The people of canaan
Our story is of farmers who work the land from dawn to dusk to feed their families and produce amazing food for the world to savor.
$1,210,000 usd
Contributed to the fair trade community
2,400+
Farmers integrated into exports value chain
50+
Cooperatives established
Regenerative practices
Fair trade cooperatives
Generational knowledge
Canaan works with over 1,000 artisan family farms spanned across 43 different villages. We are engaged year-round with these communities, committed to long term partnerships with fair trade principles that ensure transparency, full direct payment, fair prices and purchase guarantee.
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.
Ta’nak village - Jenin, West bank.
HAJ Rafeeq
For over five decades, Hajj Rafeeq has tended to his land with the same quiet care passed down to him from generations before. In the rolling hills of Ta’nak village near Jenin, he grows almonds, olives, and figs — the kinds of trees that require patience and return loyalty in time.
He doesn't use modern machinery or chemical inputs. Instead, he follows the rhythm of the seasons and the wisdom of old methods, planting and pruning with his hands, and harvesting with his family. “The land,” he says, “gives you exactly what you give it — no more, no less.”
Hajj Tawfeeq joined the Canaan network 20 years ago, not just to sell his crops but to stay connected to a farming community that honors tradition while building a more sustainable future. His work supports his children and grandchildren, but more than that, it keeps a way of life alive — one rooted in generosity, dignity, and deep connection to place.
Taybeh village - Jenin, West bank.
Durgham MuhameedÂ
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.
Kufeir village - Jenin, West bank.
Abd El-Nasser
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.
Explore the products grown by these farmersÂ