Riviere D'or


our history

Abdessalem Loued Senior
He officially started the olive mill in 1928. Everything was manual. As a small farmer, he owned some 2000 olive trees. In October and November of every year, he gathered his family and friends to help pick the olives. It was a festival where everyone sang, danced and ate good food.

Ibrahim Loued
Having rocked into these festivities and in the passionate olive-farmer life, Ibrahim took over his father's business in the 1940s. He faithfully carried on the tradition, amorously making sumptuous olive oil from this historic fruit.

Abdessalem Loued
Born and raised with olive oil, Mr Loued bathed into this agricultural, raw, and genuinely passionate way of life. He grew up knowing the ins and outs of it all. After his father passed away, he decided to perpetuate his legacy and pursue what he is most passionate about; olive oil.

origin & history

In Tunisia, the cultivation of olive trees dates back to thousands of years. The Phoenicians were the first to introduce this tree in North Africa. ​ Throughout history, several Mediterranean civilisations took turns with the cultivation of olive trees; Phoenician, Greek, Hebrew, Carthaginian, Roman and Arab. It was even before the foundation of Carthage by Queen Didon that the cultivation of olive trees had begun to develop around the Mediterranean basin. It dates back to 11th century B.C. ​ The excavations carried out in Sufeitla and in Thysdrus together with the Roman mosaics found in Sousse and in Utique witness that the cultivation of olive trees were widespread all over Tunisia since that time. ​ History also mentions that the Carthaginian General Hannibal, recalled back from Rome after the Second Punic War around the year 203 B.C., settled with his army on the Coast, in the Sahel region and ordered his soldiers to cultivate olive trees, so as to avoid idleness. 

who we are

In 1928, in Moknine, the Sahel region of Tunisia, Abdessalem Loued Senior officially turned his father's small manual olive oil mill into a promising business and called it M'asarat Al Wed, which literally translates into Loued Olive Mill. Since then, we, Loued family, inherited from our ancestors of four generations the passion for olive oil along with the art of making a delicious juice out of this symbolic fruit. ​


From the groves to your table, we invest our greatest care in every step of the olive oil production process, responding to the most severe international quality standards and retaining the authenticity of the product. The olives are carefully picked by hand at their optimal degree of maturity. No pesticides are used. Harvest is manual to get healthy fruits, to avoid harming the tree, and to preserve the aromatic flavours of the olives in order to guarantee the production of a premium olive oil. The same day, the olives are transported in ventilated crates to our mills where they are selected with great care, defoiliated, washed with clean water then crushed and mixed. The oil is then seperated from the olive paste by cold pressure in order to preserve its taste and flavour. The extraction process is driven by the latest machinery systems made of stainless steel. The storage of the oil is made in sub-terranean ceramic vats to ensure a high quality Tunisian olive oil to our customers. ​ Huilerie Loued guarantees premium quality olive oil, 100% Tunisia, great taste that matches our clients' needs and the best service, as we believe in a long term, human-level relationship with every client.