Lebanon: supporting agribusiness in the Bekaa Valley through the Private Sector Development Programme

As part of the agribusiness component in the Bekaa, the programme carried out a diagnostic sector research for crops that are suitable for support and assessed against a set of criteria. Cherries and table grapes value chains were selected.

The Chamber of Commerce, Industry and Agriculture of Zahle and the Bekaa (CCIAZ), main local implementing partner, supported by a group of local and international experts of ICON consulting group, as well as by Natagri, a local firm of the Bekaa specialized in cherry and table grapes farming, are working together with mutual trust on:

• Developing an observatory to provide access to information, markets, stakeholders and good agricultural practices;

• Promoting marketing, sales and communication (packaging, logistics…);

• Providing business and technical support to cherry and table grapes farmers, and to Post-Harvest Units (PHUs) and exporters.

An observatory to be launched soon

The observatory is an online tool (Web) and mobile application, delivered in Arabic and English. Its functionalities help making farming business more efficient and improve business linkages by providing access to information, markets, stakeholders and good agricultural practices.

As an example, to feed this observatory, more than 1,000 stakeholders (farmers, input suppliers, PHUs …) have been mapped.

Promoting marketing, sales and communication

Four studies have been conducted:

• a packaging study related to the packaging technics of table grapes and cherries in Lebanon for local and international markets,

• a logistics study highlighting the logistic routes for fresh fruits and vegetables within Lebanon and for shipments abroad to the international markets,

• an international market study conducted on cherry and table grapes competitiveness on international market

• a local market study highlighting consumers’ eating and purchasing habits of fruits and vegetables and market needs and trends (more specifically for tables grapes and cherries).

These studies will be available on the observatory and their results have been disseminated to stakeholders in a workshop during which a national marketing strategy will be proposed to adopt.

Moreover, as a result of the conducted studies, a brand, MERULA, and relative packaging (for farmers and PHUs) have been developed. An in-store promotion in the Lebanese market will be implemented to promote this brand.

Providing business and technical support to cherry and table grapes farmers

The participation of 14 key farmers and exporters in Fruitlogistica in Berlin triggered a pilot initiative related to the implementation of the Integrated Crop Management (ICM) certification which guarantees products with low pesticide residues. Further to the success of this initiative in two villages with a group of 13 cherry farmers and 15 table grapes farmers, the ICM certification process has been extended to cover other villages and over 150 extra farmers.

Moreover, two study tours for cherry and table grapes farmers have been organized to Bari (Italy) to upgrade their knowledge and skills in various agricultural techniques. These skills have been enhanced locally through series of technical and business trainings, followed by field coaching sessions, conducted by local and international Italian experts, on various topics (pruning, fertilization, irrigation, soil test, Integrated Pest Management…).

The training modules will be available in the observatory.

Providing business and technical support to Post-Harvest Units (PHUs) and exporters

After conducting a technical and operational assessment of the PHUs directly involved in the cherry and table grapes business in the Bekaa (38 PHUs), the project will assist 5 PHUs on their technical and operational needs.

Moreover, several business and technical trainings have been conducted to PHU owners/managers on several topics (lean management, technical parameters to access new markets...) followed by field coaching sessions. These PHUs are being put in contact with the ICM certified farmers.

Finally, it is worth highlighting that the programme is enhancing the building capacity of its partners’ staff who are involved in this project at a managerial and technical levels.

Find out more on www.psdplebanon.com