Egyptian Agriculture Transformed: Waste to Wealth

• Ahmed Hassanein founded a startup to transform agricultural waste into valuable carbon products in Egypt.
• His startup helps farmers cut costs, increase yields, and reduce water use.
• He joined the 2024 UNITAR "Entrepreneurship and Innovation: Promoting Food Security and Economic Development in Egypt, Iraq, and Lebanon" training programme, which enhanced his business skills and built his global connections.
• Ahmed aims to expand his startup worldwide and drive sustainable innovation in agritech.

15 August 2025, Hiroshima, Japan - Growing up in Asyut, Egypt, Ahmed Hassanein was no stranger to the struggles of smallholder farmers. He witnessed firsthand how low productivity and financial instability pushed many farmers to abandon their land in search of alternative livelihoods. This reality planted the seed of a lifelong mission for Ahmed: to bridge the gap between traditional farming practices and modern sustainable agriculture.

With a background in production and project management, Ahmed had already worked on over 30 projects aimed at improving cost efficiency and innovation. However, it was his vision for a more sustainable and profitable agricultural sector that led him to found his startup. The company converts agricultural waste into bio-based soil enhancers, providing farmers with cost-effective, sustainable alternatives that not only reduce their expenses but also improve yields and preserve farmland.

Agriculture is the backbone of Egypt's economy, yet land degradation, inefficient farming methods, and economic instability make it difficult for smallholder farmers to sustain their businesses. Many, struggling to cover rising costs, are forced to sell their land, which is often converted into commercial properties.

Ahmed believes he can provide a sustainable solution for this growing crisis. By transforming agricultural waste into valuable resources, his startup addresses two key issues: reducing reliance on synthetic fertilizers and improving soil health. This innovation not only boosts farmers' incomes but also ensures the long-term viability of Egyptian agriculture.

Ahmed's startup has already demonstrated remarkable results. In pilot projects conducted in Beheira Governorate with the support of the Agricultural Research Center and the National Research Centre of Egypt, his startup products led to a 30 per cent reduction in water usage, 40 per cent decrease in input costs, and 30-40 per cent increase in crop yield. And the farmers eliminated pesticide use.

These successes reinforced Ahmed's belief that sustainable innovation could reshape Egypt's agricultural landscape. By providing farmers with increased revenue streams, including the potential for carbon credit monetization, he ensures that farming remains a viable and attractive profession.

Despite the promising results, Ahmed's path has not been without obstacles. One of his biggest challenges has been convincing farmers, many of whom have relied on traditional methods for generations, to adopt new technologies. Resistance to change, coupled with a lack of clear governmental policies on biomaterials, hampers widespread adoption.

Moreover, regional instability has created uncertainty among international investors, making it difficult to attract long-term financial backing. Ahmed, however, remains undeterred. He continues to refine his approach, educate stakeholders, and showcase the tangible benefits of his innovations.

A turning point came when Ahmed discovered UNITAR's "Entrepreneurship and Innovation: Promoting Food Security and Economic Development in Egypt, Iraq and Lebanon" training programme.. The programme, financially supported by the Government and People of Japan, aimed to equip aspiring entrepreneurs with the practical skills and knowledge to develop businesses that contribute to sustainable and resilient food systems in the Middle East and North Africa.

Eager to expand his business expertise and global network, Ahmed joined the programme. In the online first phase, he gained foundational knowledge in business strategy and how to align his startup with the Sustainable Development Goals. In the second phase, also held online, he developed a financial model, ensuring that his project benefits not just himself but also his team and the farming community.

His strong performance earned Ahmed a place to join the final, in-person phase : in February 2025, he and 16 other professionals were welcomed to Japan for an 8-day workshop. The workshop gave Ahmed the opportunity to engage with entrepreneurs from Egypt, Iraq and Lebanon.

His key learning was how to present his startup effectively to potential customers and investors. He shifted from technical explanations to consumer-focused messaging, a crucial skill that reshaped his approach to marketing.

He understood the importance of partnerships for global expansion and developed a sustainable business model, which gained him a broader perspective on international business opportunities. Additionally, he realized he had been under-pricing his products and restructured his pricing strategy.

The support that I found here Japan is extraordinary. When we went to Tokyo Innovation Base, we found there's everything ready for us to move forward with our project.

- Ahmed Hassanein, UNITAR alumnus, Egypt

Ahmed encourages aspiring entrepreneurs to embrace challenges and never give up.

Keep pushing forward. You are going to do some trial and error, but you will get through it, and you are going to be successful.

- Ahmed Hassanein, UNITAR alumnus, Egypt

Ahmed expressed deep gratitude for the support and hospitality he received in Japan and hopes that future programmes will incorporate opportunities for networking and knowledge exchange with Japanese startups.

Boosted by his UNITAR training experience, Ahmed aspires to further strengthen his leadership skills and expertise in business and financial management. By combining his engineering background with strategic knowledge, he hopes to expand his startup globally, positioning it as a leader in sustainable agriculture. Ahmed proves that with the right mindset, network and adaptability, small ideas can turn into world-changing innovations.