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Souk el Tayeb

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Shireen Makarem

on 13 June 2014

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Transcript of Souk el Tayeb

Souk el Tayeb:The Good Food Market in Lebanon
by Dima Jamali and Haitham Khoury

design by Dóri Sirály for Prezi

Do you think SET should expand its operations into the Arab world? If so,
should it focus on development programs (educational programs, Food & Feast…) or commercial products (Tawlet…)?

Is social entrepreneurship viable in the Arab World?

How can social entrepreneurs such as Kamal Mouzawak and Christine Codsi attract talent when there aren’t high salaries and options?

What could the Lebanese government or society do to encourage more social entrepreneurship?

What other channels you recommend SET to undergo to ensure its sustainability?

To what extent do you believe food can bring people together?

Questions to Think About!
A Closer Look
Main Dilemma & Solution
Current Structure & Recommendations
Souk El Tayeb at a Glance
Visionaries & Social Entrepreneurs
Tayeb holds several meanings in Arabic…Tayeb as good,
tasty or goodhearted

A weekly open-air farmers' market, promoting local
small-scale farmers and producers

Lebanon’s first Farmer’s Market

Started in 2004 as a small one man business & successfully grew to become a vibrant organization working on many projects both nationally & internationally

Held every Saturday from 9:00 am to 2:00 pm at Beirut Souks & at Saifi Village from 4:00 pm to 8:00 pm

Held also every Thursday at Le Charcutier Aoun in
Antelias from 10:00 am to 5:00 pm

Every week the market hosts over 60 producers from all over Lebanon with different and numerous food products: fruits, vegetables, mouneh, Lebanese dishes, honey, olive and oil, pastries, saj, sweets, marzipan etc...

Traditional and special handmade crafts: kids’ books, soap, glass, pottery etc...

Mission & Vision
SET's Mission

Fostering innovative, environmentally sound, socially responsive & economically viable food-related initiatives

SET's Vision

Celebrating food and traditions that unite communities while supporting small-scale farmers & producers

Action Items
Supporting small-scale farmers and producers

Launching local community-level development initiatives

Conducting advocacy, research and education about food traditions and heritage and on living an organic and healthy lifestyle

Creating a platform & space that brings people from different regions and of various beliefs around a
shared goal

Core Values
Different expressions of one vision
Farmers' Market
Provides each Saturday a fixed location for a network of small-scale producers & farmers to sell products & hosts a myriad of events,
activities & campaigns including:

Rabeeh El Tayeb (Delicious Spring)
Zeitun al Tayeb (Delicious Olive Oil)
Atyab Mouneh
National Tabouleh Day
Lebanon in Books
Kids’ Books
Plastic is Back
Tayeb el Organic (Organic is Delicious)
Souk@school is an educational program launched by Souk el Tayeb aimed at raising awareness among youth at various schools about healthy & sustainable living.
Your Own Meal
An initiative providing a cooking space for children in Batroun, Lebanon, to spend the day collecting organic ingredients from a garden and preparing their own meal engendering an appreciation for food preparation.
& E- Tayeb Magazine
The newsletter & online E-Tayeb magazine includes information on Souk el Tayeb’s many initiatives, producer’s & farmer’s personal stories of struggle & survival, & tips on eating organic.
Food & Feast Festivals
During one day events, people explore the diverse traditions, food, & culture of different producers & farmers in different villages across Lebanon including:

Maaser el Shouf, Marjeyoun, Aley, Sebeel, Deir el Qamar, Hammana Old Souk, Batroun Old Souk, Ehden, Zahle, Bourj Hammoud, Tyre, Brummana, and Zokak el Blat.
A permanent space or meeting place in Beirut for
local producers mainly women to prepare their villages’ specialty & cuisine. Each day of the week would focus on a different producer from a region in Lebanon.
Other Activities & Initiatives
Organizing photography exhibitions

Preparing Sunday lunches

Organizing book signing events

Selling Lebanese-designed kitchen equipment

Dekenet Souk el Tayeb: a coop-shop selling farmers’ and producers’ products (products available in 3 boutiques)

SET’s strategic plan for 2010: Goals
1. Bridge ends between food producers & market by increasing presence in
new markets and regions

2. Obtain social & economic recognition for small food producers

3. Contribute to the preservation of tradition through culinary events & the promotion of traditional recipes

4. Build citizenship among diverse communities through the promotion of respect & interaction

5. Impact the environment through the introduction of new campaigns & new environmentally-friendly practices

6. Develop a platform for diverse communities to gather to share a common vision & set of values

The organic evolution of Souk el Tayeb
May 2004
Garden show with 10 local producers

June 2004
Creation of the legal structure of Souk el Tayeb as an independent individual enterprise

Early 2009
Codsi joined Mouzawak as a partner with financial and managerial expertise

Souk el Tayeb’s vision and core value formally crystallized

November 2009
The launching of ‘Tawlet’ as a for-profit extension of Souk el Tayeb

Reconciling Social
& Financial Sustainability
Souk el Tayeb managed to sustain its financial viability through
creating income generating ventures & launching innovative events

Producers continued to pay $25 to set up a table in the Souk

Mouzawak & Codsi did not earn a salary from the money generated instead they directed all surplus income towards the producers, operating costs and sustaining the fast-paced expansion of SET

In mid-2009, Mouzawak and Codsi began thinking about sustainability in a different way. They contemplated revenue-generating options to grow Souk el Tayeb and benefit the producers and themselves going forward.
Revenue Generation:
An Option to Ensure Financial Sustainability
The creation of Tawlet seemed like the most logical & pragmatic solution to meet the challenge of sustainability while remaining inspired & committed to the core mission and guiding values of Souk El Tayeb

Tawlet, also known as The Farmers’ Kitchen, is a social business where profit
is generated to support farmers, cooks & producers whereby everyday a different cook from a different area tells us the story and the traditions of a region in Lebanon through food

Tawlet showed a steadily growing monthly revenue stream between US$35,000 and US$56,000 & a net income of US$36,000 over 12 months in 2010

Most of the revenue generated by this venture was directed towards F&B costs & staff salaries

The founders were diligent in ensuring that most of Tawlet’s F&B spending was directed to the producers of Souk El Tayeb; local producers made up 60% of Tawlet’s F&B

Dekenet is a selection of the finest products from Souk el Tayeb grouped under one label. It also offers traditional kitchen utensils as well as books on the culinary heritage of Lebanon and the region.
Current Structure
Recommendations for Future Expansion
Food Truck
Capital investment:
Little funds invested to modify an existing vehicle to handle food prepared by Tawlet and expenses paid for
few employees.

The truck can park in downtown Beirut during lunch time. The truck could be parked in different neighborhoods in Beirut or other cities to see how demand develops over a few weeks and how receptive the local population is to SET’s mission.

In addition to selling food prepared by the women of Tawlet, SET can sell food sourced from its current farmers for customers to take away or consume on the spot.

Home Catering
Capital investment:
Significant funds invested to rent/purchase
a space to build a kitchen (acquire licenses …). Additional funds needed
to buy food and kitchen equipment, secure adequate quality and safety certificates, pay salaries for a substantial number of employees, and develop a delivery scheme...

The kitchen can be located in the suburbs of Beirut to reduce operational cost. Accordingly, SET’s management can boost
its presence and visibility by attending to key events and ceremonies.

Provide traditional authentic Lebanese Food from
different regions of Lebanon. By doing so, SET can reinforce its mission
to preserve local culinary traditions.

Cooking classes
for schools & universities
Capital investment:
Minimal funds to cover transportation costs. Employees participating in this initiative can be paid on a daily basis. Schools or universities can be encouraged to buy the produce from the Farmers Market.

Schools and universities campuses.

Provide students access to organic produce and the appropriate way of cooking healthy food.

Capital investment:
Significant funds to construct
warehouses to store produce. Additional funds needed
to cover transportation costs from warehouses to wholesale customers, pay salaries for a substantial # of employees…

Lebanese mountains and valleys.

Provide wholesale customers access to organic produce that will meet their customers’ growing needs for organic healthy meals.

Faces & Stories
Oum Ali describes saj baking as a balance between
perfectly leavened dough and cultivated social skills

Her farm now wholesales some of its produces
whilst the rest is packaged and retailed within the
Souk El Tayeb boroughs

Saj baking is Oum Ali’s ultimate & only career path

Souk El Tayeb’s support along with Oum Ali’s rising
popularity and participation in food events has
allowed her to send her children to school

She has forged new partnerships, most notably, her joint venture with Nelly Chemaly in Zouk Mkhayel where combined entrepreneur skills and traditional art have brought the Souk El Tayeb clientele a new taste

Kamal Mouzawak:

the visionary founder of Souk el Tayeb

As the son of a farmer and producer, food and agriculture have always been Kamal’s passion. From a food and travel writer to a macrobiotic cooking teacher, to hosting a TV show about healthy living, Kamal has long been a proponent of good food and the values of family, friendship and hospitality that surround it. He created Souk el Tayeb in 2004 and has actively developed and built the institution. Kamal is in charge of the strategic development of the institution as well as its promotion.

Christine Codsi:

Mouzawak’s managing partner

After 10 years in business consultancy, Christine, now dedicates herself to actively managing and developing the Souk el Tayeb organization, bringing with her a strong business background and experience in social enterprises.

The two complement each other:
Codsi provides business acumen while Mouzawak focuses
his entrepreneurial vision on new potential ventures.

The land, the people, the history, the food and the traditions underpin the very existence of Souk el Tayeb.

Souk el Tayeb has evolved since 2004 from an experimental farmers market promoting small-scale farmers and producers, to an organization working on both, national and international projects to promote and preserve culinary traditions, rural heritage and the natural environment.

1- Souk el Tayeb (SET) at a Glance

2- A Closer Look

3- Main Dilemma & Solution

4- Current Structure & Recommendations

5- Summary

6- Questions to Think About!

Current Structure
A Selfie from the Souk!
Full transcript