As eco-conscious farming continues to gain traction, Middle Eastern startups are revolutionizing agriculture on not-so-fertile land. One of them is the Jordanian company Tulua, devoted to reducing socioeconomic disparities through sustainable farming.
Tulua, loosely translating to rising in English, wants to rise for the Middle Eastern communities struggling with unstable politics, economics, higher taxes and cost of living.
Over two-thirds of the Middle East is composed of desert, with semi-arid conditions and only 2.7% of arable land in Jordan. Rainfall is and rain-dependent agriculture is risky as it is highly unpredictable.
The increasing food demand, as regional populations continue to multiply, adds another layer of difficulty. As a result almost 95% of Jordan’s food is imported, with very little agricultural exports.
In hopes of increasing self reliance in the region, the attention of investors and innovators pivots toward alternative agricultural methods — often one that is independent from both fertile soil or rainfall.
The Amman based start-up turns to aquaponics as a solution. They promote growing plants with nutrient filled water in a soilless medium. This more sustainable water conservation method is meant to decentralize farming. Encouraging individuals to grow their own crops, year round, ultimately allows them to generate income from it.