Agriculture is a cornerstone of the economies of Jordan, Morocco, and Tunisia – powering GDP, sustaining livelihoods, and anchoring rural communities. At the heart of this sector lie traditional food value chains: products rich in cultural heritage, deeply tied to national identity, and brimming with untapped economic promise. Yet despite their significance, these value chains often struggle with fragmentation, low productivity, and limited access to modern markets – challenges that undermine quality, consistency, and traceability, all essential for reaching premium, high-value segments.

At the same time, a powerful shift is underway. Consumers – both locally and globally – are increasingly drawn to authentic, traceable, and sustainably produced foods. This growing demand presents a unique window of opportunity for traditional products to flourish. Building on the strong track record of collaboration between the EBRD and FAO – including pioneering work on Geographical Indications (GIs), quality labels, and tourism-driven agrifood initiatives – this project aims to tackle persistent structural barriers and unlock the full market potential of traditional value chains across the SEMED region.

The project is part of the EU’s Value Chain Competitiveness Program (VCCP), which supports sustainable economic development in the Southern and Eastern Mediterranean region (SEMED).