Ministry of Agriculture: As part of the EVAP 3 project, North Hebron Agriculture and JICA conduct a field tour for 20 farmers from Al-Shuyoukh to learn about successful models in agricultural marketing in Bethlehem.

Hebron: June 29, 2026

As part of its efforts to enhance farmers' capabilities in agricultural marketing, the Ministry of Agriculture, represented by the North Hebron Agriculture Directorate, in cooperation with Japan International Cooperation Agency (JICA), organized a field visit to Bethlehem Governorate within the framework of the Improvement of Extension for Value-Added Agriculture (EVAP 3) project. The visit, titled "Finding Marketing Opportunities," targeted 20 farmers from the town of Ash-Shuyukh.

The tour included visits to the central fruit and vegetable market, Habiba Farm (a model for direct farm-to-consumer marketing), and several retail outlets. The aim was to familiarize participants with modern marketing and display techniques and to identify market needs and requirements for marketing agricultural products. The tour was supervised by engineers Majdolin Al-Rajabi, Muhammad Jahshan, and Ma'zouz Al-Shalaldeh from the North Hebron Agriculture Directorate, with the participation of engineers from the Bethlehem Agriculture Directorate: Hussein Subh, Nevin Salameh, and Yousef Salah. The extension team provided an explanation of the importance of aligning agricultural production with market needs and developing farmers' marketing skills, which contributes to improving product quality and increasing competitiveness.

Participants were introduced to successful models in marketing agricultural products, packaging, display, and promotion mechanisms, and the importance of agricultural diversification and improving production quality to meet consumer demands. The tour also provided an opportunity for farmers, agricultural engineers, and agricultural project owners to exchange experiences, thus enhancing the transfer of knowledge and practical expertise to the beneficiary farmers. This tour is part of a series of guidance and training activities implemented by the Ministry of Agriculture through the Improvement of Extension for Value-Added Agriculture (EVAP 3) project in cooperation with the Japan International Cooperation Agency (JICA), with the aim of developing the rural development sector, enhancing farmers’ capabilities in agricultural production and marketing, and enabling them to access more efficient and profitable markets, which contributes to enhancing food security, improving agricultural resource management, supporting farmers’ resilience, empowering rural women, and achieving sustainable agricultural development.