- Garbaliser, a Lebanon-based agritech startup founded by Hanan and Zeinab Ismail in 2020, secured $436,000 investment from Shark Tank Dubai for eco-friendly fertilizer production.
- Their patented liquid fertilizer gained traction, serving over 400 clients in Lebanon’s Baalbek region, positioning Garbaliser as a key player in the local market.
- With plans to expand into the UAE market in 2024 and partnerships with international entities, Garbaliser transitions from a local startup to a global player, fueled by investments from Shark Tank Dubai and Ground Up Capital Fund.
Lebanon-based agritech startup, Garbaliser, was founded by Hanan and Zeinab Ismail in 2020. It has secured a substantial $436,000 investment from Shark Tank Dubai, acquiring a 12 per cent stake in the company. This investment will fuel Garbaliser’s mission to combat pollution by transforming organic waste into liquid, eco-friendly fertiliser.
Garbaliser’s innovative approach has garnered significant traction. Its patented liquid fertiliser is proven to yield cleaner produce and at a larger capacity compared to chemical alternatives. Currently, it serves over 400 clients in Lebanon’s Baalbek region, and the startup has carved a niche for itself in the local market.
With the backing from Shark Tank Dubai, Garbaliser is poised for expansion. It has plans to enter the UAE market in 2024. This strategic move aligns with the company’s vision to extend its footprint across the Middle East, with future expansions slated for Jordan and the broader GCC region.
Founded amidst Lebanon’s garbage crisis and exacerbated by the challenges of the COVID-19 lockdown and economic downturn, Garbaliser’s inception was driven by the Ismail sisters’ determination to find sustainable solutions to environmental challenges. Their commitment to innovation and environmental stewardship has propelled Garbaliser to the forefront of the agritech industry, positioning it as a key player in the region’s sustainability landscape.
The project began when the sisters identified the garbage issue at its source: household and business trash cans. Their goal was to create a garbage disposal system that allowed people to separate their waste. Despite facing challenges and a lack of support for the idea, particularly given the political and economic climate at the time, the sisters remained undeterred.
During their experimentation with organic waste collection, they gained hands-on experience in creating organic fertilizer from bio-waste to produce compost. However, they discovered that traditional compost presented challenges for large-scale farming, as its solid state made it difficult to incorporate into irrigation systems.
Undeterred by this setback, the sisters patented their invention, which transformed organic waste into a liquid fertilizer. This innovation enabled farmers to directly integrate it into their irrigation systems, maximizing its effectiveness. Through persistence and innovation, the sisters successfully addressed the initial garbage issue while also contributing to agricultural sustainability.
After establishing a solid customer base for their fertilizer product, the Ismail sisters revisited their initial concept of the garbage separator, now incorporating fertilizer as an additional feature. They introduced their separating system, dubbed ‘al-Hadum’ (The Digestor), allowing users to segregate organic and non-organic waste for collection by Garbaliser, which then converts it into fertilizer. In addition, clients receive discounted rates for the resulting liquid fertilizer.
Garbaliser forged partnerships with two other startups in Lebanon: Zero Waste, responsible for recycling the non-organic materials collected, and Dekkanet El-Nes, an organic grocery store offering unpackaged food items, where customers earn reward points for their purchases. This collaborative effort aims to promote sustainability and reduce waste generation in the community while providing incentives for eco-friendly practices.
The Journey of Training & Business Development
Hanan and Zeinab needed more formal education or experience in agriculture despite growing up in an agricultural setting. Hanan holds a bachelor’s degree in banking & finance, a master’s degree in marketing, and is currently pursuing a PhD in economics. On the other hand, Zeinab is an electrical engineer.
Introduced to the world of entrepreneurship, they joined Jusoor’s Agriculture Small Business Accelerator in 2022 and embarked on a minimally viable project. During this phase, Garbaliser began developing prototypes of their invention initially in their own home before scaling up to a larger 10,000-litre tank on their grandfather’s farm. The accelerator also guided them in refining their business model and honing their pitching and presentation skills.
Reflecting on their experience, Hana Ismail notes that Jusoor was the first program they participated in that was conducted entirely in Arabic, allowing them to fully comprehend the concepts presented. Previously, Hanan struggled with English, understanding only 60–70% of the content. However, with Jusoor, everything became accessible.
Global Expansion Perspective
The company initially aimed to expand gradually within Lebanon. They targeted additional regions while maintaining operational consistency. However, their trajectory changed dramatically after participating in Dubai Expo 2020 and COP28. They found themselves thrust into the global market spotlight. The founders were inundated with interest in their product from businesses and governments worldwide. They also received offers for investment and partnerships.
Reflecting on their involvement in COP28, Hanan Ismail remarked on the realisation of their business’s value. She emphasized the significance of fostering space for entrepreneurship and innovation within society. It was during their time in Dubai that they met their UAE partner, Reem Al-Marzouki.
Reem is an inventor developing a method to convert bio-waste into potable water. Joining forces, they presented their product on Shark Tank Dubai in December 2023. They received a dual investment offer of AED1.6 million for a 12% stake in their company.
In addition to its success in Dubai, the company secured investment from Ground Up Capital Fund in the USA in 2023. These developments propelled its expansion beyond Lebanon’s borders, signalling a shift towards a global perspective. With newfound partners and financial backing, the company is poised to navigate international markets and capitalize on the growing demand for its innovative solution.
Follow us on Instagram, LinkedIn, and Twitter for startup & business news and inspiring stories of MENA businesses, entrepreneurs, startups, innovators, investors, and change-makers.
To report any issue or error in the story, please email us editor [at] rasmal [dot] com.
