is a man’s world. I had to work very hard to find my place in the industry, from the farm to the mills, the storage, the packaging, the export, and the fields. I had to prove my knowledge, convince and innovate.
Another big challenge is the “Made in Tunisia” label. For too long, people thought our oil was only 'cheap' or just for blending. Our hard work was hidden behind other countries' labels. My mission was to promote “made in Tunisia” in the US and show that Damya olive is unique, premium, high quality with the imprint of a Tunisian Woman.
Also, building a business in the US was a big challenge. I had to learn every step—from importing and distribution to talking to retailers and educating customers. Now, leading Damya here proves what a Tunisian woman can achieve. My biggest challenge has become my greatest advantage. It gives me a unique voice to represent my land, my farmers, and our heritage to the world."
Can you share a moment when being a woman shaped the way you built Damya, for better or for harder?
"One of the hardest moments was moving between two completely different cultures. I was trying to market Damya in the US—a market I didn't fully understand yet—while still managing production back home. It felt like I was building a bridge while walking on it.
But being a woman shaped the brand because I lead with intuition. While others focus only on the business of oil, I focus on the feeling. I care about how to bring the best of Tunisia and share it with the community in the US, I care about how the bottle reflects my feeling and heritage, and the story it tells at a family dinner. Because I took the time to listen, I didn't just build a business—I built a connection between my home and my customers."
What traditions or knowledge have women passed down through generations in your groves? How have the Berber women who farm your land influenced your perspective on resilience, strength, and leadership?
"As a descendant of a Berber family myself, this isn't just a business—it's my heritage. The women who work our land have taught me that farming is a cycle of giving and receiving.They don’t just harvest; they care for the trees and the whole ecosystem. They have ancient knowledge of how to prune trees and keep the land healthy for the next generation. It isn't just about olives—they manage all the plants and animals on the farm. They have always believed that you need a diverse ecosystem for a healthy life.
This is what we now call regenerative farming, but for them, it has always been the only way to live. They taught me that if you respect the land today, it will provide a better tomorrow. Seeing them manage this complex balance every day has redefined my view of leadership. To them, strength isn't about control; it’s about the resilience to protect and nourish the land so it can sustain us all."
Why is it important to you that the story of Tunisian women farmers is part of Damya’s identity?
"It’s important because women are the invisible heartbeat of the Tunisian agriculture and particularly olive grove. By making their stories part of Damya’s identity, we are finally giving them the professional recognition they deserve for the expertise they’ve provided for generations."
What does representation mean in the context of agriculture and food production? Who is often overlooked?
"To me, representation means that the people who create the product are also the ones who lead the brand. In agriculture, women are often the ones overlooked. They are the experts in the fields, but they are rarely the ones owning the business.
Also, Tunisian heritage is often overlooked; our oil is often sold in bulk and hidden under other countries' labels. By leading Damya, I am changing that. I am bringing the workers and our land out of the shadows. Representation means that when you see my brand, you see the real faces and the real country behind the bottle."
What does empowerment look like in real terms for the women who work in your supply chain? How do you hope Damya contributes to economic opportunity or visibility for women in Tunisia?
"In real terms, empowerment means stability and choice. For the women in our supply chain, it starts with fair, reliable pay they can count on to support their families. But it goes beyond a paycheck—it means being respected as experts. Instead of just being laborers, they are part of a brand that values their generations of knowledge. By keeping our entire production and bottling in Tunisia, we create advanced roles for them in quality control and management.
When a woman gains financial independence, she gains the freedom to author her own future. I want every woman in our groves to know that her effort is what makes this a premium global brand."
What message would you share with young women, especially those considering entrepreneurship or working in agriculture, who are unsure if they belong?
"This industry—and the business world—needs women to do more than just grow; it needs us to make things better. We don’t just work the land; we bring a feminine touch to everything we do. For me, this means leading with care, focusing on the details, and thinking about the long-term future.
My advice to young women is simple: Don’t be afraid to start your own path. Business needs your ideas, and agriculture will only reach its best with your contribution. When you lead, you are opening a door for every woman who comes after you."
Behind every bottle of Damya olive oil is a community of people who nurture the land and carry forward generations of knowledge. This International Women’s Day, we celebrate the women whose wisdom, resilience, and dedication sustain the groves and inspire the future of Tunisian agriculture.
Their work reminds us that great food begins with respect — for the land, for tradition, and for the people who care for both.
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XX From Tunisia, with Flavor
