The ultimate goal of the “Agrifood Sustainability for Iraq - TheMarketing Challenge” was to propose practical solutions to innovate the agrifood system and its communication strategies in Iraq.
Focusing on sustainability, innovation, and marketing strategies, the program aimed to bring together elite professionals from the Iraqi agribusiness sector, equipping them with the skills and tools needed to launch new products or services. Drawing inspiration from global business cases and best practices, the program introduced participants to key aspects of sustainability, enabling them to develop innovative marketing strategies and sustainable solutions to address real challenges in the Iraqi food industry.
In partnership with:
Beneficiary of the Initiative
Iraqi Federation of Industries (IFI).
Abstract
As industries adapt to growing environmental, social, and economic pressures, sustainability must be embedded at the core of business strategies. This is particularly critical in the agrifood sector, one of the most climate-impacting industries, where innovation and responsible practices can significantly influence the future of both local economies and global ecosystems. However, prioritizing sustainability alone is not enough. Clear, strategic communication and stakeholder engagement are equally vital to building trust and driving meaningful change.
To address these needs, this specialized educational initiative was developed to support sustainable transformation within the Iraqi agrifood system.
The program focused on equipping local professionals with the tools to identify key sustainability challenges, explore innovative market trends, and design practical, market-ready solutions. Over two months, participants engaged in a blended learning journey that combined global case studies, self-paced modules, and interactive teamwork.
The initiative unfolded in two stages: an asynchronous online course followed by a competitive Hackathon.
At the outset of The “Agrifood Sustainability for Iraq – The Marketing Challenge” program, we gathered valuable insights through our asynchronous engagement pathway and the contributions of several local Iraqi companies. These insights revealed persistent challenges in the agrifood sector, including a heavy reliance on imports, limited local expertise, and unclear communication around sustainability efforts. Based on these findings, we launched the challenge to invite participants to design feasible,
impactful solutions that would help Iraqi food companies address these market obstacles and communicate their sustainable practices more effectively to build stakeholder trust.
Throughout the program, participants explored innovative communication strategies, product positioning, and sustainability-driven approaches tailored to Iraq’s unique business context, all while aligning with global sustainability trends.
These are the tasks they had to complete:
Their proposals aimed to foster innovation, differentiate local products in the market, strengthen production-distribution links, communicate sustainability and quality effectively, and build stakeholder trust.
Objective
To enhance sustainability across Iraq’s agrifood systems and improve communication around these efforts, EIIS, in collaboration with UNIDO, launched a month-long Agrifood Sustainability for Iraq project. The program included a three-week asynchronous learning phase followed by the hackathon week. This initiative brought together diverse participants to exchange knowledge, develop innovative solutions, and build momentum for sustainable transformation within the agrifood sector.
Results
30
Professionals from Iraq were trained in innovative agrifood business skills.
+
15
of them were selected to participate in the final hackathon, where they proposed sustainable solutions to local challenges in the agrifood industry.
