Fresh solutions: youth tackle tomato waste in Iraq

When Zaid, a veterinarian and university lecturer, decided to enter a hackathon to dream up innovations in agriculture, he turned to the past to find a name for his team. He chose the name NABU to honour the ancient Mesopotamian deity, revered as the god of wisdom, agricultural prosperity and abundant harvests. With this inspiration, the team was determined to tackle a pressing issue facing farmers in the Ninewa region of Iraq: tomato waste.

‘We wanted to address the massive food waste during peak tomato seasons, where farmers often discard excess tomatoes,’ said Zaid. ‘Our goal was to transform these surplus tomatoes into valuable products.’

A meeting of minds at the hackathon

The team's journey began at the EU-funded hackathon in February, where they came together to create something that could solve a real-world problem.

‘Some of us had backgrounds in agriculture, while others were involved in different initiatives, but the hackathon was where it all clicked,’ said Isen, a team member with deep agricultural roots. It was here that NABU's core idea took shape: turning surplus tomatoes into dried food products.

‘We were inspired to create value-added products that could provide both a sustainable solution for farmers and a nutritious option for consumers,’ said Huda, a member with a diploma in finance and a current student in management information systems.

The products they envisioned included dried tomato slices, tomato powders, and tomatoes preserved in olive oil—natural products that could be sold locally and eventually internationally.

Turning vision into reality

During the hackathon, the team refined their idea and expanded it.

‘We realized that drying wasn’t enough—we needed to add more value,’ said Zaid. ‘That’s when we introduced different forms of tomato powder and even began to explore the potential health benefits of tomatoes, like extracting lycopene, known for its anti-aging and anti-cancer properties.’

Collaboration during the event was crucial.

‘The hackathon provided a competitive and dynamic environment that pushed us to think critically about how to turn our idea into a viable business,’ said Islam, a young journalist.

By the end of the competition, NABU had refined a business model that set them on the path to becoming local food innovators.

Expanding the vision: Rabiyan, the local brand

After winning first place and receiving a grant of 2.5 million Iraqi dinars (about $1,900), NABU began investing in product development.

‘We used the grant to scale our production process, making sure our products were fully packaged and ready for the market,’ said Saja, who has a degree in physics and was instrumental in turning the vision into a tangible product. ‘We’re actively looking for additional funding to grow our business and increase our reach,’ Isen added.

Their brand, Rabiyan, was named after a region in Mosul known for its high tomato production. ‘Rabiyan is synonymous with tomatoes in our community,’ said Zaid. ‘By naming our brand after this place, we wanted to highlight the local nature of our products.’ The team was determined to push forward, knowing that the road to success wouldn’t be easy. ‘We’ve faced challenges, especially in terms of customer trust and market penetration, but we believe in the quality and health benefits of our products,’ said Noor, who has a background in veterinary medicine.

Building customer trust and looking to the future

The team has been working on building customer trust in their products, especially since dried tomato products are new to the Iraqi market.

‘People are interested, but we need to work harder to convince them that our product is of the highest quality,’ Huda said. They have been using social media, local exhibitions, and even offering free samples to increase awareness and customer confidence.

Looking ahead, NABU aims to expand the Rabiyan brand across Iraq and into Gulf countries, with a focus on markets such as Saudi Arabia, where demand for high-quality, locally produced products is steadily increasing.

‘Believe in your idea. Even if it seems small or crazy at first, keep pushing. You never know where it can lead you,’ Zaid added.

NABU’s journey from a hackathon idea to a growing business is a testament to the power of collaboration, innovation, and perseverance. With a strong local foundation and an eye on international markets, the team is poised for continued success. ‘We started with just one tomato,’ said Huda. ‘Now we have four products—and we’re just getting started.’

The agricultural hackathon was organized by the International Trade Centre in partnership with Mosul Space under the EU-funded SAAVI project.