In the past few years, it has been instructive to see the achievements of Fair Trade Lebanon (FTL), an organization dedicated to empowering rural communities and women’s organizations through economic development. At a time when a great deal of attention is focused on megaprojects to advance Lebanon’s economy, FTL works at the local level to change how people build their futures. Given the well-known attraction of Lebanese food products both at home and abroad, FTL came up with the idea of encouraging local cooperatives and farmers to produce food items for local consumption and export with a fair trade certification. Initially directed at the overseas Lebanese, FTL now exports to over a dozen markets.
I caught up with Philippe Adaime, FTL’s CEO on a recent trip to Washington, DC and asked him to give ATFL a report on their progress in 2017. Here is his report.
2017 has been an extraordinary year for Fair Trade Lebanon. Proud of its 12 years of community engagement, the Lebanese non-profit organization is on the path to move forward from “good to great.”
In a country with regionally displaced populations of refugees, facing socio-economic pressures, and increases in unemployment and political instability, Fair Trade Lebanon (FTL) has been able to implement and manage 7 important projects in 2017 and impacted 2,500 jobs. These projects benefit first the host communities and farmers who are the backbone of the rural areas, and includes efforts to help refugees deal with their uncertain future by generating employment opportunities and the seeds for business development.
In 2017, FTL supported 35 women cooperatives and group of farmers to improve their production in order to access local and international markets. In fact, 19 cooperatives received 40 pieces of new equipment and supplies that benefitted more than 540 people. In addition, 1,000 men and women benefited from a MEPI-funded project (A US foreign assistance program) – a number that doubled in 18 months of activities – through the organization of 187 training sessions to support cooperatives and Small and Medium Enterprises (SMEs) in improving their production. As a result, cooperatives and SMEs within the FTL network saw their sales increase by up to 40%, which affected 500 new jobs among 20 business units.
Furthermore, this improvement in production and increase of sales led to an addition of 15 new points of sales in Lebanon and 2 new importers. Currently, 35% of FTL’s producers’ production is meant for export; 13 units are certified organic, and 4 obtained the FLOCERT certification, which indicates that they have met international standards for fair trade.
Regarding refugees in Lebanon, FTL supported 900 vulnerable women from host and refugee communities through specific food processing trainings (preserves, catering, saj), and insured that 55% were Lebanese and 45% Syrian. FTL organized 390 training sessions related to food processing, hygiene, marketing, pricing, and event management. Importantly, 12% of these beneficiaries were youth.
FTL linked 300 Lebanese and Syrian to the private sector by enrolling them in a 2-months internship program where 12% where able to find a decent job. In 2017, FTL intensified its work in Akkar with a group of 30 dedicated Lebanese and Syrian women who established a cooperative in Khreibet el Jundi, and their products can now be found in the well-known Topline supermarket in Halba.
FTL’s target in 2017 expanding its domestic network by organizing 33 awareness sessions in mainly schools and universities reaching 1,300 students. In order to revive and promote authentic Lebanese cooking practices, FTL developed the concept of “make your own saj” and adopted the “shop in shop” channel to get closer to consumers. This created 12 new jobs and revenue of 8,000 USD per month of selling saj.
Concurrently, FTL launched a media campaign all over Lebanon through offline and online platforms, which reached 3,000,000 people all over the country and 18,000 followers on Facebook. FTL took part in 22 events in Lebanon and abroad to promote fair trade practices and market the cooperatives’ products. FTL also attended the World Fair Trade Organization conference in India, where it strengthened strengthed its partnerships with fair trade actors from other countries.
Finally, 2017 was marked by two big events. First, FTL organized the World Fair Trade Day in Lebanon with 2,000 attendees, 45 products exhibited, and 15 live stations to cater friends and supporters. Secondly, in partnership with the Lebanese Embassy in Washington DC, FTL organized an event at the Embassy’s residence under the theme “Authentic Lebanese Culinary Products” where FTL presented its mission and the wide range of products from “Terroirs du Liban.” Over 400 guests attended this event, including 10 importers and 5 media representatives who were greatly impressed with the quality of “home-made” Lebanese products now available in the US.
With a fair and ambitious motto “from good to great,” FTL looks back at 2017 with a feeling of satisfaction and yet a feeling of thirst to grow and inspire everyone they come across. Follow this link to see where FTL works all over Lebanon and this link to see the many products available.