Turas Exclusive Interview with GIZ
Highlighting Turas: A Journey of Tradition and Innovation
In a recent interview with GIZ Lebanon, Balsam Abou Shacra, the founder of Turas, shared an inspiring story of resilience, innovation, and dedication to preserving Lebanon’s olive heritage. This interview sheds light on the transformative journey of Turas and its impact on the local economy.
Reviving Tradition Amid Challenges
Turas was born out of a desire to address long-standing challenges in Lebanon’s olive sector. In Mount Lebanon, where olive cultivation has been a cherished tradition, farmers have faced numerous struggles for decades. The COVID-19 pandemic further highlighted these challenges, bringing Balsam back to his village where he saw firsthand the issues of unsold olive surpluses and limited market opportunities.
Recognizing the potential to make a difference, Balsam launched Turas, an innovative olive paste that not only addresses the surplus of unsold olives but also creates new market opportunities for mid-sized farmers. By transforming tradition into a modern product, Turas bridges the gap between heritage and contemporary market needs.
Support from GIZ and Berytech
The program is funded by the German Federal Ministry for Economic Cooperation and Development (BMZ) and implemented by Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) in partnership with Berytech.
The journey of Turas wasn’t without its hurdles. Despite his background in marketing, Balsam faced significant challenges in sales, financial management, and scaling the business. That’s where GIZ Lebanon, in partnership with Berytech, stepped in. Through their program, Turas received vital training to overcome these barriers and transition from a home-based venture to an industrial-scale business.
Key areas of support included:
- Training and Expertise: Comprehensive guidance in sales, product development, and business problem-solving.
- Resource Access: Connections to a factory for industrial-scale production, ensuring consistent quality and efficiency.
- Funding Support: Financial assistance that enabled Turas to invest in scaling operations and improving production infrastructure.
- Scaling Opportunities: Tools and knowledge to expand Turas’ market reach while maintaining its core values.
Making an Impact
Today, Turas is much more than a business; it’s a vehicle for preserving Lebanon’s olive heritage and supporting local farmers. By providing better market access, Turas ensures that the hard work of mid-sized farmers doesn’t go unnoticed. Additionally, introducing a unique product like olive paste has opened up new opportunities in both local and international markets.
A Vision for the Future
Turas exemplifies how small and medium-sized enterprises (MSMEs) can make a significant impact on the economy. By combining traditional practices with innovative solutions, Turas is not only sustaining a vital agricultural sector but also driving job creation and sustainable growth in local communities.
As Balsam beautifully put it, “Through Turas, we are now able to preserve our olive heritage, provide mid-sized farmers with better market access, and introduce a new product to the market.”
This journey, supported by GIZ Lebanon and Berytech, highlights the potential of MSMEs to transform challenges into opportunities and pave the way for a brighter, more sustainable future.
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