PROJECT SUMMARY
The EBRD and FAO are working in Jordan to strengthen links between local agricultural producers, traditional foods and the tourism industry, in a move that could serve up benefits for all.
CONTEXT
Jordan has a vibrant food heritage which, thanks to a project by the EBRD and FAO to strengthen links between its agrifood producers and tourism, more people from all over the world will be able to appreciate in tandem with its historic attractions.
Traditional foods – dates, jameed, lamb, olives, olive oil, pickles, pomegranate, rice, sweet pastries, yoghurts and za’atar – are both local gastronomic delights and a means to increase employment opportunities and incomes, particularly for women and disadvantaged groups
Agriculture in Jordan is the main source of income for 15 percent of the population in rural and arid areas, particularly for women and disadvantaged groups. Women are also the custodians of knowledge about traditional recipes. As tourists have started to return to Jordan following the COVID-19 pandemic, strengthening the links between local agricultural producers and the tourism industry could prove a winning business strategy, boosting both incomes and the tourist experience.
Activities
The EBRD and FAO are supporting efforts in Jordan to link local agricultural producers to the tourism industry through activities to:
Upgrade the quality and marketability of traditional food products including through building the technical and organizational capacity of producers and SMEs;
Support the development of sustainable and culinary tourism by enhancing the local offer through capacity-building activities and promoting Jordan’s gastronomy heritage.
Promote Jordan’s gastronomy including training sessions with local chefs on preparing and promoting local speciality dishes, and promotional activities with tourism industry players, for example, on the potential of gastronomy tours.
Disseminate lessons learned and allowing future scaling up in Jordan and the SEMED region.
