Nr. 114 - March 2012 Insight SEKEM‘s Journal for Culture, Economy, Society and Ecology in

SEKEM Website Vocational Training Multimedia SEKEM Relaunches A Report from SEKEM Launches Own Editorial Website Daily Work YouTube Channel

Dear Readers, SEKEM Reworks Internet Site Many friends, customers, and partners stay informed about SEKEM much of the communication of using the Internet. A lot of information on the initiative is already SEKEM’s companies, many of available here in multimedia form. After about 7 years SEKEM has its initiatives and of its part- decided to thoroughly revise its most popular web offering. ners today takes place with the help of the Internet. Especially for relatively isolated initiatives that are also globally active like SEKEM, the Internet has proven to be a blessing. It not only allows fast and flexible communica- tion. It also gives facilities such as SEKEM the opportunity to pre- sent themselves to the public in “sight and sound” - easier, faster, and in ways that are more visually appealing than ever before.

SEKEM continues to grow, also on the Internet. There are presently many widely distributed offers to present SEKEM and its initiatives to the public in various different ways. For many prospective visi- tors, orientation can be more diffi- cult than it should be. SEKEM has therefore decided to relaunch the SEKEM‘s new Internet site presents itself in a clearer, fresher, and multimedia-oriented way. most popular of these services and to use it as a basis for the future integration of most of the ust a few days ago SEKEM has appealing content on the initiative others. SEKEM’s new website has J relaunched its own, central pres- much easier access and faster. just been launched at the begin- ence on the Internet. The completely ning of March. In this issue, we redesigned website now brings „We have long observed that bring you a detailed description of together virtually every aspect of SEKEM’s website no longer meets its features and the motivation of the SEKEM initiative and its commer- modern requirements. Visitors do not its engineers. cial arm, the SEKEM Group of compa- find the information they want quickly and easily enough”, explains Thomas nies, radically modernizing their visual Your Team of Editors Abouleish, who manages the project presentation and reviewing the under- for SEKEM, the motivation behind the lying technical structure of the site technological restart. The new web- Find SEKEM also on the Internet at: itself. Visitors will now be able to find site replaces its familiar but somewhat and access informative and visually outdated appearance with a visually

SEKEM Insight | March 2012 | Page 1 Economy

attractive and technologically up to Fresh, modern design of its „Flower of Sustainability”. Key date solution that also encompasses documents such as the SEKEM Code content developed specifically for the The new design is based on clas- of Ethical Business are also available new site. Its new design is not only sic SEKEM colours. Although the vis- establishing transparency towards more visually appealing but also pro- ual design is also based on traditional SEKEM’s partners and beneficiaries. vides a much broader set of functions. shapes, the new approach looks a lot more modern, cleaner and clearer Big plans for SEKEM on the Internet to the eye. The site also takes more Comprehensive Overview advantage of multimedia content. The project coordinators have great The new website is based on wide- Images, film and audio clips present plans for the expansion of SEKEM spread principles of user guidance the initiative in a more diverse and presence on the Internet. The new “best practice” and is conceptually more instructive way than before. site, which was developed entirely much easier to comprehend. A hor- The direct embedding of social in-house, is supposed to just be the izontal menu at the top of the screen media services like Facebook and beginning. It will be at the focus of provides quick and clear access to Twitter into the site will further allow other offerings but shall unite many all broader aspects of the world of users to share content more easily that previously scattered sites making SEKEM and its companies - that is top- is valuable to colleagues or friends. them more accessible in the process. ical issues or concrete projects. Also, announcements of events will The project team is convinced that be highlighted more clearly as will be The menu gives access to SEKEM communication habits will continue to contact information to individuals in companies, institutions and independ- change in coming years. The Internet charge of specific areas of SEKEM’s ent projects and initiatives such as can make an important contribution work making connections easier. the SEKEM Development Foundation to overcome the natural limits of coop- (SDF). International offices and eration among interested consumers, Extensive background information branches will also be included here producers, processors, and retail- shortly. Until then, SEKEM’s largest The new site furthermore offers a ers in a globalized society. „We want branch, SEKEM Europe, is still accessi- lot more background information on to offer our customers and partners ble via http://www.sekemshop.de. SEKEM projects and work priorities. more information on the origin of the Whether a visitor is interested in prod- products they consume. In the near Relations with partners are set future we will expand the web site out more clearly to provide more ucts, social or educational services, is in search of specific facts or of infor- with informational pages that explain information on global networks and in detail where the products of SEKEM interconnections. mation for special audiences like the press: this information can now be come from and how they are made”, „The wide variety of SEKEM initia- found in a central location. Dedicated says Thomas Abouleish. „Our custom- tives makes it a challenge to accu- subordinated sites describe specific ers need this information to be able rately depict all of SEKEM’s facets subject areas in particularly impor- to make responsible purchasing deci- using the limited space available“ tant sectors of SEKEM’s work in sions. We want to support them.” says Abouleish. „This diversity encom- greater detail, such as sustainability. The new website was launched in passes SEKEM’s unique character, but Individual pages explain in words and mid-March in English, and will be avail- it also poses a challenge. I think we pictures the preparation of SEKEM’s able in German and Arabic soon. have found a very good solution.“ sustainability reports and the concept Bijan Kafi

More information: ! http://www.sekem.com

SEKEM Insight | March 2012 | Page 2 SEKEM Insight | March 2012 | Page 3 Culture

Private Support for SEKEM’s Vocational Training Centre For years, friends from many countries have lent their support to SEKEM through volunteer work in their spare time. Many, like Dieter Schütz, spend this time in Egypt.

Mr. Schütz, how did your engagement talks to expand on our achieve- for SEKEM develop? ments. In the following years I often travelled to Egypt and began to My original motive, as a former build on my training and bring miss- vocational in Memmingen ing materials and equipment with (), was to assist SEKEM’s me. Today, the workshop and train- educational facilities by contribut- ing quality is almost comparable to ing my personal work experience. I European standards. was in 2008 when I first came to help improve vocational training What is your next goal? in Egypt. SEKEM seemed the ideal place to be. A further training of trainers in SEKEM is urgently required as it is What did you find, when you came to hard to find trained instructors. For SEKEM? this, SEKEM still needs foreign help.

I found an electrical workshop offer- Personally I am now pursuing the ing a 3-year training programme goal of training the VTC’s instruc- Dieter Schütz during training at SEKEM. based on the German dual train- tors in inclusive teaching methods. ing concept (with alternating the- The most talented apprentices will oretical and practical classes). But take part in these courses. This way You can visit SEKEM yourself: initially SEKEM had to rely on the I am trying to further SEKEM’s pop- www.SEKEM-reisen.de www.aventerra.de cooperation with conventionally ular motto „work and learn - learn trained teachers at its training cen- through work“. tre (VTC). Their own training had been mostly theory with very lit- Do you see progress? SEKEM Launches Own tle practical training. They naturally YouTube Channel passed these instructional princi- Yes. The training of electricians, for ples on to their own apprentices. instance, has reached international Recently, SEKEM began operating Many thus turned out to be com- quality standards. SEKEM’s training its own channel on the popular video pletely overwhelmed in practice by already has a very good reputation and movie website YouTube. The new their inquisitive trainees. My first in Egypt. We see this from the num- channel that is available at http:// job was to improve this situation by ber of applications. Unfortunately, www.youtube.com/sekeminitiative improving teacher . we can still accept only a few. collects movies and short clips pro- duced by, with, or about SEKEM. All How can others help you? How did you do that? film is provided in high definition.

For instance, I introduced daily les- It would be nice if more retirees The new site also allows friends and son planning sessions. I also gave would put their professional expe- partners, for instance, to use the films practical guidance on an individual riences to use by helping these for presentation purposes as part of basis, and I then helped each of the young people develop. Besides their own events. Media represent- teachers to implement their lessons. that some material support to atives will find reliable information This way we slowly developed their improve the training courses is also material. experience and the methodological required. Because of the difference The first movies include introduc- and actual quality of their practical in value every donation helps 8-fold! tions to SEKEM in German, English and work. The awareness of problem- (Donations can be made through Arabic. based learning greatly improved. the German association “Friends of SEKEM” at www.sekemfreunde.de). I then went home very inspired aim- More information: ing to raise money and begin to give Questions posed by Yvonne Floride. ! http://www.youtube.com/sekeminitiative

SEKEM Insight | March 2012 | Page 4 Impressions

Impressions from SEKEM

he grand finale of this year‘s football tournament between the companies of the SEKEM group took place on 12 February at the SEKEM farm. After the firms Libra, Lotus, ISIS For Herbs, ISIS, Atos Pharma T Naturetex, the Vocational Training Center (VTC), El Mizan, and the central administration of SEKEM had all completed their tournament games, the teams of ISIS and El Mizan faced each other as finalists. In the 90 minutes of play time four goals, loudly celebrated by colleagues and staff members, were scored leading to a 2:2 and an additional overtime. As no additional goals fell, the penalty shootout ended the game at 7:6 for the team of ISIS. „We are very happy with this victory, but we plan to train even harder so that next year we can bring home victory without a penalty shootout“, Kamal, striker of the ISIS team and senior staff member in quality control at ISIS, commented the game. The troupe was visibly happy with the win. Still on the field, they received their trophy from the hands of Helmy Abouleish.

SEKEM Insight | March 2012 | Page 5 News in Brief

Demeter and Ecovin Demand GLS Bank: Microfinance Alliance of Waldorf Different Agriculture Offer Very Successful Publishes First Film

The industrialization of agriculture Since the beginning of the GLS The Alliance of Waldorf Schools, regularly is the cause of scandals. They Bank’s management of the federal the worldwide association of Waldorf include antibiotics in poultry, the irre- German microfinance programme in and Schools, is taking versible loss of species and environ- 2010, more than twice as many loans first steps towards a modern commu- mental quality, genetic engineering, as originally planned could be dis- nications of their work for a progres- and the suffering of animals in super- bursed to small-scale entrepreneurs. sive . „We have for a long sized stables. We know that conven- time worked with a PR agency on the The demand for microfinance in tional agriculture exacerbates hunger topic of communication through film. Germany is steadily growing: „After crises, contributes to climate change, Now we can present our first short nearly two years of offering microfi- but is still financially supported sig- film at this year’s ‘didacta’ fair”, „Celia nance loans we see a more than pos- nificantly better than organic farming. Schoenstedt, public relations officer itive development,“ says Falk Zientz, The EU and national governments sup- at the alliance, explains the project. head of microfinance at the GLS Bank. port this agricultural industry with bil- „So far we have distributed nearly lions of euros of subsidies every year. 6630 micro loans totally just under This can not go on. To make their 39.8 million euros. Only 2400 loans voices and those of the consum- had initially been planned for this ers heard Demeter and Ecovin have period.“ The bank could also extend recently called to Berlin for a rally sporting the motto „We‘re fed up!“. The first film, which is available on YouTube and on the alliance’s dedi- cated ‘didacta’-website, introduces the work of the Waldorf teacher. It emphasizes the personal experience the number of cooperating microfi- of young Waldorf teachers and pre- nance institutions (MFIs), which take sents in-depth insights into the spe- The opportunity for changing this over the regional credit counseling, cial features of and policy nightmare has never been from 10 to 45 nationwide. the profession. Other films will follow. greater, say the two organizations, which have been cooperating for some The Federal Ministry of Labour and Source: Association of Waldorf Schools time already in viticulture. So far, the Social Affairs (BMAS) had asked the federal German government contin- GLS Bank in early 2010 to extend the ues to block real reform. The eco-asso- range of micro-loan availability nation- More information: ciations Ecovin and Demeter together wide in Germany. To hedge the credit ! http://www.youtube.com/watch?v=yBWwb8tdP8E with 40 other organizations from the risk exposures towards the GLS Bank, environmental, consumer rights, and the BMAS and the European Social religious fields had called for the dem- Fund Euro are providing 100 million onstration against this policy-making. Euros to the German microloan facility. The two organizations have agreed The German microfinance program on close future cooperation. ECOVIN will run until 2015. 25,000 loans are Masthead: is the largest specialty association to be disbursed until then in total. To The editors of SEKEM Insight wish to thank all contributors to this issue. for organic viticulture. Demeter, as an make the offer even better known to Editor: eco-pioneer, continues to guarantee potential borrowers, the partners have Bijan Kafi for the quality of biodynamic wines now started a Germany-wide advertis- Contact: SEKEM-Insight that are increasingly sought-after. The ing campaign aiming to tell a number c/o SEKEM Holding new cooperation underlines the com- P.O.Box 2834, El Horreya, of success stories of individual credit Heliopolis, Cairo, Egypt mon objectives in education, quality holders succeeding in realising their [email protected] of labour and exchange of know-how. personal entrepreneurial projects. Pictures: Seite 1, 2, 3: Bijan Kafi; 5: SEKEM. Source: Demeter Source: GLS Bank No republication without written consent by the publisher.

More information: More information: ! http://www.wir-haben-es-satt.de ! http://www.mein-mikrokredit.de

SEKEM Insight | March 2012 | Page 6