For ICU, it is a great privilege to share a brief overview of how people are facing the green transition and how enterprises are embracing the green objectives of the Sustainable Development Goals (SDGs). The GREENSTEP – GREEN Skills development and Entrepreneurship support to Promote the green transition of economies in Tunisia, Lebanon and Jordan project, funded by the Union for the Mediterranean (UfM), is investing in people, as they are the key drivers of change. The project has the ambitious goal of contributing to the green transition and targets SMEs (small and medium enterprises) and youth. The training and technical assistance program on green business planning for MSMEs has involved more than 100 enterprises in Jordan, Tunisia, and Lebanon.
We collected testimonies from entrepreneurs who participated in the green business training program in each of the three countries, asking them to share how they are integrating sustainability into their business models.
The first entrepreneur is from Tunisia; she works in the olive and almond oil sector:
“We believe that economic development shouldn’t come at the expense of the environment — that’s what inspires us most. The importance of turning waste into resources is the guiding principle of our approach, which transforms almond waste into high-quality organic fertilizer. Our Green Plan reflects our core values: innovation, sustainability, and social and environmental responsibility.
The key sustainability goals in our green business plan are to achieve a fully circular economy in the almond production chain, reduce our carbon footprint, and reach zero waste.
Our company is following a clear path to reduce its environmental impact: recycling more than 90% of almond waste and reducing energy consumption by 30%. Our green business plan creates value by providing high-quality natural products and by fostering an accountable and sustainable work environment for our employees. A green business plan also attracts investors and enhances our company’s reputation and commitment. The main challenge we face in implementing our green initiatives is the high initial investment cost. We aim to tackle this by seeking strategic, long-term partnerships, raising consumer awareness, and adopting a mindset of continuous improvement.”
The second entrepreneur is from Lebanon; he works in the wine sector:
“Our winery was founded out of love for the land of Eden and its heritage. As a family-run business, we focus on sustainability, authenticity, and community support. Our green approach involves organic farming and collaboration with local producers. For us, protecting the environment isn’t just business — it’s a way of life. Our main sustainability goal is to achieve 100% organic certification for our wine production by 2030. This includes eliminating synthetic chemicals in our vineyards and adopting eco-friendly agricultural practices. We also aim to implement solar power systems for operations and refrigeration, significantly reducing our reliance on non-renewable energy sources. We’ve taken several measurable steps to reduce our environmental impact: transitioning to organic viticulture by eliminating pesticides and artificial fertilizers, installing solar panels, composting grape pomace as fertilizer, and promoting local agro-food products. We track our progress through internal reviews, expert consultations, and compliance checks for organic certification.
Our green plan creates multidimensional value: customers enjoy healthier and sustainable products and meaningful rural experiences; employees benefit from quality jobs and skill development; and investors engage with a brand rooted in ethical values and focused on sustainable growth. By integrating rural tourism with sustainability, we strengthen community ties and support the local economy while enhancing our brand identity. The main challenges we face are the costs of transitioning to organic and renewable systems, limited technical know-how, and a lack of awareness about the value of organic and green tourism. We plan to overcome these by partnering with local businesses and tourism networks and expanding our digital presence to showcase our sustainability journey.”
The third entrepreneur is from Jordan; he works in the drinkable water sector. Here is a brief excerpt from his interview:
“Our company is inspired by the environmental benefits of our products. This commitment is reflected in our increased production efficiency and resource optimization. These efforts have led to reduced waste and carbon emissions, as well as an enhanced company reputation. The key sustainability goal outlined in our green business plan is to comply with environmental standards for resource efficiency. The steps we’re taking to reduce our environmental impact include identifying key performance indicators, adopting best practices, implementing savings measures, and taking corrective actions when necessary. By reducing our environmental impact, we hope to raise consumer awareness. The main challenge we face is financial. We plan to overcome this by exploring green financing sources and opportunities that support environmentally responsible businesses.”
These stories show how the GREENSTEP project is helping entrepreneurs turn sustainability into practical solutions. Despite the challenges, they are integrating green practices into their businesses, proving that the green transition is already underway across Tunisia, Lebanon, and Jordan.
