In the heart of the Mediterranean, where environmental challenges intersect with the ambitions of economic growth, the GREENSTEP project – “GREEN Skills development and Entrepreneurship support to Promote the green transition of economies in Tunisia, Lebanon and Jordan” supports small and medium-sized enterprises in making a responsible and concrete ecological transition.
Funded by the Union for the Mediterranean (UfM) and led by ICU – Institute for University Cooperation, the project provides technical, training, and strategic support to selected businesses in Jordan, Lebanon, and Tunisia, promoting sustainable business models with a positive impact.
For Mansour Al Natsheh, from Sawa Plastic, the green transition is a mission: “We adopted a green action plan starting from the belief that the environment is a key partner for development.”
The company, active in the manufacturing sector, recycles plastic waste to produce sustainable construction materials. Its objectives are:
- Recycle 1.000 tons of plastic per year
- Reduce CO₂ emissions by 30%
- Decrease raw material use by 25%
- Engage 100 local factories as waste suppliers
- Monitor environmental performance through a digital platform
But the benefits go beyond the numbers: “For us, it also means creating jobs, training young people, and promoting environmental equity.”
Despite obstacles such as low awareness and market resistance, Sawa Plastic continues to invest in training, certifications, and innovation, with a long-term vision.
Lebanon – Beirut Waterfront Development: energy efficiency and resilience
In a context marked by economic crisis and instability, Beirut Waterfront Development – the company managing Zaitunay Bay and Le Yacht Club Beirut – has chosen sustainability as a key to resilience and innovation.
“The economic emergency in Lebanon pushed us to rethink our operating model,” says Milad Haikal. “We realized that adopting green solutions was not only an economic opportunity but a duty to the future.”
The company’s action plan focuses on energy efficiency, resource management, and training:
- More efficient generators to reduce diesel use
- LED lights and Building Management Systems (BMS)
- Use of biodegradable paper and shared printers
- Reverse osmosis plant to improve water sustainability
“Our strategy creates shared value: reduced operating costs, greater system reliability, and a healthier environment for clients and employees,” Haikal explains.
The challenges, especially financial, are addressed with a gradual five-year plan, based on data analysis, staff training, and collaboration with sustainable partners.
Tunisia – Dyamant Leuze: zero waste in the almond supply chain
Haifa Yousfi, an engineer and PhD candidate in agricultural sciences, carries forward her vision through Dyamant Leuze, a company committed to valorizing almond by-products.
The new project, COMPOSTERRA, is based on a simple principle: “Economic development must not go against the environment. We firmly believe in turning waste into resources.”
Through a circular economy system, Dyamant Leuze:
- Recycles over 90% of processing waste
- Reduces energy consumption by 30% thanks to efficient technologies
- Monitors consumption and quality quarterly
- Offers organic fertilizers and natural oils with high environmental value
“Customers trust products that respect the environment, employees work in a motivating environment, and investors find in us a credible and competitive project.”
The main challenges? “Initial costs and cultural change. We address them by seeking strategic partners and offering ongoing training to the community.”
The value of green business: an investment for everyone
The experiences shared from Jordan, Lebanon, and Tunisia confirm that the green transition is not a luxury, but a concrete and strategic choice Companies that adopt sustainable action plans generate value on multiple levels: economic, social, and environmental. Investing in green business means reducing costs, attracting responsible clients and investors, improving corporate reputation, and actively contributing to the fight against climate change.
The GREENSTEP project will continue to support and share this journey. Because the sustainable future of the Mediterranean begins today. And it starts here.
