Chaâl — mass-market Tunisian olive oil (Domaine Lachaal)

At a glance

  • Who? Olive oil brand of Domaine Lachaal Olive Oil, a family operation founded in 1998, linked to the CHO group.
  • Region: Sfax, Tunisia; the brand takes its name from the Chaâl estate, the largest olive grove in Tunisia.
  • Positioning: mass-market, strong local awareness, sold packaged and in bulk.

Overview

Chaâl (also spelled Châal / Al-Chaâl) is an olive oil brand of Domaine Lachaal Olive Oil, a family operation founded in 1998 by Dr. Mohsen Lachaal. A distribution company is based in Buffalo, NY (USA), but the oil is produced on the family estate in Tunisia, whose olive groves have been farmed by the Lachaal family for more than 300 years.

The brand takes its name from the Chaâl estate, presented as the largest olive grove in Tunisia (and considered the largest olive plantation in Africa); the group farms more than 4,000 hectares of olive trees in Tunisia. Chaâl is part of the CHO Group portfolio.

Range & varieties

The documented varieties are Chemlali (Chemlali Sfax, the dominant variety of the Sfax region) and Chetoui (likely in some ranges, not specifically confirmed for Chaâl).

The documented range includes:

  • Extra virgin olive oil (EVOO), including 100% EVOO.
  • Packaged and bulk olive oil.
  • Glass bottle and metal can packaging.
  • Organic / extra virgin ranges available at Socohuile (not specifically confirmed under the Chaâl label).
  • At the CHO group level: an organic range (the group is presented as the world's largest exporter of organic extra virgin olive oil), an organic "Mature Harvest" range certified USDA Organic / Ecocert.
  • Product positioning: mass-market / everyday use (golden color, mild slightly fruity taste).

Markets & distribution

The documented markets are:

  • Tunisia: local market, strong awareness.
  • International, via the CHO Group present in 42 countries: France, Canada, United States, United Kingdom, China, Russia, Morocco, Ivory Coast, Italy, Saudi Arabia, Emirates, Bahrain, Qatar, etc.

Certifications & awards

Documented certifications (mostly at the CHO Group level):

  • IBM Food Trust blockchain traceability: CHO presented as the world's first producer to trace its production end to end.
  • In-house laboratory accredited by the IOC.
  • Organic certifications (at group level).
  • ISO / quality management systems (at group level).
  • USDA Organic certified by Ecocert (1 L organic range).

Awards: the prizes and medals (gold in Japan 2021, medals in London, New York, Canada; Ghazela Trio d'Or 2022; NYIOOC Gold Awards 2024) are attributed at the CHO Group level — mainly to the flagship brand Terra Delyssa. No award is documented specifically for the Chaâl brand itself.

Positioning

Chaâl positions itself as a mass-market brand, with strong local Tunisian awareness and good international recognition. It is presented as a pure oil with a mild, slightly fruity taste, golden in color, sold packaged and in bulk. It is one of the ~12 brands in the CHO Group portfolio, alongside Terra Delyssa, Origin 846, Oliss, Delyssa, Ulivia, Thina, Hamilcar, etc..

Ethical FOMO note

Chaâl has built strong local awareness and an international presence via the CHO group, from bulk to packaged — you too can create your brand or source your Tunisian oil. This brand and its group are respected peers in the sector: their scale shows the breadth of the market open to new brands and serious importers.

FAQ

Who produces the Chaâl brand? Domaine Lachaal Olive Oil, a family operation founded in 1998 by Dr. Mohsen Lachaal, linked to the CHO group.

Where is Chaâl oil produced? On the family estate in Tunisia, in the Sfax region; the Chaâl estate is presented as the largest olive grove in Tunisia.

How large is the estate? The group farms more than 4,000 hectares of olive trees in Tunisia.

Which varieties does Chaâl use? Chemlali (Chemlali Sfax) and, likely, Chetoui in some ranges.

Is Chaâl linked to the CHO group? Yes: Chaâl is part of the CHO Group portfolio, alongside notably Terra Delyssa.

Has Chaâl won specific awards? No award is documented specifically for Chaâl; the known prizes concern the CHO group (especially Terra Delyssa).

How is Chaâl distributed internationally? Via the CHO group, present in 42 countries (France, Canada, USA, UK, China, Gulf…).

Can I create an equivalent mass-market brand with Zitouna Export? Yes. Zitouna Export supports bulk sourcing and private-label production of Tunisian oil. Request a quote.

Looking to source mass-market Tunisian olive oil or launch your export brand? Request your personalized quote — fast reply, tailored to your volumes and target markets.

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