05/15/12

The Fletcher School Tufts University

Strategic Marketing for Non-Profit Organizations

Souk el Tayeb is Lebanon’s first farmers’ market, created in 2004 to bring people of different regions and traditions together to celebrate food and food traditions. Since then, it has grown into a social enterprise that coordinates a farmers’ market (Souk), a restaurant with farmer chefs (Tawlet), a private label food product (Dekenet), regional food festivals, and educational activities. Souk  el Tayeb (SET)  is well known among  certain  segments of  the Lebanese population,  and  is  even hailed  as  a model  for  reviving  food  traditions  in  other countries. With so many activities and a rapidly expanding set of goals, SET sought a marketing and communications strategy support and enhance its work.

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05/1/12

The Fletcher School Tufts University

Strategic Marketing for NPOs

This semester, our group completed a benchmarking analysis for the organization Souk el Tayeb (SeT) and developed specific recommendations for a marketing and communications strategy that clearly communicates the mission, vision, and identity of the organization to current and future customers and stakeholders. We specifically considered SeT‘s presumably strong brand recognition but scant awareness of its various projects and activities; map out different stakeholders and customers and how they relate to the question of raising revenues and becoming self-sustainable; explore growth options, both in existing markets and internationally, while taking into account issues of organizational capacity, identity, and image; and examine governance and organizational issues with regards to the evolution of SeT‘s business model. In this report, we present our findings and recommendations.

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07/11/11

American University of Beirut

IS SOCIAL ENTREPRENEURSHIP VIABLE IN THE ARAB REGION?

Kamal Mouzawak, founder of Souk el Tayeb (Arabic for the Good Food Market), Lebanon‟s first weekly farmers‟ market in Beirut, created and developed his business from scratch as a social enterprise model that supports small-scale farmers and producers. Starting with a handful of producers and lacking a clear organizing structure, Souk el Tayeb evolved into a well known national farmers‟ market, supporting rural producers, promoting sustainable livelihoods and agriculture, championing a variety of awareness campaigns and community events celebrating diverse local cultures, traditions, and food, as well as establishing a permanent farmer‟s kitchen. The overarching vision driving Souk el Tayeb was the idea that food was a basic and important common denominator and hence could help bring together fractured communities and promote unity around common respect for food, land, and agricultural traditions.

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05/11/11

The Fletcher School Tufts University

Souk el Tayeb: Defying the line between Business and Non-Profit

By March 2011, Kamal Mouzawak, the founder of Souk el Tayeb (SET), and his business partner Christine Codsi had created a social venture that provided locally grown produce from small farmers directly to consumers. Activities to achieve this included a weekly farmers market and a restaurant in Beirut, Lebanon. Faced with opportunities to create additional for-profit venture, Mouzawak and Codsi wanted to ensure that their next steps would be aligned with their original mission to preserve local culinary traditions, increase market opportunities for small farmers and sustain a socially responsible brand.

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05/11/10

ECADIM

SOUK EL TAYEB IN BEIRUT: A FARMERS’ MARKET IN LEBANON

Between innovation and tradition, Souk el Tayeb is an innovative social entrepreneurial project, and also a place where a new sense of community is experienced around food value and culture in Lebanon.

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