Lebanon’s agricultural landscape has changed dramatically over the past few decades. What was once a thriving industry rooted in tradition and family heritage has faced steep declines. Farms were sold off, fields replaced by buildings, and many families abandoned agriculture entirely. But amid this decline, one young entrepreneur named Amer Nahouli is working tirelessly to bring Lebanese farming back to life and onto the global stage.
Amer Nahouli, the founder of Liban Fresh, is a visionary driven by a deep connection to his agricultural roots and a bold belief in the potential of Lebanese produce. His journey, filled with struggle and hope, is inspiring farmers, young people, and the wider community to rethink what agriculture can be in Lebanon today.
A Family Legacy of Farming
Amer Nahouli’s story begins with his family’s history. Growing up in a family that has been farming for generations going back to his grandfather’s father, he experienced firsthand the beauty and challenges of agriculture. Over the years, he watched with pain as the industry around him deteriorated.
The reasons were many. Declining financial returns pushed farmers to sell their land. Many families, disheartened by poor prospects, left farming entirely. Buildings and commercial developments replaced once fertile fields. Young people chose different careers, believing farming was no longer a viable or rewarding path.
Amer Nahouli knew something had to change.
Finding Opportunity in the Diaspora
His chance to rethink agriculture came when he moved to London to pursue a master’s degree. Living among Lebanese and Arab expatriates, he noticed a striking demand: people missed fresh Lebanese fruits and vegetables. They were willing to pay premium prices to get a taste of home.
This insight was powerful. It showed Amer Nahouli that agriculture itself was not the problem. The missing link was connecting farmers directly with global markets where their products were highly valued. That realization sparked the idea behind Liban Fresh.
Turning Pain into Action
Amer Nahouli’s motivation goes beyond business; it is personal. He saw the pain in his father’s eyes, in the farmers struggling to keep going, and in an entire industry slowly collapsing. Crops were wasted, families gave up their farms, and young people no longer dreamed of becoming farmers because it felt like a dead-end.
Instead of watching from the sidelines, Amer Nahouli decided to act.
He understood that agriculture could be a powerful combination of business, social impact, and cultural preservation. Protecting Lebanon’s farming heritage while creating real economic opportunities for farmers became his mission.
The Early Days: Small Steps, Big Dreams
The turning point came during the COVID-19 pandemic. Lebanon was facing a severe economic crisis, and farmers were hit hard. One of Amer Nahouli’s university friends and future business partners experienced a heartbreaking loss: an entire cabbage harvest was rejected and dumped by wholesale markets.
Rather than accepting defeat, Amer Nahouli suggested something different: filling trucks with fresh produce and selling directly to people in Beirut at affordable prices. It was not about making profit but proving that Lebanese agriculture still had value.
That simple act gave Amer Nahouli the confidence to return to the United Kingdom and start marketing Lebanese produce internationally. It was a tough journey. He was young, inexperienced, and faced distrust from many. But his determination and vision kept him going.
Growing Liban Fresh: From Local to International
Since 2020, Liban Fresh has expanded impressively. What started as small air shipments to the United Kingdom has grown into a multi-market operation. Today, Liban Fresh serves customers across Europe, Turkey, Azerbaijan, and parts of Africa.
The product range has also widened. From vegetables, Liban Fresh now offers seasonal fruits, avocados, and bananas. The company also imports key commodities such as sugar back into Lebanon and Syria, helping fill important supply gaps.
Thanks to this growth, Lebanese produce is gaining recognition in European wholesale markets, raising the profile of the country’s agricultural exports and boosting farmers’ incomes.
Impact Beyond Numbers
For Amer Nahouli, success is not just about sales or profits; it is about creating real impact for Lebanese farmers and the agricultural sector. Since starting Liban Fresh, they have helped over 1,000 farmers prepare their produce for export, enabling them to earn better prices than in the local market.
Moreover, the business has opened doors for more than 50 Lebanese exporters to access important markets in the United Kingdom, France, the Netherlands, Italy, and Germany. This progress not only benefits individual farmers but also strengthens Lebanon’s agricultural ecosystem.
Inspiring a New Generation
Amer Nahouli knows that the future of Lebanese agriculture depends on young people believing in farming again. That is why he uses his platform to educate and motivate youth. Through social media, talks at schools and universities, and participation in conferences, he shares his story and encourages others to see agriculture as a promising and meaningful career.
His message is clear: farming is not just about soil and crops; it is about identity, culture, and economic opportunity.
Lessons from the Field and the Boardroom
Along the way, Amer Nahouli has learned valuable lessons. He believes it is important not to wait for the perfect moment. Waiting for everything to be just right means never starting. He encourages taking action even when you feel unprepared.
He has also learned that trust is everything. Building a team and partnerships is essential. Delegation only works when you trust the people you work with.
Patience is another key lesson. Like farming, meaningful success takes time. Avocado trees, for example, take years to bear fruit. Rushing will only lead to setbacks.
Failure teaches important lessons as well. Mistakes and setbacks can be powerful teachers that no school can replace.
A Vision for the Future
Amer Nahouli’s vision goes beyond business growth. He wants to see Lebanese agriculture thrive again. He hopes families will return to farming, young people will be excited about the possibilities, and the world will recognize Lebanese produce for its quality and heritage.
He dreams of putting Lebanese agriculture back on the global map, reminding the world of the value in the land, the people, and the produce.
Final Thoughts: Dream Big, Stay Committed
Amer Nahouli’s story is a reminder that with passion, patience, and perseverance, it is possible to bring new life to old traditions. His advice to anyone chasing a dream is to dream big and remember how limitless your thinking was as a child. Start even when the path is unclear and do not fear failure. Be patient, trust people, and understand that real success takes time. Like farming, what you plant today will only grow if you stay committed and consistent.
Do follow him on Instagram
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