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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 recognized this priceless agri-culture and committed ourselves to protect it, support it, and make it sustainable for these hard-working farmers. We also wanted to share it with the world to celebrate millennia of food traditions and provide viable routes for it to 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.


The survival of these sound, sustainable farming traditions that evolved over millennia along with their ecosystem, including olive trees dating back more than 2,000 years and continue to feed us to this day, represents a human inheritance from which the world community as a whole 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 opportunities for investment 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.