“We cultivate organically as we are passionate about the process. Organic food products are better tasting and we know that they’re healthier.” The Lebanese firm Biomass is responsible for as high than 95 percent of the country’s organic market, while exporting certain product lines. Their Facebook page lays out clearly regarding the reason it doesn’t wish to deny consumers this segment of the market.

To the right of this photo is Jimmy El Hage.

Biomass is a company that has been selling organically-grown products since 2007, according to the Business Development Manager Jimmy El Hage. “60 percent of our revenue is made through an array of vegetables and fruits that are fresh 20 percent of which are from eggs sold at the table in addition to an additional 20% via dry food items, such as olive oil, quinoa and an array of food items. When it comes to vegetables and fruit the market is booming with demand for table grapes, avocados as well as citrus, including oranges and lemons, as also fresh produce like cucumbers, tomatoes potato as well as fresh herbs and different varieties of lettuce. We market majority of the fruits and vegetables in Lebanon. There are many varieties,” he begins.

From an amateur farmer to a market chief

In 2007, the firm produces, packs, processes and distributes over 250 organically certified items. The company sources its crops from certified growers and partners in farming.

At the local market on the local market, you will find Biomass products in more than 250 retail outlets in greengrocers and supermarkets. “Organic makes up about one percent of the market for food in Lebanon. Even though organic foods are 40-50 percentage more expensive than conventional food because of the cost for farming as well as certifications and packaging and packaging, the demand for organic food isn’t sluggish. We’re trying to reduce that gap so that we can compete more effectively with mainstream brands. If we can do it then our distinct product’s selling point, which is in the first place, being non-pesticide and therefore, environmentally-friendly and safe products will take care of the rest.”

Exports in the ascendency once more

Prior to the outbreak 20 percent of Biomass volume was destined to countries outside the country, mostly those in the Gulf States. In the aftermath of the epidemic the exports dropped almost completely however, now 10 percent of sales are being made outside of the nation. “And this percentage is growing. Qatar as well as Dubai are among our biggest foreign clients,” Jimmy explains.

In terms of certification, Biomass has those from SMETA, GLOBALG.A.P., and EU organic. Distributors must have the European certificate through Italian certification issuer CCPB with offices located in Lebanon. “To increase our market share and to be successful, we need to persuade the more organic growers to use organic. This isn’t easy. Due to the high cost of certification and farming and lower average yields as well as the complexities of organic agriculture, it is difficult to quickly convince everyone. We do however offer our farmers a higher price for their produce when compared with conventional prices.”

“We intend to put in an automated sorting line as well as a tray sealer, specifically for avocados, as well as some other fruit. Automation will allow for faster packaging that will reduce human error. We currently pack 50% of our produce and other vegetables with paper or cardboard with 10% wrapped on nets, and 40% of them in plastic containers. It’s the most efficient solution for certain products, due to their longevity. The longer products last it is more sustainable since food waste is an enormous environmental impact,” says Jimmy.

Mediterranean fruit fly, and Tuta Absoluta

Organic farming can be a bit complicated according to farmer Mohamad of Mohamad’s fruit and avocado orchards were visited. “You are able to use a few pesticides for your crops, but insects like the Mediterranean fruit fly and Tuta Absoluta occasionally appear in the tomato plantation. There are traps that can be set up and then release beneficial insects but it’s a challenge. It is easier to protect yourself against disease by using resistant varieties. We still manage to produce a vast array of organic vegetables and fruits in Lebanon. Other than sweet potatoes, which are a plant material is difficult to come by as well as strawberries, which aren’t as productive on average.”

Greenskins can be delivered to Hass to the Middle East, Hass to Europe

Greenskins towards the Middle East, Hass to Europe

Many growers are slowly switching their citrus plants to avocado trees, explains Mohamad. “Or with lychee, cherimoya and (Annona Sugar Apple). They are more affordable and are not impacted by insects. They need less protection for their crops which is why they’re more suitable for organic farming. Mediterranean fruit flies, for example, don’t attack avocados. I plant Pinkerton, Hass, Ettinger, Lamb Hass, and Reed avocados.” He says.

There’s plenty of market potential for avocados. “It’s one of the biggest exports,” Jimmy admits, adding his voice to the conversation. “In our region of the Middle East, we sell mostly greenskins. Europe is a huge market for Hass. Europe is an intriguing area for us in terms of volume. In terms of quantity, the Middle East is also an intriguing market, particularly from the perspective of proximity and pricing.”

In the last quarter of 2013, Biomass delivered its first 80 tonnes of avocados to the UK. They came from growers that have all been SMETA as well as GLOBALG.A.P. certified. The Agriculture Engineers and Technicians examine the dry matter content with great care when the avocados are still growing on the trees. Avocados can be harvested when they are at their peak that allows for sorting, packaging (two up to 3 days) and transportation (two up to three weeks at ocean, according to the location). When the avocados reach consumers, it’s later ripened and eventually reaches the shelves of stores, and with a pre-cooked size.

In February 2023, Biomass has signed a deal with Europe’s biggest avocado importer. Exports to Europe However, they are currently suspended, because the plant that packed avocados, in which Biomass processed its avocados and that had all necessary and necessary certifications, was shut in the last few months. “We’re looking for the solution, but need to adjust the timetable. For the long term in the event that this issue continues then we’ll be able to set up an own sorting line and packing process,” Jimmy concludes, anticipating the future.

For further information, click here.

Jimmy El Hage (Business Development Manager)

Biomass

Massimo Bldg – Charles Helou Avenue

110021 Beiroet (Libanon)

Tel: +961 70721282

jimmy.elhage@biomass.bio

info@biomass.bio

www.biomasslb.com