Puck has announced the launch of ‘Selfless Shelves.’ The initiative grants five entrepreneurial women from five distinct villages in Lebanon shelf space in Carrefour stores to sell their handcrafted and locally sourced produce known as ‘mouneh’, packed in repurposed Puck glass jars.
The artisanal products sold by the entrepreneurs include makdous eggplant, zaatar, dried orange bitter peels, sumac, and pumpkin jam and will be available on shelves at select Carrefour branches in Lebanon starting January 22, 2024.
The initiative has been launched amid the economic crisis in Lebanon, which has left 63 per cent of women unemployed, according to UN Women.
This high level of unemployment is particularly prevalent in the remote regions of Lebanon, where job opportunities have reached an all-time low.
As a result, women across Lebanon’s villages have resorted to selling ‘mouneh’ to their communities.
Yahia Adel Z AlSharif, Head of Category at Arla Foods, commented: “Puck’s proactive efforts towards community-wide sustainable consumer behaviour aim to generate positive change on a socioeconomic and environmental level. It is inspiring to see Puck take steps through ongoing campaigns to encourage mindful habits by reusing its glass jars whilst also supporting and empowering Lebanon’s women-led local artisanal businesses.”
Puck shared that the ‘Selfless Shelves’ initiative is a pilot for more programs that the brand intends to roll out in the future.