Food plays only a minor role on the national balance sheet, where agriculture is said to contribute about 8% to GDP, and it certainly doesn’t figure with any prominence in the budget. With subsidizing sugar beets and tobacco, the only somewhat significant government funding support for agriculture goes to crops that in the opinion of numerous experts have no future. The agriculture sector suffers most from insufficient public sector guidance and support, said Ragy Darwish, agricultural resource economist at AUB. “The unclear policies at the ministry of agriculture are the main problem,” he said. A second main reason for the sector’s shortfalls were the long years of civil war, he said, adding, “infrastructure and institutions have been degraded.”

But does that really matter, in context of the dwindling role of agriculture in the Lebanese economy? From a utilitarian perspective in the globalized age, food autarky is no longer the worthy policy it once was. But food security remains an issue of national economic and political importance also under conditions of globalization. “Few countries have succeeded in their economic takeoff without reinforcing their agricultural production and processing capacities,” stated the director of France‘s national agricultural research institute (INRA), Bertrand Hervieu, in a 2003 lecture. “No country can be developed or reconstructed without a minimum of agricultural economy and without being somewhat self-sufficient as regards food.” If this sector warrants strategic deliberation, it is for reasons of the unique attributes of food being at once essential livelihood, cultural identity and valuable commodity – which makes agriculture a multiple theme of food security, societal character and an economic factor. “I see agriculture as having a very important role because it is part of the basic foundation of a country, distinguishing it from its surroundings. Therefore, it is a potential source of comparative advantage and for building value-added,” said Khater Abi Habib, economist, anthropologist, and current chairman of Lebanon’s National Institution for Guarantee of Deposits and the Kafalat loan guarantee corporation. In his opinion, public and private sectors will under all economic scenarios need to invest heavily into agriculture. This doesn’t mean, however, that it would be realistic to aim for agriculture to regain an increased share of economic output. In a new positive development cycle, the basic production of commodity foodstuff would be outpaced by faster growing sectors of the economy. Whether the current contribution of agriculture to GDP reaches 8% or not, “the country remains on such a level because GDP has not risen as we had hoped,” Abi Habib said. “If our per capita income goes up significantly, we would have to invest heavily into agriculture to keep its share of GDP at 3% to 4%.”

Another consideration crucial in assessing the macroeconomic role of agriculture is the agro sector‘s massive technical development. While the high-tech revolution of the late 20th century is widely known for its immense rate of progress, the productivity increases of agriculture have been no less impressive in the larger picture of human sustainability. Over the past half century, agro productivity has grown faster than the world population, and agro industry rose to defining the sector’s viability.

The impact of the reversal of dominion by which food processing became economically more important than food growing has made farmers as dependent on agro industry demand as they are on weather and soil. Mismatches between production and demand thus count among the main problems of local agriculture. According to Darwish, some farmers who are situated just 200 meters away from agro industry companies dump their products, while the industrialists import food for processing from the region and even Eastern Europe. The remedy generally prescribed for alleviating the problem of underdeveloped collaboration in the sector is the formation of communication mechanisms. Based on the saying that it is better to light a candle than curse the darkness, Darwish and his colleagues proposed the creation of a Consortium du Agriculture National du Liban, or CANDL, as an instrument to bring all stakeholders in agriculture – farmers, agro industrialists, research institutions, statisticians and public policy makers – together, “to establish communication and work jointly for increased efficiency.” Private sector enterprises have invested considerable amounts into building agro processing capacities. However, many of these industrialists found that what is true for Lebanese industry in general, just as much applies to their situation: the domestic market is too small for justifying the capital outlays required for a modern agro industrial operation, and exports are the only viable proposition for sustainable agro processing. The Lebanese government has recently taken the first steps towards promoting agro industrial products abroad, through a pilot program for participation in food trade fairs, managed by the IDAL agency. Over the past three years, IDAL had also been entrusted with the promotion of Lebanese produce exports, which helped stabilizing production of farms but has yet to succeed in opening new markets. As things stand today, achieving marketability of Lebanese produce in Europe is a “long process” that will still require a considerable effort in educating agriculturalists, the chairman of IDAL, Samih Barbir, told EXECUTIVE (interview on page xx).

In popular local debates, excursions into the topic of Lebanese agricultural production almost invariably assume aspects of a historic comparison, measuring the national output of vegetables, fruits and cereals against the famed past when this fertile realm was the breadbasket of a much larger region than it is today. Lebanon still provides highly fertile ground. It needs to correlate its capacities for agricultural production and industrial agro processing to the role that this sector can play in a modern macroeconomic concert. According to Abi Habib, viewing agriculture under this perspective reveals development potentials not only for farming and agro industry but also for quality of life, attracting foreign companies, and tourism. Capitalizing on Lebanon‘s diversity in foodstuffs from production to culinary preparation could effect in a richer lifestyle on all levels and increase the country’s fundamental attractiveness. “It is an essential for giving us a tourism base that distinguishes us from countries around us. Sun bathing and shopping are limited and not thought nor culture enhancing,” he said. “When it is well sorted out, agriculture will provide jobs and opportunities, plus make the country richer and a more interesting place to go and look at.” A rich, successful and diverse agricultural setting thus would create a stage for highly developed tourism as well as establish the quality of life environment able to entice foreign companies to locate their regional offices here.

Agriculture could also fill a very direct function in providing parts of Lebanon with tourism revenue, added Darwish. Holidays on the farm are a fixture of tourism culture in many countries, and cultivating this segment in Lebanon could be lucrative. According to an AUB research study in two communities with agri-tourism potential, tourists would be willing to spend about $35 per day on an agricultural vacation with an arrangement of leisure options ranging from recreational fruit picking (for the guest’s own consumption or, in the case of grapes, for wine production) to hiking and eco excursions. Finally, protecting agriculture could translate into preserving the national social fabric and demographic balance between rural and urban populations, suggested Darwish. Whereas a lesser role of agriculture increases the migration pressure on cities and leads to marginalization of rural populations, the state could save considerable amounts by supporting agriculturalists, he said. “The government will be much better off in subsidizing farmers in any form rather than letting them migrate to the cities.”

Lebanon’s retail sector has finally shaken off the effects of the war as it moves towards a modern shopping culture. The good news is that a new generation of shopping malls is getting it right, offering a modern retail experience in an equally modern retail environment, catering to both local shoppers and tourists.

This modern culture has not had an easy birth, having emerged from the retail chaos of the immediate post war years. Then, the downtown, historically the capital’s retail core was still rubble and the ad hoc shopping districts that emerged during the conflict – Verdun, Zalka and Kaslik – still thrived in the absence of a genuine retail hub and modern malls. There were shopping centers of a sort, built with the money of returning exiles. This haphazard approach to retail was doomed to fail. The developments were badly run, ill-designed with small shops, fitted with low quality specifications and with little or no thought given to tenant mix. This and a once-thriving market of pirated goods (now happily on the wane) was not an auspicious start to a sector that has the potential to contribute to $3.6 billion or 20% of GDP.

However since 2000, the renaissance of the BCD, new malls –such as the ABC in Ashrafieh and Dunes – and the emergence of supermarket chains have all transformed the sector and the way we shop. This mini revolution has been helped by the fact that many Lebanese have lived and traveled abroad almost guaranteeing a target rich environment for the international brands. Today, as Lebanon continues to fall in line with international retailing trends it is witnessing larger developments, more car-borne shopping and longer opening hours. This is creating increased competition as retailers place greater emphasis on location, access, customer flow, tenant mix, climate control, service accessibility and parking. “The new malls will see a repositioning of the retail landscape, which is currently defined as the high-street,” explained Mark Morris-Jones of Cushman and Wakefield Healey and Baker’s associate office in Beirut. “Those malls that are properly conceived, managed and well-let will succeed.”

Beirut and its suburbs are dotted with promise. Six major retail developments in Dora, Dbayeh, Sin el Fil, the BCD and Verdun will add nearly 200,000m2 of net retail space. The five do not include the 100,000m2 Souks in the BCD, which has been delayed for four years and does not look like it will be built any time soon. However, local retailers believe that this increased supply will meet the demands of Lebanon’s retailers who insist on modern retail space. “The trouble is that today we just can’t find the right location for our premises,” said Admic chairman Michel Abchee. “The new projects are responding to this demand. If anyone is going to suffer it is the previous generation of retail developments.” It was a painful lesson to learn for those who poured their money into badly conceived projects. “We must remember that much of the retail space in the first phase was sold and, therefore, lack the management and direction of a modern mall where space is rented,” said Morris-Jones, who added that developers with the long-term view will be the eventual winner as they should see growth in sales, which will lead to rental growth and then capital growth.

One of the most adventurous new projects is the Metropolitan mall in Sin el Fil. While many analysts believe that the Habtoor Group is throwing good money after bad, but Morris-Jones believes its might just work. “It is a lot smaller than the other malls coming on stream. It has less than 14,000m2 with a lot of restaurants and coffee shops,” he said. Analysts believe that the new ADMIC mall at Dora will help Sin El Fil’s customer draw, as it will be the first genuine hypermarket in Lebanon and will change shopping patterns in Beirut’s northern suburbs.

Area’s that are expected to make a significant comeback include Hamra, a traditional retail area with a proper commercial street and a residential base woven into its fabric. Verdun should also survive as long as it responds to the new challenges presented by the malls. “We need to see retailers’ associations providing street furniture, parking and safety features that will enhance streets and allow them to compete,” said Morris-Jones.

The downtown’s retail dynamic, once so full of promise, has stuttered due to the delay of the Souks project. In 2001, the development was touted as the single most important development in the BCD and a catalyst for foreign direct investment. With roughly 52,000m2 of retail space – including a 15,000m2 dept store and a 7,000m2 supermarket – it was estimated at the time that the Souks could achieve revenues of $270 million in its first year. International retailers – including Les Galleries Lafayette, Harvey Nichols and Printemps – showed genuine interest in leasing the department store while Spinneys also showed an interest in the supermarket plot. Today, political squabbling has thrown Solidere’s original retail blueprint out the window. Allenby and Foch were designed for upmarket brands but have had to absorb those “high-street” labels originally earmarked for the Souks. When the Souks open for business, retail analysts believe that the high-end shops will head to the BCD. “The expectation is that the price point of products offered in the Souks will be some way above those elsewhere and will serve the higher end market segment,” said Morris-Jones. “This will be an extension of the current trend where we have already seen some of those high end retailers drifting in from a number of outside destinations. There will however be an impact on those retailers operating outside the BCD in that they will take with them a chunk of total sales and this will see a reduction in rental levels elsewhere.” But what is selling? Currently women’s wear and restaurants are the most popular retail outlets with home accessories, footwear, jewelry and men’s wear in close pursuit. “There are some outstanding homegrown retailers in Lebanon, such as GS, Patchi, Kababji, Crepaway, Red Shoe, Pointure, Aziz, Ghia Holdings, Maison du Café and any number of the jewelry retailers and some of the boutiques,” said Morris-Jones. “This includes branded franchises from overseas, as well as some home grown operators. Quality will always show through and as long as a full range of stock is carried, which the good retailers do.”

Of the branded concepts – most under franchises – there are the big regional operators such as Retail Group and Al Shaya. Virgin is also a good example of an operator going into and dominating a sector in a professional manner. Special mention must be made of the MaxiMa Group as they have taken brands to the region as a Lebanese company based in Lebanon.

The future is bright. Rental levels should come down and tighter contracts between tenants and mall owners should lead to a more professional performance by malls – including uniform opening hours etc. The Souks will eventually be the jewel in Lebanon’s retail crown and the final jigsaw in the BCD retail evolution, attracting tourists who will add shopping to their Lebanon agenda. Prices will drop, standards will rise and services will improve. Demand for leisure goods and fashion items will mean more international brands and bigger stores. Increased car borne shopping should lead to better facilities in malls in order to make the shopping experience more of a family day out and daycare and crèche facilities will become a must. There should be more specialist shops forcing out those who are unable to respond to the changes in the market and there will be a gradual move away from developing residential buildings with shops on the ground floor as retail hubs come into sharper focus. Finally, customer care service and better stock control will come about as a part of the sector’s natural evolutionary process. No longer will the Lebanese shopper be grateful for what is on offer. The shopper will have more of a choice and better redress.

Why did the original LibanPost fold at the end of 2001?

The investors were upset at the slowness with which the agreement signed with the ministry of telecommunications was being implemented.

What was the state of the company when you took over?

There wasn’t a clear sense of direction. There wasn’t a clear vision.

What have you done since then?

We have improved quality, separated customer service and sales from distribution, renovated post offices and introduced a wide array of retail products – prepaid phone and internet cards, fuel coupons, newspapers magazines and maps, screensavers, stamps. We have also introduced a number of services, to make people’s lives easier. These include fax and photocopy facilities, as well as passport and residency renewal, military service postponement, and university degree certification services. We are trying to make LibanPost a serious intermediary between citizens and the various government departments, while making money along the way – because we are not a charity. We are a ‘front office’ for the government. Finally, we have invested in our 600 employees and in technology. We have invested about $1 million in computerizing the post offices. And recently, I received a telephone call from Fadi Abboud, head of the Lebanese Industrialists’ Association, asking me what we can do for Lebanon’s industrialists.

How serious are you about quality?

We are very serious about it. We have quality controllers who do nothing else all day long but ensure that the mail is delivered on time and that we don’t have issues with customers. We have a 24-hour National Control Center and a daily 9:30am meeting, during which we deal with any ‘incidents’ over the previous 24 hours. Any necessary amendments are made. We don’t hesitate to take drastic measures against our employees, if necessary.

What are your future plans?

In the near future we will be offering over-the-counter insurance products at our post offices – for cars, personal accident, things that are not complicated to sell and do not require medical exams. We just signed an agreement with the ministry of interior relating to the annual roadworthiness check, the renewal of drivers’ licenses, car registration etc. In addition, we plan to introduce two or three other services which should be announced soon. A few days ago, we established a new department within the company. It is responsible for printing, folding, and inserting into envelopes any publications. These are then immediately distributed. It is part of our plan to offer ‘complete solutions.’ We have reached an agreement with the ministry of telecommunications and the telephone company Ogero, under which we will print and distribute telephone bills. We hope this will prompt other utility companies and financial institutions, including insurance companies, to follow suit.

How much has LibanPost invested in these initiatives?

The printing and distribution initiative alone is worth $1 million. Along with the $1 million for the computerization initiative, that already makes $2 million in a year. That is significant. And it doesn’t include other things like digital map systems, which we are going to invest in. That is another couple of hundred thousand dollars.

What problems do you face?

Firstly, is very difficult to operate in a country that doesn’t have a proper addressing system. Secondly, many buildings do not have separate mailboxes for separate tenants. For LibanPost, this is catastrophic. The time wasted because of this is phenomenal. Mailmen have to knock on doors to deliver letters. Sometimes, it takes them 45 minutes to complete delivery to one building alone. Thirdly, not everyone knows of our services, and even if they do, they have to be induced to try them. We have an issue with the way we are communicating with the public and are in the process of addressing it.We can do better. We are finalizing a marketing and media program worth 2.5% of our projected turnover this year. I would like our media costs to one day reach 3%.

What is your projected turnover?

That’s not public information – several million dollars.

What were revenues for 2003?

They were 15% higher than for 2002, and revenues for 2002 were 12% higher than for 2001. And 2004 is planned to be 16% higher than 2003.

How about profits?

Our plan was to break even in 2004. We almost did that in 2003, so we’re slightly ahead of schedule. We now envisage a profit for 2004 – about 2.5% of revenues.

What influence does the government have?

All pricing is controlled by the government. We have some concerns about this. I understand that given the current economic environment the government wants to keep mail prices as low as possible. But from a private business perspective we don’t share those concerns. Also, LibanPost was supposed to be working in a monopolistic environment. Unfortunately, there are local Lebanese courier companies operating without licenses. They are competing with LibanPost in the profitable areas. It’s unfair.

Is there any theft of the contents of parcels opened by the authorities?

None at all.

Chateau Ksara

Chateau Ksara, Lebanon’s biggest and oldest winery (it has been making wine in the Bekaa since 1857) boasts a 35% market share, producing nearly two million bottles each year with revenues of around $6.5 million.

Managing director, Charles Ghostine has just returned from Pro Wein, the premiere German wine fair held every year in Düsseldorf. Ksara is an energetic exhibitor on the international stage, regularly attending the major wine fairs in London, Bordeaux, and Verona as well as Düsseldorf. “We need to be there. If we don’t show up it might send the wrong message to the market,” said Ghostine. “We don’t go expecting to take big orders. We go show our face,” he explained.

Much has been said lately about the potential of Lebanese wine: that it can compete with the very best of the New World producers and that it should position itself as a boutique product. While other producers may be tempted to hit the volume market, Ksara will not skimp on the final product. The winery harvests nearly 2000 tons of grapes from its 300 hectares, an average of nearly seven tons of grapes per hectare (Chateau Ksara, the winery’s flagship wine, is made from the oldest vines, which yield just five tons per hectare). “Some wine regions will obtain yields of as much as 14 tons per hectare,” said Ghostine. “We will not do this.” Although Lebanon’s wine sector has enjoyed significant growth in recent years, until the mid-90s it was a market dominated by a triumvirate of Chateaux Musar, Ksara and Kefraya. Since then, old names – Nakad and Tourelles – are mounting a comeback, while a handful of newcomers, notably Massaya, Wardy, and Clos St Thomas, have made their presence felt with exciting and affordable new wines in eye catching bottles. This increased supply and variety coincided nicely with a change in tastes. The Lebanese have been drinking more wine and local consumption is increasing by around 10% each year. For the record, the Lebanese consumed three million bottles in 2003. Of that number, roughly 1.2 million were imported – 89% from France. This mini-revolution forced Ksara to defend its position in the local market. “The challenge for us was to maintain our market share,” said Ghostine. “In the early 90s, we were producing 1.2 million bottles now we are hitting 1.8 million.”

Brand loyalty among local drinkers has Ksara in good stead and, despite increased competition, it has been able to meet the increased demand and can claim a 35% market share. With Kefraya not far behind in second place, many new labels have been forced to penetrate overseas markets. Much of this success lies in the performance of one wine: the Reserve de Couvent, Ksara’s mid-priced red, which is still a massive performer among local drinkers. “In the restaurants, the Reserve is king,” said Ghostine. “It offers the best quality to price ratio. It is the backbone of the company and we are pushing it very hard both here and abroad, where we send 60% of the 530,000 bottles of Reserve we make each year.”

Ksara exports 49% of its wine, mainly to France, which takes around 250,000 bottles. (Lebanon exported 1.8 million bottles in 2003, roughly 30% of total production). In 2003, Ksara appointed Hallgarten, the specialist fine wine company, to be its UK agent and Verbruggen to distribute in Belgium.

Finally, the company has invested $200,000 to enhance its hospitality profile at its Bekaa winery. Ghostine explained that, despite being one of the early advocates of a structured wine tourism program, the Ksara board made a decision not to go for a full-out F&B operation like those at Massaya and Kefraya. “We receive around 40,000 guests a year, who visit our famous caves and tour the winery,” he explained. “Now we will be offering cheeses and other snacks with our wines, but we are first and foremost wine makers.”
 

K-Sun

Fruit juice and fresh-cut produce manufacturer K-Sun is an example of a firm that has restructured production and creation of new market segments. But even with adherence to innovative practices in agro-industry, the company is expecting real profitability out of its $2 million factory only from exports. “The Lebanese market is not big enough for such investments,” said general manager Mazen Kassem. “We couldn’t recoup our investments from the Lebanese market, and never thought we would.” The export revenue should begin to flow this year, as K-Sun recently reached an agreement to deliver packaged fruit juice to France beginning this month. K-Sun first brought their fresh juice to market in late 1996, seeking to dominate the domestic market’s premium segment with 65 juices and a mix of varieties. Turnover of the product line in its first month was precisely $83. A first challenge was changing consumer habits, as people in Lebanon thought fresh juice was something they squeezed at home. “It took time to educate consumers,” said Kassem. The project took off as a sideline of a larger business growing fruits and vegetables, which the Kassem family had been running for some 50 years. When they decided to launch K-Sun, the initial business plan entailed a nationwide retail network of 18 shops in a vertically integrated operation from grower to home consumer. A central aim was to eliminate middlemen from their trade in fruits and vegetables. The value-added products, juice and fresh-cuts, emerged as an afterthought. In terms of product lines, market realities led K-Sun onto a different path of making most their revenue from juices –mostly orange juice and lemonade – and supplying first and foremost hospitality enterprises. At more than $1 million annually, fresh juice accounts for 50% to 55% of K-Sun turnover, according to Kassem, and the firm is the leading supplier to restaurants, hotels and delivery food specialists. A company-owned store in Hamra is the base for K-Sun’s distribution network, which relies on a modest fleet of one truck and several delivery vehicles.

The evolution of K-Sun was not simple, mostly because of shrinking purchase power and growing competition. Some competitors introduced pasteurized juices roughly at the same time as K-Sun, which also had to contend with the increasing domestic manufacture of reconstituted juices as well as juice drinks and watery nectars. One (now defunct) competing product used K-Sun look-alike bottles and although they were trademark protected, seeking legal recourse would have been lengthy and costly. Additional hurdles included inflexible customs practices and nitpicking officials, not to mention the absence of government support. Despite the obstacles, K-Sun in 2001 obtained a new factory and a high-tech machine that allows non-thermal processing of fruit juices at a capacity of 15,000 liters per day. This equipment treats foodstuffs with ultra-high pressure, which is proven to eliminate pathogens and foliage organisms without the side effects of pasteurization. As a result, K-Sun juices increased their guaranteed shelf life from five to 21 days. The company also expanded into the manufacture of fresh-cut foods, marketing popular salads and vegetables in ready-to-eat portions.

Although K-Sun built their factory to European standards and with exports in mind, Kassem said entering Europe “hasn’t been easy.” The firm encountered difficulties ranging from acquiring a distributor to finding transportation. No air carrier offers refrigerated flights from Beirut to Paris, for instance, so K-Sun took to routing their first deliveries to France through Luxembourg. With a foot in the French market, K-Sun hopes for profitable times. At 80,000 liters per month, the target for the first year agreement means a tripling of current production, Kassem said. The company aims to reach further European countries, such as the United Kingdom and Germany. K-Sun is also in the process of implementing distribution of its juices to the Gulf, and the company eyes growth of its fresh-cut lines in the domestic market (including manufacture for private labels) and in exports to regional markets, such as Cyprus and Jordan.

Dairiday

Mohamad Gandour, president of Gandour’s The Dairy, established his company in the mid-nineties when he decided to revive an ancestral farm and make it the cornerstone of a dairy enterprise. He began in 1996 by transforming the farm into a dairy operation and acquiring over 200 high-yield Holstein milk cows. In 1997, Gandour established a modern, two-block long, dairy factory in the industrial area of Kfarchima. Networks for milk collection from the corporate farm and independent subcontractors, and distribution of fresh milk and cheese products were set up. By May 1998, Gandour dairy products – fresh milk, cheeses, and fermented products – poured into the market under the brand name Dairiday.

The company allocated $600,000 over the first two years to develop the Dairiday brand identity. All in all, investments amounted to over $7 million, which the company could finance to less than one third with a government-subsidized loan. The remainder was sourced from private equity and high-interest commercial loans, Gandour told EXECUTIVE.

Since its debut, the Dairiday brand has been fighting battles brought on by recession and insufficient regulations. In the milk market, consumer habits, lack of knowledge and above all, price barriers have kept the share of fresh milk down. “I thought that every family of four would consume at least one liter of milk per day,” Gandour said, “and perhaps they do, but it is powdered milk.” The powdered competition retails at a third to a quarter of the price of fresh milk. With all their production capacities, The Dairy’s fresh milk has thus been forced to compete for a sliver of the market “that is 5% to 8% of total consumption in liquid milk in Lebanon.” In cheeses and fermented products, the company has to hold their ground against unlicensed operators who, said Gandour, have “no overheads, no distribution costs, and no marketing costs.” From 1998, he was involved in persistent appeals to the ministry of economy and trade and its consumer protection unit, to oblige Lebanese producers of LABAN, LABNEH, cheeses and related goods to comply with standards on packaging and food safety. “Nothing has been done,” said the entrepreneur. The problem of unsanitary conditions in predominantly unlicensed bulk production of fermented dairy goods was brought to public attention last year by agricultural minister Ali Hassan Khalil. Instead of helping, the official outrage only pushed Dairiday sales down by 13% to 14% over two months, which forced The Dairy to run TV advertisements, reassuring their customers that their product is trustworthy. In spite of the verbal commotion, the unlicensed operators are populating the market as they did before, maintained Gandour, and enforcement of regulations never happened. The problems, which Gandour shares with his licensed competitors, have one common denominator: consumer education. Campaigns promoting the health benefits of fresh milk and the importance of food quality and food safety are amiss in Lebanon. If licensed milk producers would collaborate in their efforts, they could stage such campaigns to increase awareness. Another option would be public sector participation in such campaigns. However, Gandour is more optimistic about the possibility of achieving the former. Without strong prospects for short-term improvements, The Dairy has turned to a marketing partnership with the region’s largest dairy manufacturer, Saudi-based Almarai. Under their agreement, the Lebanese company has added Almarai UHT milk to its portfolio and will also begin distributing Almarai cheeses. In the longer term, The Dairy aims to also partner in production terms with the Saudi company, for local distribution under their brand.

With an upswing in sales, the struggling dairy company could be amortized within two to three years. But for now, Gandour is looking for viable markets outside Lebanon, with Syria being the only lucrative option. “We hope that one day, Syrian consumers will have access to Lebanese milk.”

Shuman

Horrific stories that often come out about Lebanon’s slaughterhouses do not usually give the meat and poultry industry in Lebanon a good name. Producers often have to work doubly hard convincing consumers their animals are fed healthy food and not just dried up carcasses. So far, three poultry companies have managed to carve their brands in the consumer consciousness: Hawa chicken, Tanmia and Shuman. Forty-nine-year-old Shuman chicken is no newcomer to the poultry market, which has flourished the past decade after the government slapped a near-ban on fresh poultry imports in the mid-1990s to protect the industry. “Poultry prices have been dropping ever since the government imposed the ban,” said Nabil Shuman, who has taken over the business of selling chicken from his deceased father. “This is a perfect study of how a government can protect an industry, that later develops, experiences a price decline and attracts investments.”

Today, Lebanon slaughters about 60 million chickens per year, the bulk of these are raised on farms owned by the three biggest chicken companies. “In the 1950’s, we were producing 20 chickens a day, now we are producing 5,000,” said Shuman. “Back then, there was only one supermarket and only one restaurant was buying packaged fresh chicken.”

Shuman also credits his company with pioneering the packaging of chickens. “We were the first company to process ready-to-cook chicken breasts. In 1995, we were the first to manufacture chicken nuggets and breaded products in Lebanon.”

In order to remain an effective player in the market, Shuman explained their use of a vertical integration strategy. “We control everything from A to Z: we own our farms and slaughterhouses, breed our own chickens, have our own distribution networks and own processing plants for chicken nuggets. This allows us to control quality of the end-product.”

For this reason, Shuman chickens are pricier than their rivals and quite less spread. But the company has been able to compete in the market following the entry of other big companies by maintaining its own niche. “We only have 5% of the $130 million poultry market in Lebanon,” said Shuman. “But we have 75% of the branded chicken in self-service sections in supermarkets.”

Unlike Tanmia and Hawa chicken, Shuman’s operations are not widespread. Tanmia’s processed products and Hawa chicken’s outlets dot nearly every main area in Beirut. “We have managed to remain profitable because we chose to take a niche and develop it,” said Shuman. “In normal periods, people may tend to buy any fresh chicken, but when there is a crisis in the poultry industry they head for brands like ours.”

Despite declining chicken prices, Shuman expects his company to sell 1.6 million chickens in 2004, raking in some $5.5 million in revenue, with sales increasing by 20% a year. The company is maintaining a bullish approach to the poultry industry, mostly because of Lebanon’s flourishing supermarket outlets and the sophistication of the Lebanese consumer’s brand consciousness. “The purchasing power is not going to stay like this and it will improve in three to five years. With the development of the supermarkets, consumer habits will change.”

For now, Shuman chicken will try to reach its sales goals by importing technology, which is needed to cut production costs and help raise capacity. “Production costs in Lebanon are high and the only way to cut them down is to continually upgrade our technology,” said Shuman. “The $150 million in investments that were spent over the past decade in this sector have mainly gone into lowering costs.”
 

Lebanon’s agricultural sector has seen better days. Between 1979 and 1981, the labor force of the agricultural sector accounted for 14% of the total labor force, based on the figures of the United Nations’ Food and Agricultural Organization (FAO). This dwindled to 3% by 2001. In 1961, Lebanon’s Gross National Agricultural Production stood at LL300 million ($900 million, $1= three pounds), according to statistics compiled by the Lebanese Center for Agricultural Research and Studies. Four decades later, this figure has hardly budged, settling in 2002 at LL1.5 trillion ($1 billion).

“Up until, 1918, Lebanon used to provide the French city of Lyon, with half of its silk threads,” said Riad Saade, the center’s director. “In 1936, the French region of Roquefort used to import half of the raw cheese processed in the caves (bearing its name) from Lebanon.”

The decline in Lebanon’s agricultural output took place during the civil war, but it has been exacerbated in peacetime. The loss of agricultural land to the haphazard construction boom of the 1990’s, competition in the key export markets in the Arab World and the government’s focus on investments put the agricultural sector on the back burner. There have been half-hearted attempts, by successive governments to rehabilitate the sector but the only visible evidence of government backing are random subsides dished out at various times to farmers.

In 2001, the farmers raised an outcry and some replanted illicit crops to protest government inaction toward their plight, which left them trampling surplus produce on the streets. The government responded by allocating LL50 billion ($33 million) for an export subsidy program dubbed Export Plus, which gave farmers cash for exporting quality goods to markets around the world.

In 2004, the government and parliament is scrambling again to save the agricultural sector by extending new subsidies to apples and partially re-instating subsidies to sugar beet farmers to appease would-be voters in a decisive election year.

“Unfortunately, successive Lebanese governments have looked at the agriculture sector from a social rather than a socio-economic point of view,” said Raphael Debbane, head of the agricultural committee of the Union of Chambers of Commerce and Industry in Lebanon. “Tobacco subsidies are pure social help whereby the government buys the crops and throws it away because it cannot sell them on the world market on account of their poor quality. Now they have renewed sugar subsidies in a non-professional way and the main reason for that is socio-political.”

Against this government backing to the agriculture sector, the private sector is finding it harder to compete in the local and international markets, where subsidies are given to farmers on a different basis. “If the subsidies are stopped in developing countries, farmers will suffer but they will survive,” said Imad Bsat, owner of B-fresh agricultural company. “If Export Plus ends, nobody will enforce standards and the sector will collapse.”

IDAL helps farmers sell their quality goods, but it does not tell them what type of crops to plant or what kind of crops are wanted by consumers in world markets. “Technically, Export Plus is a success but economically it is a big failure,” said Saade. “The problem is not money. Export Plus is only one ring in a chain. Other rings are needed.”

The other rings of the chain start with orienting farmers on what to plant according to market demands and what types of products to export. The next chain consists of extending technology to farmers to improve their crops and introduce new varieties through government backed research and financial credit. The final chain is marketing, which is what IDAL handles now, said Saade.

“Under Export Plus, farmers exported some 350,000 tons in 2003, which is equivalent to the amount of citrus Lebanon used to export in the 1970’s and 1980’s,” said Bsat. His family used to own Safa Citrus, one of the country’s largest fruit exporters that shut down in the 1990’s. “The government is spending millions of dollars on subsidizing crops when it should be using this money to fund research and help farmers develop new varieties,” said Bsat.

Agricultural engineers say Lebanon’s farmers are unable to adapt to the new agricultural modes, which rely extensively on technology and marketing. “It is a vicious cycle,” said Debbane. “Lebanese farmers have to get know-how and expertise from outside, which means importing technology at a cost. But if you don’t have money, consequently you have no money to invest in new varieties.”
 

The odds are stacked against the farmers’ development. Their production costs are significantly higher than their neighboring countries. They once had a monopoly over the Arab markets, but their rising costs and competition from cheaper produce have forced them to lose their edge in their prime markets. Neighboring Arab countries are swamping the Lebanese market with cheap produce while closing their doors to Lebanese produce, which have been hurt by badly negotiated agricultural agreements. Farmers often cite the agreements with Syria, Jordan and Egypt as disastrous and some are even calling for the suspension of Lebanon’s membership to the Greater Arab Free Trade Agreement, which is due to enter into force in 2005.

“All hell is going to break loose once GAFTA is implemented,” said Bsat, who develops his own varieties of fruits and sells them to supermarkets. “We are already facing stiff competition from their produce now and it will only become harder to sell our produce once the markets open further under GAFTA and the World Trade Organization.”

Waddah Fakhri, head of the Southern Farmers’ Association, wants the government to suspend Lebanon’s membership in GAFTA until farmers are ready to compete with goods from the Arab World. “The government has negotiated trade agreements without consulting farmers, who bear higher production costs than neighboring countries and lack the standards needed to export,” said Waddah.

One sector that is set to suffer from the government’s negotiating blunders is the flower industry. Under Lebanon’s Association Agreement with the European Union, tariffs on flowers were fixed at 30% and are set to go down further once Lebanon’s five-year grace period for lowering tariffs on European imports is over. The whole problem started when the government in 2000 slashed tariffs on flowers from 105% to 30% while it was negotiating with the EU. Following lobbying by Lebanon’s flower growers, the government agreed to raise it again to 70%, but it was too late; the Europeans had agreed on 30% and were sticking to it.

“Our sector suffers from government apathy and inconsistent policies toward the agriculture sector,” said Rania Younes, the owner of several nurseries in Lebanon. “Lebanon has human resources and the know-how to compete. We do not need mass agricultural areas to export. We can plant specialized products from small pieces of land.”

Besides the European Agreement, Lebanon’s flower sector is already suffering from a special agreement with Saudi Arabia, which is exporting flowers to Lebanon at minimal tariffs, she added. With only a few good trade agreements, Lebanese farmers require marketing cash to venture into new markets. Outside Export Plus, there is hardly any cash for marketing. “With a 0.4% budget out of the total government budget there is not much we can do,” said Louis Lahoud, director general at the agricultural ministry. “But we are working on a development plan for the agricultural sector to which the government has allocated LL5 billion ($3.3 million).”

Agriculturists agree that the government should start to control the sector by regulating standards and resolving the pricing anarchy in the domestic market that drove agriculturalists to seek price stability of supermarkets, despite stiff competition. “If we are able to regulate standards and prices in the domestic market, it would be much easier to do the same for our exports,” said Bsat.

Agriculturalists also want the ministry of agriculture to direct farmers to plant crops that could be used by the industrial sector. “A potentially successful road for developing the Lebanese agriculture sector is agro-industry,” said Debbane. “The government can develop Export Plus into a scheme inclusive of the agro-industry and a scheme for renewing orchards to introduce new varieties.”

According to Debbane, donors, who have pooled millions of dollars into agricultural projects that were doomed for failure due to political intervention or government inaction, need to divert the funds to the private sector. “Donors helping Lebanon develop its agriculture sector should pass this money to the private sector because the institutions of the Lebanese government have proved to be inefficient.”

THE ISRAELI EXAMPLE

Farmers and agricultural engineers point to the example of Israel, a country whose agricultural space and climate is similar but less diverse than Lebanon, but whose export potential has been propelled by staunch government backing. Similar to Lebanon, Israel’s agricultural land was being eaten away by a construction boom, declining number of farmers and a strain on its limited water resources, which had to be used to irrigate extensive desert land that Lebanon does not have. That did not stop the Israeli government from forging ahead in the 1990’s with an aggressive marketing campaign and research.

“When Israeli farmers wanted to introduce a new variety of grapes into England, the government spent $1 to $2 million on the marketing campaign,” said agricultural engineer Imad Bsat. Israel in the 1960’s was primarily known for the famous Jaffa oranges, but in the 1990’s its agricultural landscape changed. Instead of planting just citrus products, the Israeli government heavily invested into research, prodding its traditional farmers in the kibbutzes to adopt new agricultural products.

Currently, Israel’s exports around $200 million a year in flowers – a third of its fresh agricultural exports – an amount equivalent to Lebanon’s annual agro-industrial exports. “Each day an El Al plane leaves Tel Aviv and lands in Holland, the world’s flower market, carrying fresh flowers,” said economist Riad Saade. “Flowers are an example of a high-value added industry that can be easily developed in Lebanon.”

Lebanon’s flower exports in 2003 were around $300,000, based on customs figures. According to the Israeli government, it provides nearly 40% of Europe’s off-season fruit and vegetable market, and ranks second only to Holland in European flower sales. Israel’s fresh and processed agricultural exports stood at $1 billion in 2002. Nearly 60% of its exports were fresh produce, mainly headed to Europe, based on the figures of the Israeli ministry of agriculture. Israel does not only export agricultural produce, its also exports around $1 billion in agricultural technology each year.

Abi Habib: `Our loans are convenient, because they are cheap… and long term`

In making agriculture more sustainable in recent years, the availability of financing options has seen some important improvements. The number of loans to the agro sector has mushroomed in the last two years, especially through loans granted under the Kafalat loan guarantee program.

Lebanese farmers and small agricultural enterprises commonly encountered problems in accessing loans at commercial banks, whose focus of business would rarely include agriculture and whose branch networks were concentrated away from rural areas. Agriculturalists on their part were often reluctant to seek bank loans, which carried high interest charges and requirements to post land as collateral, a stipulation which the small land owners and family farmers viewed as running contrary to their traditions.

This placed agriculturalists in a situation where sponsored programs were most appropriate to their needs. One type of such finance vehicle is micro finance, which fundamentally aims at enabling poor people to realize their potential for economic productivity. The tool to achieve this is provision of micro credits with strict repayment discipline, modeled after a development concept popularized over the last two decades through the collateral-free lending activities of the Grameen Bank in Bangladesh. Over 20 foreign and domestic NGOs have involved themselves since the mid 1990s in managing the provision of such loans to Lebanese individuals and small enterprises, in many instances with an emphasis on serving specific communities or geographic regions.

An UNDP country survey from 1997 found that the concept encountered a notable amount of skepticism at that time, but a 2002 paper for a World Bank development debate drew a more promising picture on the potential of micro finance for Lebanon. Presently, accumulated NGO-driven micro lending activities with a ceiling of $5,000 per loan are estimated to stand at a level of around $30 million. As charities, micro finance NGOs are dependent on donor contributions. Except for micro lending initiatives within general lending by commercial banks, the activity is yet to be regulated, making it difficult to analyze the overall scope, distribution and performance. “Some of the NGOs have become more productive, others less,” said economist Joey Ghaleb, who co-authored the 2002 paper.

Experts said that new dynamics would enter this realm and boost the micro finance volume when the central bank implements a planned framework, under which banks will be allowed to utilize a portion of their statutory reserves for advancing funds to micro lending. For the time being, the Kafalat program remains the best non-commercial loan. Kafalat is the loan guarantee corporation whose shareholders are the National Institute for the Guarantee of Deposits and 50 commercial banks. The company was established in 1999 and its portfolio of loan guarantees has seen a tremendous increase from mid 2002, to reach a total amount of $199.2 million at the end of February 2004. With 1,355 loans, agriculture accounted for almost half of all guarantees awarded.

“Our loans are convenient, because they are cheap and more importantly, they are long-term,” said Kafalat chairman, Khater Abi Habib. Loans benefiting from the scheme, under which Kafalat guarantees 75% of principal and interest up to a ceiling of $200,000, can go a long way to help farmers restructure their activities, or enter new activities on land that had been under-exploited.

As it does not stipulate a minimum loan amount, the scheme could also be accessible to clients whose needs are in the range of micro finance. Kafalat as a rule processes loan guarantee requests within three weeks. A characteristic of the program suited to the needs of small businesses, and farmers in particular, is the low reliance on real estate collateral. “With the presence of our guarantees,” Abi Habib said, “it has not become totally easy but much easier.”

While not designed to finance major agro-industrial projects, the scheme allows the infusion of larger amounts into agro-industry through the nation’s industrial lending program. “I saw a number of agro-industrial concerns financed by central bank-subsidized loans creating sure markets for agriculturalists as suppliers of raw materials,” said Abi Habib, “and those agriculturalists are in turn being financed by banks on basis of the strength of the purchase contracts given to them by agro-industrialists, plus the strength of market developments and guarantees given by Kafalat.”

As medium-term facilities, the low-interest seven-year loans with a one-year grace period are suited to the needs of most agriculturalists. One sub sector of agriculture to which the parameters of Kafalat loan guarantees are less well suited, however, is tree farming. To start operation of an orchard, a farmer needs finance facilities that are repayable over 12 to 15 years, with a three-year grace period. For this, Kafalat guarantees are inadequate and a source of long-term funding would be needed, with possible sponsors including Lebanon’s usual partners in lending and aid programs, such as the World Bank, EU and their affiliated finance institutions.

The loan guarantee company is engaged in continuous efforts to inform its client base of existing or potential small and medium entrepreneurs. “The best marketing is for us to be in the midst of our potential users,” said Abi Habib, “the north is our weakest market, and that’s why the largest portion of our visits and activities is now to the north.”

Lebanon’s Investment Development Authority, IDAL, figures twofold in the task of promoting the national agriculture and agro-industry sectors. Under the 2001 investment law 360, the agency offers incentives to investments into strategic sectors of the economy, including agriculture and agro-industry. For the past three years, the IDAL mandate also extended to supporting agricultural exports through the Export Plus program offering farmers transportation subsidies and quality certification for produce. In February 2004, IDAL and the nation’s agro-industrialists signed a collaboration for an Agro Market Access Program (Agromap). EXECUTIVE talked to IDAL chairman and managing director, Samih Barbir, about the agency’s achievements and plans in relation to the agro sector.

Where does IDAL set its priorities in supporting agriculture and agro-industry?

In Lebanon, we don’t have large volumes in agricultural production. Therefore, our main priority is quality. The successful experience of Export Plus of having two international firms implementing quality control has proven to be a very important factor in marketing Lebanese agricultural products abroad.

When you discuss Export Plus as a success story, where are the highlights, and what are the areas still in need for development?

The level of success is simply the fact that we witnessed an increase in our exports. In the first year, it was a big increase of 15%, in the second year, 5%, and last year, it was stabilizing. But one has to look at it in a different way. Before the launch of Export Plus, we were on a downward slope. Exports were dropping and the whole sector was suffering a lot, due to many problems. Maintaining a stable level of approximately 360,000 tons in exports per year is a success in itself. We experienced some additional difficulties, such as some bad weather hitting Lebanon over the last two years, the devaluation of the currency in Turkey and the war in Iraq, all of which affected our export markets.

In your statistics, 99% of agricultural exports went to GCC countries, plus Syria and Jordan. What can IDAL do to improve agro exports across other markets?

The GCC are the natural market. The Iraqi market is a new one that we are trying to enter right now. But our main objective is to enter European markets. We are doing a lot of contact work with all the embassies here, especially Eastern European ones. As a first target, we are trying to enter those countries that have the least obstacles.

Your 2003 report states that about 5% of agricultural products destined for exports to Arab countries were rejected in quality inspections. Would the same quality requirements apply to produce destined for Europe?

Exports to Europe would have to meet higher and different quality requirements. They have some very strict controls on pesticide residues and other issues that are not required by Arab countries. That is why we have to inform those farmers prior to starting to control their products.

On the other side of the coin, IDAL has the mission to draw in investments. How is this progressing as far as attracting agricultural investors?

We offer the same incentives to projects in all the sectors listed in the [Investment Development] law, as are tourism, ICT, agro-industry, industry in general and agriculture. The only difference is that agricultural projects have the lowest minimum investment requirements to qualify for incentives.

How have agricultural and agro-industry projects fared in terms of attracting investors?

We have two agro-industry projects that are being processed under the one-stop-shop service. The law is still relatively new and the incentives are new. It takes some time to let people know about it. We are planning to do a campaign by the middle of this year, to promote those incentives. But definitely, compared to tourism, it is still very shy.

Can you name an amount for the value of one of those two projects, to give an idea of the magnitude?

The project that has progressed further is for $4.3 million. Don’t expect to get big figures in this industry.

How much funding for agricultural export promotion do you have at your disposal?

The Export Plus program was approved for LL100 billion spread over the four years, 2001 to 2004.

How much have you dispersed to date?

A bit less than LL30 billion each year. We can handle the program until the end of this year. We might need some more [funding] but there is no problem in that. Theoretically, it should be covered.

Under the new Agromap project, you are sponsoring participation of Lebanese exhibitors in trade shows in Beirut, Paris, and New York. How does this interlace with the promotion of agricultural exports under Export Plus, where you described the strongest markets and prospects as being in the Gulf and Eastern Europe?

With Agromap, we are targeting a different sector, agro-industry, and are promoting Lebanese agro-industry products. We are doing this as a pilot project in 2004 and I wanted to reach the Arab, European and North American markets, to see what the impact would be. We will evaluate each event right afterwards and depending on those three events, we could consider going into another round with a bigger budget in 2005.

Did you allocate equally to each fair, Horeca in Beirut, the Fancy Food Show in New York, and Sial in Paris?

Between the US and France, there will be equal space. Lebanon will be bigger. Here, much more people will come because they do not have the transportation issue. Horeca also accounts for biggest amount in the budget.

How was the response from the industry?

The first results are very good. For Horeca, we have about 35 industrialists and for the Fancy Food Show about 15. We are over-subscribed but I wouldn’t call that a problem. We will have the luxury to choose the best products to represent Lebanon abroad.

What will you provide to the companies that qualify for participation?

We will have a Lebanese pavilion, and we will cover 100% of the rent and the stand decorations. Exhibitors will have to cover their transportation and other costs.
 

The latest mall to emerge on the Beirut scene is V5, to be constructed in Verdun and completed in early 2007. The joint venture between United Real Estate Company of Kuwait and Horizon Development Company of Lebanon will cost about $180 million and consist of a total built-up area (BUA) of approximately 148,000 m2 on an 18,000m2 plot of land. As well as an international department store, retail outlets, and a supermarket, other features will include various eateries, a cinema complex, a parking lot for 2,000 cars and furnished apartments with an estimated BUA of 7,600 m2. Future hopes for the center are already optimistic: total retail sales are expected to reach around $200 million by 2010. EXECUTIVE spoke to Afeef Makkawi, Horizon