Dr. Nasser Abufarha

Dr. Nasser Abufarha grew up in Al-Jalama, Palestine, a small farming village near Jenin at the northern tip of the West Bank. He later traveled to the U.S. for college in Madison, Wisc., and to pursue his Ph.D. in cultural anthropology, with the goal of becoming a professor. It was while he was doing his doctoral research in Palestine during 2003-2004 that his plans changed. “When I saw the olive oil prices plummet below cost and farmers being hurt from lack of market opportunities, I decided to develop the Palestine Fair Trade Association (PFTA),” he says.

PFTA is a cooperative comprising more than 1,700 small farmers and is the first internationally recognized standard for Fair Trade olive oil in the region. To further create a marketing opportunity for the area’s products, which include organic Fair Trade olive oil, honey, tahini, couscous, and za'atar, a Middle Eastern spice mixture, he established Canaan Fair Trade, now the largest exporter of certified Fair Trade and organic Palestinian olive oil to the U.S. and Europe with products sold in 12 countries around the world. More than $8 million in sales is returned to the Palestinian farmers and the economy.

Abufarha believes that economic development through the Fair Trade concept could empower marginalized Palestinian rural communities caught in conflict so they can sustain their livelihoods, culture and the farming communities.

A huge opportunity for PFTA presented itself in early 2007, when Dr. Bronner’s Soaps began sourcing 90 percent of its olive oil needs from PFTA producers. To meet demand, Canaan Fair Trade opened a new 32,000-square-foot, state-of-the-art olive oil processing and bottling facility in 2009 in the village of Burqin near Jenin. It has advanced olive oil processing in the region by utilizing the industry’s latest technologies, such as a cutting-edge, Italian-made olive press.

Dr. Abufarha shared more of his story with us:

What was your inspiration for starting the Palestine Fair Trade Association and Canaan Fair Trade?

I created PFTA as a way to provide market access to small farmers. I worked with them to build co-ops, and helped them network their co-ops and address quality issues so olive oil could meet export standards. At the same time I formed Canaan as the marketing company for their production. I thought the two organizations together would give farmers the infrastructure to help them sustain their livelihoods and reinvigorate the olive farming industry.

What is the most satisfying and challenging parts of your job?

The most satisfying part is that I work with people and food—both of which I love! My work touches the lives of thousands of families, creates positive change in the producers’ environment, brings special delicacies to the world, and connects Palestinian producers with food lovers and socially and environmentally responsible communities around the world.

The most challenging part is keeping up with it all. To maintain our success as an organic and Fair Trade specialty food provider, we must pay attention to the smallest details related to farm sustainability—the heath of the soil, the trees, the crop and the optimal care at processing points—plus ensure socially sound practices at all production points, and care for the product throughout distribution channels—all while operating in a conflict zone under the restrictions of military occupation. Aside from tending to good business practices, we have to navigate, and help our farmers navigate, movements of goods, farm access and access to water, and protect farmlands from orders of confiscations.

If someone could shadow you for one day, what would surprise that person the most about your job?

It is the most stimulating, thought-provoking, evocative engagement she or he will have about cross-cultural and interfaith people, and about the environment and food! The challenge never stops and fun never stops and the energy you have to keep up with it all will be the most surprising part.

When you were a child, what did you want to be when you grew up?

I dreamt of being a zoologist working with animals in the forest.

Aside from your products, what three food items can you always find in your kitchen?

Sheep and goat cheese, fresh garden vegetables and good bread.

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