In 2007 Leena Irshaid a lecturer in Al-Balqa Applied University in Jordan lost her teaching jop in beneficial insect department dew to university presedent order thats year.and due to being a voulanteer at INJAZ an organization to inspire and prepare young university students to become productive and help them with training to creat their jops after graduation, during that year i conduct an academic research on the effect of small agro-buisness on local comunity, the results reflect the high level of poverity and unemployment between agricultural engineer women..In the next year 2008 me with 16 other femal Agr. engi. the majority were unemploied establish RENAS association.RENAS goal is to alleviate poverity and unemployment among women by agricultural activity. we start with a project for manufacturing organic and naturally olive.eather by preparing traditional or improved products of organic high quality olive fruits.
Meezan Arabia for sustainable development - JordanLead applicant
Agriculture Engineer Association - JordanInitiative partner
Royal Academy of Culinarry Arts - JordanInitiative partner
Al- Balqa Applied University - JordanInitiative partner
Unemployment in Jordan is relatively high, estimated at 13.5% and is particularly acute for Jordanian women. Renas borne out of the recognition that the potential of unemployed female agricultural engineers in Jordan can be utilized. Renas’ goal is to alleviate poverty and unemployment among women by engaging them in agricultural activities that will create economic opportunities and generate income for its members. Recognizing the importance of agriculture to Jordan’s economy, with the sector accounting for more than a quarter (28%) of the country’s GDP, Renas identified food preparation as an ideal economic activity that would utilize the skills and realize the potential of its members. Since the majority of its members owned small farms most of which have olive trees, and Olive is important commodity in Jordan both in production and value Renas decided to manufacture olives, as organic naturally produced without chemical additives or preservative.
1-compining social goals with economic objectives :the buisness earning consederable revenew while providing working opertunity for unemploied agricultural engineer and low income families female.
2- Managing shareholder relation:in order to insure loyality of members and ownership in the buisness, Renas implemented a profit sharing plan and a desision making process that engenders members involvement in managment and operation of the buisness.
3- Finding a nich is key to growth: in the crowded and competitive olive production sector in Jordan Renas found a competitive advantages over its competetor by providing organic low sodium pickeled olive without preservative or coloring materials, healthy organic natural products.
4-staying attundes to customers' need and preferance: Renas support its production line with client questioneer to meet their demands maintain market chair and remain competitive
Al-Salt is an ancient agricultural town that is located in the central -western part of Jordan where RENAS was established her project.Unemployment in Jordan is particularly acute for Jordanian women who have one of the lowest female economic participation rate globally (FAO 2014).Moreover, female employment in agriculture in Jordan was quite low, with estimated female participation at 1% in 2005-2010 (Ibid).The agricultural sector provides livelihoods for 20% of Jordan's population and employs about 7% of the country's population. This sector accounting for more than a quarter (28%) of the Jordanian's GDP, Renas identified food preparation as an ideal economic activity. Since the majority of its members owned small farms most of which have olive trees, renas decided to manufacture olives, an important commodity both in production and value.Ranked the 3rd commodity of the top ten in 2012, olives make a significant contributed US$124 million to the Jordanian economy (FAO 2014).
Currently, the business has 10 full- time employees all of whome are highly-skilled women with engineering backgrounds, and 20 seasonal employees, all of home are unskilled women who harvest, clean, sort and remove seeds from olives.Renas hired a factory engineer to design a food production plant that meets Jordanian's Ministry of Health's and Food and Drug Administration's certification requirements.it get legal certification in 2011.With this knowledge, Renas introducing a new product line. Marketed under the brand name Katarat Al-Nada, Renas all-natural, low sodium and additive and preservative free products were popular with health conscious working women as well as high-profile food establishments.Renas has establish a sustainable project by cooperating with "Mezan Arabia" in 3 green houses providing oppertunities for young people to learn skills in permaculture which is applied in Mezan arabia farm (Jarash eco farm).the products were sold in saturday t farm market in Amman.
Beyond providing employment for unemployed women and raising their living standards, Renas has helped to chalange gender sterotypes.Since most manufacturing buisnesses in jordan are typically owned by men, the success of a women-owned and operated enterprise has empowered Renas' employeese. As a way to promote ownership in the buisness, Renas has initiate a profit-sharing plan for its 37 members, giving women opertunity in leadership and a decision maker. Recognizing the importance of safe food, Renas encourages its suppliers to use Integrated pest mangement practesies and permaculture principles in their farm. Jordanian Agricultural engeneer society the logestical supporter of Renas will establish a permaculture training center where Renas will cooperate with it in training newley graduated agriculture students on permaculture issue.as well Renas is commeted to its customers to provide them with organic natural products.
Leena start talking about the idea in 2007 to Agricultural engineer women via Jordanian Agriculture engineer society which from that day support the idea logestically and in some cases financially.after several meatings the association established in 2008 with 17 participants, and they start working in different projects deals with awarness in paper recycling,biodiversity project and olive manufacturing project which was managed by Leena the creater and corresponding person with CIDA (Canadian International Development Agency) which support the project with a grand from gender equality issue.Renas member reache now 37 women who all share a work eather in training ,workshops, production ,packaging, marketing or in finnacing. Family support for leena and her colleges in renas was with great issue in Renas success.
Starting afood manufacturing buisness was a challenge and as teep learning curve for Renas.Given Renas' limited knowledge in buisness, were challenges that buisness had to contend with. it became apparent that without further training in buisness, Renas capacity tooperate a food processing business would be severely limited.Also Renas lacked the physical premises to manufacture the olives and pickles.Renas rented warehouses in Al-Salt city for food production purposes. Because the warehouses were unfinished, they were inadequate for food production, in addition, in order to operate a food production business in Jordan , Renas needed to meet the requirements for establishing a food processing facility and obtain the necessary certification for operating a food manufacturing plant.financing was a nother chalange for Renas as a newly-formed association,renas lacked the financing needed to establish a capital-intensive food manufacturing plant.
Renas is doing its part to ensure that it minimizes its negative impact on the environment. As a strong opponent of genetically-modified foods(GMOs), pesticides, Preservatives, Renas ercycles organic waste that is derived from the manufacturing process into organic manure.the buisness which is also cooperate with Jarash ecofarm to apply organc activity as well as permaculture primciples and practesies in the farm.also as a part of its corporate social responsibility, renas has partened with Royal Academy of Culinary Arts in Jordan on a project designed to raise awareness on traditional food and its benefit to health and preparing good food among young and childrens.Renas has found a creative way to utilize olive seeds by using it in artworks.
1- Shareholder relations:
Maintaining ownership relations is critical to Renas' success.In order to engender positive relations among its shareholders, Renas members are involved in all aspects of desision -making that relate to the management of the cooperative and the projects.this help the members to develop self-confedence.instilling a strong sense of work ethic ia a challenge for Renas as many of its members have been unemployed for long durations or have had limited job exposure to the world of work.
product pricing is a critical issue for the buisness.Renas strategy to offer healthy , all-natural low sodium and preservative free olives and pickles, which are packed in glass jars with olive oil has resulted in higher production costs, which are reflectedin the price of the products.Renas has undertaken a promotional strategy that focuses on educating its customers on scientific facts as well as the nutritional value of Katarat Al-Nadaucts
One of the benefit from being emperitic women is that UNCTDA will develop a case study on Renas project to share it with buisnesses students.since Renas is embarked on creating employment for young women eather agricultural engineer or from low income familes, the olive manufacuring business struggled to find the ideal product and market fit in Jordan's competitive olive and pickles market.Renas growth strategy while creating social value; how social enterprises manage growth and achieve their social objectives, highlighting Renas success in providinghigh quality products to its customers and maintaining a competitive advantages in the market.
Renas plan to establish a laboratory to undertake testing of its products on its premises by 2016 in addition a marketing department will be established and a customer service representative will be hired to handel customer relation.