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Our Story


Our story is a story of culture. Our story started thousands of years ago with the earliest cultivation of land in the Land of Canaan.

Our story is a story of farmers who work the land from dawn to dusk to feed their families and produce amazing food for the world to savor. 

We at Canaan recognize this priceless agri-culture and commit ourselves to protect it, support it, and make it sustainable for these hard-working farmers. We also want to share it with the world to celebrate millennia of food traditions and provide viable routes for artisan food products to reach global markets.



The Land of Canaan, the cradle of civilization, is where the first agricultural revolution began. To this day, traditional agricultural communities represent the main feature of Palestinian culture. Approximately 60% of the population live in 400 villages that mainly comprise family farms. 

Communities are highly dependent on agriculture, especially olive trees. More than 100,000 families depend on olives as their primary source of income. Beside the economic benefits of the olive tree, it also has important social and historical value.

Many olive trees date back more than 2,000 years. The survival of these sound, sustainable regenerative farming traditions continues to support the trees and their ecosystem. This human legacy that evolved over millennia represents a cultural inheritance from which the world community can benefit.




Over the years, as the project progressed, Canaan developed a strong network of producer, commercial, and research organizations working hand in hand to empower more than 1,600 small farmers to sustain their livelihood.

These farmers started growing organic crops, mainly olives, and were able to sell their produce at a fair price, thus allowing a sustainable living. The project also positively influences the development of the region, as it offers employment opportunities to farm workers and investment opportunities in community projects, research and extension, education, and so on. Moreover, as a direct result of the project, the price of olive oil has generally risen in Palestine, thereby improving the incomes of Palestinian farmers outside the fair-trade system.