Founded in 1975 by Béchir Khalfallah, Générale Conserves Alimentaire (GCA) operates under the brand Jouda and is a leading food processing company in Tunisia. The company specializes in the production of canned fruits and vegetables, with a particular focus on double and triple concentrated tomato paste, as well as Harissa, a traditional Tunisian chili paste. Jouda products are known for their freshness and premium quality, attributed to the strategic location of their plant in the fertile plains of Oueslatia. The company has a significant international presence, exporting to over 40 countries across Africa, Europe, Asia, and America.