Investing in Business Linkages: A Lebanese SME Expands into New Markets

Innovations in business practices have given a venerated food manufacturer, and the local farms and businesses that support it, a chance to grow and compete in international markets. Mechaalany, a leading Lebanese fresh fruits and vegetables processor, is one of the country’s oldest food companies, with strong brand equity and a large market share of pickled products in local and ethnic food markets in the US and Europe. However, the company has suffered from the seasonality of its product line.

Faced with a continuation of under-productive off-season months, Mechaalany’s management sought support from the USAID-funded Lebanon Business Linkages Initiative (LBLI) to create a new product line that would capitalize on the company’s brand equity and unused off-season capacity. With guidance from LBLI, Mechaalany is expanding its product line, and is linking with local fruit and vegetable growers to identify export opportunities to improve business practices.

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