Greenish focuses on empowering local handicrafts producers by helping them create beautiful, high-quality items made out of recycled waste.
I confirm that I am fully aware of the eligibility criteria, and based on its description, I am eligible to apply to the CSV Prize 2017.
Start-Up (a pilot that has just started operating)
Annual budget in 2017 (USD)
Number of beneficiaries impacted so far
Headquarters location: Country
Headquarters location: City
Location(s) of impact
Egypt : Cairo (Manshiyet Nasr neighborhood)
Future projects : Egypt: Siwa, Aswan.
Europe via exports
Problem: What problem is this initiative trying to address?
Rural territories in Egypt are facing strong economic difficulties due to lack of knowledge of contemporary marketing and branding tools. Market is filled with cheap low-quality imported goods against which it's hard to compete. This situation results in a high-level plastic waste pollution of fertile lands and waterways.
We decided to focus on local handicrafts production (usually women led) because of its importance in the market and its high potential.
Solution Summary: What is the proposed solution? What do you see as its most promising aspects for creating shared value?
Our project aims to provide local craftsmen and women with up-to-date marketing and branding tools in order for them to increase their products (bags, wallets and accessories) attractiveness on the Egyptian market. We plan to work on co-branding initiatives with existing local brands. Through formalising products pattern we also want to increase their quality and attractiveness.
Our project’s central point is to highlight the incredible economic value of plastic waste that provides free raw material that can be incorporated in beautiful, high quality products, while decreasing costs of production. We also plan to work with local companies on recycling their advertising material (banners for example) into items as part of their social and environmental responsibility.
Our first experience in Cairo allowed to recalibrate our working plan in order to make our project more efficient and replicable.
Impact: What is the impact of the work to date? Specify both the social and the environmental impact of your work
Working on these specific point allowed our partners to increase their productivity and their products profitability through attractiveness and quality while preserving their local environment.
Our project is deeply rooted in the local economy which we want to respect and preserve. The local producers can make theirs recycling, branding and marketing technics while preserving their skills and traditional patterns. We insist on keeping the producing process inside the community to avoid uprooting their activity.
Through our project we introduce plastic waste recycling and contemporary branding and marketing tools into local economies in order to increase the benefits of the producers and the decrease wastes impacts on local rural environment.
Financial sustainability plan: How is this initiative financially supported? How will you ensure its financial sustainability long-term?
As our project is still a pilot we decided to fund it thank to our pre-existing activity of organising and facilitating art and theatre workshops on environmental protection throughout Egypt. We conduct this activity with success in many different rural communities which allowed us to gain good knowledge of economic and social structures of these territories. 25% of our gain for this activity are already dedicated to the development of our project.
Unique value proposition: What makes your initiative innovative? How does your project differ from other organizations working in the same field?
Items made out of recycled waste are usually expensive and aimed at a well-off part of the society. We want our products to be affordable and available for everybody, that’s why we want to develop multiple selling platforms: in local shops, website store and exports. We believe that affordability is the only way for this new way of production to spread among disadvantaged buyers and producers. Preserving traditionnal savoir-faire is a central part of the project.
Founding story: Share a story about the "Aha!" moment that sparked the beginning of this initiative.
During our trip to Aswan in December 2016 we were impressed by the skills and talent shown by the craftsmen and women that we met and by the the richness of their culture. As some of us studied business and marketing we realize that the troubles they had to market and brand their products was harming their business competitiveness. We were already interested in the issue of recycling and environment protection but we were struck by the amount of plastic pollution that we saw.
We then came out with this project in order to merge economic empowerment and environmental awareness in order to highlight local communities culture and skills all around Egypt.
Where did you hear about the Nestlé Creating Shared Value Prize?