2020 has been an exceptionally difficult year; a year that can be simply described as the “Survival Year”. This is a time like no other in our lives. We have faced demonstrations, streets unrest, devastating Covid-19 pandemic and of course hyper-inflation, eating our wealth away. Yes, we faced all these catastrophic events, what if we top them up with the Beirut blast that turned our beloved city into ashes, sadly with lots of deaths and casualties.
By no means I am trying to draw a dramatic image here; but I am rather showing how resilient we are as a team. These challenges brought out the best in each and every one of us; and hence, we have emerged even stronger. Our teams and head of departments have shown high level of commitment, and an exemplary perseverance that helped us stay afloat throughout the storms. For all of these I am grateful.
Our 2020 results were not up to what we aimed for; but I can, with all confidence, say that we fought hard and we did our level best. Our “Agility” strategy, we started adapting back in 2019 has been properly followed by everyone, and hence today Debbane Agri is geared up and better prepared, to face another challenging year 2021.
The way we decided to face 2021 is to continue with our “Agility” strategy; however, and in-line with the Board of Directors’ directions, we will be launching several tactical development projects at some operations, and we will also start exploring new markets for expansion. We always aim higher, and for brighter days.
Nothing of course can happen unless we continue as always working in harmony as one team: BOD, Management & Operations; while adhering to our Group values.
Finally, I would seize this opportunity to thank each and everyone of you for an amazing job and outstanding contribution. I would also like to thanks Messrs. Etienne & Fady Debbane for being always there for me, and of course the Board of Directors for their guidance and the overwhelming faith they put in me.
Wish you all Merry Christmas & Happy New Year
With respect and gratitude,
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.