This week in The Futures Hub Series, we speak with Farah, who tells us about her work with woman-led cooperative in Jordan.
Hi Farah! To begin, can you tell me a bit about yourself?
Sure! I grew up my whole life in Jordan and have always been passionate about social service, international relations, and human rights. My activities in school often revolved around volunteering—whether it was painting walls in rural schools, planting olive trees, or doing art therapy for victims of family violence. This eventually led me to pursue Human, Social, and Political Sciences (HSPS) at Cambridge. I chose Cambridge because their HSPS course offered an incredibly diverse outlook on international relations, incorporating sociology, politics, and anthropology.
Can you tell me about your business idea?
During the COVID-19 lockdown in 2020, my family moved to a farmhouse in a rural area. We discovered a woman-led cooperative there struggling due to the pandemic. Their sales plummeted, and they were in dire need of economic resources, so I decided to help by starting their Instagram page, creating a logo, and doing some professional photography of their products. This social media presence significantly boosted their visibility, leading to increased orders! We also participated in local bazaars (fairs), which provided substantial profit. Recently, I've been working on creating sustainable gift boxes featuring their products to expand their market reach.
That sounds incredible Farah! What motivates you to do this?
I've always enjoyed artistic endeavours as a break from studying, and this project allows me to combine my passion for art with meaningful social impact. The women in the cooperative are genuine and very inspiring. I feel a strong sense of duty to give back to my community and country, which motivates me to continue this work.
Can you tell me about your time at the Lucy Ent competition?
The Lucy Enterprise competition was an incredible experience. I presented my project, which had already gained some traction. With guidance from mentors like Bruno, I refined my ideas and focused on addressing specific Sustainable Development Goals (SDGs), such as gender equality, sustainable communities, and decent work and economic growth. Initially, I considered creating a cookbook but shifted to the idea of gift boxes after realizing physical cookbooks are becoming a bit outdated. The competition provided a platform to showcase the cooperative's work and gain valuable feedback and support. The women of the cooperative were touched that their voices had resonated all the way to Cambridge!
Where do you see yourself working on this next?
This summer, I'm focusing on developing these sustainable gift boxes made from recycled materials, replacing the current plastic packaging. I also plan to create a website for the cooperative to facilitate online orders. While the current market is primarily within Jordan due to shipping constraints, I hope to eventually expand our reach. Long-term, I envision supporting more cooperatives across Jordan and creating a network that enhances their visibility and economic sustainability.
What challenges have you faced, and how have you overcome them?
One of the main challenges was the initial setup of the cooperative's social media and marketing strategies. Starting from scratch with no prior digital presence was daunting. However, using my background in IB business and marketing research, I was able to create effective promotional materials and strategies. Another challenge is the sustainability aspect, particularly moving away from plastic packaging. I'm currently researching and testing various eco-friendly materials to find suitable alternatives.
What are your future plans for this project?
I aim to scale up the production of the gift boxes and establish a robust online platform for the cooperative. Beyond that, I hope to extend support to other woman-led cooperatives in Jordan, helping them achieve similar success. The ultimate goal is to create a nationwide network of cooperatives, creating collaboration and reducing competition within individual villages.
That is amazing! Thank you so much, Farah. Your dedication is remarkable, and I'm excited to see how your project develops!