- 27 Nov 2024
Located in a serene Jordanian village, Al-Amal Farm is more than a business—it’s a story of resilience, innovation, and tradition. Founded by Amal Al-Shalabi, this dairy enterprise has blossomed from a modest home-based pursuit into a celebrated producer of artisanal cheeses and dairy products. Today, Amal is a symbol of empowerment and dedication in her community, proving that with the right support and perseverance, dreams can turn into thriving realities.
From the very beginning, Amal’s husband was her persistent supporter. When she first started making dairy products in her kitchen, he encouraged her efforts and helped her balance family responsibilities with her growing passion for dairy production. This strong partnership laid the foundation for the ventures’ eventual success.
Amal’s journey began ten years ago with a deeply personal motivation: one of her sons was sensitive to mass-produced dairy products. Driven to provide him with safe and wholesome alternatives, she started making cheese and yoghurt in her kitchen using fresh, untreated milk. Drawing inspiration from her grandmother’s methods, Amal crafted products that reflected the flavours and purity of olden days.
“I started in my kitchen,” Amal recalls, “and when the demand grew, I cleaned up a small storage room with mismatched tiles and turned it into a workshop. People found it charming, not knowing it was all I could afford.”
Breaking Through Barriers with Trial and Error
Amal’s path wasn’t without challenges. Early on, she struggled with consistency and shelf life, and navigating the training landscape in Jordan was particularly difficult.
“Knowledge was monopolised,” Amal explains. “Many professionals weren’t willing to share their expertise. I had to rely on trial and error, connecting traditional methods with scientific principles I learned from a few training sessions.”
One pivotal moment came when Amal found her way to a course designed for agricultural engineers. “That training opened new doors for me,” she says. “It taught me to blend hands-on experience with technical knowledge, ensuring consistent quality in my products.”
Transforming with CERA Project Support
The CERA project, funded by the Embassy of the Kingdom of the Netherlands and implemented by Leaders International, marked a turning point for Mazra’at Al-Amal. Through CERA, Amal received technical and financial support that revolutionised her operations.
“I transformed my kitchen-turned-workshop into a semi-automated facility,” Amal shares. “With the new equipment, tasks that took hours now take minutes. I can double my production with half the effort, allowing me to focus on innovation and maintaining quality.”
This newfound efficiency enabled Mazra’at Al-Amal to expand its reach. Today, Amal collaborates with five well-known restaurants, the latest partnership secured after implementing the upgrades made possible by CERA. These restaurants, recognized for their commitment to supporting local produce, feature Amal’s high-quality cheeses and dairy products on their menus. This collaboration not only reflects the project’s excellence but also highlights the growing demand for local, artisanal foods in Jordan.
As the business expanded, Amal’s husband made a life-changing decision to leave his job and work full-time alongside her, ensuring Mazra’at Al-Amal could meet the growing demand. Their teamwork not only strengthened the business but also supported their family’s future.
“All of our children’s education, from school to university, has been funded by this business,” Amal proudly shares. “Seeing my children succeed, motivates me to keep pushing forward.”
Supporting the Community and Inspiring Others
Amal’s success isn’t hers alone—it’s a victory for her entire community. Committed to empowering others, she prioritises hiring local women from her village, offering them opportunities to earn a livelihood close to home.
“I believe in supporting the community that has supported me,” Amal explains. “By hiring local women, I’m not just growing my business—I’m creating opportunities for others to grow alongside me.”
Moreover, Amal has become a certified trainer, defying the monopolisation of knowledge she once faced. She chose to be different by sharing her expertise openly, teaching other women the skills to start and sustain their own businesses. “Women often don’t realise the importance of financial planning or separating business and household expenses,” Amal notes. “I focus on these areas in my training, helping them avoid the mistakes I made early on.”
Looking Ahead: A Vision for Nationwide Impact
Amal’s ambitions extend beyond her village. She dreams of seeing Al-Amal products on every shelf in every store across Jordan, sharing the rich flavours and quality of her artisanal dairy products with households nationwide.
Reflecting on her journey, Amal emphasises the importance of adaptability and growth. “You can’t stay the same person. To grow socially and professionally, you have to embrace change and keep learning.”
Through her enduring spirit and the support of the CERA project, Amal has transformed her small kitchen idea into a flourishing business. Her story is a testament to the power of perseverance, community, and the right opportunities.
For more information about the CERA project: CERA: Corporate Entrepreneurship Responsibility Alliance – Leaders International
