Plant It is a youth- and women-led farming enterprise growing premium crops at scale while serving as a reference model that inspires and supports farmers, youth, and women across Lebanon.

DID YOU KNOW?

Contract farming is widely seen as one of the most promising solutions for Lebanon’s agricultural sector – and Plant It is already proving it works, connecting local production directly to markets with consistent quality, right from the Bekaa Valley.

WHAT’S THE INNOVATION?

Plant It was built from day one not just to grow and sell, but to be a real, working reference that local farmers can learn from and replicate. Operating across large-scale greenhouses and open fields, the farm is GlobalG.A.P certified, produces a wide variety of vegetables and crops, integrates technology, innovation and environmental sustainability, runs a successful contract farming model, and also offers production services to local farmers. It is a place where modern farming is lived, shown, and shared; not just talked about.

WHAT’S THE STORY BEHIND THE INNOVATION?

Plant It started with a simple but bold idea: that Lebanon deserves better local produce, and that farmers deserve a working model they can actually look at and learn from. The founders, a team of agricultural engineers, saw that the knowledge and tools existed; what was missing was someone willing to build the bridge between modern agriculture and the farming community on the ground.

WHY IS IT IMPORTANT?

Lebanon imports a large share of its food needs, and its farming sector has long struggled with fragmentation and limited access to modern practices and technology. Plant It tackles this directly by demonstrating that large-scale, sustainable, tech-integrated, and high-quality local production is possible and replicable. But beyond the fields, its real impact lies in the wave of change it creates: every farmer who visits, every student who interns, every listener who tunes into the Farm Fm podcast walks away with practical knowledge they can use. In a sector that badly needs both confidence and know-how, Plant It is proof that things can be done differently.

WHO IS BENEFITTING?

Customers get fresh, premium, locally grown produce they can trust. Farmers gain practical support and services that boost their income and efficiency. Students and universities find in Plant It a live field for learning, research, and collaboration. The broader agricultural industry gets a working reference for what modern, sustainable farming looks like in Lebanon. Women and youth are at the heart of Plant It, not just as beneficiaries but as leaders and employees. And through Farm Fm, expert agricultural knowledge reaches communities in the MENA region far beyond the farm’s gates.