It is an inspiring opportunity to share with you a glimpse into how people are stepping up to the green transition and how businesses are wholeheartedly embracing the objectives of the Sustainable Development Goals!
Empowering Sustainable Innovation
The GREENSTEP project – GREEN Skills development and Entrepreneurship support to Promote the green transition of economies in Tunisia, Lebanon and Jordan, funded by the Union for the Mediterranean UfM, is an initiative that aligns with this movement. With a bold and inspiring mission, ICU is dedicated to accelerating the green transition, focusing on empowering SMEs (Small and Medium-sized Enterprises) and youth, the change makers of tomorrow.
This project has provided training and technical assistance to over 100 MSMEs across Jordan, Tunisia, and Lebanon, helping them in designing innovative green business plans.
Let’s take a closer look at some of these inspiring entrepreneurs!
Lebanon – Quinta Group: Sustainable Agricultural Transformation
First, we have a trailblazing businessman from Lebanon, passionate about making change happen in agriculture.
“As an agriculture company, we are on the frontline of promoting environmental responsibility and supporting healthy ways of living. Our green business plan reflects this commitment by adopting sustainable solutions — from removing pesticides to offering high-quality fertilizers and soil amendments — and continuously seeking more sustainable and effective ways of networking with other farmers. We always strive to offer holistic solutions that support the entire farming ecosystem. Guided by passion, responsibility, and creativity, we try to empower the agricultural sector and shape a stronger and more sustainable future.
At Quinta Group, one of our core goals is to foster biodiversity and eco-friendly farming across all operations. In our nursery, we embrace a green circular economy by installing solar panels and integrating sustainable practices with low carbon emissions. We are equally committed to water conservation, providing farmers with advanced, water-saving irrigation systems to help them grow more with less. Through these initiatives, we aim to empower the agricultural sector in Lebanon and beyond, paving the way for a healthier and more sustainable future. We also promote a circular economy by prioritizing sustainable practices such as composting organic matter and optimizing energy consumption. Recently, we have launched a plastic collection campaign to further improve waste management and start a new business idea.
We offer customers high-quality, eco-friendly products that enhance agricultural productivity while supporting a healthier environment. Our commitment is to foster a workplace culture rooted in innovation, responsibility, and pride. Our focus on circular economy practices, clean energy integration, and sustainable growth ensures long-term and competitive advantage.
Financial constraints can make the initial investment in renewable energy difficult. The adoption of advanced technologies requires technical expertise, which is not always available. Lebanon’s legislation can also delay the introduction of sustainable practices, and cultural resistance can be an obstacle. To overcome these challenges, we are focused on collaborating with local authorities to spread the long-term benefits of sustainable practices. Through these efforts, we aim to upgrade sustainable agriculture in Lebanon.”
Tunisia – Maiti Cosmétique: Nature-Inspired Green Beauty
The second entrepreneur is from Tunisia; she works in the production of cosmetic goods.
“Since I started working in biotechnology, I have always been passionate about the extraordinary potential of medicinal and aromatic plants, especially those from our region. As a woman engaged in the development of natural resources, I felt very early on the need to build a project that was useful, sustainable, and deeply rooted in nature. This is how Maiti Cosmétique was born, with a clear mission: to create 100% natural, effective, and environmentally friendly skincare and makeup products.
My decision to adopt a green business plan arises from a personal commitment. I have always believed that a company can and should be an actor in ecological and social change.
This green positioning fully reflects my personal values:
- the respect for nature and humanity, through healthy ingredients and fair partnerships;
- the transmission of knowledge, notably through training in natural cosmetics;
- the pride of our roots, by enhancing local plants and forgotten crafts;
- and above all, the consistency between my deep convictions and the choices I make every day in the company.
The support I received through the GREENSTEP project not only strengthened my green vision but also integrated tools, innovative approaches, and clear indicators. This support has given us the structure to establish Maiti Cosmétique as a forward-looking, impact-driven company. Today, I am proud to carry a project that is part of a complete sustainability dynamic: from seed to skin, from local to international, while remaining faithful to my values and my land.
Our objective is to build an integrated, ethical, and resilient value chain that raises the value of both local biodiversity and traditional knowledge, while meeting international market requirements for traceability and quality. At the heart of our strategy, we have launched an initiative for the cultivation of certified aromatic and medicinal plants with the ambition to ensure full traceability of raw materials from seed to product, obtain organic and fair certification, and reduce our dependence on external suppliers.
By structuring our model around the earth, we ensure both the sustainability of our activity, the consistent quality of our formulas, and the opening to new markets.
We have put in place a structured approach to reduce our environmental impact at every stage of our production chain. For example, we use recyclable packaging, and we have also set up an eco-friendly loyalty system: every customer who returns an empty plastic package receives a discount on their next purchase. This approach allows us not only to limit our ecological footprint but also to create a lasting bond of trust with our customer community, which is increasingly sensitive to environmental issues.
Our green business plan constitutes the core of our strategy for growth and innovation. It generates value on several levels, for the company itself but also for all stakeholders of our ecosystem.
The implementation of our green strategy involves several complex challenges — technical, economic, and cultural: maintaining international certification requires administrative accuracy, investments, and specific expertise; and changing the attitudes of some partners or distributors unfamiliar with sustainable practices or unconventional packaging.
We also work with rural women, artisans, and local farmers, contributing to employment, the transmission of know-how, and the development of short circuits with high added value.
This creates a motivating, inclusive, and sustainable environment.”
Jordan – Eco-Housing: Building a Greener Future
The third businessman is from Jordan and he works in the eco-housing sector.
“We draw inspiration from the integration of stone, marble, and architecture with nature, where sustainability is deeply rooted in our culture. We believe that natural building materials like stone and marble can help to preserve the environment and spark a green industrial renaissance.
Through our green action plan, we strive to deliver innovative, out-of-the-box architectural designs that offer eco-friendly solutions. We have reached an advanced stage in green industrial practices such as sustainability, reuse, recycling, and waste reduction.
Our primary objective is to develop sustainable architectural solutions using natural materials that minimize environmental impact. Every project we undertake balances aesthetic appeal with sustainability by enhancing resource efficiency and cutting carbon emissions.
We closely monitor the use of natural materials, energy consumption in manufacturing, and waste production, constantly seeking ways to reduce waste through recycling and cutting-edge production techniques.
Our approach begins with raising awareness among employees, clients, and investors about the importance of sustainability in architecture and its environmental benefits. We encourage collective participation in achieving our green goals. We also tailor sustainable products to meet client needs while promoting natural, eco-friendly materials.
To overcome the challenges, we are facing, we are enhancing our technology, expanding our network of eco-conscious suppliers, and seeking investors to support the industrial green transition.”
The stories shared through the GREENSTEP project show that the green transition is not just a goal to strive for, but a reality being built every day through the dedication of visionary and passionate entrepreneurs. In Lebanon, Tunisia, and Jordan, small and medium-sized enterprises are paving the way toward a more sustainable future by innovating production models, enhancing local resources, and promoting a circular economy.
