After months of close collaboration with farmers, local partners and the Kurdistan Regional Government, a significant milestone has been reached in the HollandDoor-led vegetable value chain project in Sulaymaniyah Governorate. On 6 July, the Bazian Fresh brand was officially launched, marking the transition from a market analysis in 2024 to a market-driven pilot initiative delivering high-quality, locally produced vegetables to consumers.
The launch event brought together more than 45 representatives from government, the Dutch Consulate General in Erbil, the private sector, academia, traders and participating farmers. Hosted at the project's own grading and packing facility, the event showcased how investing in collaboration, quality improvement and professional post-harvest handling can create real value for local producers.
More than cultivation: building value beyond the farm
Rather than simply aiming to increase output, the project focused on strengthening the entire vegetable value chain. Farmers received intensive technical guidance, while equal emphasis was placed on grading, packaging, food safety, branding and connecting producers with the market.
Food safety inspires confidence
A particular highlight at the launch was the presentation of independent laboratory analysis outcomes on produce from participating farmers. The results confirmed that the tomatoes and cucumbers met the required food safety standards, demonstrating that the intensive coaching on responsible crop protection and production practices is delivering tangible results. For local consumers, retailers and traders, this represents an important step towards greater confidence in locally produced vegetables.
The introduction of the Bazian Valley Fresh brand embodies this integrated approach – offering consumers vegetables that are not only visually appealing and professionally packaged, but also meet enhanced quality and food safety standards.
This approach demonstrates that strengthening a sector goes beyond simply improving cultivation techniques. Creating market confidence requires robust interventions across the entire chain – from greenhouse to supermarket shelves. For HollandDoor, the project exemplifies the essence of value chain development: bringing farmers, businesses, government and knowledge institutions together to achieve sustainable improvements that will endure long after the project has ended.
With Bazian Valley Fresh, local farmers are no longer competing solely on price. They are building reputations for quality, food safety and professionalism – exactly what is needed to achieve a stronger and more competitive horticultural sector in the Kurdistan Region of Iraq.
Looking ahead
While the initial results are extremely encouraging, the next phase will be equally important – and likely even more challenging. In the coming months, we will be seeking to ensure the Bazian Valley Fresh concept becomes financially sustainable and can be scaled up beyond this pilot. Developing a robust business model that more farmers can adopt and replicate in other regions is not only a major challenge but also the key to delivering lasting impact for the horticultural sector in the Kurdistan Region of Iraq.
Partners
Funded and strongly supported by the Dutch Enterprise Agency and the Dutch consulate in Erbil, this project would not have been possible without the dedicated contributions of all partners: Green Solutions, Mr Sulaiman, University of Sulaimani, Hamza Lab, Normec and Marcel Stallen.
For more information, please contact Engelie Beenen
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