USAID/REG Initiative ‘Brand Albania’ provides a Learning-by-Doing Model to 32 Agribusinesses in Northern Albania

Dashurije Zerja, one of Dibra's women entrepreneurs talking about her Jufka Diber-producing agribusiness

USAID/REG BrandAlbania project, implemented by local partner Creative Business Solutions assisted rural agribusinesses in Albania in building bridges between the opportunities available and market trends. Under the mission to develop a 100% Albanian authentic brand, BrandAlbania is also supporting rural agribusinesses in remote areas of Albania, to shift and expand their business model. Two workshops were staged under the umbrella of Brand Albania’s “Learning by Doing” initiative in Shkoder and Peshkopi, where producers for potential Brand Albania’s OriginAL certification and rural tourism destinations in development were visited. Learning by Doing Trainings were conducted by USAID/REG’s Tourism Product Development Specialist Jack Delf, to support agritourism business development in Albania in cooperation with the USAID/ ALCDF Diber: Trail and Tradition (D2T) Project and the Tourism Information Center (TIC).

The fourth series of Learning by Doing Model saw 32 representatives of potential agro and rural tourism businesses in Shkoder and Diber area. The workshop agenda provided valuable insights on latest trends in consumer demand in tourism and agritourism sectors; agritourism case studies and understanding of consumer types, pricing structures. Activities offered interactive sessions and team exercises on the management of the agritourism business, tourism service basics, marketing, promotion, and more.

USAID/REG’s Tourism Product Development Specialist Mr. Jack Delf, during workshop delivered in Shkoder

During the two-day trip, the team visited multiple locations and significant well known agribusinesses, providing valuable suggestions on how to promote the area for the foreign visitor. Dibra region is famous for a variety of products transformed into success stories. The team touched on some of the best experiences, Dashurie Zerja's Jufka business producing Dibra’s Golden Jufka, the symbol of Dibra’s women, their heritage in the traditional Albanian cuisine. The Rabdisht village, which is offering a new pilot touristic model offering integrated experience, supported by USAID/ ALCDF D2T project and the Kop Frut Diber, a modern fruit processing factory producing 100% natural apple juice.


Process of preparing famous Dibra’s Jufka at AgroZerja             Apples of “Kop Frut Diber” before proccesing

Brand Albania Learning by Doing is a four-part series of workshops and activities organized to support the agro tourism industry and to provide participants with practical skills and ideas to develop new tourism offerings in agro/ gastro and experiential tourism.