Represented by its Director General Mr. Zaher Ballout, Debbane Frères participated in the MACFRUT exhibition at the international trade fair for the fruit and vegetable sector.
The exhibition ran from 6 to 9 September 2021, where Lebanon had a distinctive pavilion of 9 of the leading Lebanese enterprises in the agricultural sector affiliated with QOOT Cluster - Lebanon Investment Food Cluster:
Debbane Agri, BioMass, Natagri, Robinson Agri, Karma Farms, Daccache Green Line, Zakka Technologies, Rawda Farms, Lama SARL
The Lebanese delegation was accompanied by the regional representative of the Italian Foreign Trade Agency (ITA) in Beirut, Mr. Claudio Pasqualucci, and the Ambassador of Lebanon to Italy, Her Excellency Ms. Mira Daher.
Mr. Ballout and representatives of other companies have participated in meetings with Italian institutions to explore ways of agricultural development cooperation and the possibility of encouraging the export of Lebanese production.
This year, the seed department at Debbane Agri has introduced the NOURHANE F1 variety in Biskra in the South East of Algeria. In the past, NOURHANE F1 was intended for open field segments in the western, central, and eastern regions of the country. Its introduction in the region of Biskra in covered fields has produced excellent results, which was reflected by the good behavior of the plant, a fruit size that exceeds 3 kg, the firmness of the fruit (Absence of fruit rot), a growth cycle ranging from 60 to 65 days and its exceptional sweet and fragrant taste. Given the advantages that NOURHANE F1 has offered in greenhouses; namely the precocity and firmness, we recommend that this variety be planted in the early cycle in December in Biskra.
As part of its strategy to develop its human capital, DEAL has launched new training programs. Entitled "Mastering Sales Techniques," the first training was held in May, targeting the sales team. The main objectives of the training were understanding the main issues pertaining to customer relations, discovering the importance of each stage of a structured meeting, mastering sales meetings, learning how to explore the customer's needs, dealing with clients’ objections, and making offers. This training was also an opportunity for sharing knowledge, as a means to reinvigorate the sales team towards development and continuous improvement. These initiatives are sponsored by the company, as they bring out the best in each of its employees.
On April 14, 2022, an educational symposium was held for senior farmers of tomatoes, cucumbers, and onions in the Najaf and Karbala regions to introduce DEMA’s wide range of fertilizers, pesticides, and seeds. With the presence of the General Manager, southern sales manager, seeds manager, and engineers, this symposium was held and at the end of the symposium.
On May 11, 2022, the Debbane for Modern Agriculture Team organized a field day at its Erbil Station. The said day aimed to observe varieties of protected cucumbers, onions, wheat, and barley in the presence of a group of traders and farmers along with the DEMA team.