In a world where food waste doesn’t just end up in landfills, Compost Baladi emerged with an innovative solution that starts at the source and extends all the way to the sale of premium compost products.  Compost Baladi services include the collection of source-separated organics, impact certification, the safe destruction of expired food items, and the innovative conversion of organic waste into high-quality compost and soil mixes, all powered by their patented, environmentally friendly technologies. 

Compost Baladi’s journey isn’t just about waste management; it’s also focused on improving public health. By restoring soil health, the founders, Marc Aoun and Elie Rouhana, were able to create a cycle that benefits people directly and provides nutrient-rich food. As Elie puts it, “One apple from compost-enriched soil can have as much nutrition as 10 apples grown without it.” This approach improves the quality of food in the short and long terms by giving farmers access to healthy, nutrient-dense soil.

Rather than just offering a cheaper or more advanced solution, Compost Baladi focuses on how it benefits consumers’ daily lives. By turning waste into valuable compost, they address environmental hazards and ensure the food produced is healthier. For other startups in waste management or recycling, Compost Baladi’s story highlights the power of going beyond environmental impact to create long-lasting health benefits for communities.

Yet, the journey of launching a green startup to success in Lebanon's challenging market has been anything but easy. In a country struggling with economic instability and fierce competition, traditional business models have often faltered.

Marc and Elie saw opportunities where others saw obstacles. They recognized that Lebanon's unique context required a bold, innovative approach to waste management. They crafted a business model that not only addresses the pressing issue of waste but also paves the way for profitability.

From Concept to Compost

The journey began in 2015 as a blog, a response to the urgent national waste management crisis gripping Lebanon. The founders aimed to raise awareness about the importance of composting and incentivize the community to take action. Their efforts quickly garnered significant interest, which ultimately led to the establishment of Compost Baladi as a social startup in 2017. 

From the outset, the founders recognized a critical gap in the landscape of waste management initiatives. While numerous programs focused on recycling, none addressed the pressing issue of organic waste. It became clear that there was a viable opportunity to create a dedicated organic waste management company. 

This vision materialized into one of their first products, Earth Cube, a revolutionary composting unit designed to empower individuals and communities to actively compost their food waste. The Earth Cube effectively addresses common challenges associated with composting, such as odor and pest control, making it accessible and practical for everyone.

Resilience in an Unstable Market

Compost Baladi’s journey has been marked by significant challenges. Elie Rouhana recalls, “Starting with a tangible product in Lebanon’s unpredictable economic environment was a considerable hurdle. Market variables were constantly shifting, and customer priorities were in flux, making it difficult to predict demand and plan accordingly.” This instability added layers of complexity to every decision.

Another challenge was navigating Lebanon's regulatory framework, which, according to Elie, “was not enabling for our business”. Operating within such an environment requires constant adaptability and resilience, making their growth even more remarkable.

Despite these challenges, Compost Baladi’s ability to scale from an MVP to a growth-stage company speaks volumes. Elie notes, “We successfully raised revenue and maintained operations despite high operational costs and the need for significant investment in products and machinery.” This ability to sustain and innovate in a volatile market is inspiring for other startups in the region, especially when the mission is rooted in making a meaningful impact on the community and improving public health.

Transforming Waste into Wealth

Compost Baladi established a network of 81 collaborations with municipalities across Lebanon, reaching an impressive stage of growth. Their innovative approach to organic waste management has not only resonated within Lebanon but has also extended their operations into regional markets, including Jordan, Saudi Arabia, and the UAE.

Securing significant funding has been pivotal to their success. Compost Baladi has successfully raised $1 million from reputable organizations such as Fondation Diane, MIT Enterprise Forum Pan Arab, Water and Energy for Food, and Berytech. 

To date, Compost Baladi has produced over 4,000 tons of organic fertilizer, servicing more than 10,00 end-users and effectively transforming waste into a valuable resource for the community. With such remarkable achievements under their belt, Compost Baladi stands as a leading example of how innovative solutions can drive both environmental and economic progress.

However, the path to establishing this innovative solution was not without its obstacles. 

Community Trust

Besides the business challenges, the founders faced initial skepticism from the community, who were accustomed to traditional waste disposal methods. The founders understood that expanding their reach and maximizing their impact hinged on collaboration and knowledge transfer. They introduced a set of strategies to build the trust of the community:

1- Organizing Regional Roadshows

To introduce their innovative product to the community, the team organized numerous roadshows across various regions, engaging farmers through hands-on experiences. They offered samples, hosted events, and invited farmers to their offices and local venues to see the product firsthand. At these events, farmers were shown lab test results and the nutrient components of Compost Baladi’s high-quality compost.

The journey wasn’t easy, as many farmers were accustomed to traditional methods and products, even if they weren't the best for the soil. Shifting their mindset and convincing them to try something new required persistence. As Elie Rouhana, co-founder of Compost Baladi, noted, “The hardest thing is changing behavior and mindset. They have to see the results with their own hands.”

2- Utilizing Communication Channels

To reach a broader audience, Compost Baladi utilized various communication channels, including social media and WhatsApp groups. They shared informative videos on best practices for using compost, helping farmers understand the long-term benefits of switching to organic compost over chemicals that can degrade the soil. 

3- Investing in the Word-of-Mouth Marketing

Word of mouth is the strongest tool any entrepreneur could have. “Farmers usually take the word of their community leaders, the early adopters,” Elie shared. “We’ve cultivated ambassadors in every region, people who saw the positive results and began advocating for our products.”

4- Focusing on the Unique Value Proposition

Despite competition from cheaper alternatives like animal manure fertilizers, Compost Baladi emphasized the superior quality of their compost, which included valuable carbon material that enhances the soil. 

5- Building Longlasting Relationships 

To keep loyal customers, the team made early bookings available for limited production, offering special early-bird pricing and giving customers the pride of being recognized as regional ambassadors. 

By continuously educating and engaging with farmers, Compost Baladi established long-term relationships and built a strong network of loyal clients, setting the foundation for future growth and impact.

StartMashreq

Throughout their journey with StartMashreq, Compost Baladi has consistently seized opportunities to make the most of every moment, actively engaging in key events such as Biban 24 & Networking Event, GITEX/Expand North Star in Dubai & UAE Investor Mixer in Dubai, KSA Investor Mixer in Riyadh, Lebanon Investor Mixer, and Z. These events proved instrumental in expanding their reach beyond the Lebanese market, helping them connect with potential investors and customers. Lenah Hafez, StartMashreq program manager, stated "We selected Compost Baladi because of their outstanding impact in promoting sustainable waste management solutions in Lebanon. Their commitment to environmental and social change aligns perfectly with our mission to support high-potential startups driving meaningful transformation in the region. We are proud to support Compost Baladi as they continue to scale their impact". 

During the challenging period of the Lebanon crisis, which posed significant hurdles for Lebanese startups, we remained steadfast in providing unwavering support. Our commitment ensured that Compost Baladi and other startups received the assistance they needed to navigate this difficult time.

Aoun, reflecting on this experience, stated, "StartMashreq had a significant impact on our growth by providing access to investors and business development opportunities in the KSA and UAE. The program supported us with both technical and financial services, helping us enhance our marketing, strengthen our legal positioning, and refine our market presence. Most importantly, it connected us with a network of fellow entrepreneurs across the region, opening doors for collaboration and shared growth."

Against All Odds

Founded with a bold vision to transform waste into value, Compost Baladi faced an uphill battle to introduce an innovative business model in a market resistant to change. “The unpredictability of Lebanon’s economy tested every aspect of our operations,” co-founder Elie Rouhana shared. Yet, Compost Baladi thrived by addressing critical gaps: reducing environmental hazards, creating nutrient-rich soil, and inspiring a shift toward sustainable agriculture. 

Their resilience shines through their ability to turn obstacles into opportunities, from educating skeptical farmers to creating ambassadors within local communities who championed their cause. They didn’t just build a business—they fostered a movement. Compost Baladi exemplifies how persistence, innovation, and a deep-rooted commitment to positive impact can overcome the toughest odds, making them true heroes of Lebanon’s circular economy and champions of sustainable change.