Sonia Ibidhi is the founder of Sonia Flowers, an agricultural company in Tabarka that specializes in the production and cultivation of edible flowers. The company is the first and only producer of edible flowers in the Middle East and North Africa (MENA) region.
Having completed studies in journalism, Mrs. Ibidhi embarked on a career as a journalist, during which time she conducted research for an article that sparked her interest in launching her own company in 2018.
To initiate her venture, Mrs. Ibidhi procured a selection of 42 seed varieties from France and started growing edible flowers that can be used as decoration in pastries or as garnishes for salads. Shortly after, she was able to produce her own seeds and began seeking export opportunities, which quickly led the company to seal deals with Saudi and Jordanian clients in search of edible pomegranate and strawberry flowers.
Unfortunately, the company’s exports stopped shortly after the outbreak of the COVID-19 pandemic. Mrs. Ibidhi had to adapt her strategy and tackle the local market, which over time became familiar with the concept of edible flowers. Meanwhile, Mrs. Ibidhi persisted in her endeavors to reestablish international exports, ultimately securing markets with Algerian and French clients. These efforts led Sonia Flowers to establish its own shop in early 2021 in the city of Jendouba.
In March 2022, the company participated in the second edition of “Balades Culinaires in Sidi Bou Said,” an event that promotes the economic empowerment of women and Tunisia's culinary heritage. As a result, Sonia Flowers received several orders from Tunisian and French hotels, patisseries, restaurants, and online sales shops to supply 1,100 packets of edible flowers.
To accept these orders, the company had to invest in additional equipment and tools for planting, cultivating, and storing flowers; train staff in proper packaging and storage methods; design product packaging; and launch marketing activities.
JOBS helped Sonia Flowers implement a training program focused on cultivation, packaging, and storage methods, as well as designing the product packaging and the brand label. The company invested in the required equipment and participated in trade shows to promote its high-value products.
Thanks to JOBS’ support, the company expects to increase its revenues by 85,000 TND, create 25 new jobs, and train four interns by mid-May 2023.
“I strongly believe that my products will soon be renowned internationally. With the backing of JOBS, I have enhanced my strategy and set my sights on penetrating the Gulf market, which currently deals with European suppliers, and subsequently expand to other regions to gain even greater recognition."
Sonia Ibidhi
Owner – Sonia Flowers
