Landell Mills concludes four-year project supporting farmers in the Litani River Basin
In September 2025, Landell Mills’ Provision of Services to Address Agricultural Pollution in the Litani River Basin Project came to a close after four years of implementation.
Contracted by the Economic and Social Fund for Development (ESFD) with funding from the European Union, the project worked to introduce cleaner agricultural practices to reduce river pollution in the Litani River Basin (LRB), and therefore increase sustainable production and income generation of Lebanese farmers and cooperatives. A market-driven approach was utilised, designed to assist farmers in increasing the competitiveness of their produce, strengthen relevant value chains and sustainability of farmers’ agricultural holdings, and improve cooperatives’ access to markets.
After four years supporting farmers in adopting clean production practises and supporting women-led cooperatives in developing safe food products, Landell Mills concluded the project with an exhibition and social media campaign to showcase farmer produce.
The Cooperatives Build a Better World exhibition, organised by Landell Mills in collaboration with Jean-Paul II Foundation, gave cooperatives the opportunity to sell their products including fig jam, tomato paste and rose water. Around 1,000 people attended the exhibition, with visibility of the event further amplified through promotion on social media, and media coverage secured on two national television stations. The exhibition helped cooperatives to foster linkages with potential buyers and partners, which is expected to contribute to enhancing market opportunities in the future.
Cooperatives Build a Better World exhibition, organised by Landell Mills in collaboration with Jean-Paul II Foundation
Landell Mills also implemented a social media campaign in collaboration with Made by Nature, an online platform that delivers a range of sustainable products. 11 cooperatives marketed their products on Made by Nature’s online marketing platforms including its website, Facebook and Instagram. The cross-platform social media campaign featured a range of activities from June-August 2025, including:
- Design of a cohesive visual identity for all campaign activities.
- Development of tailored content for each cooperative.
- Redirection of product enquiries to the relevant cooperative, enabling each cooperative to maintain a direct relationship with their customers.
Social media campaign implemented by Landell Mills in collaboration with Made by Nature
