In the quiet villages of Mount Lebanon, the olive harvest is a cherished celebration of heritage. At dawn, families gather under ancient olive trees, their laughter mingling with the rustling leaves. The aroma of freshly picked olives fills the air as generations work together, preserving a deep connection to the land.
Yet, this tradition faces mounting challenges, declining sales, unpredictable markets, and younger generations seeking opportunities elsewhere. For many farmers, the harvest is now a bittersweet reminder of a struggling livelihood.
Turas was created to honor this legacy and give it a modern twist. By shifting part of the olive yield to produce squeezable olive paste, Turas has created a new market opportunity for farmers while preserving their craft. Every squeeze carries the spirit of Lebanon’s olive groves, bridging past and present, supporting farmers, sustaining livelihoods, and ensuring that Lebanon’s olive heritage thrives for generations to come.
