Pure is a project based on the cultivation of roofs of buildings and the purpose was to facilitate the production and local consumption

urban and semi-urban gardening.

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Eligibility Criteria

  • I confirm that I am fully aware of the eligibility criteria and terms of the Act for Biodiversity Challenge and that I am eligible to apply.

Initiative's representative name

Enas Zayd

Initiative's representative date of birth

21/2/1995

Initiative's representative gender

  • Woman

Headquarters location: country

  • Egypt

Headquarters location: city

Cairo

Where are you making a difference?

Al Maadi Cairo

Date Started

1/1/2018

Project Stage

  • Start-up (first few activities have happened)

Yearly Budget : What is your current yearly budget for the initiative?

  • €1k - €10k

Organization Type

  • For-profit

1. Founding story: Share a story about the "Aha!" moment that led the founder(s) to get started or the story of how you saw the potential for this project to succeed.

Soon the residents of this vast suburb of Cairo realized the benefits of planting surfaces that provide not only healthy and seasonal food, using minimal fertilizers and nutrients, but also provide a better environment in terms of fresh air and help reduce the temperature from 8 to 10 degrees! Many families rushed to use all kinds of containers imaginable for agriculture, such as large pots, tables, pans, and even bulky truck tires. They started growing all kinds of herbs, citrus fruits, and vegetables. In addition, these roofs and terraces have become places for friends and neighbors to gather and relax in the bosom of nature. Surface cultivation provides a high rate of participation of women, as surface growers are mostly women.

2. The problem: What problem are you helping to solve?

With 22 million people, Cairo is one of the most crowded, crowded and polluted cities in the Middle East region. To the experience of converting household surfaces into cultivated areas is a unique experience and is expected to be published at the level of other cities. So to get organic vegetables, to increase income, or just to spend spare time, And increasing poverty, hunger and unemployment, especially among women and women in the home, which, due to poor living conditions

3. Your solution: How are you working to solve this problem? Share your specific approach.

Pure is a project based on the cultivation of roofs of buildings and the purpose was to facilitate the production and local consumption of fresh vegetables and also to ensure a steady income for families and women who adopted this practice. It supported the practice of "green production", without pesticides. The project has become a model for urban and semi-urban gardening. And soon the residents of this vast suburb of Cairo realized the benefits of planting surfaces that provide not only healthy and seasonal food, using minimal fertilizers and nutrients, but also provide a better environment in terms of fresh air and help to reduce the temperature from 8 to 10 degrees! Many families rushed to use all kinds of containers imaginable for agriculture, such as large pots, tables, pans, and even bulky truck tires. They started growing all kinds of herbs, citrus fruits, and vegetables. With the ingenious irrigation system with these pipes and tanks, these men and women unintentionally invented what is known as surface cultivation.

4. Innovation: How are you innovating or using unique approaches to solve the problem?

Most of the poor areas do not have significant financial liquidity for their owners, so we started the project with minimal capabilities in addition to the participation of rich regions in investing in this type of project to meet the demand for organic crops and the low costs they want.

5. Collaboration: How does your initiative seek to bring key players together to preserve biodiversity?

We are working on launching an application for smartphones to help young farmers get to know the times of infection, and in the event that they get to use pesticides on them through the application inform all those around them of farmers so that it does not affect other animals and their plants and on the neighboring apiaries and it is a platform that can Through it for farmers to exchange knowledge and information and sell their products better and easier and through it we support farmers in modern methods of agriculture and manufacture environmentally friendly organic pesticides from cheap resources as well as organic fertilizers from organic waste for homes and encourage them to produce the product Gat membership

6. Impact: how has your project made a difference so far — in terms of both business outputs and social impact? How do you plan on measuring progress?

Who provided forty-eight people with systems of hydroponics for vegetable crops and trained them to practice "green production", without pesticides. In addition, these roofs and terraces have become places for friends and neighbors to gather and relax in the bosom of nature. Surface cultivation provides a high rate of participation of women, as surface growers are mostly women. Fatima, a friend of Latif, has been doing this activity for several years and knows all the secrets. Today she knows a lot and perhaps more than an agricultural engineer. On the basis of her long experience, she voluntarily gives advice to new arrivals on this activity, and reveals to them commercial tricks and how to improve agricultural practices. This Cairo woman with a big heart, 76 years old. In a neighborhood on the outskirts of Heliopolis, about 15 km from Cairo, on the veranda of a public building, planting gentle eggplant, spinach, cabbage, oranges, tangerines, parsley,

7. Growth strategies: what are your main strategies for scaling your impact?

We wish to reach many cities and countries, especially those suffering from poverty and hunger, and the difficulty for women to obtain work with satisfactory wages and to achieve food security and try to reach support from institutions concerned with the environment and climate change and activate the role of women in society and achieve Food security and cooperation with aspiring farmers to methods of cultivation that protect the environment and human health by providing organic food and reducing fertilizers, pesticides and toxic chemicals that eliminate the biological diversity of beneficial insects and beneficial animals that pollute the resources of water, soil and Increase global warming We are safe to farmers need training right path

8. Creating shared value: How does your initiative create value for society? Or different stakeholders?

We believe that obtaining great results must be through the cooperation of institutions in society to harness their resources to achieve the best benefit, so we want to be one of the best successful models in preserving the environment and encouraging the role of women to get the confidence of other institutions to offer a lot in the future.

9. Financial sustainability plan: can you tell us about your plan to fund your project and how that plan will be sustainable in the short, medium, and long term?

It may not be the cultivation of surfaces and the sale of products that is the only way to build revenue sources. When launching the smart phone application, it will be a new source for revenue generation that will help us to implement a lot of solutions and facilitate the process of communication and information transfer and sale of products and increase the profits of producers who We work with them

10. Team: what is the current composition of your current team (types of roles, qualifications, full-time vs. part-time, board members, etc.), and how do you plan to evolve the team’s composition as the project grows?

Enas Zayd Agricultural engineer Founder youmna hisham designer co founder There are a large number of volunteers and some employees from different backgrounds, such as programmers, mentors and farmers

11. How did you hear about this challenge?

  • Recommended by others

Evaluation results

4 evaluations so far

1. 1) OVERALL EVALUATION

Yes, absolutely! - 25%

Yes/maybe - 0%

Maybe - 25%

Maybe/no - 25%

No - 25%

2. 2) CONNECTION TO BIODIVERSITY

5 —Absolutely! It’s crystal clear how the solution is directly contributing to preserving and/or restoring biodiversity. - 0%

4—Yes, it establishes a clear connection to biodiversity. - 0%

3—Somewhat, the entry speaks to biodiversity but the direct impact is not well established and/or it is focused on a single species without considering its impact on the broader ecosystem - 50%

2—Not really, the connection to biodiversity is weak - 50%

1—No. The entry does not reference the solution’s impact on biodiversity. - 0%

3. 3) Is this entry IMPACTFUL?

5 -Yes, absolutely! - 0%

4- Yes, I think so. - 25%

3- Maybe. - 25%

2- Probably not. - 25%

1- No. - 25%

4. 4) Is this entry INNOVATIVE?

5 -Yes, absolutely! - 0%

4- Yes, I think so. - 25%

3- Maybe. - 0%

2- Probably not. - 25%

1- No. - 50%

5. 5) Is this entry VIABLE financially and operationally?

5 -Yes, absolutely! - 0%

4- Yes, I think so. - 0%

3- Maybe. - 25%

2- Probably not. - 25%

1- No. - 50%

6. 6) Is this entry ACTIVATING CHANGEMAKING?

5 -Yes, absolutely! - 0%

4- Yes, I think so. - 25%

3- Maybe. - 50%

2- Probably not. - 25%

1- No. - 0%

7. 7) Does this entry value COLLABORATION WITH OTHER STAKEHOLDERS in its approach?

5- Yes, absolutely! - 25%

4- Yes, I think ko. - 0%

3- Maybe. - 75%

2- Probably not. - 0%

1- No. - 0%

8. 8) FEEDBACK – Highlights

INNOVATION: You have a great understanding of the problem, have researched existing solutions, and have developed unique, thoughtful new solutions - 0%

IMPACT: You use specific numbers and evidence to describe what your project has achieved so far (or plan to achieve in the future) and you have a plan for measuring impact - 0%

GROWTH & LEADERSHIP POTENTIAL: You have a thoughtful plan for growth and your founding team has a strong combination of leadership and knowledge-based skills - 50%

VIABIBLITY: You have given a great deal of thought to not just the idea itself but how to make it work from a financial perspective in the present and future - 0%

CHANGEMAKING ACTIVATION: You value thinking around how to activate changemakers and empower them to innovate through your product or programming - 100%

POTENTIAL TO CREATE SHARED VALUE: You have a clearly defined plan on how to maximize shared value across multiple sectors and stakeholders - 50%

WRITING STYLE: Your writing style is concise, descriptive, clear, and specific - 50%

Other option - 0%

9. 9) FEEDBACK - Areas for Improvement

INNOVATION: Be more specific in your description of the research you have done into the past solutions to this problem and focus on how your solution is unique and innovative - 100%

IMPACT: Provide specific instances of your social impact and how you plan to measure impact – it may be helpful to describe the beneficiaries, products and programming, and provide evidence of (or plan for) how to measure impact - 50%

GROWTH & LEADERSHIP POTENTIAL: Your plan for growing the organization can benefit from more specifics. How can you round out the various skills of your current leadership team to make the project a long-term success? - 75%

VIABILITY: Make sure you have provided descriptive information about your financial sustainability plan. Where do the funds come from now and do you have a concrete plan for future sustainability? - 75%

POTENTIAL TO CREATE SHARED VALUE: your plan can benefit from more thought on how to create value for all stakeholders, not just immediate beneficiaries - 50%

WRITING STYLE: Try to be more concise, descriptive, clear, and specific. Avoid jargon. - 25%

Nothing – I thought everything was great! - 25%

CHANGEMAKING ACTIVATION: Try to provide more insights into how you are activating changemakers and empowering them to innovate through your product or programming - 25%

Other option - 0%

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