Launch of the Training Course:
"From Producer to Digital Market – Empowering Rural Women in Sustainable Agricultural Marketing'"
2/12/2026
The training course, 'From Producer to Digital Market – Empowering Rural Women in Sustainable Agricultural Marketing,' was launched, having been held virtually via Zoom from February 10 to 12, 2026. The course was delivered by Eng. Esraa Ferdous, an agricultural engineer, researcher in green entrepreneurship, and Director of the Agri-Business Incubator at the Agricultural Entrepreneurship and Innovation Association in Jordan.
"In her opening remarks, Prof. Dr. Fadia Kiwan, Director-General of the Arab Women Organization (AWO), expressed her profound gratitude to Eng. Esraa Ferdous (Hashemite Kingdom of Jordan), who is conducting the training, and welcomed all participants, wishing the course every success.
She expressed her pride in this initiative by Eng. Esraa Ferdous, noting that she is a beneficiary of the 'Training of Trainers' (ToT) programs previously organized by the AWO. She highly valued her fruitful cooperation with the Organization to convene a national training course in Jordan to disseminate benefits, expertise, knowledge, and skills in rural women's empowerment. The ultimate goal is to enable the participating women to launch diverse projects based on a sound understanding of their community and local economy dynamics, thereby benefiting themselves and their environments.
Furthermore, the Director-General pointed out that the agricultural sector has traditionally been neglected in favor of the service sector and administrative employment. Today, however, this sector is being rediscovered globally as a vital domain closely linked to national security, and specifically food security. She added that, amid severe climate change, the world has gradually recognized the necessity of integrating these climatic shifts when addressing agricultural files, given their profound impacts that threaten workers in the sector and jeopardize food security as a whole."
She also underscored the importance of equipping both male and female actors in the agricultural sector with all the necessary information and skills to enhance their resilience in dealing with the various challenges confronting this vital sector.
The second day's activities address agricultural product analysis in terms of added value and scalable products. Additionally, the participants were divided into working groups to conduct several practical exercises on product analysis, sustainable packaging, fair product pricing, and profit margin determination.
The sessions of the third and final day discussed a number of key topics, including digital marketing for agricultural products, platform selection, and understanding target audiences. Interactive activities were conducted covering platform selection, product photography, content creation, as well as sales copywriting, storytelling, and formulating value propositions. At the conclusion of the course, certificates of participation were distributed to the trainees.
In conclusion, Prof. Dr. Fadia Kiwan, , congratulated Eng. Esraa Ferdous on the successful training course, praising her creative approach to designing and efficiently managing the program, as well as her ability to foster an outstanding group of women participants.
She saluted the wonderful spirit she witnessed among the participants, noting that most of them are agricultural engineers who did not settle for their scientific knowledge, but are rather aspiring to launch productive, field-based projects. She stressed that the present era is one of innovation and initiative.
Dr. Kiwan thanked all the participants for their hard work throughout the course, stating that the Organization will continue to accompany some of them, both in further training and along their long-term production journeys.
She explained that the significance of this program lies in creating ever-expanding circles of benefit. It starts with training a core group of women (Training of Trainers - ToT), each of whom then trains another group at the local level. This continuous replication disseminates knowledge and ultimately benefits the entire community, which she hailed as a highly successful model of the Organization's approach to capacity building."