THE FOUNDER’S PANORAMA
In a land rich with history and heritage, Canaan was born from a vision to establish a route-to-market for olive farmers in Palestine to safeguard farming communities and the ancient olive trees they serve—preserving the very heart of Palestinian cultural heritage and farmers’ rootedness in the land. What began as a humble endeavor has grown into a movement that bridges Palestinian farmers with market communities that share values of sustainability, social responsibility, and ecological accountability. This connection not only uplifted farming communities in Palestine from poverty, but also broke the isolation of Palestinians and created hope for a brighter future among the Palestinian farming community.
Our journey is not just about olive oil, it's about creating hope for the farmers who cherish the land, cherish the olive trees, and nurture living cultural traditions that represent the human legacy of this important region in our shared histories.
The recent intensification of the Israeli occupation this year caused so much harm to our communities—whether it is in the ongoing genocide in Gaza or the destruction of Palestinian neighborhoods and olive orchards in the West Bank. Nevertheless, the further investment in nurturing our farming communities and the life of the ecosystem they benefit from provides one of the most creative venues to assert longevity of our people and preserve their culture in the land. We will continue to support these farmers by widening our networks and partnerships to help Palestinians to overcome. These goals transcend Palestine and Palestinians.
In this report, you will find amazing things that have transpired over the last twenty years. I would like to say that we could not have done this without our partners across the world. These accomplishments were made possible with the support of the communities of consumers with whom we share values about the way we should live, the way we treat and exchange with each other, and the way we treat and exchange with Planet Earth and the ecosystem we live in.
I extend sincere thanks and appreciation to all of our international partners, to our hard-working farmers, and the Canaan and Palestine Fair Trade Association (PFTA) teams that have made all this possible.
WHERE WE BEGAN, 20 YEARS AGO
APPLYING FAIR TRADE TO THE OLIVE OIL LEGACY
In 2003, Dr. Nasser Abufarha saw that the Israeli siege on Palestine had cut off market access for Palestinian olive farmers, threatening the olive crop as a whole in Palestine. In response, Nasser devised an infrastructure for farmers to produce olive oil under fair trade and organic standards, affording farmers access to the ethical trading market in the US and Europe. The vehicle of this mission was Canaan Palestine: a label under which Palestinian farmers could sell their products with pride. To start, Nasser set to work organizing farmers at the village level, sharing his ideas and passion for saving the olive tree—1,500 farmers showed interest in joining his organization; and in 2004, the Palestine Fair Trade Association (PFTA) was born. From that day forward, the PFTA served as the governing body that leads developments for the farming communities and sustains the fair trade and organic movement.
These two components—PFTA and Canaan Palestine—became the main tools to realize Nasser’s vision. The PFTA provides organization under fair trade and organic standards while Canaan creates partnership opportunities around the world for farmers by giving them an avenue to create and sell market-ready products. This opened doors that were not just closed, but previously unthinkable for Palestinian farmers, and the farming community in Palestine has been forever changed.
The development of PFTA and Canaan Palestine created immense opportunities to cultivate community wellbeing; their rapid-fire growth gave way to projects and programs that exceeded the bounds of their original mission. Through PFTA and Canaan Palestine, we have been able to set forth stewardship and agriculture-based projects like Trees for Life, the Canaan Center for Organic Research and Extension (CORE), and our wheat revitalization program; community-based outreach like our scholarship program and women's empowerment initiatives; exchange opportunities like Visit Palestine; and so much more over the last twenty years.
OUR IMPACT
20 YEARS OF SERVING FARMING COMMUNITIES IN PALESTINE
Our existence is one that has elevated market prices for olives and incomes for farmers, supported the successful generational transition of family farms to preserve heritage and tradition, fund community development projects, and create programming to combat isolation and dismantle monolithic perceptions of Palestine.
Our impact has stretched beyond what we could have possibly imagined. We’re proud to be here, twenty years later, knowing we have done so much — and still have so much we can do.
OLIVE FARMERS ARE THRIVING
WE TRANSFORMED THE OLIVE TRADE IN PALESTINE
$5
Price increase
Sustained increase of farm-gate price
15,000 tons
Annual Volume
Average traded olive oil volume annually
$75 million
Annual increase
Average annual value increase
for olive crop going to family
farms
$1 billion
Increase over 15 years
Realized value increase over 15 years of Canaan impact
The key to saving the olive crop in Palestine was making farming a viable and sustainable income source. Introducing the fair trade model allowed us to do just that, uplifting farmers out of poverty by doubling the market price of olive oil at its founding. This shift completely disrupted the farming industry, and news of the revolutionary increase in value traveled across farming communities throughout the country, arming them with the information they needed to bargain for the value of their product. While Canaan’s existence has greatly impacted the farmers who supply our olive oil, the most significant impact we’ve had is rooted in something less tangible. By introducing the concept of fair trade, the fabric of agrarian export has been completely altered country-wide, and the standard for buying and selling has been set at a premium that reflects the value of farmers and the land of Palestine. This is an impact we have sustained for over 15 years.
Durgham Muhameed is one of the farmers who has carried forward his share of this noble heritage. He is from the village of Taybeh, located northwest of the city of Jenin. Today, Durgham preserves his father's legacy after his passing in 2019, and strives to instill this legacy in his six children.
Durgham’s father was committed to ensuring that olive oil from Palestine, and from his land, would always be present in fine bottles across Europe and America, bearing the name "Canaan," which represented him both at home and abroad. For Durgham's father, Canaan was more than just a Palestinian association; it was a sanctuary that brought together Palestinian farmers, intellectuals, and citizens from various backgrounds under one common goal: supporting the Palestinian farmer and amplifying the voices of Palestinians. This heritage is taught and passed down like school curricula—fundamental principles for Palestinians on their land and in their dedicated work.
Durgham feels his father’s presence in the soil and stones of the land, recalling him while walking through it, checking the olive trees, and remembering his father’s advice, “Give to the land, and it will give to you.” Sometimes he would say, “When you treat it like a human, it will treat you with dignity; it’s a reciprocal relationship built on respect.” Durgham believes that educating people is the foremost priority for continuity, and that maintaining dignity—the dignity of life and development—is the foundation of loving and caring for the land. Durgham considers Canaan part of this legacy.
For generations, Palestinian families have cultivated the land, passing down knowledge, traditions, and a deep connection to the soil. However, this way of life faces significant threats from political instability and modern agricultural practices.
We believe in the power of family farming to sustain our communities and preserve our cultural heritage. Our programs support Palestinian families in maintaining their farms, ensuring that farming remains a viable and rewarding livelihood for generations to come. The legacy of family farming continues to thrive, providing future generations with a strong foundation rooted in tradition and sustainability.
Successful generational succession means that farming remains a valued and viable occupation, and that the knowledge, skills, and cultural practices associated with farming are preserved and enriched over time.
It’s a brisk winter day. The sun is shining for the first time after heavy rainfall. The earth feels cleansed and verdant, the plants are vibrant. There is a sense of jubilance in the air, a feeling of relief and pride: another year of olive harvest is complete, and the farmers of Canaan have come together for the annual Jarou’a—a harvest festival for the olive. Music is playing as farmers stroll in, greeted by their fellow farmers, Canaan staff, and, notably, international visitors. They begin to catch up on the year together. Conversation grows throughout the orchard—the festival comes to life.
Jarou’a is a time of celebration in Palestine, a time when friends reunite, stories are shared, and bread is broken to honor the land and the farmers’ hard work. Most importantly, this is a time of exchange as people from around the world participate in our Visit Palestine program.
Visit Palestine is our invitation to step into the culture behind the products on the shelves, and learn more about the traditions that produced them. Canaan products already offer people an opportunity for connection to Palestine and a chance to learn more through taste; Visit Palestine deepens this connection by physically bringing people together and bridging the cultural divide between Palestine and the world. This is essential not only for people experiencing Palestine and Palestinian cuisine for the first time, but also for those who are part of the Palestinian diaspora and want to experience familiar comforts. Seeing products from their home country on shelves gives expatriots a small but important reminder of home; it gives them the ability to taste the ingredients of their homeland and deepen their connection to it, even when they are no longer there.
Between 2006 and 2019, community groups and international business bringing hundreds of travelers would come to participate in the harvest with a farming family, and celebrate with us at the end of the season. Visit Palestine allowed the sharing of cultures and ideas between Palestinians and the outside world, it was an opportunity to learn about farming techniques—new and old.
The program was interrupted by the pandemic, and now from the intensification of the Israeli conflict. While the program was pragmatic for sharing knowledge and information, it had a more important impact on the farmers in Palestine: it fostered a sense of community and connectedness.
Farmers today feel the isolation of occupation. Being able to connect with people from around the world is important for farmers hungry to speak their minds and hearts to them—this is where the intangible magic of Visit Palestine comes to life. Travelers give the farmers freedom to express themselves, their belonging, and their identity. The Visit Palestine program gives farmers the space to portray Palestinian culture and open a window for international guests to view a true image of Palestine. For visitors, they learn more about Palestinian culture, food, and ways of life—making the program invaluable for farmer and traveler.
Canaan is eager to revive the Visit Palestine program. We look forward to the day our farmers can once again have an outlet for expression and connection, and curious travelers can learn more about Palestine in turn. Our products open the door to experience Palestine, and once you do, the invitation to visit Palestine is our offering to go deeper and connect with the communities behind the product. Bridging cultures, creating memorable experiences for everyone to have whether near or far—this is the mission of the Visit Palestine program.
JOURNEY BEYOND
FROM ETHICS TO IMPACT
We believe that the health of our land is fundamental to preserving our heritage and sustaining our future. By practicing regenerative agriculture, we nurture the soil and ecosystem, ensuring that the land remains fertile and vibrant for generations to come. Our commitment to sustainable farming not only honors the ancient traditions of Palestinian agriculture but also enhances biodiversity and resilience in the face of modern challenges.
Equally important are the people of Palestine, whose spirit and dedication embody our mission. We prioritize empowering local communities through initiatives that promote leadership and representation in agriculture. By fostering cooperative models and supporting educational programs, and implementing women-focused empowerment programs, we aim to create opportunities that uplift all members of our society.
This dedication to our people extends to the food we produce, which is a reflection of our rich cultural heritage. Our products not only nourish the body but also tell the stories of our land and its people. Together, we celebrate the essence of Palestinian culture, sharing our heritage with the world through the flavors and traditions that define us.
It is a privilege to do the work we do; we are one piece of a larger history, doing our part to keep our heritage and cultural identity alive by honoring and uplifting our agriculture, our community, and our gastronomy.
1,350Farmers
20,000Acres
Traditional farming in Palestine is inherently regenerative; this is the natural effect of using farming techniques from antiquity, before modern agriculture practices took root around the world. These ancient practices are what Canaan’s values stem from; we’re committed to being regenerative to ensure cultural preservation, environmental sustainability, and community well-being—and because it yields a higher-quality, healthier product. From these values, we saw a role we needed to fill in the market: to serve as the missing link between these farmers who are in need of an audience to share the fruits of their labor, and a market hungry for products that are ethically sourced and healthy.
Unlike conventional methods that are product-focused, regenerative agriculture is focused on the health of the soil and the ecosystem. It aims to invigorate the land, making it more resilient and productive over time. While preservation of the traditions that precede us sits at the heart of our mission, this doesn’t mean we reject modern technology; in fact, we see regenerative agriculture as a philosophy that aligns ancient farming wisdom with modern ecological practices. Through workshops, certifications, and training sessions, Canaan actively collaborates with farmers to modernize their farms by introducing practices like nitrogen fixation, soil testing, and wildlife tracking—making Canaan a catalyst for wildlife conservation.
These workshops play a crucial role in ushering in modernity, equipping farmers with the skills and knowledge necessary to adapt to today’s challenges. By teaching modern techniques, we enable farmers to improve soil health, enhance crop diversity, and increase resilience against climate change—all while ensuring that traditional regenerative methods remain at the core of their practices. This balance makes traditional farming viable in a modern world, allowing farmers to meet growing demand for high-quality, sustainable produce.
These trainings also foster a community of knowledge-sharing, where experienced farmers pass down age-old wisdom alongside innovative practices. This approach not only strengthens their connection to the land but also empowers them to thrive economically.
Ultimately, the focus of regenerative agriculture is to nurture the land rather than create quick, high-yield crops facilitated by chemical fertilizers and pesticides. By emulating nature rather than working against it, our farmers grow nutrient-dense, high-quality foods that honor both our heritage and the future, ensuring that farmers can proudly stand behind their work while preserving ancient cultural farming wisdom. This includes:
- Having a little- to no-tillage policy; the earth likes to cover itself, so we keep it covered.
- Allowing wide spaces between plants and trees for unobstructed airflow, plentiful sunlight, and natural biodiversity—naturally preventing plant diseases.
- Terracing and building simple dams to hold water from runoff during rainy seasons.
- Intercropping with nitrogen-fixation trees and legumes.
- Incorporating grazing sheep to stimulate wild plant growth, increase carbon sequestration, and enhance water penetration.
- Protecting wildlife and the habitat shelters that exist in the farm.
- Abiding by fair collection practices for farmers who forage on their farm to ensure the sustainability of the edible wild plants.
- Adhere to fair trade and social accountability standards for hired labor and trading ethics.
Integrating these practices creates a powerful synergy that benefits both the environment and the farming communities. We have welcomed modern agricultural technology to complement the traditions that have fed the land and the people for millennia. Canaan is fostering a resilient and thriving agricultural landscape for the future of the community and the ecosystem.
Trees for Life Program
“THEY PLANTED SO WE ATE, WE PLANT SO THEY WILL EAT”
—Palestinian proverb
The Trees for Life Program is a cornerstone of Canaan's commitment to sustainable agriculture and community well-being. Canaan started the Trees for Life Program as an avenue for international communities to contribute meaningfully to the lives of Palestinian farmers. This program not only supports farmers' livelihood, but also combats desertification, enhances biodiversity, and strengthens community ties; and this is all made possible through 100% grassroot donations from around the world. More than this, the Trees for Life Program is more meaningful than simply planting trees; it ensures that future generations are nourished by the fruits of these ancient trees, just as we have done for thousands of years. By inviting international communities to contribute to this time-honored tradition, Canaan fosters a human legacy of generational olive farming that sustains both our culture and our environment.
- 375,000+
Trees
Total trees planted - 440+
Hectares
Total new orchards - 60,000+
Trees
The current level of tree seedlings distribution per year
The program focuses on young families, starter farmers, small-scale farmers, women farmers, and those cultivating lands affected by Israeli walls, settler violence against olive orchards, or Israeli military actions. We developed selection criteria that would consider the impact on these groups and the specific challenges they face, as these are the communities that could benefit the most from the program. This gives farmers the opportunity to stabilize their farms and rely on the land as a source of income.
Supplying saplings according to our targeting parameters allows for the growth of existing farms—whether they’re under the Canaan umbrella or not. These resources are invaluable to farmers in all of Palestine, and made possible through support from our partners like Zaytoun (UK), WorldPartner (Germany), and iCoop (South Korea). The impact of this support is widespread—for new and established farmers alike. Trees for Life raises farmers’ incomes by providing more harvestable trees, and helps new farmers get their start by giving them the resources they need to generate an income. This leads to increased farming land in Palestine and more farmers to perpetuate and uplift Palestinian traditions in the face of acquisition and cultural erasure.
Beyond the substantial financial gains experienced by farmers and their families from the trees, the most noteworthy impact has been the revitalized sense of hope and dedication to the land. From the program's inception, Canaan has distributed over 376,843 seedlings to more than 6,175 Palestinian farmers. This hope is also felt by those around the world who know they have created a lasting impact, one that is measurable and tangible. Azam Abas from Malaysia, who has helped plant 1,020 since 2020, shared with Canaan:
"For long and lasting benefits for our brothers and sisters in Palestine. I [was] excited when I heard about the biodiversity plan for our Palestine. I love that we are working at the generation side which has a far reaching effect compared to working on the consumption side. Be it olive tree, walnut, sumac, carob, sycamore, grapes or figs, to me more is better for Palestine as this diversity makes the economy more robust and sustainable throughout the year..."
AZAM ABAS, MALAYSIA
This cyclicality is one that Canaan champions in all aspects of our work: the symbiotic relationship between land and farmer, farmer and Canaan, and Canaan consumers and supporters are all intertwined and mutually beneficial. By planting and nurturing trees, we are investing in Palestinian culture and the long-term health and prosperity of Palestine’s agricultural landscape.
Core
CENTER FOR ORGANIC RESEARCH AND EXTENSION
Farmers of Canaan are invested in the soil; this philosophy dictates that healthy soil produces healthy fruit. In place of the fertilizers and chemicals used in modern farming to repel pests and provide nutrients, Canaan farmers add manure, mulch, and vegetation to feed the earth. This, in turn, contributes to the natural ecosystem by encouraging decomposition and bacteria that provide important nutrients to the soil—and therefore the harvest, too. Invigorating the soil this way allows for better water retention as well, meaning many crops can be grown with natural flooding or collected rain water.
Organic practices fortify the relationship between farmer and land: the farmer must be in tune with the soil to give it the care it needs to yield nutrient-dense, hearty crops. Maintaining organic standards requires a deep understanding of Palestine’s terroir, which is knowledge Canaan farmers are uniquely equipped with. This understanding can only come by learning from and honoring the generations of farmers who preceded us, and continuing to build upon the practices they developed.
Our land is sacred to us—it has nurtured us for generations as we have nurtured it; it is as steeped in our culture as the hands that tend to it. Understanding that traditional farming is challenging to maintain in the face of modern demand, we wanted to find ways to make cultural farming techniques viable for farmers. From this need, in 2013 CORE—Canaan Center for Organic Research and Extension—was born.
CORE serves as a national center for research and extension aimed at developing organic production and promoting organic agricultural products in collaboration with centers across the US, Europe, Africa, and the Middle East. The center represents a unique opportunity to engage in research and international exchange that can provide agricultural and marketing opportunities for small farmers and their families. CORE’s curriculum is focused on training and activities in ecological farming methods, community organization building, and the revival of many rich agricultural and social traditions in Palestine.
Many research and extension activities are even conducted in the farmers' own fields—this research is how we were able to increase pollination by 100% by homing honey bees among almond trees, study companion crops to design innovative plant groups for ecosystem resistance, develop seed production chains, and solve wasp infestations among the almond crops. These efforts have allowed Canaan to stay organic and chemical-free in the name of land stewardship and cultural preservation.
Caring for the land and nurturing it as the people before us did is central to the mission of Canaan, but is only one part of the larger picture. Maintaining cultural heritage doesn’t begin and end with land preservation; it is the people for whom we continue our efforts that sit at the core of Canaan as well.
COMMUNITY
THE BACKBONE OF PALESTINIAN CULTURE
Equally important to the land of Palestine are the people who are impacted by and help us with our mission—be it our farmers on the ground, our staff in-office, or our international partners who carry or purchase Canaan products. The people are the living embodiment of our culture and the champions of our identity; they create community around our mission and inject it with life and purpose.
At the heart of our mission is a deep commitment to the people of Palestine, whose rich cultural heritage and community spirit are deeply connected to the olive crop. Canaan has been instrumental in safeguarding this vital resource, establishing premium pricing for olives and olive oil that directly uplifts the farming community. By creating an economically viable market, we empower farmers to rise out of poverty, ensuring they can continue their essential work while honoring cultural traditions.
This economic shift not only benefits individual farmers but strengthens entire communities. As farmers gain stability, they can reinvest in their families and local needs, fostering an environment where education, healthcare, and infrastructure can flourish.
Our efforts are dedicated to the resilience and spirit of the Palestinian people. By nurturing their connection to the land and its traditions, we aim to help our farmers thrive, ensuring that their voices and stories continue for generations to come. Through the olive crop, we’re not just supporting an industry; we’re reinforcing the cultural backbone of Palestine itself—the people.
PFTA PREMIUM PROGRAMS
STRENGTHENING FARMERS’ COMMUNITY STRUCTURE
Canaan has profoundly influenced the fabric of Palestinian farming communities, fostering leadership and collective empowerment through the infrastructure provided by PFTA: A portion of every liter of Canaan olive oil sold goes into a village fund, which is available for farmers to develop their villages. This systematic approach uplifts farming communities, allowing them to invest in local infrastructure and initiatives that enhance their livelihood. With 52 cooperatives and over 2,400 farmers engaged, the system emphasizes community-oriented decision-making while maintaining individual ownership, ensuring that farmers work collectively to solve common issues.
One such leader is Abd El-Nasser. Abd El-Nasser believes that honesty is the key to successful relationships, and this value has positioned him as a trusted leader, mentoring and guiding others on improving their agricultural practices. Abd El-Nasser views his connection to the land as central to his identity. His attachment to the land drives him to encourage others to stay connected to their lands, no matter the challenges, as he believes the land is their foundation and true refuge. Farming for Abd El-Nasser is more than a job—it’s a way of life, as deeply rooted as raising children. This is why being part of Canaan is so essential, as it ensures farming remains a viable and desirable occupation to pass on to the next generation—something that could only be achieved through PFTA.
- $1,210,000
USD
Contributed to the fair trade community - 52
Cooperatives
Cooperatives established - 2,400+
Farmers
Integrated into exports value chain - 70+
Projects
Community development projects implemented
The collective decisions made by these cooperatives have led to tangible community improvements, such as the renovation of schools, medical clinics, and infrastructure projects funded by the fair trade premiums. These are changes that reflect Canaan's connection to the communities around us and our deep impact on people’s lives.
Canaan and PFTA’s existence has enabled thousands of farmers to continue traditional regenerative and organic agricultural practices to promote a healthy, food-sovereign society. By creating the infrastructure for farmer-led cooperatives and giving them access to an international market, Canaan has made traditional farming a viable form of income. In turn, these farmers are able to dedicate their time solely to caring for the land and are provided an opportunity to invest directly in their communities. Through the fair trade premiums generated from Canaan’s products, farmers have the means to develop local infrastructure and community projects, ensuring that their farming efforts yield benefits beyond individual livelihood.
THE WOMEN OF CANAAN
CREATING OPPORTUNITIES FOR REPRESENTATION
Khitam is from the village of Taybeh, a place known for its pure water springs. As the youngest of four sisters, Khitam's connection to the land began at an early age when she started accompanying her father to the fields. This experience sparked a lifelong passion for agriculture, eventually leading to her inheriting both the land and her father’s responsibilities within Canaan. She is proud to see her olive oil exported through Canaan, viewing it as a national symbol on par with the Palestinian flag.
In addition to farming, Khitam is a teacher, which allows her to pass her dedication and knowledge of the land to the next generation. She emphasizes the value of agriculture and land stewardship as forms of cultural and personal resistance to her students, and uses her role to instill the importance of agriculture and land preservation.
Even after her father’s passing, Khitam continues to draw strength from his teachings, feeling his presence in every part of her agricultural work. Khitam’s story is one of legacy, passion, and the unbreakable bond between a people and their land. Stories like Khatim’s are the ones Canaan seeks to manifest and uplift.
- 3
Cooperatives
led by women provided regular work in processing Canaan products - 74%
Seasonal staff
of Canaan are women - 30%
Full-time staff
of Canaan are women - 36
Projects
empowering women implemented
Traditionally in Palestine, men serve as the head of the household and farm. During the formation of Canaan, we noticed this led to disproportionate representation between men and women within Canaan and the Palestine Fair Trade Association. To create immediate representation opportunities for women, Canaan added products like Maftoul and Za’atar to our collection, as these products are traditionally processed by women. This addition allowed the formation of three women-led cooperatives to join Canaan and the PFTA—a number we hope to see grow in the future.
For long-term opportunities at the community level, we started the Women’s Empowerment Project to transform viable business ideas from women into ventures with high potential for growth. This program turns the aspirations of these women into businesses, generating jobs and wealth, leading to increased well-being and opportunities in communities, and establishing a sustainable income source.
Every member of the family has an important role in nurturing the farm—and therefore the family; each family is its own system that provides sustenance to the land and reaps the benefit of their care with every harvest. Family farming is a joy to farmers, as it gives an opportunity to deepen family connections while learning and bonding with each other. While alongside every man there is often a woman of equal importance to the farm, participating in traditional agricultural practices and maintaining the land, rarely do these women have opportunities for representation within the community. This is why stories like Khitam’s are so important to us as we aim to provide more opportunities for women to become leaders within their farms and communities, in addition to being vital figures within their families.
INVESTING IN EDUCATION
INVESTING IN THE FUTURE ON THE FARM AND IN THE CLASSROOM
Canaan is proud to offer a needs-based scholarship to the children of farmers, as it is through this program that we are able to cultivate community leaders and provide opportunities for growth and education.
Canaan is proud to offer a needs-based scholarship to the children of farmers, as it is through this program that we are able to cultivate community leaders and provide opportunities for growth and education.
Dalia Mar’i is one such scholar, whose academic journey started in Communication Sciences when she received a scholarship from Canaan to study translation at the Arab American University. In her first year, Dalia decided to change her major to Arabic Language and Media—a decision that opened many doors in areas like podcasting and writing. It was through these studies that Dalia was able to participate in an exchange program in the US and immerse herself in different cultures, enhancing her skills and knowledge of her future field. Canaan’s scholarship not only offered financial support, but opened new horizons for Dalia.
For Dalia, Canaan is a source of pride for Palestinians globally; it reflects the true image of a productive and active Palestinian, excelling in various fields. Dalia believes, “Receiving a scholarship doesn’t just end there. It builds your future and contributes to promoting your country’s culture wherever you go.”
She currently works in English-language media and believes that institutions like Canaan play a crucial role in channeling young people's energy and pushing them forward. We can’t wait to see what she does next.
OUR PARTNERS
CONNECTING PALESTINE TO THE WORLD
1,000+
Specialty and boutique stockists
18+
Partners/importers around the world
14+
Countries carry Canaan
The relationships we’ve forged with our partners around the world have been indispensable. Having international partners (retailers, stockists, and bulk purchasers) not only provides an income source for farmers, but is also what allows us to physically connect our products and culture with the world. Our relationships are the foundation upon which our company was built, as making authentic Palestinian products available to the world was central to the fair trade concept that launched Canaan.
Becoming a certified fair trade company was not without its challenges. Eighteen years ago, when Canaan was a nascent company, fair trade organizations were reluctant to certify a product like olive oil without there being evidence of a market for it. Rather than accept this rejection to become fair trade, our founder developed the Palestine Fair Trade Association, and studied existing guidelines from other organizations to create the infrastructure that would validate fair trade practices in Palestine.
Due to Nasser’s work, when Dr. Bronner’s was looking for an olive oil supplier for their products, Canaan was the only one that met fair trade standards—and thus our relationship was born. This partnership elevated Canaan’s profile, and allowed us to become Fair for Life certified in 2006, before international fair trade organizations were integrating olive oil into their practices.
This is why our relationship with Dr. Bronner’s is a special one that we place so much value in—through our collaboration, we were able to make Palestine part of the international market conversation, thus mobilizing our movement to improve the lives of farmers by providing opportunities for income and stability. We’re proud to partner with an organization that has not only helped Canaan grow, but also shares our fair trade and organic values as a means to heal the earth and those who care for it.
Since our first partnership with Dr. Bronner’s, we’ve established relationships with Whole Foods, Erewhon, Lush Cosmetics, and more. Collaborating with these companies uplifts our mission and theirs: Bulk buyers and retailers provide more markets that put Palestinian farmers’ products into the world; and we provide an ethical, fair trade, organic, and healthy line of goods that align with their purpose and values.
Our partners around the world, as well as the people and farmers based in Palestine, reap the benefits of Canaan's initiatives—and what underscores this relationship is food: the very product Canaan deals in. Food has the ability to connect people from even the most disparate backgrounds, and is a vessel that carries the stories of culture and customs. It’s no coincidence that food—the byproduct of Canaan’s mission—is a core pillar for our organization.
CANAAN AT HOME
HONORING THE PEOPLE BEHIND THE SCENES
36%
of people on staff for 10+ years
Canaan could not exist without our farmers, traditions, nor the land that we tend. Important to this list as well are the people who work for Canaan at our factory and facility in Burqin that have made our mission a possibility. What started as an idea, developed into a business in 2004, has grown into a team of 44 people. Among them, 16 employees have been with us for more than 10 years. Canaan is a family business, owned and operated by a farming family. This has fostered a culture of compassion and community amongst our staff, and has guided our benefits and working principles. The company offers:
- Free breakfast every morning: Employees enjoy breakfast from a wood burning bakery on company grounds every morning.
- Potluck Thursday: The staff leaves at 2:00 pm instead of 5:00 pm on Thursdays and enjoy dinner together.
- Maternity leave: We offer three months of paid maternity leave and allow mothers to leave early for a year after having their baby.
- Pay advances: We offer pay advances to support employees through big life events.
- Incubator loans: After 10 years at Canaan, we offer employees the opportunity to apply for an interest free loan of up to $100,000 to finance viable, community-based business ideas.
We’re grateful to the staff who make Canaan a reality through their hard work, dedication, and passion for Palestine.
GASTRONOMY
FARMING & FOOD AS A CULTURAL EXPRESSION
Canaan’s products are more than ingredients; they are carriers of cultural stories and heritage. Each product reflects the intricate relationship between Palestinian cuisine and its historical roots, offering a direct connection to the traditions and practices of the past. By making these authentic ingredients accessible, Canaan bridges the gap between historical culinary practices and modern consumption, allowing people around the world to experience and appreciate the rich cultural heritage of Palestine.
Canaan’s approach to food is a tribute to the idea that cuisine is a vital expression of culture. It is a medium through which heritage is preserved, celebrated, and shared—embodying the spirit of a people and their history. Through our products and programs, Canaan reaffirms that food is not just a reflection of culture, but a testament to its ongoing legacy.
In Palestine, the connection between food and culture is deeply rooted in the practice of growing what you eat. This relationship between agriculture and cuisine is most evident in the cultivation of olive oil—a cornerstone of our food culture and identity.
Canaan olive oils are renowned for their distinctive flavors, which vary depending on the region and the variety of olives used. The nuances in taste reflect the diverse soil types and climate conditions across Palestine, as well as the traditional methods of olive oil production. Each bottle of Canaan olive oil carries a unique story of its origin.
Canaan olive oils are renowned for their distinctive flavors, which vary depending on the region and the variety of olives used. The nuances in taste reflect the diverse soil types and climate conditions across Palestine, as well as the traditional methods of olive oil production. Each bottle of Canaan olive oil carries a unique story of its origin.
The process of producing olive oil in Palestine is a testament to the deep connection between the land and its people. Our farmers take great pride in cultivating their olive groves, and the annual harvest is a time of communal celebration. The rich, earthy flavors of Canaan olive oils not only enhance the taste of traditional dishes but also serve as a reminder of the land’s bounty and the cultural practices that sustain it.
By incorporating these authentic flavors into our products, Canaan offers a taste of Palestine’s culinary heritage while supporting sustainable agricultural practices. Our olive oils are more than just ingredients; they are a celebration of the land’s diverse flavors and the cultural traditions that honor and preserve them. Through Canaan, the world can savor the essence of Palestinian cuisine and experience the deep-rooted connection between food, culture, and the land.
In this context, Canaan’s offerings take on an even deeper significance. As our farmers face ongoing processes of dispossession and attempts to erase their cultural identity, their relationship with the land and farming practices become acts of mediation. For many, the act of cultivating and sharing their traditional products is a form of resistance against the erasure of their heritage. It is a way to assert their identity and maintain a connection to their roots amid constant challenges.
By providing a platform for these culturally significant products, Canaan helps Palestinians express their identity and resilience. The act of sharing these traditional foods and ingredients with the world serves as a powerful medium of cultural exchange and affirmation. It stands as a testament to the enduring connection between Palestinians and the land, offering an alternative form of expression in the face of adversity. Through Canaan, Palestinian farmers are able to assert their presence and their story, making their cultural heritage visible and celebrated in a global context.
OUR COLLECTION
CELEBRATING OUR FOOD
Canaan exists to celebrate the heart and soul of Palestine through our collection of products that showcase our rich heritage. Our olive oil is a symbol of our land, its robust flavor a testament to our connection with the soil.
In the name of this celebration and the honoring of our heritage, our offerings extend beyond olive oil to show the diverse array of traditional Palestinian cuisine and provide more avenues of income for farmers. From our spicy shatta spread to our aromatic za’atar, and from our briney tapenades to our lush pesto, each Canaan product is crafted with the intention to uplift the land and those who care for it, while also carrying the essence of our culture. Each of our products is an invitation to experience the true flavors of Palestine, transforming every meal into a moment of shared history.
As we look to the future, Canaan is excited to expand our product line, unveiling new creations that will forge even more opportunities to connect the world with Palestine and our traditions. These new products will honor our culinary heritage and invite people to partake in the stories that shape our identity.
With these coming changes and expansion, at the heart of our mission remains a commitment to the farmers and communities that make Canaan possible. As such, each new product will be rooted in sustainable practices that honor the land and empower those who cultivate it. In doing so, we are able to share authentic flavors that transcend cultural divides, fostering understanding and connection through the joy of food.
PRESERVING HERITAGE SEEDS
REVITALIZING ANCIENT WHEAT AND GRAIN
Canaan’s dedication to Palestinian cuisine embodies a profound understanding of how food serves as a living expression of culture. Food is not merely sustenance, but a vibrant tapestry of tradition, history, and identity that binds people to their heritage. Canaan’s mission to preserve and celebrate Palestinian culinary practices is rooted in the belief that food plays an essential role in reflecting and perpetuating cultural narratives.
This is reflected in our Revitalization of Heritage Wheat and Grain Seeds program, which reintroduces ancient seed varieties like lentils, chickpeas, fava beans, and Kersanna—a native clover—into local agriculture. These heritage seeds are more than agricultural resources; they are the very essence of Palestinian culinary identity. Each seed variety carries with it a legacy of generations, a testament to the land's unique flavors and the cultural practices that have shaped Palestinian cuisine over centuries.
The mechanism of this program is the seed exchange program, through which farmers share and receive these traditional seeds—a living manifestation of cultural continuity. By fostering a network that values and maintains these ancient crops, Canaan helps ensure that the agricultural practices intertwined with Palestinian culinary traditions are preserved and celebrated. This program not only reinforces food security, but also strengthens the cultural fabric of the community.
To celebrate these efforts, we held a Wheat Festival in the summer of 2021, a poignant celebration of our heritage and success in revitalizing these grains and seeds. It honors ancient wheat varieties that symbolize agricultural self-sufficiency and cultural pride. The festival is more than a cultural event; it is a reminder of the deep connections between food, land, and identity. It showcases how traditional crops are a vital part of the cultural landscape, celebrating the relationship between Palestinian people and ancestral farming practices.
GIVING THANKS
Our hearts are filled with profound gratitude for the incredible journey that Canaan has embarked upon over the past twenty years. What started as a vision to save the olive crop has evolved into a deeply significant mission, nurturing not just the land, but the very essence of Palestinian culture and heritage.
In these challenging times, our work at Canaan has taken on a sacred significance. The current global and regional trials underscore the importance of our mission and elevate the value of our efforts. It is in these moments of difficulty that we find renewed strength and purpose in our commitment to the land, its people, and our shared cultural legacy.
The core principles of Canaan—celebrating our agriculture, community, and gastronomy—are more than the foundation of our mission; they are the spiritual threads that weave together our purpose and actions. Our dedication to preserving the land is a tribute to its historical and cultural essence. Through regenerative agriculture and organic farming, we honor the land and ensure that its vitality is sustained for generations to come.
LOOKING AHEAD
A FUTURE TO LOOK FORWARD TO
As we look to the future, we are excited to unveil a series of new initiatives that will expand and deepen our impact. Our commitment to diversifying our offerings and maximizing the return on our crops holistically is central to our future plans. We look forward to broadening our range of food products to enhance the value of what we produce and support our farmers in utilizing every aspect of their harvest. These innovations are designed to align with our regenerative farming principles, ensuring that our approach remains both sustainable and economically beneficial and share more of the taste of Palestine with our customers.
In addition, we are embarking on an ambitious ecological project, which will involve planting a five-acre space with diverse botanical gardens and wetlands that complement and support one another. This initiative reflects our commitment to creating a symbiotic environment that benefits both the land and local ecosystem wildlife and serves as a life exhibit of regenerative practices and native local vegetation and trees.
The Canaan Botanical Gardens—a space that will showcase our unique microclimates and showcase the diversity of Palestinian flora. This botanical haven will provide educational and recreational opportunities, enhancing the community's engagement with our environmental and cultural heritage. The plans include a reception garden with an irrigation reservoir and perennial flowers, floral garden with ornamental plants and lotus-shaped landscaping, apothecary garden with native species and aerial star design, forest glade garden with giant oak and flowering trees, and an oak and swamp forest with over 500 trees.
Our vision for the local community extends beyond agriculture. These botanical gardens promise joy and healing for all. Even amid adversity, our spirit remains undaunted. The challenges of the world do not deter us, but rather strengthen our resolve to forge ahead with renewed determination and vision. We are committed to expanding our role in the community and continuing to make a meaningful impact through every facet of our work.
We extend our heartfelt gratitude to all who have been a part of this journey. Your support, dedication, and belief in Canaan's mission have been the foundation of our success. Together, we honor our past, sustain our present, and inspire a future full of hope and promise.
