NUMBER 06 / AUGUST 2019 La situation économique et sociale au Liban ne cesse de se détériorer. Le chômage atteint des sommets, on parle de 35% des jeunes diplômés, et plus de 25% de la population active ! A publication by Il a donc fallu innover, créer de Fair Trade Lebanon nouvelles opportunités notamment avec un focus export : Chief Editor: Philippe Adaimé Ainsi donc Fair Trade Lebanon a Assistant Chief Editor: pu renforcer sa présence au Etats- Christy Massabni Unis avec un partenariat fort avec Sahadi's. De même, FTL a renforcé sa présence en Europe avec une Copywriters: entité en France qui lui distribue ses Maya Masri produits. Pour cela un large travail de Ghada Marine "rebranding" a été lancé pour rajeunir la marque Terroirs du Liban et la Contributors: rendre plus attirante. Alexandre Salha Et au Liban, FTL a œuvré pour créer Benoit Berger un marché de produits frais, Souk Christian Kamel Jana Loubnan. Avec le ministère de Joe Abi Harb l’agriculture, FTL organise donc ce BECAUSE TRADE CAN Lamia Karaki marché ambulant pour permettre aux BE FAIR, LEBANESE Lucie Venet producteurs d’écouler leurs produits frais. Cette action a été possible grâce Marie-Christine Nawfal SOCIETY CAN BE FAIR. au soutien du projet Ardi, financé par LET’S STRUGGLE TO Michel Yanni l’Union Européenne et implémenté Omar Chehaidi par Expertise France. BUILD A FAIR TRADE Ossama El Kaoukji Par ailleurs, FTL s’est largement COMMUNITY TO Patricia Kebbé investi dans le développement du CREATE HOPE AND Samir Abdelmalak concept Fair Trade au Liban et aussi à l’international. La crise du MAKE OUR LEBANON Zeina Tohme système pousse de plus en plus A BETTER COUNTRY. de consommateurs à mieux choisir Graphic Design and Execution: la provenance, la qualité de leurs Wardalina Elias produits. L’histoire du produit et des personnes derrière demeure un facteur Pictures: All rights reserved. déterminant pour le choix de consommation dit responsable. Pour cela FTL cherche à consolider et renforcer sa présence et son rayonnement Printed by: Roof 11 à travers une action forte auprès des écoles et universités. A FTL, nous croyons fermement qu’une autre consommation plus équitable, Jana Loubnan is published by plus authentique est possible. Qu’une autre manière de faire, de produire Fair Trade Lebanon en respectant les normes, l’environnement, est nécessaire. Et que ce projet est créateur d’emplois pour les jeunes dans l’agriculture, la production agro- nd alimentaire et la distribution-vente non seulement dans les réseaux responsables Hourani Building, 2 floor, mais aussi dans les GMS. Facing Mekhitaristes school, Ce mouvement est appelé à grandir, notre challenge aujourd’hui est de renforcer Hazmieh et consolider ce réseau et pouvoir proposer un modèle économique durable, Tel : 961 5 952153 dans cette situation compliquée que nous vivons tous ici. Cher lecteur, lectrice, Notre pays croule sous le poids de la corruption, de la fuite des cerveaux, de l’exode des jeunes, et des capitaux. L’injustice nous révolte, ainsi que les Fair Trade Lebanon discriminations à tous les niveaux ! Nos jeunes frôlent le désespoir : ils ne croient plus en leur pays. A FTL, nous voulons y croire. Dur comme fer. Envers et contre tout et tous ! Et pour cela, pour que ces paroles ne restent pas de l’encre sur du papier, FTL Terroirs du Liban propose un nouveau projet de société, parce qu’il y a toujours une alternative, une autre manière de faire, un système plus équitable à créer. Et pour cela, rejoignez le mouvement Fair Trade au Liban. www.fairtradelebanon.org www.terroirsduliban.com Ensemble, changeons la société.
Printed on recycled paper.
Fair Trade Lebanon magazine 3 Contents
03 EDITORIAL French "Artisans du Monde" tour in Lebanon AltroMercato comes to Lebanon Christian Kamel: He made it back to his home country! A WORD FROM THE PRESIDENT 961 Beer: Together in Promoting The Best of Lebanon 07 BENEFICIARIES Majdala: When Hard Work pays off 08 HIGHLIGHTS OF 2018-2019 Menjez: Le bijou scintillant du Akkar TEAM MEMBERS PROJECTS AT FAIR TRADE LEBANON Meet Lucie Venet BIEEL: Exporting Lebanon Meet Michel Yanni ARDI: Akkar Rural Development Initiative Fruits Matter! Cherry and Apricot development in Bekaa AFDAL: Capacity Building with Care International in Mount Lebanon 62 FTL’S IMPACT IN NUMBERS NEW AT TERROIRS DU LIBAN The Social Impact Terroirs du Liban Rebranding: Evolution, not Revolution The Sales Impact A new concept is launched: The Jana Saj Terroirs du Liban in France and the USA 64 PERSPECTIVES 2019 COOL EVENTS IN LEBANON World Fair Trade Day 2018 66 FOCUS Souk Jana Loubnan: the new farmers market Successful Producer: Fneideq Women Cooperative Launch of the Fair Trade Charter Outstanding products: Kammoune, Lentil Spreads and Sundried tomatoes Strengthening the Fair Trade Ecosystem Amazing Place: Al Haush Agritourism Terroirs du Liban "Par-ci, Par-là" ABROAD 70 INSIGHTS Fair Trade Nations and Regions PERSONALITY OF THE YEAR: MARIE THERESE TARABAY Fair Trade International Symposium STAFF NEWS Terroirs du Liban goes international, Brazil and France New Comers FAIR TRADE LEBANON AND THE GUARANTY SYSTEM Newborns Weddings 44 TESTIMONIALS FRIENDS AND PARTNERS 73 TDL’S SECRET RECIPES FROM THE BOUTIQUE A letter from the President of the World Fair Trade Organization Sahadi’s: Lebanese origins, Awesome heritage Tintamarre: Une touche libanaise en plein Paris A WORD FROM THE PRESIDENT A WORD FROM THE PRESIDENT
يف األزمات، ختلق الفرص... ًبسبب أوالجودهتا ومضاهاهتا ملعظم املنتوجات اخلارجية، ًواثنيا IT GIVES US GREAT منذ تأسيهسا يف العام ٢٠٠٦ يف ظل انقسام وطين كبري، PLEASURE TO عملت من أجل دعم بقاء ّاللبناين يف أرضه وعدم تفريغ الوطن من أههل، مجعيتنا FAIR TRADE LEBANONوما تزال، عىل مد جسور CORDIALLY INVITE YOU ًواثلثامن أجل املسامهة يف تصحيح مزيان مدفوعاتنا املختل ,TO TRY OUR PRODUCTS التواصل بني مجيع ابناء الوطناذلي ضتعر حلرب أهلية طويةل، ُ ّ ًاختالال كبريا مع اخلارج. WHICH ARE PROUDLY أدت اىل هجرة كبرية من الريف اىل املدينة ومهنا اىل اخلارج ,MADE IN LEBANON اهنا دعوة لتجديد امياننا بوطننا، وثقتنا بقدرة شعبنا عىل االنتاج ً طلبالألمان والعيش الكرمي . AND CONSIDERED OF الزرايع والغذايئ مبواصفات عاملية،وعىل وقف تفريغ الريف كان هاجسنا وما يزال استعادة الثقة بإماكنياتنا وبقدراتنا عىل THE HIGHEST QUALITY والوطن، وابلتايل عىل املشاركة الفعلية يف حياتنا الوطنية عىل .IN THE REGION العمل واإلنتاج وتأمني مدخول الئق، ً تطبيقاملبادىء التجارة العادةل خمتلف مستوايهتا انتخااب ً وإنتاجا ًومتساك بأرض الوطن. العرشة اليت حُتصل ألن تكون مبادىء وطنية جامعة... ً SINCE ITS ان منتوجاتنا اليت تُباع حتت العالمة التجارية TERROIRS وضعنا ًأهدافاقابةل للتحقيق، خاصة يف املناطق البعيدة واملهمشة LET US RENEW OUR DU LIBAN ESTABLISHMENT INتنتظرمك يف أمه مراكز البيع يف لبنان. FAITH IN OUR COUNTRY واملرتوكة، دون متيزي أو تفرقة أو تبعية. FAIR TRADE 2006 أن رشاءمك هلذه املنتوجات ي ّشكل ًمسامهة يف قضية وطنية AND OUR CAPACITY TO عملنا وما نزال عىل تغيري اذلهنية، من ذهنية تعيش عىل املساعدات، PRODUCE TOP QUALITY ُ LEBANON HAS BEEN BUILDING BRIDGES تقوم عىل "زرع اللبناين يف أرضه" مع أبنائه وأهله ... اىل ذهنية تعيش من عملها وإنتاجها. FOOD AND FRESH PRODUCE. BETWEEN ALL قطعنا ًقمسامن الطريق الطويةل بفضل جتاوب رشكاء اإلنتاج، .LEBANESE CITIZENS وأصدقاء اجلمعية اذلني وثقوا بعملنا وما خبلوا ابدلعم والتشجيع يف األزمات، يبقى خالصنا يف وِحدتُنا، واملشاركة. ويف األزمات ختلق الفرص... ومن جتربتنا املتواضعة، ندعو إىل جتديد األمل بقيامة لبنان WE CAN NOW CONFIDENTLY ASSERT والعمل عىل إستعادة دور "لبنان الرسالة" يف العيش املشترك THAT LEBANON HAS وقبول اآلخر املختلف، حبرية ومساواة وعدالة... BY PURCHASING LEBANESE PRODUCTS, REINFORCED ITS ROLE فمنذ تأسيهسا، تعمل مجعيتنا عىل ترصيف منتوجاتنا اىل معظم ادلول YOU CONTRIBUTE TO PRESERVING OUR AS A COUNTRY WITH A العربية واألوروبية، ًومؤخرااىل الوالايت املتحدة األمريكية. ان ”COUNTRY’S HUMAN AND NATURAL MISSION OR “MESSAGE RESOURCES. THAT FOCUSES هذه املنتوجات املصدرة تمتتع مع املعايري ادلولية لسالمة الغذاء ON THE VALUES املطلوبة للتصدير... ًوحاليا، فإن منتوجاتنا موجودة يف معظم نقاط ,OPPORTUNITIES COME IN TIMES OF TROUBLE OF COEXISTENCE البيع يف لبنان جبودة عالية وابسعار منافسة. FREEDOM, EQUALITY AND JUSTICE. من هنا الدعوة اىل رشاء هذه املنتوجات اليت ُصنعت يف لبنان،
6 Fair Trade Lebanon magazine Fair Trade Lebanon magazine 7 PROJECTS AT FAIR TRADE LEBANON PROJECTS AT FAIR TRADE LEBANON
BIEEL EXPORTING LEBANON A US-MEPI FUNDED PROJECT
IEEL stands for Business Innovation and Export Enhancement for Lebanon. Through a number of activities in quality improvement, certifications, trade facilitation, marketing and market linkages, among others, the main goal of this ambitious project is to allow companies and cooperatives to gain access to export markets. We seek to establish a number of specialized clusters of participating companies and cooperatives, building a community Bof potential exporters, and through which a number of activities and resources will be shared with the common goal of accessing and increasing our presence in valuable export markets.
IT IS AN AMBITIOUS PROJECT THAT DOESN'T ONLY B usiness AIM AT INCREASING EXPORTS, BUT FIRST AND FOREMOST AT BUILDING AN EXPORT COMMUNITY I nnovation THAT WILL INCREASE EVERYONE’S CHANCES OF xport REACHING OUR GOAL, WHILE ESTABLISHING THE E QUALITY STANDARDS WE NEED TO THRIVE IN E nhancement for EXPORT MARKETS. L ebanon We will work hand in hand with local government players and private sectors to help Lebanon take back its place within the export community, establish a constructive cultural change, and give back ‘les lettres de noblesse’ to made in Lebanon products all over the world!
Special Mention: the action plan of the project has been finalized. BIEEL’s implementation period is still a work in progress.
TO BE CONTINUED…
8 Fair Trade Lebanon magazine Fair Trade Lebanon magazine 9 PROJECTS AT FAIR TRADE LEBANON PROJECTS AT FAIR TRADE LEBANON
THE TRAININGS · Technical and managerial training to the cooperative to improve agriculture, managerial and hygiene practices for better products marketable in Lebanon · On-site coaching with individual farmers to monitor the progress and highlight improvements
THE ACTIONS
· Designing branding material ARDI: AKKAR RURAL for each production unit and development of marketable products DEVELOPMENT INITIATIVE · Linkages between each other to create clusters in Akkar and create linkages with the market and open up THE CONCEPT THE OBJECTIVES to new opportunities · New sales opportunities in The Akkar Rural Development Fair Trade Lebanon will the local market Initiative (ARDI) represents the encourage and coach farmers THE BENEFICIARIES agribusiness component of the and women cooperatives to: Private Sector Development · be linked and organized into The action mainly targets Programme (PSDP) taking place stronger groups for a more 1,000 small producers and 11 in Akkar, funded by the European efficient and cost-effective units divided into 1 nursery Union and implemented by use of inputs and resources; cooperative, 5 groups of farmers, Expertise France. FTL will support small groups of one post-harvest facility and 5 Fair Trade Lebanon (FTL), producers to: processing units. René Moawad Foundation and · gain marketable skills through The beneficiaries of this action Mada Association are the local technical and managerial are strictly from Akkar, one of implementing partners in Akkar training, and purchase of the most vulnerable regions in region. equipment and rehabilitation Lebanon, and one of the most Through this project, and between of their premises important area in terms of February 2018 and September FTL will aim at: agriculture potential: 2019, FTL will be supporting · creating job opportunities · Nursery: the production and sale of five through the increase in Majdala vegetables: tomatoes, pumpkins, production and sales via · Agriculture cooperative: lettuce, peppers and “mloukhieh”; a larger access to market, Menjez, Aidamoun, Akkar al and increase their competitiveness promoting short circuit and Atika, Rahbe, Bazbina and in Akkar region. local farmer markets. · Post-harvest facility: Union of Joumeh It is a great opportunity to · Food processing expand FTL’s scope of work in cooperative: the North, enlarge the network of Khreibet el Jundi, Akkar al cooperatives in Lebanon and be Atika, Fneideq, Ain Yacoub able to include new producers in and Andket the fair trade network to access local and international markets.
10 Fair Trade Lebanon magazine Fair Trade Lebanon magazine 11 PROJECTS AT FAIR TRADE LEBANON PROJECTS AT FAIR TRADE LEBANON
FRUITS MATTER! CHERRY AND APRICOT DEVELOPMENT IN BEKAA
THE CONCEPT THE OBJECTIVE THE TRAININGS Two value chain development projects The aim of the project is to - Training on agro-ecological funded by the Italian Agency for professionalize the cherries and best practices Development Cooperation are being apricots supply chains by enhancing - Training on management implemented in partnership with John the production, harvesting, post- and strategic thinking - Training on post-harvesting Paul II Foundation, the Lebanese harvesting and marketing of these techniques [cooling, University, the Lebanese Agricultural essential crops produced in Lebanon, precooling, sorting, Research Institute and the Chamber inducing change at the different levels, packaging...] of Commerce, Agriculture and from the production of the fruits to the - Training on sales and Industry of Zahle, and are effectively final consumer. These two crops are marketing supported by the General Directorate mainly produced in the Bekaa Valley of Cooperatives and the Ministry of and are considered an important Agriculture. source of income of a large number The Cherry and Apricot Projects have of farmers. been assisting farmers throughout all the phases of the fruits’ life: from its THE BENEFICIARIES production to its sale. The cherry project started in May · CHERRY PROJECT 2017 and will end by July 2020. As Bekaa Valley: 8 villages: for the Apricot project, it started in Ainata Al Arz – Ferzol – Niha – June 2018 and will keep going until Kousseya – Rachaya – Wadi Al July 2021. Arayech – Qaa El Rim Mount Lebanon: Baskinta
· APRICOT PROJECT: Baalbeck el Hermel: Al Qaa – Ras Baalbeck
12 Fair Trade Lebanon magazine Fair Trade Lebanon magazine 13 PROJECTS AT FAIR TRADE LEBANON PROJECTS AT FAIR TRADE LEBANON
AFDAL CAPACITY BUILDING WITH CARE INTERNATIONAL IN MOUNT LEBANON THE TRAININGS THE BENEFICIARIES THE CONCEPT • Vocational training on food Women of Jbeil, Ehmej, Baskinta: AFDAL project is funded by the German cooperation, with the support of safety, catering, mouneh, Syrian and Lebanese packaging and stand manage- the World Food Program of the United Nations (WFP) and led by CARE ment International in Lebanon. Fair Trade Lebanon is one of the projects • Apprenticeship program in the “Al Atayeb” cooperative in Kfardebian partners, with ADR and CCIAT. FTL is in charge of Mount Lebanon region. private sector • Trainings on good hygiene and “Bsatin el Ossi” cooperative in Baskinta agricultural practices (GHP – THE GAP) Fghal cooperative for olives and olive oil production OBJECTIVES
The aim of the project is to improve sustainable livelihood opportunities for vulnerable women and youth in North Lebanon, Mount Lebanon, and South Lebanon through: 1. Improving the skills, capacities and livelihood opportunities for vulnerable women and youth 2. Increasing the production and sales of smallholder farmers and producers, including agribusiness processors 3. Strengthening the agricultural and market support (AMS) infrastructure that benefits targeted value chains
14 Fair Trade Lebanon magazine Fair Trade Lebanon magazine 15 NEW AT TERROIRS DU LIBAN NEW AT TERROIRS DU LIBAN
THE LOGO: It depicts a cedar tree graphical symbol standing proudly atop the brand name. Both elements were retained, but uplifted. The cedar tree rough brush strokes were made smoother, its shades of green given more vibrant hues, their sequence vertically reversed, and its shape made more pyramidal.
THE BRAND NAME: The “Terroirs du Liban” name and trademark was kept in its originally conceived French language written over two lines. However, we gave each line a different hand-written font to echo authenticity. REBRANDING As the word “Terroir” has become nowadays universally understood EVOLUTION, and used, we lent it more prominence than its attribute: “du Liban”. This NOT REVOLUTION held a dual objective: to shorten the 3-word name into making it more memorable; and to prepare the space ore than 14 years and deliver successful impact. We had so far positively fostered in for the introduction of future “Terroirs” after its launch, were thus landed a big challenge. Lebanon, as opposed to creating a products originating from different Terroirs du Liban Much bigger than simply the size of totally new design direction forced countries (i.e. du Maroc; de Jordanie; needed an uplift a jam jar label. But we all knew that by our expansion into new markets. de Syrie; etc.). to boost its brand great challenges presented great While we definitely wanted to win and packaging opportunities. Without delay, we set over new customers, we didn’t wish THE LABEL – WHAT WAS KEPT: connection with the to confront the former and grab the to lose the bond we had so dearly The two key visual cues that were Mmillennial consumers while remaining latter. secured with our loyal customers. particular to the TDL packaging design committed to its identity and values: were the label’s “Arched Frame” and high quality, authentic and artisanal After a flurry of brainstorming So, the “design refresh” project of our its “White Background”. products that capture the heart and sessions, a gale of inspiration and TDL brand and its packaging took The frame outlines were retained soul of Lebanese culinary heritage. a downpour of ideas, we came out off with one clear guideline: we knew and their shape simplified and color- drenched with hope. The road ahead what to avoid. We didn’t want to be coded as a new informative element As branding experts told us, millennial was now clear and its map charted. too shy. Shying away from undertaking to suit our growing product category consumers are very sensitive to Our creative strategy was simple: significant design changes – albeit of segmentation. what written or visual information start an evolution, not a revolution; basic visual cues such as font or color The white background was saved to is provided on food product labels a brand refresh not a rebranding. In that could “modernize” our packaging continue its efficient role of product in today’s market landscape. Our other words, we wanted to build on and improve its impact – would make differentiation and distinction among packaging needed to stand out the visual codes our TDL packaging our consumers feel that we are still the color palettes of competition. an “old-fashioned” brand. And, we THE LABEL – WHAT WAS ADDED: didn’t want to be too bold either. The design uplift undertaken also Making too many changes all at once considered the addition of two – like modifying the overall design, elements to enhance the TDL brand graphics or layout structure – could and its messages. In refreshing TDL brand identity and packaging personality, we were seeking lead our new packaging to become As a visual guide, and for each of our to further appeal to its growing target audience in Lebanon and abroad, and to unrecognizable to our existing products, we added on the label an better stand-out in the increasing crowded category of traditional, healthy and customers, and risk alienating them. attractive illustration depicting what organic food products. With our brand positioning remaining produce the packaging contained We also wanted to create for TDL a sustainable “Brand Experience” that best unchanged, our packaging objective inside. We created hand-made was therefore simply “to stand out drawings in aquarelle to bring a touch manifested its uniqueness through its packaging expression, architectural and by enhancing the appeal of our visual of nature, realism and authenticity. POS presence, through its communications and digital space. cues”. In practical terms, this meant We also designed a series of visual Have we succeeded? Only time will tell. that the key elements of our existing stamp-shaped graphic icons to We firmly believe however, that we have contributed in evolving our TDL brand packaging design just needed deliver to our consumers upfront onward and upward. And that’s definitely in the right direction. upgrading. any nutritional or dietary information relevant to their food preferences. Ossama El Kaoukji
Fair Trade Lebanon magazine 17 NEW AT TERROIRS DU LIBAN NEW AT TERROIRS DU LIBAN
A NEW CONCEPT IS LAUNCHED THE JANA SAJ
THE AUTHENTIC SOUL OF LEBANESE FOOD HERITAGE
elatively small in the scope of our sizeable business, it all started with a simple idea. As all big ideas really do. And that grain of seed was simply our Saj offering, capitalizing on our unequalled ruralizing expertise to enter the franchising arena with firm belief and upheld Rconfidence. THE BEGINNINGS It began as a basic activation event to promote the tasting and discovery of our Terroirs du Liban (TDL) products, and quickly evolved over the past two years into a stand-alone food corner. Then a couple of others followed at key THE MARKET OUR AMBITION Carrefour hypermarkets in Lebanon. With that set and done, we The ambition of our JANA Saj food Health-minded customers soon found in these destinations the nutritious embarked on an aggressive drive franchise concept does not restrict snacking they were looking for, and the curious urban shoppers were to promote within the hypermarket itself to a space inside the walls of a attracted by the wholesome traditional food our rural women’s live show- sector the franchise of our JANA hypermarket, or within the borders cooking delivered. Both consumer types were delighted by the distinctive and brand’s novel food concept. The of a single country. Our franchise is differentiating village experience we brought. natural course we followed started, just equally viable as a quick service understandably, with our partners at food destination outlet planted in any Carrefour Lebanon. Not surprisingly, major city in the world. THE CONCEPT the Carrefour headquarters in the And with its newly extended food Encouraged by such a promising outlook, we set ourselves the task to give UAE showed a keen interest in offering of Saj fillings selection, It is an outstanding place to eat, our ongoing activation the chance for its individuality to stand out. A brand exploring our franchising opportunity meal solutions of ready-to-go shop, and discover sustainable and name was created. We called it: JANA Saj. An appellation fittingly expressing for their regional network. Lebanese mezzé, its unique Terroirs du Liban affordable Lebanese village food from its inherent meaning. Undeniably, JANA Saj offered consumers “all what is food, after all, ranks high in the Arab retail products, and its experiential the Fair Trade certified produce and picked, or harvested from a tree or earth” by our Fair Trade community of world as one of the most appealing engagement, it presents in a casual products of our rural partner farms. village farmers. cuisines, and our JANA Saj offering setting a vibrant eatery where Our JANA Saj franchise thus truly Our new-born brand had now a name, but we also needed to give it a personality. and show-cooking experience are flexitarians and vegetarians alike harvests the authentic soul of A comprehensive brand identity was thus designed and its graphical imagery doubly attractive to hypermarket joyfully embrace the real essence Lebanese food heritage, traditional developed to give to its meaningful label the visual features that best suited its customers. of thoughtful Food while enjoying a generosity and hospitality coming character. That is true as well to consumers in live show-cooking performance that from the heart of a country with one Likewise, it demanded a nurturing space in which to better interact with the western world. For that, we have brings a differentiating customer of the healthiest diets in the world. consumers and in which environment they could properly relate and engage. opened communication lines with experience. Genuinely, it is the rightful ambassador Our new outlets’ plans were not only designed to achieving the desired look other major hypermarket players in of Lebanon’s food culture to the and feel of our new JANA brand, but to providing as well the seamless, Europe, such as Auchan in France, world! efficient and fast service delivery consumers demanded from any similar food with whom we are presently in operation. Moreover, its modular architectural structure had to satisfactorily negotiations. fulfill the objectives required by our growth strategy. Ossama El Kaoukji
18 Fair Trade Lebanon magazine Fair Trade Lebanon magazine 19 NEW AT TERROIRS DU LIBAN NEW AT TERROIRS DU LIBAN
TERROIRS DU LIBAN IN FRANCE AND THE USA
FAIR TRADE LEBANON’S PRODUCTS ARE BEING EXPORTED IN MORE THAN 12 COUNTRIES AROUND THE WORLD. THIS PAST YEAR HAS BEEN RICH IN ACHIEVEMENTS WHERE WE WERE FINALLY ABLE TO SHINE INTERNATIONALLY UNDER OUR OWN BRAND TERROIRS DU LIBAN.
LET’S GET BITS AND PIECES OF IT ALL!
SAHADI'S FINE FOODS FTTL FRANCE ST KILLIAN IMPORTING COUNTRY COUNTRY COUNTRY USA FRANCE USA
TYPE OF PRODUCTS TYPE OF PRODUCTS TYPE OF PRODUCTS JAMS, SOAP, JUICES, SYRUP, JAMS, SPREADS, ZAATAR, WINE PICKLES, FLEUR DE SEL, WINE MOLASSES, SUMAC, WINE, BULGUR, SYRUPS NAME OF BRAND NAME OF BRAND NAME OF BRAND
WHERE TO FIND THE PRODUCTS SAHADI'S FINE FOODS OUTLETS WHERE TO FIND THE WHERE TO FIND THE PRODUCTS PRODUCTS ST KILLIAN IMPORTING RESELLERS IN MORE THAN 10 FINE SHOPS SAHADI'S FINE FOOD OUTLETS INSIDE AND OUTSIDE PARIS
20 Fair Trade Lebanon magazine Fair Trade Lebanon magazine 21 COOL EVENTS COOL EVENTS
#fresh
#worldfairtradeday #soexcited #delicious
n June 24, 2018, we gathered at St Georges’ Convent, Roumiyeh-Qleyaat where Fair Trade Lebanon’s cooperatives offered the most authentic and tasty dishes for a day out in WORLD FAIR nature.
The event was held under the High Patronage of the American TRADE DAY 2018 Embassy to Lebanon, represented by Chargé d’Affaires H.E. IT’S THAT TIME OF THE YEAR WHERE FAIR TRADE OMr. Edward White and the Minister of Information H.E. Mr. Melhem Riachi, represented by Mrs. Alissar Naddaf Geagea. LEBANON’S FRIENDS GET TO MEET THE BEAUTIFUL FACES BEHIND OUR PRODUCTS! More than 1,500 attendees who… · Met the producers · Met the farmers · Enjoyed the special take on Lebanese dishes from our Guest Chef Cynthia Bitar from Nazira Catering · Took part to the gardening workshop · Were able to buy fresh fruits and vegetables · Bought products from our brands: Terroirs du Liban, Coteaux les Cèdres · Danced the Dabké · Took Pelfies · And most of it all… · SHOWED THEIR SUPPORT TO FAIR TRADE LEBANON’S #pelfie MISSION: …Improving Lives…
#funday #kidsfun #atyabakel #soexcited
22 Fair Trade Lebanon magazine Fair Trade Lebanon magazine 23 FNB | SIE Loyalty Rewards Program - Press AD 21x28cm_ENG.pdf 1 3/28/18 7:49 PM
COOL EVENTS COOL EVENTS
#kidsfun
#verydelicious
#friends#family #fresh #localproducers
24 Fair Trade Lebanon magazine Fair Trade Lebanon magazine 25 COOL EVENTS COOL EVENTS
…THEN IN THE NORTH…
s we just started feeling the warmth of summer, Souk Jana Loubnan moved to the North of Lebanon for a 1 day event in Rasmaska Gardens. This event was part of its ongoing projects with Lebanese rural cooperatives [ARDI – AFDAL] and supported by Expetise France, Care International and the World Food Program. This event gathered 11 rural cooperatives getting to showcase, meetA and sell their authentic and natural Lebanese products to more than 500 visitors. The event also brought students from the University of Balamand who were able to discover and share knowledge with the attendees. Known for being a picnic destination, Rasmaska Gardens’ concept has been revisited by the organizers for that day where visitors could enjoy fresh fruits and vegetables coming all the way from Akkar and Mount Lebanon, to taste Mouneh products and enjoy some authentic Saj delicacies.
Souk Jana Loubnan will tour Lebanon showcasing our culinary heritage through the promotion of our hard-working and authentic cooperatives spread all over the country. The new farmers market The best is yet to come!
…FIRST IN BEIRUT...
In support of the Directorate General of Cooperatives, Souk Jana Loubnan assembled more than thirty cooperatives from all over the Lebanese regions, under the patronage of the Minister of Agriculture for a three-day event at Mar Mikhael Trainstation-Beirut, in October 2018. This event paved the way for rural agricultural products to reach the urban market, thus supporting the economy in remote areas by introducing their merchandise to the general market. Organized for the first time in Lebanon, Souk Jana Loubnan falls under the category of similar fairs and exhibitions managed by Fair Trade Lebanon throughout the Lebanese regions.
Fair Trade Lebanon magazine 27 COOL EVENTS COOL EVENTS
LAUNCH OF THE FAIR TRADE CHARTER
n the 25th of September 2018, the third anniversary of the declaration of Sustainable Development Goals, the Fair Trade Movement launched its Fair Trade Charter. It was entitled “How the Global Fair Trade Movement can work to transform trade to achieve justice, equality, and sustainability on a human and global level.”
OFair Trade Lebanon participated in this international event by organizing the launching of the Fair Trade Charter in Lebanon.
The Charter, initiated by Fair Trade International and the World Fair Trade The event brought together Organization, introduces new models that contribute to building a stronger intellectuals, politicians, public figures economy and improving the environment on a national and international scale. and experts from various fields in the The Charter has been recognized by an increasing number of diverse local, Department of Agriculture and Food national and international organizations in the various cooperative, social Science at the American University enterprise, organic, farming and global solidarity movements. of Beirut. The event presented solid examples of how small initiatives contribute to transforming people’s lives, achieving social justice, preserving the environment and basically respecting The Fair Trade principles. All this took place in the presence of Dr. Rabi Mohtar, Dean of the above-mentioned department and H.E Dr. Inaya Ezzedine. FAIR TRADE LEBANON TRULY BELIEVES IN THE FAIR TRADE CHARTER PRINCIPLES AND WILL PURSUE THEM DILIGENTLY TO ACHIEVE CHANGE IN THE NEAR FUTURE.
28 Fair Trade Lebanon magazine Fair Trade Lebanon magazine 29 COOL EVENTS COOL EVENTS
STRENGTHENING THE FAIR TRADE ECOSYSTEM air Trade Lebanon organized a workshop in December 2018 which gathered agrofood value chain representatives and experts, small-scale producers, sales representatives and marketing professionals. The workshop was the first of many upcoming sessions aiming to strengthen the role of the Lebanese Association for Fair Trade producers (LAFTP) by supporting its members through logistics, administrative methods and access Fto the general market. The main topics discussed by the participants revolved around marketing strategies, cooperatives’ legal status, the value chain and collective approach. Experts such as Mrs. Jamale Osta from the Directorate of Cooperatives in the Ministry of Agriculture, Dr Rodrigue Elbalaa, Mr. Nassim Njeim and other professionals from Expertise France, Fair Trade Lebanon and Artisans du Monde Federations facilitated the workshop and enriched the session with their expertise and knowledge. The workshop provided a great opportunity for agrofood producers from various Lebanese villages to exchange practices and experiences amongst each other. As a follow-up, organized peer visits will take place in various Lebanese regions widening the scope of local producers exchanging field knowledge, thus strengthening the Fair Trade network.
30 Fair Trade Lebanon magazine Fair Trade Lebanon magazine 31 COOL EVENTS COOL EVENTS
BOUTIQUE EVENTS here everything happens for a reason Terroirs du Liban’s boutique has been TERROIRS openW in Hazmieh since 2014. It has always been the hub for promoting our local authentic DU LIBAN products, reflecting the values we defend. Here’s a throwback to major events organized “PAR-CI; throughout the year. PAR-LÀ”
TERROIRS DU LIBAN HORECA 2019 HAS BEEN QUITE April 2019 ACTIVE ON THE PUBLIC eirut’s one and only exhibition EVENTS’ SCENE! dedicated to HERE’S A THROWBACK professionals in the hospitality and TO THE MAIN EVENTS food industry. It WHERE YOU MIGHT is a gathering of all the local and international HAVE SEEN US! B professionals who meet to exchange know-how and update the visitors on the latest food trends around the world. As part of the MEREF – CCI VINIFEST 2018 France Liban’ space at the October 2018 exhibition, Terroirs du Liban's stand was visited by many chefs or its second year in from different nationalities who a row, Coteaux les showed a high interest in our Cèdres wines have authentic products. got the opportunity to take part in the only wine festival happening in Beirut: FVinifest. It was a great occasion to promote the first and only Fairtrade certified wine in Lebanon, made by the Heliopolis Cooperative in Deir el Ahmar. It is always a great opportunity to increase the brand’s visibility and meet with wine professionals and amateurs.
32 Fair Trade Lebanon magazine Fair Trade Lebanon magazine 33 COOL EVENTS COOLINSIGHTS EVENTS
OLIVE OIL DAYS November 2018 hen the new harvest is here, Terroirs du Liban’s boutique can’t miss the opportunity to invite its clients to taste the fresh olive oil of the season. Our lovely boutique flowers made sure to prepare different ways of tasting the oil in a nice setup where visitors are W warmly welcomed.
ORGANIC GOAT EVENT March 2019 s we are always keen on introducing trendy and healthy products to our clientele, we couldn’t miss organizingA a one-day event for the latest comer at our boutique: the organic goat cheese and “labné” varieties. A product that was highly appreciated by our visitors! Of course, tasting was a must!
HONEY DAY May 2019 n spring time, we harvest the Orange Honey. Terroirs du Liban’s boutique, in collaboration with Miel du Levant, organized a honey day for the best tasting of a fresh, Inatural and raw honey. Our visitors got to taste and discover the incredible world of bees!
34 Fair Trade Lebanon magazine Fair Trade Lebanon magazine 35 COOL EVENTS FTL COOPERATIVES
FAIR TRADE NATIONS AND REGIONS
s a leading regional active agent and initiator of nine Fair Trade Towns in Lebanon, Fair Trade Lebanon participated in the tenth anniversary ofA Wales as a Fair Trade Nation, which took place in Cardiff, United Kingdom in September 2018. This event yielded the unanimous agreement that Fair Trade Nations and Regions should work more diligently towards achieving the SDG Goals and encouraging community and political engagement of local representatives. The event also set the platform for discussing production per town and available means of increasing market access. The International Fair Trade Network is one of the most efficient means for Fair Trade Lebanon to exchange experiences and enhance local work performance.
36 Fair Trade Lebanon magazine Fair Trade Lebanon magazine 37 COOL EVENTS COOL EVENTS
FAIR TRADE INTERNATIONAL SYMPOSIUM
n June 2018, Fair Trade Lebanon attended the Fair Trade International Symposium (FTIS) in Portsmouth, United Kingdom. This opportunity allowed attendants from different Fair Trade organizations worldwide to share concerns and experiences regarding the implementation of the fair trade concept in different fields. A general consent was reached concerning the achievement of the SDG goals through engaging businesses and governments. However, schools and universities also play a role in helping us raise social awareness through initiating youth into a fairer society leading to a Fair Trade Nation. IThere is no doubt that Fair Trade Lebanon’s participation in such reunions fills us with courage and activates our enthusiasm to achieve more effective projects.
38 Fair Trade Lebanon magazine Fair Trade Lebanon magazine 39 COOL EVENTS COOL EVENTS
TERROIRS DU LIBAN GOES INTERNATIONAL TOURS, erroirs du Liban toured FRANCE the world during spring MAY 2019 2019. This opened up the opportunity to meet t a four-hour flying international direct distance from Beirut, consumers and get a situated in France, clearer picture of our BRAZIL lies the glamorous export markets. The following are the APRIL-MAY 2019 city of Paris. Its T residents have shown details of our adventure! e were thrilled to receive invitations to two exhibitions in a great interest in Brazil on behalf of the Lebanese Ministry of Agriculture. It the Lebanese culinary specialties, was a once in a lifetime opportunity! A especially in those of Terroirs du The fact that Brazil is home to more than ten million Liban. Lebanese expatriots made Terroirs du Liban excited to The Lebanese Embassy in France go there. organized a Lebanese culinary day in Our first stop was Rio de Janeiro. After a series of flights the beautiful city of Tours. andW airports, we landed in the city most renowned for football. However, It was a pleasure meeting our beloved we were only there for the business. The exhibition organizing team warmly diaspora as well as the French welcomed and assisted us throughout our stay. It was a two day exhibition at citizens, who renowned for their the famous “Monte Libano Club” where the Lebanese diaspora usually hangs exquisite taste in food, expressed out. Terroirs du Liban’s products were sold out in no time. The enthusiasm and utter delight and appreciation of the praise for Lebanese products were simply indescribable. We had the privilege Terroirs du Liban’s high quality and of meeting main importers of the city who showed interest in our products. unique taste. Our next stop was the business center of Brazil, Sao Paulo. Lebanese In a lively environment and a officials welcomed us, and the efforts of the institutions abroad to showcase joyful ambience, Tours welcomed our products was quite touching. Another two day exhibition took place in the thousands of inquisitive food lovers, prestigious club “Monte Libano” which the largest and most frequented club in leading them through a journey of South America. We were introduced to corporate people who were our main discovery. A rewarding interchange target for exporting our products. of opinions and contacts allowed us There are no words to describe our journey to Brazil, but what has definitely to further expand on French territory. been proved is that the Lebanese have made their mark in the world. It is now our duty to make our authentic tasty agrofood products known worldwide.
40 Fair Trade Lebanon magazine Fair Trade Lebanon magazine 41 FAIR TRADE LEBANON AND THE GUARANTY SYSTEM FAIR TRADE LEBANON AND THE GUARANTY SYSTEM
FAIR TRADE LEBANON AND THE GUARANTEE SYSTEM
YOU CAN air Trade Lebanon (FTL) product’s certification CONFIDENTLY attests that our produce CHOOSE OUR ORGANIC complies with high safety, quality and ethical PRODUCTS FROM standards. Our products TERROIRS DU LIBAN. have successfully met ORGANIC Fthe requirements of national and FAIRTRADE WFTO CERTIFICATION TEQ GUARANTEE FAIR TRADE LEBANON international best practice approach. CERTIFICATION SYSTEM CERTIFICATION It means high quality products, World Fair Trade Organization is IS DEDICATED TO the home of fairtraders; a global good governance and corporate Developed by Fair Trade Labeling Transparency - Ethical - Quality Organic means that the raw material DEVELOPING HIGH social responsibility. FTL created community of social enterprises Organization (FLO), Fair Trade that practices Fair Trade principles. (TEQ) is a synthesis of several standards are pure and unadulterated a certification department run by QUALITY ORGANIC Certification is a product certification The WFTO Guarantee System (GS) standards, developed in a version ones: no synthetic chemical three engineers in the Agro-Food system where social, economic and attests that the organization or the more accessible to small scale inputs, no genetically modified PRODUCTS THAT and Organic sectors and that handle environmental aspects of production enterprise put the interests of workers, Lebanese producers (cooperatives seeds, maintaining strict physical COMPLY WITH HIGH several certification systems: are certified according to Fairtrade farmers and artisans first. The GS or family businesses) in marginalized separation from the treated lands STANDARDS. FROM FAIRTRADE, WFTO, TEQ, AND standards. It represents the world’s has five major components: new rural areas. It applies mainly to local and undergoing periodic on-site membership admission procedure, ORGANIC. largest and most recognized ethical food products of agricultural origin. inspections. As Fair trade importers OLIVE OIL TO WINE, label and Fairtrade certified self-assessment, peer visit, monitoring TEQ principles and guidelines are audit and the Fair Trade Accountability are increasingly demanding dual Fair HUMMUS, OTHER producers around the globe. This Watch (a monitoring mechanism that a consistent and coherent Internal Trade and organic certifications for LEBANESE SPREADS certification is a registered trademark Monitoring System which meets allows to report compliance issues their markets, Fair Trade Lebanon AND PROCESSED owned and licensed by Fairtrade regarding WFTO members). The with other international operating is supporting the producers through International. Products bearing this WFTO product label not only signifies standards. TEQ prevents frauds the process of obtaining the organic FOODS, OUR Mark are monitored from the raw that the practices of the organization on the production and marketing certification from an independent PRODUCTS PROUDLY material buying to the selling of the throughout the entire supply chain level, quality inconsistency and certification body. product until it is consumer packaged comply with the WFTO Fair Trade defects in the safety. Consequently, OFFER A TASTE OF OUR and labeled. Certificates are only standard, it also represents the FTL is promising high social and LEBANESE HERITAGE. issued after a physical inspection has support given to ward off poverty and environmental standards, final confirmed that all relevant Fairtrade inequality. product quality and safety. Safety Standards have been complied with. As a member of WFTO, Fair Trade measures also include scientific SINCE LAST YEAR, Lebanon’s range of product “Terroirs aspects of handling, preparing and When you buy products with any of COTEAUX LES CEDRES du Liban” are WFTO guaranteed. storing food that comply with the the Fairtrade mark, you support an HAS BEEN PRODUCING This means that they both respect Good Manufacturing Practice alternative approach to conventional WFTO's mission that aims at (GMP). ORGANIC WINE trade based on a partnership enabling producers to improve their For those targeting export UNDER AN INTERNAL between producers and traders, livelihoods and that they respect Fair markets, the TEQ guarantee is a CONTROL SYSTEM (ICS) businesses and consumers. You help Trade practices. farmers and workers to improve their first step towards accessing the IN COMPLIANCE WITH lives and their communities and to Fair Trade and WFTO are both Fair certifications required by fair trade Trade organizations with the same ISO 9001 STANDARD reduce poverty through ethical trade importers. It facilitates our suppliers' underlying concepts but different MANUAL. practices. Coteaux Les Cèdres bodies and brand names. However, administrative procedures and wine and Terroirs du Liban Olives they abide by the same principles: requirements and gets them ready & Olive oil, Zaatar and pulses are fair pricing, no ethnic, gender or racial to acquire international certifications Fairtrade certified. discrimination, respect of the rights such as FLO and WFTO which of all parties involved, i.e. ecosystem, are added value to them in order producers… to find alternative markets such as Overseas clients demand either exports…. Fair Trade or WFTO certificates. Sometimes both certificates are required. 42 Fair Trade Lebanon magazine Fair Trade Lebanon magazine 43 FRIENDS & PARTNERS FRIENDS & PARTNERS
A LETTER FROM THE PRESIDENT OF THE WORLD FAIR TRADE ORGANIZATION Mr. Rudi Dalvai is the President of the World Fair Trade Organization (WFTO) and founder of Altromercato, an Italian entity selling Fair Trade products from around the world.
Dear friends of Fair Trade Lebanon, It was a great pleasure for me in 2010 to witness the registration of Fair Trade Lebanon as a member of the World Fair Trade Organization for the first time. SAHADI’S: Later in time, in July 2016, at the occasion of the 10th International Fair Trade Towns conference which was held in the beautiful Fair Trade Village of LEBANESE ORIGINS, Baskinta, I had finally met Fair Trade Lebanon in their own country. I had often heard about the hospitality of the Lebanese people, but this experience was beyond any expectation. It was an extraordinary journey meeting some of the AWESOME HERITAGE producer cooperative linked to FTL. I immediately fell in love with their products and vision. Something I will never forget: the extraordinary and delightful lunch Sahadi’s has been doing business which was prepared for us at the “Nejmet Al-Soboh Women Cooperative in Brooklyn for over 65 years with Center”. the original Sahadi’s established in The World Fair Trade Organization (WFTO) was created in 1989 with the mission Manhattan in 1898. to allow producers and their communities to improve their livelihoods through Originally from Lebanon, the family the Fair Trade system. The interests of marginalize, especially small farmers opened Sahadi’s on Atlantic Avenue and producer, are the main focus of all policies, governance, structures and in 1948. Business continues to thrive, decision-making within the WFTO. Fair Trade Lebanon and the WFTO share with customers filtering in from all a common vision of a world in which commercial structures and practices boroughs. “Here you’ll find ethnic have been transformed to work in favor of small producers and to promote items that you would not find in the sustainable development, social justice and peace. During my visit I realized, average grocery store,” says Charlie that Fair Trade Lebanon not only supports producer cooperatives to produce Sahadi. His family works with him and sell excellent products, but also make sure that their voices are heard at the store which is now three and that local farmers and producers are able to live a decent life from their generations strong. income. The WFTO Guarantee system and the WFTO product label ensures that members comply with the 10 Fair Trade Principles and the Global standard Why did you decide to partner for Fair Trade organizations. with Fair Trade Lebanon? With this message I want to express my sincere and profound congratulations We believe in the mission and the to Fair Trade Lebanon for the important work in building bridges between people of Lebanon. After meeting Christians and Muslims via conviviality, freedom and a democratic political Fair Trade Lebanon’s team we system and for all that’s been achieved since its creation in 2006. knew we found a partner with the In the name of WFTO I send you fraternal and solidarity greetings and a big same values. THANK YOU to all the people and institutions in Lebanon that work together to create another world that is possible. How is the product doing so far? We just started but early indications Warm greetings, are good. Rudi Dalvai WFTO PRESIDENT What are your expectations long term? To grow the brand to embody the best of Lebanon.
44 Fair Trade Lebanon magazine 45 FRIENDS & PARTNERS FTL COOPERATIVES
TINTAMARRE: UNE TOUCHE LIBANAISE EN PLEIN PARIS
LA CHEFFE Levant, se délecter du mélange des son kebbé nayé ou son tabboulé cultures et de la passion pour le goût, avant même qu’elle ne le dresse dans Courir dans les vergers de Baba incarner l’envie et la sincérité, faire le plat de service. au Liban, s’allonger aux pieds des saliver. Les produits de Terroirs du Liban amandiers en attendant le goûter de Empruntons des chemins gustatifs m’ont plongée droit dans mon Mama… Gabrielle a été bercée par la ensoleillés, au détour des fantaisies enfance. méditerranée. En créant une cuisine de Gabrielle, Voyageons. Les senteurs des produits et leurs qui raconte les saveurs d’Orient, goûts sont authentiques et parfaits elle veut partager ses souvenirs, les pour relever ma cuisine et ma couleurs et le soleil de son enfance. LE LIEU pâtisserie. Écouter chanter le persil, l’ail et À deux pas du bassin de la villette, sur le citron chez Tintamarre, c’est la très longue avenue Jean Jaurès, entendre les récits de Gabrielle, une petite devanture jaune à petits LES GOÛTS ET LES ce qui l’anime et son irrésistible pois blancs attire l'attention. gourmandise pour les douceurs Avec son enseigne au logo PRODUITS FAVORIS méridionales. en calligraphie arabe stylisée, le DANS LA CUISINE Commençant par une carrière restaurant Tintamarre vous accueille LIBANAISE, ET dans l’architecture d’intérieur et le dans un cadre chaleureux alliant BUILDING LASTING RELATIONSHIPS design, Gabrielle se perfectionne l’ancien et le nouveau. NOTAMMENT DANS dans le design hôtelier. Riche de Entre vestiges du passé, chaises de LA SÉLECTION DES th son expérience, elle se lance dans bistrot libanais chinées et restaurées PRODUITS TERROIRS On the occasion of its 25 anniversary, Banque BEMO inaugurated l’aventure de la gastronomie. Formée par nos soins, mobilier et design à l’excellence chez Lenôtre en contemporain en bois recyclé, DU LIBAN. the Bank’s Cedar forest in honor of the deeply rooted and France, elle y puise sa créativité et Tintamarre mélange la culture L’acidité du sumac pour les salades solid relationships with its clients. ses inspirations pour se réinventer et occidentale à l'héritage levantin, tout et même les viandes froides. penser ses envies de simplicité. comme dans l'assiette. Le zaatar pour ma nouvelle recette de cookies *Reforestation initiative in Partnership with Jouzour Loubnan. Le boulgour pour mon tartare au LE CONCEPT SON INTÉRÊT POUR LES couteau, à la kebbe nayé. À base de produits artisanaux, Les fruits au sirop sur un nuage de locavores et saisonniers, Tintamarre PRODUITS TERROIRS yaourt à la grecque. offre une cuisine réconfortante qui DU LIBAN transporte et qui s’emporte, qui Des saveurs et des goûts qui me revigore les appétits en parlant de rappelle la cueillette de thym, grimper voyages et d’enfance. dans les amandiers et croquer Une cuisine pour combler les palais, dans les fruits verts, attendre avec sentir les parfums légendaires du impatience que ma mère mélange
46 Fair Trade Lebanon magazine Fair Trade Lebanon magazine 47 FRIENDS & PARTNERS FTL COOPERATIVES
FRENCH "ARTISANS DU MONDE" TOUR IN LEBANON
rtisans du Monde is a Fair Trade movement that currently comprises more than 140 community shops and 6000 volunteers spread all over France. They seek to promote sales, education and citizen mobilization activities. Every year, Artisans du Monde volunteers visit Lebanon where they are introduced to the creative and hardworking people behind our Fair Trade products. This year the visit took place from the 9th to the 16th ofA June, 2019. Impressed and astonished by Lebanon, the visitors described it as an exquisite country, unique in all its aspects: historical, social…They returned with fond memories and beautiful images despite all the external and internal problems of this “paradise” as they called it. Fair Trade Lebanon provided the visitors with the opportunity to meet members from the NGO. Welcoming them first in our offices were our team members, Maya and Benoit. This was followed by a tasting session organized at Terroir du Liban shop. Included in their touristic tour were visits to two cooperatives, which make up part of Fair Trade Lebanon’s support system. The first visit was to Fezol cooperative where they witnessed the professionalism and the latest equipment at work. They saw firsthand the excellent health and sanitation conditions in which the workers enthusiastically work in. The beauty and intricacy of the artisanal work prompted them to insist on the sustainability of the project. “These ancestral methods must definitely be kept and maintained for future generations.” The next cooperative was the one in “Mhaidthe” which is known for its main objective: improving the living conditions of women in the region. The volunteers were amazed by the ambition and hard-work shown by the women who believe in persevering to achieve good results and never give up to get good results. Of course, Artisans du Monde’s journey couldn’t have been perfect without the different culinary experiences they got to taste. The Lebanese mezze and traditional dishes leave no one indifferent! See you next year…!
48 Fair Trade Lebanon magazine Fair Trade Lebanon magazine 49 FRIENDS & PARTNERS FTL COOPERATIVES
ALTROMERCATO COMES TO LEBANON Stories that drive changes When Beatrice De Blasi (from Farmers in the media are What I captured in my lenses is a Mandacarù Onlus organization) often portrayed ubiquitous story of a calm, peaceful and proud comes to Lebanon on a short notice and faceless, without personal sustainable development practice for a 4-days shoot, it’s simply great! stories. The fodder of statistics that is economically empowering and spreadsheets. vulnerable Lebanese and Syrian Taking pictures of farmers, linked to women. It is the unique faces and fair trade organizations, all around the The latter encouraged me to visit intense looks of small entrepreneurs world, is what I love most about my Lebanon and personally meet with autonomous in the choices job! Handi Chabli harvesting the Damask and management of their own rose flowers for Fair Trade Lebanon environment. Mandacarù Onlus (a fair trade in the Beqaa Valley. cooperative based in Northern Italy) Fair Trade Lebanon and the in cooperation with Altromercato While Fair Trade organizations are cooperatives of the Beqaa Valley are (the fair trade national consortium of mostly known for providing higher extraordinary: during my stay, we 109 Italian cooperatives, partner of prices than the ones on the market talked about the history of commun- Fair Trade Lebanon) is undertaking when it comes to food farmers and ities who have decided to remain in a long-term documentation producers in Asia, Africa and Latin their land. They simply want us to project about Stories that drive America; my job in general and my know that it is possible to dream changes. visit to Fair Trade Lebanon more specifically targets a different and and rewrite our own destiny. In many parts of the world, fair largely unknown viewpoint: I really wish that we all get this trade organizations and agricultural opportunity to enroll in programs of One stop shop for entrepreneurship are working to Capturing the strong commitment responsible tourism and meet the improve communities. My work of Fair Trade towards Sustainable amazing men and women, struggling consists in documenting and telling Development fighting against rural yet happily living in their lands. It is a Contract publishing those stories, making visible the exodus. heartwarming experience full of tasty invisible for Italian consumers of fair and exciting stories. Content management trade products. Market research and polling The board of Mandacarù Onlus had LEADINGCOMPANIES set the agenda: Real estate studies “Show us the people behind fair trade products, the ones we sell in our Financial studies shops in Italy and Europe. Face to face. Let us look into their eyes and Financial intermediation see who they are. opportunities.com.lb Business events management properties.com.lb jobs.com.lb automarket.com.lb easybanking.com.lb Meet them, know them as real people, not just visual ciphers for agricultural jargon.”
Phone: (961.1) 739.777 • Fax: (961.1) 74.90.90 • email: [email protected] • Website: www.infopro.com.lb 50 Fair Trade Lebanon magazine Fair Trade Lebanon magazine 51 FRIENDS & PARTNERS FRIENDS & PARTNERS
CHRISTIAN KAMEL HE MADE IT BACK TO HIS HOME COUNTRY!
A quick word on me: I have been interested in socio-economic development initiatives in Lebanon for the past 15 years. My background is somewhat atypical for this field, as I come from the science field, and worked mainly within private industry. I decided to collaborate on a regular basis with different NGO’s in Lebanon for the past few years now, working on a number of projects as project lead, or on a consultant basis, mainly with NGO’s who work in economic development initiatives.
My first experience with Fair Trade Lebanon was back in 2006 when I first met on the field in Lebanon two adventurers with an incredible motivation to make an impact, and who were the co-founders of FTL, Samir and Philippe. Ever since that time, I have had the chance to witness FTL’s growth, and even more importantly, its impact within the different communities were FTL has been involved.
HIS TDL FAVORITE PRODUCTS:
COTEAUX LES CÈDRES’ ZAATAR QAWZAH BITTER ORANGE JAM WINE
HIS PERCEPTION OF FTL: Always ready to serve!
52 Fair Trade Lebanon magazine Fair Trade Lebanon magazine 53 FRIENDS & PARTNERS FRIENDS & PARTNERS
Today this is a success story, as, The brand is engaging in charitable What about Fair Trade Lebanon TOGETHER IN through all trials and tribulations, 961 events and adding value to the F&B and 961 Beer… Beer remains the #1 Leading Craft sector through sponsorships as well 961 Beer has partnered with Fair Beer Manufacturer in Lebanon and an as providing internship programs Trade Lebanon on the international PROMOTING THE anchor brand to all beer enthusiasts within the Agriculture and Food scene for the purpose of raising both locally and internationally. The Processing sectors. 961 Beer is also Lebanon’s presence as an invested best is yet to come, activating its recycling member in the promotion of BEST OF LEBANON as 961 continues to awareness campaign Lebanon’s efforts to improve its brew with just the right with partners in select production and labor practices in air Trade Lebanon to Lebanon upon retirement from the and its people finally deserved the attitude and outlook. venues and locations relation to social welfare. 961 Beer and 961 Beer have field. Turning a new chapter in his best beer products they had to Offering a distinct and is ready to increase is proud of this relationship and will been partnering for the life, he sought out new opportunities offer. Challenging the status quo, select of 6 masterfully its involvement in bio continue to give its support as part of promotion and sales pursuing his passions and hobbies. they managed to build and invest brewed crafts, in and health-related its responsibility in the F&B sector as of Lebanese products While Kamal was busy with family in a company that would bring key addition to a satiating initiatives. well as the Nation’s interest. on the international affairs, he was introduced to an industry players and consumers to pilsner (Lebanese Brew), market. We are always attractive investment opportunity the test. The question was simple: all free from additives, In the future; 3 WORDS DESCRIBING fervent supporters of local initiatives with the popular local brewery known Are the nation and region ready for sugar, and corn starch, 961 Upon seeking innovation F is geared for taking on new and upgrades, the business is FAIR TRADE LEBANON: that seeks success. Meet 961 as 961 Beer, and eventually came the original and all-natural alternative Beer, the only Lebanese craft beer to be its leading managing partner to mass brewed commercial beers? heights. expected to increase its market COMPASSIONATE Manufacturer. and majority shareholder. Setting a The answer was clear: Without a presence, and immerse itself and new vision and plan to doubt! In the present; its audience further within beer craft HONORABLE help revive the business, 961 Beer, usually focused as a culture. 961 Beer is studying the PATRIOTIC Mr. Fayad succeeded Since its introduction to the market, global export brand, is increasingly viability of expanding its production in repositioning the and supported by a solid campaign, turning its attention to the local and facility and upgrading its capabilities business within the local the 961 Beer brand managed to regional markets, while seeking to best meet the ever-growing needs market, maintaining its make a perfect impression and set new opportunities in diversifying of beer drinkers worldwide. export interests while a great example to its audience and its sales channels, in addition to empowering the brand competition alike. its product features and attributes. as a whole. The main point of attraction for In 2012, the 961 Lager won the Gold Kamal was to boost Medal for “Best Lager” at the Hong a health-conscious Kong International Beer Awards. product with superior Another notable achievement was quality and taste and the brand’s invention of a unique carry the torch that firstlit infusion of a craft, in partnership the path of the Lebanese with the world-renowned and craft beer movement. leading Danish Brewmeister Anders Kissmeyer, spawning and giving rise to the Nation’s pride and selected beer: the ‘Lebanese Pale Ale’.
What is the story behind 961 Beer? Although economic downturns You need someone at the top to The following is a description of the resulting from regional conflicts guide and lead the troops. Who is past, present and future projects. kept deterring the company from Kamal Fayad and what is his main maintaining its financial health role inside 961 Beer? In the past; and affecting its sustainability, the 961 Beer is a brand that rose from company persevered and managed Kamal spent over 20 years working as humble beginnings, when, in 2006, to keep its head above deep waters, a senior financialconsultant in the US a group of inspired individuals with not letting go of its initial dream, and Europe, before finally returning a passion for brewing beer, led by delivering whenever the going got Mazen Hajjar, decided that Lebanon tough.
54 Fair Trade Lebanon magazine Fair Trade Lebanon magazine 55 BENEFICIARIES BENEFICIARIES
MAJDALA WHEN HARD WORK PAYS OFF he Cooperative of Majdala for Rural Development was created in 2010 in Qobbet Chamra in Akkar with the aim to provide economic and social support to farmers of the region, and as a nursery, to provide them with high quality crops and seedlings. The cooperative produces vegetables, mainly in greenhouses: tomato, cucumber, eggplant, pepper, squash, cabbage, cauliflower, broccoli, lettuce, pumpkin, potato, olive, leafy vegetables (mint, parsley, rocket, coriander, bale…); the nursery produces tomato, cucumber, eggplant, pepper, squash, cabbage, cauliflower, broccoli, lettuce and pumpkin. MoustafaT Saleh – President of the cooperative – is an active member who developed a good relationship with Fair Trade Lebanon's team on the field. He motivated members and workers to attend several trainings, knowing that by improving and upgrading their performance level, the cooperative will see an increase in sales and production. Majdala Cooperative is one of the most dynamic and active beneficiaries within the ARDI project funded by the European Union in partnership with Expertise France. Besides the training and coaching, Majdala Cooperative benefited from a continuous participation at market events to promote their work and sell their products. Furthermore, Fair Trade Lebanon is establishing a post-harvest facility for the cooperative in Qobbet Chamra to increase its added value. Fair Trade Lebanon aims at creating sustainable connections between the cooperative and all stakeholders of the value chain, such as food processing cooperatives, end consumers, clients and university students. Fair Trade Lebanon is currently conducting a project pilot with Majdala Cooperative and Fneideq Cooperative to develop a high quality of dried tomatoes for export, which should eventually lead to an average of 10 tons of tomatoes per year. The success of this project will inspire several regional producers, encourage them to improve their practices and set a long term strategy to access the market.
56 Fair Trade Lebanon magazine Fair Trade Lebanon magazine 57 BENEFICIARIES BENEFICIARIES
MENJEZ • A l’image de 2053 municipalités dans le monde, la municipalité de Menjez a signé (Bristol UK) la LE BIJOU charte mondiale du commerce équitable par l’intermédiaire de SCINTILLANT Fair Trade Lebanon (Projet EU AKFAR II) et a été déclarée comme DU AKKAR premier territoire du commerce équitable au Liban et au Moyen Orient (First Fair Trade Town in itué sur une colline du Akkar, à la frontière Lebanon) ; libano-syrienne, le petit village de Menjez
abrite des monuments historiques et La municipalité de Menjez a terminé financement d’un atelier pour L’Ambassade du Japon au • religieux, surplombe une vallée fertile mais • la mise au point d’un Menjez "Fire transformer les déchets agricoles Liban a financé la modernisation surtout ne laisse personne indifférent de par Wise Action Plan" en collaboration et surtout les déchets forestiers en du secteur de l’eau potable de son activité inéluctable ! avec "Lebanon Reforestation briquettes pour le chauffage et en Menjez ; Fair Trade Lebanon a longtemps soutenu Initiative", la direction américaine compost pour l’agriculture. L’agence américaine de les habitants du village dans le but de leur assurer une • des forêts par un financement de S développement international continuité dans le travail et un développement durable la USAID ; DES EXPLOITS USAID a financé le "Rural Tourism dans la production des spécialités culinaires artisanales de Le village de Menjez et la région de Action Plan" du village de Menjez • SURPRENANTS la région. Nahr el Kabir sont classés comme ainsi que des aides matérielles EFFECTIVEMENT… M. Georges Youssef, actuellement à la tête de la IPA (Important Plant Area) par agricoles directes octroyées à municipalité de Menjez, répond avec engouement à nos IUCN et classés dans la liste du FAIR TRADE LEBANON plus de 100 agriculteurs dans le questions. Mediterranean Basin Biodiversity ET LA MUNICIPALITÉ domaine de l’olivier, l’avocatier, Hotspot of the Critical Ecosystem DE MENJEZ SONT EN l’aviculture, l’origanoculture et PARLEZ-NOUS DE VOUS, QUI EST Partnership Fund (CEPF) ; l’apiculture (DAI- LIVCD) ; RELATION DEPUIS L’agence Américaine de GEORGES YOUSSEF? Le PNUD ainsi que l’ambassade • PLUSIEURS ANNÉES • développement international a Je suis physiothérapeute et enseignant universitaire, fédérale d’Allemagne et la MAINTENANT, approuvé un financement en j’ai créé et je suis le maire de la municipalité de Menjez commission européenne collaboration avec la fondation COMMENT POUVEZ- spécialisé dans la coopération décentralisée et le développement durable. ont financé séparément la René Mouawad pour l’installation VOUS LA DÉCRIRE? Je souhaite transformer le village de Menjez en village modèle dans la protection de l’environnement, le développement modernisation d’une partie des en juin 2018 d’une unité de Notre relation est basée sur le respect socioéconomique, la protection du patrimoine culturel et naturel avec des partenariats nationaux et internationaux. systèmes d’irrigation des champs production de l’électricité à mutuel et liée par des liens d’amitié. agricoles (Menjez water-wise l’énergie solaire de 100 Kw Nous avons plusieurs projets en village) ; pour remplacer les générateurs commun qui consistent à aider les MENJEZ EST UN VILLAGE TRÈS ACTIF… NOUS AIMERIONS EN SAVOIR PLUS : Le ministère libanais de l’énergie et • électriques ; agriculteurs de Menjez à différents Malgré notre situation en région frontalière à l’extrême nord du Liban, les problèmes, les défis et les angoisses journaliers le PNUD ont financé séparément La commission européenne a stades : formations et bonnes des habitants avec la crise économique et l’impact important et écrasant de la crise syrienne à tous les niveaux et l’installation de 37 unités • approuvé en collaboration avec le pratiques, achat de produits à des dans tous les domaines, la municipalité de Menjez multiplie les efforts en matière de développement durable depuis sa complètes d’éclairage publique plan vert le financement d’un petit prix équitables, aides matérielles création en 2012, tel que : fonctionnant à l’énergie solaire, barrage qui servira de collecteur pour des valeurs ajoutées de nos ainsi que le changement de tout de 50 mille mètres cubes d’eau productions agricoles. • Menjez est labellisée comme étant l’un des "Plus Beaux Villages du Liban"; l’éclairage publique traditionnel pluviale pour irriguer les champs Nous sentons que nous partageons • Le ministère libanais du tourisme a placé Menjez dans le manuel des villes du tourisme rural pour les écoles et les énergivore en éclairage LED avec agricoles ; la même responsabilité avec Fair professeurs d’école ; AKTIS STRATEGY ; Le Laboratoire d’Archéologie Trade Lebanon qui est celle d’un • Menjez est dans l’itinéraire culturel Le ministère libanais des affaires • • Préhistorique et d’Anthropologie support mutuel pour des efforts de du Conseil de l’Europe : la route sociales et la commission de l’Université de Genève en développement socioéconomiques phénicienne ; européenne ont financé partenariat avec la municipalité de durables. • La municipalité de Menjez a signé séparément l’ouverture de 3 routes Menjez, le Musée de la Préhistoire la convention des maires à l’image agricoles de 7 Km ; Libanaise de l’Université Saint- Et pour finir… de 9300 municipalités au monde, La commission européenne a • Joseph, le Château-Musée de Nous considérons que cette forte et vient, par un financement de financé un projet d’action forestière Préhistoire Bélesta France, la relation avec Fair Trade Lebanon la commission européenne d’un ainsi que la mise au point d’un Direction générale des Antiquités améliore le cadre de vie et de travail, expert en énergie (Projet SHAMMS plan d’action de la forêt noire à Libanaises ont reçu un financement encourage la création d’emplois ENPI CBC MED), de mettre au Menjez et la création d’une unité pour une assistance scientifique et enracine les villageois dans point son SEAP (Sustainable d’extraction de l’huile essentielle pour la valorisation et la préservation leurs terres. L’exode rural et/ou Energy Action Plan). Le SEAP des feuilles de laurier et l’huile des des sites mégalithiques de Menjez l’immigration sont ainsi graduellement de Menjez est le premier parmi fruits de lauriers en collaboration et l’optimisation du tourisme limités. ceux des villes libanaises à avoir avec l’université Balamand ; des dolmens mégalithiques de été accepté par le conseil de Le "Nature Conservation Center" à • Menjez ; délibération de la convention des l’université américaine à Beyrouth L’ambassade de la Norvège maires le 14-04-2016 ; a réalisé la carte touristique de • à Beyrouth a approuvé le Menjez ;
Fair Trade Lebanon magazine 59 TEAM MEMBERS TEAM MEMBERS
des français. Depuis quelques années, on voit un engouement pour les cuisines du Moyen-Orient et de la méditerranéenne, mais il est difficile de trouver des produits qualitatifs libanais. Il y a un réel potentiel pour les produits Terroirs du Liban. Nous sommes au début de l’aventure et cela est très intéressant, affaire à suivre de très près ! Dis-nous quels sont tes 3 produits TDL favoris étant donnée ta passion pour la gastronomie : La mélasse de grenade, un coup de cœur ! Fruitée, légèrement Lucie Venet acidulée, c’est un produit magnifique Rencontre avec Lucie Venet, notre chère ambassadrice pour les assaisonnements ! Le zaatar, juste magique ! Une en France ! Si Terroirs du Liban y est de plus en plus pincée sur un légume rôti, une présente, c’est surtout grâce à elle. mozzarella, une viande, … ou dans un cookie et votre plat prend du MICHEL YANNI Pour en savoir un peu plus… caractère. La douceur de l’origan, l’acidulé du sumac, le croquant du sésame… les papilles voyagent ! Un Michel Yanni, has been a Field Officer atFair Trade Lebanon since 2016. péché mignon : le man’ouché ! Let us know more about his experience within the group. La mélasse de caroube, une de retravailler ensemble pour le découverte ! Etonnant, une saveur I joined Fair Trade Lebanon team in 2016, after having worked for 7 consecutive years in social and economic Dis-nous qui tu es, d’où tu développement de FTTL France. que je ne connaissais pas avant development with international organizations implementing projects in Lebanon. viens : de visiter le Liban, une accroche The culture at the organization, the spirit within the team and the family-like atmosphere that bonds the team together is cacao, la douceur du sucre, ce goût what grabbed my attention at first! This made me blend in so quickly and immediately feel part of the team. Fille d’agriculteur, les pieds dans la FTTL France a donc lancé caramélisé. Ce produit invite à la For over 3 years at Fair Trade Lebanon, I have been part of the Projects team and was assigned several tasks related terre et le nez dans la casserole, il créativité en cuisine ! to project implementation and coordination. The projects’ objectives were to serve the vulnerable local and refugee y a 8 ans, après une carrière dans Terroirs du Liban en France, communities in Lebanon and contribute at enhancing their social and economic situations, all within the respect to the l’événementiel et le culturel, j’ai quel est ton rôle exactement : Fair Trade principles. changé de cap pour me rediriger Tu nous donnes l’eau à la vers ma passion : la gastronomie. Au sein de FTTL France, je IF I HAD TO DESCRIBE FAIR TRADE LEBANON, I WOULD COMPARE IT TO A BEEHIVE IN En famille, nous avons développé m’occupe du développement bouche ! Parlons de l’équipe THE MIDST OF ITS PRODUCTION CYCLE, WITH DYNAMIC TEAM MEMBERS, EXCEEDING Ethic Valley, une marque d’épices commercial (auprès des épiceries pour finir : THEIR LIMITS ON A DAILY BASIS BECAUSE THEY ARE WELL AWARE OF THE VISION issues du commerce responsable fines et du CHR), des événements et OF ITS FOUNDERS AND THE QUICK TANGIBLE RESULTS OF THEIR WORK ON THEIR avec Madagascar et le Liban (via de certains aspects administratifs et Professionnelle, engagée et Fair Trade Lebanon). logistiques. Je représente en France SOCIETY. gourmande ! J’ai ensuite travaillé au sein des Terroirs du Liban, les producteurs et J’apprécie de travailler avec cette It is a fast growing organization yet well rooted to its mission to serve the Lebanese small producers by épiceries Papa Sapiens à Paris et coopératives. équipe. On partage les mêmes giving them the support to grow their businesses in volume and quality. développé leur activité traiteur. valeurs, le respect du travail, Dans chacune de mes activités, je As for my favorite Terroirs du Liban’s products, I would personally find of incredible taste and quality compared to l’engagement dans un projet éthique, cherche à mettre en avant l’origine, other products found in the market: Comment vis-tu cette expérience : humain et projeté vers l’avenir. les histoires et les hommes qui • The Extra Virgin Olive Oil Sans oublier notre passion commune font de ces produits des produits Je suis fière de pouvoir représenter • The fresh Goat Labneh pour la gastronomie, qu’elle soit The Zaatar Qawzah d’exception. Nous avons repris cette marque qui a une histoire forte • libanaise ou française ou que nous contact avec Fair Trade Lebanon et des produits de qualité. mixions les deux! EAT THEM TOGETHER AND FEEL THE APPETIZING, MOUTHWATERING AND PLEASANT il y a quelques mois, et avons décidé La cuisine libanaise est appréciée TASTE THE MIX CAN PROVIDE.
60 Fair Trade Lebanon magazine Fair Trade Lebanon magazine 61 FTL'S IMPACT IN NUMBERS FTL'S IMPACT IN NUMBERS
THE SOCIAL IMPACT THE SALES IMPACT
IN THE LIGHT OF FAIR TRADE LEBANON’S MISSION; WHILE SUPPORTING FARMERS AND PRODUCERS, FAIR TRADE LEBANON THE YEAR OF 2018 HAS BEEN ONE MORE ADDITION HAS BEEN FOCUSING ON THE MARKET ACCESS THROUGH ITS COMMERCIAL TO THE SERIES OF ACHIEVEMENTS WE HAVE PARTNER, FAIR TRADE AND TOURISM LEBANON SAL (FTTL). THE LATTER HAS PROMISED TO ACCOMPLISH. BEEN EXPANDING THE PRESENCE OF TERROIRS DU LIBAN AND COTEAUX LES CÈDRES’ PRODUCTS LOCALLY AND INTERNATIONALLY. By supporting local production all over Lebanon, FAIR TRADE LEBANON has been able to showcase again the three main pillars of the initiatives: GROWING LOCALLY
DECREASE RURAL ACCESS TO MARKET EXODUS
LEADING SUPERMARKET HORECA PROMOTE LEBANESE CHAINS SPECIALTY SHOPS AND Horeca event, partnership with FOOD HERITAGE Carrefour - Spinneys - Fahed - MORE DIVERSE POINTS OF Lebanese Chefs such as Chef ABROAD Charcutier Aoun SALE Cynthia Bitar (Nazira Catering), caterings such as Nazira Catering, Nicolas Audi, Sofil Catering and Here’s an overview of restaurants such as Babel what 2018 brought to us: T F L GROWING INTERNATIONALLY T F L B N FICIA I MPOW WOM N
5% 5% 5% 20% 9% 25% 15% 15% T AININ 5% 5% 5% 20% 9% 25% 15% 15% T T L F T L OB IMPACT T T L F T L
MAIN EXPORTING COOP PRODUCTS T L L
62 Fair Trade Lebanon magazine T L L Fair Trade Lebanon magazine 63 PERSPECTIVES 2019 RÉALISATIONS ET PERSPECTIVES
HISTORIQUE ET PERSPECTIVES
Benoit Berger, Directeur des Projets en œuvre en partenariat avec le de Fair Trade Lebanon retrace 13 CCFD - Terre Solidaire, Expertise ans de travail acharné sur le territoire France ou encore la Fondation Jean- En 2018 un Mémorandum d’Entente champ d’action déborde largement le 2028. Alors que prévaut aujourd’hui libanais et à l’international. Une Paul II ont continué de contribuer au a ainsi été signé avec le Ministère strict cadre du commerce équitable. au Liban, et plus généralement au aventure qui continue d’aller loin, très renforcement de cet axe de travail. des Affaires Sociales pour donner C’est encore dans cette recherche Moyen-Orient, un climat d’incertitude, loin. un cadre à la collaboration régulière de synergies que FTL a rejoint ce plan nous force à l’optimisme ! L’association Fair Trade Lebanon dans la région de Byblos. récemment le Pacte Mondial des Ses objectifs permettent de mesurer a aujourd’hui 13 années d’existence. S’ENGAGER EN FAVEUR Au niveau international, nous avons Nations Unies2, qui vise à inciter notre ambition collective: augmenter Tout au long de ces années, sa DES COMMUNAUTÉS voulu donner à cet engagement les entreprises du monde entier à l’implication et l’engagement des mission centrale fut et reste l’appui VULNÉRABLES l’écho qu’il mérite : dans les adopter une attitude socialement producteurs dans la gouvernance aux producteurs et productrices des rencontres internationales auxquelles responsable en s’engageant à de l’organisation; développer une Depuis le déclenchement il y a huit régions rurales du Liban afin de leur FTL a pris part récemment1, nous intégrer et à promouvoir plusieurs véritable base de volontaires prêts ans de la guerre en Syrie, et l’afflux permettre de vivre dignement de avons présenté notre expérience et principes relatifs aux droits de à relayer les messages de FTL lors des réfugiés qui s’en est suivi, FTL a leur travail, et de leur éviter un exode plaidé en faveur d’une implication plus l’homme, aux normes internationales des événements et des campagnes choisi de s’associer au mouvement inéluctable vers les villes ou l’étranger. forte du mouvement du commerce du travail, à l’environnement et à la de sensibilisation au commerce de la société civile libanaise qui vise Le partenariat avec des organisations équitable en faveur d’une économie lutte contre la corruption. équitable; étendre le réseau des à soulager les communautés les du commerce équitable et l’inscription inclusive, capable de donner leur "Fair Trade Towns"3 à une vingtaine plus vulnérables impactées au Liban de l’organisation dans le mouvement place aux communautés les plus de municipalités dont des villes de par cette crise. Après des projets PASSER À L’ÉCHELLE mondial du "Fair Trade" est passé vulnérables, migrantes ou réfugiées, plus grande importance; amplifier réalisés à la demande de l’Agence rapidement de l’intuition fondatrice tant au niveau de la production que RÉGIONALE l’action régionale et s’affirmer comme Française de Développement et à une stratégie construite sur le long de la consommation. 2018 a également vu s’amplifier référence en matière de formation de UNWOMEN, FTL a développé terme. Corollaire de cette mission l’implication de FTL au niveau de la et d’expertise pour l’accès aux en 2018 un partenariat avec la de renforcement des capacités de région Afrique Moyen-Orient dont fait marchés et la certification. Enfin, FTL coopération canadienne ainsi que CONSTRUIRE DES production, l’action de plaidoyer partie le Liban, tant dans le réseau veut devenir dans dix ans un acteur l’ONG Care International et le Danish en faveur d’une consommation ALLIANCES Fairtrade International que celui de de plaidoyer qui pèsera dans les Refugee Council. plus équitable au Liban en direction C’est ainsi par son engagement sur le la WFTO. Identifiée comme une politiques publiques et sera une force Cet engagement auprès des des écoles, des universités et terrain que FTL cherche à contribuer, organisation d’appui aux producteurs de proposition dans les programmes populations vulnérables, tant des décideurs s’est développée à son échelle et dans une logique proposant des solutions innovantes, nationaux de développement. libanaises que non libanaises, dont en parallèle, renforçant ainsi les d’alliances avec les autres acteurs de notamment pour l’accès aux marchés Pour s’engager dans cette voie la majorité vit en milieu urbain, n’était perspectives d’accès à un marché la société civile, à la réalisation des locaux, des membres de FTL ont dans un contexte de raréfaction pas inscrit dans la mission historique domestique pour les producteurs. Objectifs de Développement Durable mené des missions de diagnostic et des ressources et de compétition de FTL. Il nous a cependant à l’horizon 2030. C’est d’ailleurs d’appui au Maroc, en Tunisie et en croissante entre ONG internationales semblé en total cohérence avec les dans cet esprit qu’a été organisé, le Egypte, et présenté le résultat de PARTICIPER À LA (RE) présentes au Liban et dans la région, valeurs portées par le mouvement 25 septembre 2018, le lancement de leur travail au "Forum consultatif sur FTL est confronté aujourd’hui à CONSTRUCTION D’UN du commerce équitable. Ne pas la nouvelle Charte Internationale du le renforcement des méthodes de l’impératif de professionnaliser NOUVEAU LIBAN contribuer à relever le défi de proposer Commerce Equitable à l’Université travail" au sein de Fairtrade Africa encore plus son travail et ses des modèles économiques inclusifs, Américaine de Beyrouth, événement Middle East en février dernier. Né à la veille du conflit de l’été 2006 équipes, tant sur le terrain que pour le ne serait-ce qu’à petite échelle, nous auquel a contribué un large panel qui allait, paradoxalement, remettre le "reporting" et le suivi administratif de aurait conduits à une contradiction d’organisations libanaises, dont le ses activités. En 2019, de nouveaux Liban sous le feu des projecteurs et majeure : comment défendre des PERSPECTIVES 2019 ET déclencher un nouvel afflux d’ONG projets seront lancés dans le cadre modes de production plus éthiques et (1) Assemblée générale de la WFTO APRÈS… de nouveaux partenariats. Les futurs internationales et de solidarité dans A la lumière de cette expérience et en une consommation plus responsable à Delhi en 2017, Conférences projets devront systématiquement le pays pour faire face à la situation se positionnant comme "organisation tout en ignorant un pan entier de la Internationales des Fair Trade intégrer un volet "renforcement d’urgence, FTL a participé dès ses Towns à Sarrebruck et Madrid, apprenante", FTL – avec sa branche population vivant dans notre pays ? des compétences". Ce n’est qu’en premières années à la dynamique respectivement en 2017 et 2018, commerciale FTTL – a réactualisé en Aujourd’hui, FTL est reconnu comme investissant dans ce renforcement de reconstruction et de relance Fair Trade Nations and Regions 2018 son plan stratégique à l’horizon l’un des acteurs locaux pleinement que les défis pourront être relevés! de l’activité de production des engagés dans l’effort national visant à Gathering à Cardiff ou encore Fair coopératives rurales, essentiellement atténuer l’impact de la crise syrienne. Trade International Symposium à (2) UN Global Compact: (3) Territoires de Commerce féminines. En 2018, les projets mis Portsmouth, tous deux en 2018 www.unglobalcompact.org Equitables
64 Fair Trade Lebanon magazine Fair Trade Lebanon magazine 65 FOCUS FOCUS
OUTSTANDING PRODUCTS KAMMOUNE, LENTIL SPREADS Trade Organization. The good news is that Fneideq Coop SUCCESSFUL PRODUCER was able to find, within the project, AND SUNDRIED TOMATOES 2 access points to the market (Mar Mikhael market - Beirut and Hoz Mall FNEIDEQ WOMEN - Tripoli) after having showcased their products at several events organized Fair Trade Lebanon is in a constant pursuit of evolution in development and Lebanese culinary heritage falls in the by ARDI / Fair Trade Lebanon. global trend of a healthy and balanced diet. COOPERATIVE Fadwa went on to achieve success on a personal level! She was in fact In the line of these trends and following our progress on the international level, our Research & Development team is due neideq Women be part of ARDI project, which is a granted a lifetime opportunity to export to keep track of the latest agrofood comers in the world and come up with the most innovative products, respecting our Cooperative, or FWC, 20 months project implemented the dried tomatoes produced in the local authenticity and highlighting our authentic taste. is a true example in Akkar under the private sector Coop using a sophisticated drying It is only feasible with the amazing work of our hard-working cooperatives who participate actively in the development of the strength and development program funded by the machine controlled by the quality and execution of the products that are highly appreciated worldwide. independency of women European Union and implemented by department of Fair Trade and Tourism Here’s what the past year brought to us: as well as a success Expertise France in collaboration with Lebanon. The dried tomatoes made story of individuals who Fair Trade Lebanon. This project is it to Germany, to one of our valuable Fstarted out from scratch, and ended offering all the required skills, soft and clients, El Puente who was amazed up attaining outstanding results. The hard, to 11 cooperatives in Akkar, by the quality of such a product. This Cooperative Association For The including Fneideq, in order to provide proved to be a great example to Agricultural Industry in Fneideq has them with the needed knowledge Lebanese Coops, inspiring them been leading its members toward and equipment to produce the best to believe that with collaboration, great accomplishments since 1999. product at the “fairest” price. strong faith and perseverance, “El Mokhtara”, rarely called by Fneideq Coop, under ARDI project, they can produce outstanding her real name Fadwa Zahraman, made great achievements on many products that match both local is the Operations Manager in the levels: the quality of production for and international standards for coop that includes more than 20 the various items at the Coop is now larger market opportunities. working women, delivering over 40 under the control of ARDI/Fair trade different products, including jams, Lebanon due to all the technical distillates, pickles, molasses, bakes and practical interventions made by “الله يخلّ يلنا ال and the traditional Lebanese saj the project in order to achieve such made with their dedicated hands to quality management. And a concrete provide customers with high quality example is the TEQ certification of FAIR TRADE processed goods imitating everyone’s pomegranate molasses produced ” homemade food. by Fneideq women that guaranties is what Fadwa Zahraman keeps on Fneideq Coop, after years of Transparency, Ethics and Quality repeating! struggles due to lack of utensils and provided by Fair Trade Lebanon good practices, got the chance to and recognized by the World Fair ARDI / Fair Trade Lebanon is KAMMOUNEH SUNDRIED TOMATOES LENTILS SPREAD collaborating with Fneideq Coop to increase the number of its TEQ certified products and increase the • Ingredients: a mix of bulgur, • Ingredients: tomatoes dried in • Ingredients: lentils, tahini, garlic production of dried tomatoes in order spices, tomato and pepper pastes the nice Lebanese sun under and salt to reach more markets locally and • Serving advice: served as a salad favorable weather conditions of • Serving advice: served as spread internationally. when mixed with vegetables; or the Bekaa Valley or a complete meal just like We are proud to say that Fneideq used for the “Kebbé” making • Serving advice: served a topping hummus Coop is now equipped with powerful • Taste: you can feel the enhanced for salads, eggs, pasta and pizza • Taste: a great mix that fulfills your tools helping them to achieve the cumin taste and the typical • Taste: you can taste the intensity taste buds key pillar of ARDI project: enabling Lebanese spiciness of our local tomatoes people from rural areas in Lebanon AN AUTHENTIC PRODUCT to access the market and compete AN AUTHENTIC PRODUCT AN AUTHENTIC PRODUCT FROM THE BEKAA. like any other producer.The only FROM THE SOUTH OF FROM THE BEKAA. CURRENTLY SOLD ON THE difference is that they will play an LEBANON MAINLY SOLD ON THE INTERNATIONAL MARKET. initiative part in the story they will tell. INTERNATIONAL MARKET. Way to go!
Fair Trade Lebanon magazine 67 FOCUS FOCUS
THE STORY BEHIND IT The farm was purchased in 1942 by Salim, Faysal’s grandfather who built it. It has been the Saab summer residence for decades before being transformed partially into a guesthouse. The main objective: to revive and maintain the farm by developing products which we are able to observe from the field to the guest’s table.
AL HAUSH AND FAIR TRADE LEBANON Al Haush and FTL share common values such as the support of local communities to remain in their environment and produce quality food products.
WHY SHALL WE VISIT AL HAUSH - for an authentic and simple AMAZING PLACE Agritourism experience - For an enjoyable farm experience to restaurant tables with simple AL HAUSH AGRITOURISM and honest ingredients coming directly from Al Haush estate farm - to disconnect totally from the LOCATED IN THE RICH LAND OF THE BEKAA AL HAUSH direct environment and get lost in AGRITOURISM, IS A REAL GEM OF AL RIAQ VILLAGE. Al Haush’ nature PASSERSBY CAN’T HELP BUT BE DRAWN TO THIS ATTRACTIVE FARM AND THE UNIQUE EXPERIENCE IT HAS TO OFFER. FAIR TRADE LEBANON HIGHLY SUPPORTS SUCH INITIATIVES, IN THE LINE OF THE PROMOTION OF RURAL LEBANESE TRADITIONS AND AUTHENTIC LOCAL PRODUCE. FAYSAL SAAB, A LEBANESE ENTREPRENEUR UNDERTOOK A “CRAZY RISK” BY INVESTING HIS TIME, MONEY AND ENERGY IN HIS FATHER’S LANDS…..LET US HAVE A CLOSER LOOK.
FAYSAL SAAB, A TOUR INSIDE THE AL HAUSH MAIN PILLAR DOMAIN After living overseas for more than The essential idea was to revive the 20 years and working in different farm agro activities via a tourism sectors, I decided to come back to project. Lebanon to raise my daughters in The concept: an agrotourism an environment which is dear to my destination in Central Beqaa that heart between Beirut and Houch el combines calm, charm and authentic Ghanam in Central Bekaa. agricultural tradition.
68 Fair Trade Lebanon magazine Fair Trade Lebanon magazine 69 INSIGHTS INSIGHTS
Our family is getting bigger… FTL PERSONALITY OF THE YEAR STAFF NEWS MARIE-THÉRÈSE TARABAY NEW COMERS Here’s to our latest comers!
Rewarding her dedication and outstanding performance We are proud to announce that Mrs. Marie-Thérèse Tarabay, our internal auditor since March 2016, has been awarded the Personality of the Year 2019.
LET’S GET TO KNOW HER BETTER:
Her Background… Marie-Thérèse finished her major studies in accounting. She worked as an accountant at a local company, which she says, taught her everything about being an auditor within a nine-month period. The desire to advance her career led her to Fair Trade Lebanon where she currently performs operational and September 2018 September 2018 September 2018 FTTL SALES TEAM FTTL SALES TEAM FTTL QUALITY TEAM financial audits. NATHALIE SAAD WISSAM HAYEK SARAH JOSEPH Her Personality… • A full-time, hardworking and quite serious internal auditor • Calm with nerves of steel • “Visionary”, Marie-Thérèse insists on her 6th sense that enables her to “predict” upcoming events. It’s something she feels comfortable about as it helps her manage the daily stress.
Her work at Fair Trade Lebanon… Marie-Thérèse handles the financial part of Fair Trade Lebanon’s group [FTL – FTTL]. Does not believe in procrastination as she can’t stand pending issues. She describes the team she works with as complementary and ideal, since everyone works for the benefit of the entire company.
What she likes most about her job at FTL… October 2018 January 2019 Our internal auditor loves her job! She’s driven by financial issues FTTL MARKETING & FTL ARDI PROJECT She regards her work environment as quite enriching due to the fact that it COMMUNICATION TEAM OMAR CHEHAIDI exposes her to different characters and situations. CHRISTY MASSABNI
The one thing that makes her smile (among many other!)… The positive feedback and gratitude she receives from both her superiors and colleagues. It is something that keeps her going.
How it feels to have her husband as a co-worker… The best thing about it is that they get to enjoy more time together on their way to work! They do not talk about work since they are placed in different We wish them a departments, Marie-Thérèse and Wissam keep their distances and avoid lot of success in work-talk at home. their upcoming She deserves to be Personality of the Year because… Quoting Marie-Thérèse: “I feel that I understand people, I listen to my endeavors! colleagues and always try to provide the serenity and tranquility in me in the May 2019 August 2018 working environment. I believe it is an ideal way to lead my colleagues towards FTL ARDI PROJECT FTTL LOGISTICS TEAM progress!”. MARIAM AL GHARIB ANTOINE GHARZANI
70 Fair Trade Lebanon magazine Fair Trade Lebanon magazine 71 INSIGHTS CUT & SAVE OUR DELICIOUS TERROIRS DU LIBAN RECIPES
NEWBORNS OLIVE OIL BREAD AKKOUB, FREEKEH & We are happy to announce the birth of ; Preparation time: CHICKPEAS SALAD 80 min Preparation time: color. Add the akkoub and 60 min sauté for 4 to 5 minutes. Serving: 5 Season with white pepper Serving: 4 and salt. Rinse the Ingredients: chickpeas and soak in 250g of flour Ingredients: cold water for two hours. 4 eggs 600g akkoub Drain and peel it. Rinse 15cl of extra virgin olive oil 250g of cookedfFreekeh freekeh and soak in cold 1 small cup of white wine 100g of cooked chickpeas water for two hours. Boil 150g of pitted green olives 6 whole garlic cloves, freekeh during 30 minutes 2 tbsp of tomato paste unpeeled in water (mixed with 1 1 tbsp of lemon zest 2 medium onions teaspoon of sea salt with 1 tbsp of yeast Extra virgin olive oil herbs and 2 tablespoons 1 tbsp of fleur de sel White pepper of virgin olive oil), then add Sea salt the chickpeas and boil for Preparation: 2 large spoons of verjuice 15 minutes more. With an electrical mixer, whisk eggs with salt, ground Mix the akkoub the freekeh pepper and lemon zest. Preparation: and chickpeas. While whisking, add slowly flour and yeast. Lastly, add Drain the akkoub and cut Add lemon juice, olive oil, olive oil, tomato paste and olives. every branch in two pieces. salt and white pepper. Let dough rest for 30 minutes. Bake at 180 degrees in a Heat some olive oil in a MAJD FATTOUH LUCAS YANNI buttered baking dish for 45 minutes. deep pan. Sauté the onion Check the seasoning and slices and the garlic cloves serve at room temperature. rd nd Wait until edges turn a little gold. Remove and let cool 3 child of Malek, 2 child of Michel, until they turn deep golden born on November 22, 2018 born on February 5, 2019 before cutting it. We wish them good health and lots of cuddles!
WEDDINGS Congratulations to
POMEGRANATE ICE CREAM Preparation time: the sugar and egg yolk KAMMOUNEH SALAD 3h10min mixture, whilst the whisk is still running. Pouring slowly Serving: 4 is important, so that the surface of the eggs doesn’t Preparation time: Ingredients: overheat and scramble. 30 min 100g caster sugar Return the egg yolk, sugar, 3g ice cream stabilizer and milk mixture back to the Serving: 4 4 egg yolks pan, and heat gently whilst 375ml milk stirring until the temperature Ingredients: 125ml double cream reaches around 70°C, or 500g of kammouneh mix 3 tbsp pomegranate the liquid coats the back of 100g of green onions molasses a spoon. 100g of onions Juice of 1/2 orange Remove from heat, and 500g of tomatoes Seeds of 1/2 pomegranate whisk in the cream, ¼ pack of green mint (to serve) pomegranate molasses 150ml of olive oil and orange juice. Preparation: Leave to cool, and then Preparation: Mix together the ice cream refrigerate until cold. Mix all the ingredients together and stabilizer and sugar, and Churn in an ice-cream ALI EL BACHA MARIE-CHRISTINE NAWFAL enjoy the fresh salad taste! add to the egg yolks. Whisk maker, or freeze, stirring tied the knot on May 24, 2018 said yes on July 20, 2019 until pale and fluffy. every hour until it solidifies Heat the milk until just – around 4-6 hours. boiling. Leave to cool briefly, Garnish with a handful of We wish them a lifetime of happiness and love! and then slowly pour over fresh pomegranate seeds.
72 Fair Trade Lebanon magazine Fair Trade Lebanon magazine 73 CUT & SAVE OUR DELICIOUS TERROIRS DU LIBAN RECIPES FTL COOPERATIVES
74 Fair Trade Lebanon magazine Fair Trade Lebanon magazine 75 FTL PARTNERS
76 Fair Trade Lebanon magazine