After food producer, Gaza Juice Factory (GJF), was damaged by Israeli military strikes early this year, the firm could have been forgiven for playing safe.
Since the region's closure in 2007, food choices for residents had become depressingly scarce.
Previously abundant fresh fish supplies and hot spices had virtually dried up and only 25% of imports were reaching residents.
Simple staples such as ketchup and chocolate were rare and paying inflated prices for smuggled goods was the only option to bring any colour to mealtimes.
But GJF's appetite remained and with help from a DFID-funded food development programme, they seized the chance to squeeze the best from local products.
They used lemons and tomatoes to make ketchup and lemon juice – two previous Gaza favourites - and within one month had increased sales by 15 per cent.
Each day, 900 litres of ketchup and 600 litres of lemon juice roll off GJF's production lines.
New ideas
GIF general manager Ayed Abu Ramadan says: "Before the closure, we used to be export-oriented, delivering high quality concentrated citrus juice to Egypt, Israel and the USA. Over 90 per cent of revenues were generated abroad.
Since the closure, however, all export activity was halted. We had a new idea – to adjust our production lines to also make ketchup and preserved lemon juice for kitchen use."
The firm used the Facility for New Market Development (FNMD) grant scheme to help market their new products, along with help on packaging and branding.
"On our own, we could not have pursued our business development plan – we are glad the FNMD agreed to share the risks with us", says Ayed.
In a bold move, GJF also negotiated with the Palestinian Authority for the occasional delivery of plastic bottles through Israeli crossing points.
Their formal launch came just in time for Ramadan – when families gather in the evenings to celebrate after daytime fasting – and saw posters and brochures posted all over Gaza.
GJF is now supplying restaurants, supermarkets and grocery stores and has won contracts with NGO's, government departments and associations.
Key facts
GJF's sales in the first month were $37,500 – equivalent to a 15 per cent monthly increase.
Using the Facility for New Market Development, the firm employed 10 new staff, boosting its total workforce to 28.
The FNMD is helping Palestinian companies enter new markets and develop new products. It is funded by DFID with contributions from the World Bank.
