The Afghan Zafaran Consortium

Alberto Zavatta – Inspiring the next you creates the new brand and strategic communication plan for the AFGHAN ZAFARAN CONSORTIUM. The project is promoted by DAI for USAID (United States Agency for International Development) within the ACEBA program.

 

About the ACEBA Program:

About Afghanistan Competitiveness of Export-Oriented Businesses activity (ACEBA)

DAI is implementing the USAID funded Afghanistan Competitiveness of Export-Oriented Businesses activity (ACEBA) Program. The objective of this program is to enhance capacities of Afghan exporters and micro, small, and medium-sized enterprises (MSMEs) associated with export-oriented value chains, such as carpets, marble and granite, precious stones and jewelry, textiles, and cashmere as a means of promoting sustainable economic growth and increasing employment.

More about USAID here

 

Actions taken:

Alberto Zavatta – Inspiring the next you has taken care of the branding development, strategic communication and planning for the Saffron Industry:

  • Market scenario and analysis
  • Afghan Zafaran Consortium brand positioning and values
  • Afghan Zafaran Consortium logo design and corporate identity
  • Brand Manual and Creative Guidelines
  • Strategic Communication Code
  • Marketing and Communication Plan and Tools
  • International Events Directions and Tools

 

Building the Consortium Roadmap:

Alberto Zavatta had previously participated in USAID DAI Women in the Economy project (WIE) is a USAID-funded program. Within the WIE project,  he helped build the roadmap for the creation of a Saffron Consortium, meeting and working directly with the main stakeholders of that industry (farmers, rural communities, producers, associations and government representatives).

 

Credits:

Founder of the Milan-based agency Alberto Zavatta – Inspiring the next you. Alberto Zavatta is an expert of strategic corporate communication, branding, total identity, emotional marketing, packaging design. Mr Zavatta has gained international experience over the years with global communication projects for major multinationals and national companies. This makes of him a professional with a remarkable background. His experience includes all levels of strategic communications and branding. Mr Zavatta’s approach merges style, creativity and Italian essence with passionate vision, cosmopolitan touch and global culture.

 

Check also:

Curious to discover more about the protagonists of Afghan Zafaran Consortium? Click here.

Tender won for ACEBA

Alberto Zavatta – Inspiring the next you wins the international tender announced by DAI for USAID (United States Agency for International Development) for the ACEBA project.

 

About ACEBA

DAI is implementing the USAID funded Afghanistan Competitiveness of Export-Oriented Businesses activity (ACEBA) Program. The objective of this program is to enhance capacities of Afghan exporters and micro, small, and medium-sized enterprises (MSMEs) associated with export-oriented value chains, such as carpets, marble and granite, precious stones and jewelry, textiles, and cashmere as a means of promoting sustainable economic growth and increasing employment.

 

The tasks

Alberto Zavatta – Inspiring the next you will take care of the branding development, strategic communication and planning for the saffron, natural stones and marble, carpets sectors.

Alberto Zavatta had previously participated in USAID DAI Women in the Economy project (WIE) is a USAID-funded program. It partners with Afghan women, with women-owned businesses or businesses that employ at least thirty percent women.

USAID DAI Women in the Economy project works with job seekers, businesses, financial and training institutions, and many other stakeholders. WIE’s paramount goal is to help Afghan women make investments in their own success and enter the mainstream Afghan national economy.

 

Credits

Founder of the Milan-based agency Alberto Zavatta – Inspiring the next you. Alberto Zavatta is an expert of strategic corporate communication, branding, total identity, emotional marketing, packaging design. Mr Zavatta has gained international experience over the years with global communication projects for major multinationals and national companies. This makes of him a professional with a remarkable background. His experience includes all levels of strategic communications and branding. Mr Zavatta’s approach merges style, creativity and Italian essence with passionate vision, cosmopolitan touch and global culture.

Check also

Curious to discover more about the protagonists of Women in the Economy? Watch the interviews:

http://albertozavatta.com/blog/usaid-women-in-the-economy-interviews/

Leadership: intuizione, etica e behavior.

LEADERSHIP: INTUIZIONE, ETICA E BEHAVIOR.

di Alberto Zavatta

Oggi più che mai, parlare di leadership significa entrare in un territorio in cui etica e comportamento – behavior – sono dimensioni fondative. La riflessione non può essere condotta in modo univoco: nel senso che non sarebbe attuale né sostenibile parlare di un modello unico di leadership di riferimento.

 

Modelli e Cultura 

Un modello occidentale di leadership, quale che sia, può non funzionare efficacemente nei paesi in via di sviluppo. Ugualmente, la leadership assume una configurazione profondamente diversa se osservata in una multinazionale a Chicago o in un gruppo di giovani donne afghane che cercano di affermare primariamente una identità di genere, tale da sdoganare poi una potenzialità di “leadership al femminile”. Cito l’Afghanistan per la mia esperienza diretta sui temi di International Development, ma sappiamo che la materia attiene a innumerevoli altri contesti.

Non trascurabili, infine, sono tutti i casi in cui il leader acquisisce fattezze frutto di imitazione di modelli culturali profondamente diversi da quelli del paese in cui agisce. Chi guida deve tenere in necessaria considerazione il contesto culturale in cui è immerso, evitando di nuocere alla comunità e di tradire il significato profondo della leadership stessa: guidance come funzione etica preposta a presiedere ad una crescita collettiva, consapevole e attenta ai bisogni delle nuove generazioni. Leadership è responsabilità nel fare bene, per lasciare a chi verrà poi (è il tema della “legacy”).

 

Ascolto e adattività

Abbiamo costruito nell’immaginario collettivo un concetto di leadership basato su quello che definirei un pregiudizio supponente: il leader è necessariamente un vincente. Abbiamo così fatto coincidere “leadership” con una dimensione egoica e auto-riferita di un individuo capace di assommare in sé una serie di elementi simbolici esteriori spendibili presso il pubblico. Ma questa dimensione è destinata a divenire obsoleta.

Personalmente, scorgo le caratteristiche della leadership oggi in “un individuo in ascolto”. Da una condizione di partenza in cui il leader aspira ad attuare ogni strategia possibile per consolidare potere e notorietà (someone “to be known”), si transita progressivamente alla costruzione di una relazione di reciprocità, di serio lavoro e di fiducia con la propria audience (someone “to be trusted”). Il vero leader assimila, impara, recepisce e muta in modo adattivo rispetto al contesto di riferimento e all’input che da esso proviene.

Il leader assurge, così, a dimensione individuale capace di interpretare il cambiamento e di riversare nella collettività un messaggio, un comportamento, un approccio (al pensiero o al fare) accessibile ai più. Ritengo non si possa parlare di leadership laddove questa non diventi un “bene partecipato” da una collegialità di individui. Il leader non è più solo voce per sé, ma è voce che racconta la storia di molti. Il leader non è più “estraneo da noi”, ma lo riconosciamo perché parte della nostra identità.

 

Osservazione e conoscenza autentica

La leadership si forma grazie alla capacità di saper dialogare e di ritrovare il contatto con una dimensione interiore spesso perduta. Siamo protagonisti di un processo evolutivo dove la nostra razionalità è stata resa, gradualmente, sempre più distante dall’emozione. Il progressivo distacco, e il conseguente non dialogo, tra la parte razionale e la parte emozionale-sensoriale ha condotto ad una compressione della sfera creativa.

È capace di leadership (e ne è anche tutore) chi ha il talento dell’osservazione, dell’elaborazione critica e della ridefinizione di processi e percorsi pur consolidati dall’uso o dalla certezza dell’abitudine. Il leader promuove una dinamica originale e unica in cui il pensiero e l’agire si alimentano di parole, immagini, segni, combinazioni, associazioni, suoni, odori, gusti.

La sfera sensoriale delle molteplici manifestazioni dell’esistenza può essere compresa solo ed esclusivamente se si ristabilisce appieno la stretta relazione tra la dimensione razionale ed emozionale. Il vero potere sta quindi nell’intuizione.

Pensiamo alla figura del leader nelle civiltà del passato, quelle che portano con sé una componente ancestrale cui noi tuttora apparteniamo, sebbene appaia oggi dimenticata. Il leader è il saggio. Il saggio è colui che conosce. Eppure, la conoscenza in quanto tale si pone già su un piano minore rispetto alla saggezza. Nella società contemporanea, la conoscenza è stata sostituita dai dati. Dati che sono spesso frammentari: offrono informazioni, ma non offrono necessariamente risposte. E le risposte, pur offerte, talora non sono sufficientemente critiche (nell’accezione del “giudizio”) al punto di saper generare saggezza.

Occorre, quindi, sapersi riconnettere.

 

Inner-self e intimità

Usciamo, per un attimo, dal linguaggio oramai quotidiano dove il termine “connessione” ha assunto una prevalente sfumatura tecnologica, tornando a riappropriarci del significato originario.  Il nostro inner-self recupera la forma del dialogo con l’inner-self di chi è “altro da noi”. Certo, questo avviene anche attraverso la tecnologia, ma non solo attraverso di essa. Leadership è recupero di un linguaggio perduto che tocca un piano di “intimità” verso l’altro e che parla di “fiducia”.

Possiamo così sovvertire positivamente la credenza per cui il leader è il vincente per antonomasia. Da questa nuova prospettiva di osservazione, leader è chi, avendo nutrito nel tempo una autentica dimensione empatica, arriva a gestire anche la sconfitta. Solo una presa di coscienza sincera forma la leadership di domani: persone capaci di condurre la vera trasformazione e di tenere sempre vivo il senso dello stupore.

 

Credits

L’articolo “LEADERSHIP: INTUIZIONE, ETICA E BEHAVIOR.” di Alberto Zavatta ha contribuito alla redazione del manuale edito dal Sole 24 Ore “[Primo] non comandare”, di Pierangelo Soldavini, Francesco Pagano e Natalia Borri, in edicola con il Quotidiano a partire da sabato 22 maggio.

Il libro condensa opinioni e idee raccolte nel viaggio di Ceo Confidential, un progetto multimediale sfociato in una serie di 45 videointerviste sul sole24ore.com in cui sono stati intervistate le voci più fresche e distintive del nostro tempo – amministratori delegati, startupper e personalità dall’Italia e dall’estero, che nelle imprese e nelle organizzazioni stanno portando il cambiamento nelle sue diverse componenti: sostenibilità, leadership, trasformazione digitale e new tech.

https://www.ilsole24ore.com/art/i-10-comandamenti-ceo-futuro-partono-primo-piu-semplice-non-comandare-AEJkZjK

 

About Alberto

Founder of the Milan-based agency Alberto Zavatta – Inspiring the next you. Alberto Zavatta is an expert of strategic corporate communication, branding, total identity, emotional marketing, packaging design. Most importantly, Mr Zavatta has gained international experience over the years. His portfolio includes global communication projects for major multinationals and national companies. His experience includes all levels of strategic communications and branding. Style, creativity and Italian essence encounter passionate vision, cosmopolitan touch and global culture.

 

Marghoob – The true essence of Beauty  

Alberto Zavatta – Inspiring the next you is very proud to announce the launch in Afghanistan of MARGHOOB – The true essence of Beauty, a new brand and line of products, results of Alberto’s advisory to the US Agency for International Development (USAID) and to DAI – Women in the Economy. Alberto’s collaboration, as strategic communication and branding consultant, with USAID/DAI project has started in March 2019.

For more info: USAID and DAI Women in the Economy

 

MARGHOOB – The true essence of Beauty  

Many of the Afghan women who participate in the creation of the products under the brand MARGHOOB – The true essence of Beauty are women who have had difficult life experiences: exploitation, slavery, abuse, forced drug use for the purpose of submission. Work has become an opportunity for rehabilitation for these women and has given them a new sense of life.

MARGHOOB – The true essence of Beauty is brand created with and for PESHRAFT ZANAN – which translated means “Women Empowerment” – a private company owned by Ms Marghuba SAFI and based in Kabul. The Company is active in the production of natural organic skin care products: soaps, cosmetic creams , body-butter, etc.

The role and personality of Ms Marghuba SAFI is definitely a key factor for the identity, success and development of this productive reality. Ms Safi is a serious and determined woman strongly committed to work and passionate, a profound ethical sense in managing the company, a sincere motivation in supporting the Afghan women’s cause through concrete actions in which respect and work values are central.

Learn more about the experience of Ms Safi: watch Alberto’s Interview with Ms Safi.

PESHRAFT ZANAN places the work of women at the very center of its identity and positioning: the goal of providing women with job opportunities, thus strengthening their economic and social power, is a foundational principle. The team consists of 20 people, including managers, workers in various sectors of the company and farmers who offer the fruits of their land to the productions of MARGHOOB – The true essence of Beauty.  At the moment the reference market is only the national one, although the possibility of accessing new markets is in the company’s objectives.

Click here to find out more about Peshraft Zanan and MARGHOOB – The true essence of Beauty.

 

Logo

The new brand name  MARGHOOB is intended to communicate and to market the values and products of the company. It means desired, desirable, pleasant, coveted, agreeable, aimable, beautiful, lovely. A name that is fully in line with the market sector: appealing, feminine, delicate. Not last, a name that is also close to the name of the founder and owner of the company (Marghuba > Marghoob).

MARGHOOB – The true essence of Beauty as a whole with the new pay-off, reinforces the message of trust and authenticity.

 

Brand positioning

MARGHOOB is the first Afghan brand with a proven expertise in the beauty of the skin.

The combination of excellent quality ingredients – completely organic and 100% natural – and the cold craft method, which preserves the active principles of the botanicals, distinguish the “style of making” of MARGHOOB and the uniqueness of its soaps.

A name to trust, able to always provide specific soutions for each type of skin.

Yours too.

 

Line of products and key factors

MARGHOOB’s soaps are made from the unique encounter of natural oils (olive, coconut, almond, sunflower, corn, palm, beeswax) and top quality botanical products (cumin, saffron, lavender, turmeric, aloe vera, cucumber, marigold, rose). The combination of these ingredients, the attention to the needs of the skin, the seriousness in offering effective solutions for the problems of beauty and skin health are at the heart of MARGHOOB, the very first beauty brand of Afghanistan.

The new communication and branding strategy suggested by Alberto Zavatta reorganised the entire line of products and suggested a clear and precise system, which was subsequently taken up by the packaging structure. It was necessary to communicate the primary benefit of each product-ingredient: the solution to the skin problem; hence the secondary benefit: the action that the ingredient performs on a general level. The new logo, simple and modern, conveys elegance and quality. The packaging is contemporary, functional, strongly visual: it uses impactful colors, images and icons in order to communicate an original style and effective performance.

The packaging design project was developed in collaboration with the creative agency Euroart93.

 

Credits

Founder of the Milan-based agency Alberto Zavatta – Inspiring the next you. Alberto Zavatta is an expert of strategic corporate communication, branding, total identity, emotional marketing, packaging design. Most importantly, Mr Zavatta has gained international experience over the years. His portfolio includes global communication projects for major multinationals and national companies. His experience includes all levels of strategic communications and branding. Style, creativity and Italian essence encounter passionate vision, cosmopolitan touch and global culture.

 

Check also

Curious to discover another exciting project in the field of International Development? Enter the Afghan world of ZIBA FOODS.

Ziba Foods at the Fancy Food Show

 

 

 

 

 

 

Three proprietary and exclusive Methods for research

Alberto Zavatta has developed in the past 25 years three proprietary and exclusive methods for research, investigation and ideation.

Strategic communication is a perfect combination of observation, listening, creativity, vision and knowledge. It aims at giving a unique and consistent identity to ideas, brands, projects and products .

Analysis, research, strategy, design, digital communication and storytelling merge in a journey designed to suggest the most efficient direction and to generate and validate new ideas; able to define the essence and history of a brand and to give communication an original personality; conceived to deliver an innovative and memorable message.

Let’s discover Alberto Zavatta – Inspiring the next you’s three proprietary and exclusive methods for research, investigation and ideation:

 

CBL – CREATIVE BRAINSTORMING LAB™

CBL – Creative Brainstorming Lab™ is a creative investigation technique – ideated and owned by Alberto Zavatta – that offers inspirational and normative stimuli. It focuses on corporate brand positioning (perceived / known) and product positioning (value / function / potential), defining their relevant features,  identity and personality through a projective, open-minded and  innovative approach.

CBL – Creative Brainstorming Lab™ suggests the foundations for the development of new ideas and new paths, alternative (or integrated) lines of communication and inspires the institutional message.

CBL – Creative Brainstorming Lab™ outputs can impact on the Company’s R&D, marketing, product selection, product design, brand experience, reputation, innovation, product activation and brand identity.

 

BRAND EQUITY PYRAMID STRATEGIC CODING™

Alberto Zavatta’s Brand Equity Pyramid Strategic Coding™ sets out contents and indications such as to be able to strategically guide the choices for the Company and for the brand over a medium to long-term period.

Strategy, people, structure and culture.

The Strategic Coding™ is a connecting tool designed to foster the strategy, inspire the people, consolidate the structure and generate brand culture. It gives guidance, harmonises internal processes, empowers external processes. It also provides a set of values and narrative guidelines to generate the brand  communication and identity in a coherent way over time.

 

AESTHETIC MAPPING FOR DESIGN THINKING™

Aesthetic Mapping for Design Thinking™ is a specific creative research methodology conceived and adopted by Alberto Zavatta over the years on multiple occasions of analytical investigation.

Where it is necessary to trace the dynamics of the market from an aesthetic-value point of view, this methodology is able to intercept the most relevant trends in relation to the object of study (company, brand, product, service) and to integrate them optimally in the strategic positioning and art direction process.

Consumer Behaviour and Emotional Marketing play a leading role, giving Aesthetic Mapping for Design Thinking™ a unique and original feature.

 

Curious?

Curious to discover how one of these three proprietary and exclusive methods for research (or all of them) may encounter your company’s needs?
Get in touch: contact@albertozavatta.com

 

Credits:

Founder of the Milan-based agency Alberto Zavatta – Inspiring the next you. Alberto Zavatta is an expert of strategic corporate communication, branding, total identity, emotional marketing, packaging design. Most importantly, Mr Zavatta has gained international experience over the years. His portfolio includes global communication projects for major multinationals and national companies. His experience includes all levels of strategic communications and branding. Style, creativity and Italian essence encounter passionate vision, cosmopolitan touch and global culture.

 

Check also:
albertozavatta.com/blog/net-engineering-international-strategy-identity/

 

Strategy for the Engineering Company Alpina

 

Alberto Zavatta – Inspiring the next you has carried out an extensive strategic and communication study for the Engineering Company Alpina. The project was conducted with Architect Mauro Panigo on behalf of Contemporary Urban and widely involved the participation of the Company’s Team at different levels and stages of development.

 

The task

The path undertaken with the Engineering Company Alpina focused on multiple aspects of the company’s image strategy, its positioning and its brand communication style with the aim of giving the brand a new, modern, smart identity, without losing its historical founding values and its high capacity of technological performance typical of the engineering dimension.

The integrated creative research for the Engineering Company Alpina aimed at better investigating the values and positioning directions for the development of a new Alpina language and corporate message.

 

The method

The project was developed through the use of Alberto Zavatta’s CBL – Creative Brainstorming Lab™ and Brand Equity Pyramid Strategic Coding™.

 

For an insight on these proprietary methods

albertozavatta.com/blog/three-proprietary-and-exclusive-methods-for-research/

 

Positioning, Brand System and Tools

The research led to the identification of the fundamental guidelines on the brand and projects presentation through the definition of foundational keywords and a clear “tone of voice” that could be immediately associated to the positioning of the new brand Alpina SpA.

The most appropriate ways to find an innovative and original communication balance combining the peculiar qualities of the services offered with a more emotional and appealing dimension (aesthetic-emotional marketing) were evaluated. In fact, creating an ideal brand and product narrative becomes a potential distinctive brand engagement tool.

The strategic output defined the foundations for: the realisation of the new international pay-off “Engineering at its peak since 1954” (creative wording: Alpina > Alps > Mountains > Peak); the new logo design, conceived as an evolution of a former vintage logo of the 70s; a new copywriting style; a complete renovation of the website; a social media plan for Linkedin, including dedicated ADV campaigns; a contents’ lay-out for the corporate brochure, then developed internally by Alpina’s Graphic Design Team.

 

About the Company

Alpina is one of the oldest engineering company, established in Milan in 1954. Formerly owned by the holding companies La Centrale Finanziaria S.p.A. and Bastogi S.p.A., since 1989 it is owned by the professionals who work there. Present shareholders are Guido Peri, Paola Erba, Paolo Galvanin, Marco Bonfanti, Massimo Besio, Paolo Perrotta, Letizia Zanelotti, Adriano Fava, Marco Ghidoli.

Find more about Alpina and check its new website at:

www.alpina-spa.it

 

Credits:

Founder of the Milan-based agency Alberto Zavatta – Inspiring the next you. Alberto Zavatta is an expert of strategic corporate communication, branding, total identity, emotional marketing, packaging design. Most importantly, Mr Zavatta has gained international experience over the years. His portfolio includes global communication projects for major multinationals and national companies. His experience includes all levels of strategic communications and branding. Style, creativity and Italian essence encounter passionate vision, cosmopolitan touch and global culture.

 

Check also:
albertozavatta.com/portfolio/domus-new-pay-off

 

 

 

 

 

The Consortium Identity Values

 

Opportunities and benefits 

The Consortium identity values are the protagonists of this interview of Alberto Zavatta to Nicolò Mascheroni Stianti. Within the USAID-Funded Program “Women In The Economy”, Mr Zavatta met with Mr Mascheroni to discuss potential opportunities and benefits for a Consortium Brand for Saffron In Afghanistan.

Mr Nicolò Mascheroni Stianti is Board Member of the CONSORZIO VINO CHIANTI CLASSICO in Tuscany. It is the oldest and most prestigious wine consortium of Italy, protecting, overseeing and valorising the Chianti Classico denomination.


A Consortium brand for Afghan Saffron

Talking about the Consortium identity values: What are the strengths of a consortium? How does a consortium brand influence the product positioning? What are the its competitive advantages ? Which role do play the private initiative and the government institutions?

These are the main themes proposed by the interview, within the project followed by Alberto Zavatta in Afghanistan. The project aims at creating a consortium brand capable to protect and promote the Herat Saffron and the territory communities. The local referent of the initiative will be the Afghanistan’s National Saffron Growers Union (ANSGU) based in Herat, where saffron growers are concentrated

Watch the full interview (in english) at the link below:
Interview with Mr Mascheroni

On behalf of the USAID-WIE Teams in Kabul and Herat (Afghanistan), a special “thank you” goes to Mr Mascheroni and to the Consorzio Chianti Classico.

Discover the Cosorzio Chianti Classico here: www.chianticlassico.com


Credits

Founder of the Milan-based agency Alberto Zavatta – Inspiring the next you. Alberto Zavatta is an expert of strategic corporate communication, branding, total identity, emotional marketing, packaging design. Mr Zavatta has gained international experience over the years with global communication projects for major multinationals and national companies. This makes of him a professional with a remarkable background. His experience includes all levels of strategic communications and branding. Mr Zavatta’s approach merges style, creativity and Italian essence with passionate vision, cosmopolitan touch and global culture.


Check also

The interview with Mr Mascheroni contributed to the content of the post below. 

albertozavatta.com/blog/afghanistan-national-saffron-growers/


Afghanistan National Saffron Growers






USAID Women in the Economy – Interviews

 

USAID Women in the Economy – an introduction 

Within the USAID Women in the Economy project, Alberto Zavatta has recently met three women-entrepreneurs. Watch the interviews and discover more about Afghan women’s actions for a better future.


Benazir Yakta


Benzir established her company in 2017. She produces dry fruits and nuts of various qualities that she exports to a few countries, including India, UK, Dubai. As a young female entrepreneur, Benazir Yakta focuses on female work. She is employing around a hundred women: 80 part-time and 20 full-time. They are located in different provinces (Kandahar, Daikundi, Ghazni and Logar). Around 20 farmers complete the Company’s network, reinforcing the link between the brand and the local communities.


Watch Benazir’s interview

 


Marghouba Safi

Marghouba is the founder and owner of PESHRAFT ZANAN (which translated means “Women Empowerment”). It is a private company based in Kabul, active in the production of “natural organic skin care products”. Soaps, cosmetic creams, body-butter are just some of them.

Mrs Safi places the work of women at the very center of her vision. So, the goal of providing women with job opportunities, thus strengthening their economic and social power, is her foundational principle.

Watch Marghouba’s interview

 


Sona Mahmody

Sona created RUMI in 2015, a company offering saffron and dried fruits/nuts with an improved quality.

She is the female face of the company and its constituent values. In fact, Rumi counts on a workforce made up of women, among which, in particular, there are 20 women dedicated to the processing of saffron in the district of Karokh, Province of Herat.

Sona is also on the Board of Directors of the Afghan Women Chamber of Commerce and Industry: evidently, a role that greatly exalts her “feminine” vocation of the business vision.

Watch Sona’s interview



About the WIE Project

Women in the Economy (WIE) is a USAID-funded program that partners with Afghan women to help them find a new or better job, and with women-owned businesses or businesses that employ at least thirty percent women to increase their revenues.

Through a series of programs under the theme of Forward Together, USAID Women in the Economy works with job seekers, businesses, financial and training institutions, and many other stakeholders throughout Afghanistan.


The goal is to help Afghan women make investments in their own success and enter the mainstream Afghan national economy.

Discover more about DAI – Women in the Economy:
www.promote-wie.com




Credits

Founder of the Milan-based agency Alberto Zavatta – Inspiring the next you. Alberto Zavatta is an expert of strategic corporate communication, branding, total identity, emotional marketing, packaging design. Most importantly, Mr Zavatta has gained international experience over the years with global communication projects for major multinationals and national companies. this makes of him a professional with a remarkable background. His experience includes all levels of strategic communications and branding. Mr Zavatta’s approach merges style, creativity and Italian essence with passionate vision, cosmopolitan touch and global culture.


Check also

If you liked this topic,  read also the post about the Saffron Producers of Herat (Afghanistan). 

albertozavatta.com/blog/usaid-dai-women-in-the-economy-kabul/


USAID DAI Women in the Economy (Kabul)











Afghanistan National Saffron Growers

 

Meeting with the ANSGU – Afghanistan National Saffron Growers Union

Alberto Zavatta meets the Afghanistan National Saffron Growers Union in Herat (ANSGU) on Sept. 15 and 16 at Hotel Arg. The two-day encounters have highlighted the role of communication and branding for the saffron sector not only in Herat but in the whole Afghanistan.


A Consortium Brand for Herat?

Mr Zavatta has presented a series of relevant corporate communication case studies of premium products worldwide. He has discussed with all the participants about the future of saffron within a protected denomination scheme and a territorial brand vision. The project will take into consideration sustainable and feasible actions of marketing and communication support to this unique, precious symbol of Afghanistan’s food culture.

The Afghanistan National Saffron Growers Union is a national organization established in April 2013 with the scope of coordinating the activities of saffron farmers, associations, companies and other interested stakeholder of saffron industry. 

The Union, founded and guided by President Eng. Bashir Ahmad Rashidi, comprises more than 38 associations and 42 companies and has its main office in the Herat province. 


An initiative promoted by USAID Women in the Economy

The event took place thanks to the USAID-funded program Women in the Economy (WIE). WIE partners with Afghan women to help them find a new or better job. The program supports women-owned businesses or businesses that employ at least thirty percent women to increase their revenues.

WIE works with job seekers, businesses, financial and training institutions, and many other stakeholders. The goal is to help Afghan women make investments in their own success and enter the mainstream Afghan national economy.

To learn more about USAID and WIE, visit:
http://www.promote-wie.com
https://www.usaid.gov


Credits

Founder of the Milan-based agency Alberto Zavatta – Inspiring the next you. Alberto Zavatta is an expert of strategic corporate communication, branding, total identity, emotional marketing, packaging design. Mr Zavatta has gained international experience over the years with global communication projects for major multinationals and national companies. This makes of him a professional with a remarkable background. His experience includes all levels of strategic communications and branding. Mr Zavatta’s approach merges style, creativity and Italian essence with passionate vision, cosmopolitan touch and global culture.


Check also

Are the themes of International Development relevant to you?
You may watch the interviews of Alberto Zavatta to the women of the project “Women in the Economy”. Just follow the link below:

http://albertozavatta.com/blog/usaid-women-in-the-economy-interviews/




USAID Women in the Economy – Interviews








 

 



Goldozi Culture meets Fashion – Press Release

Goldozi “Culture meets Fashion”: the millenary tradition of Afghan embroidery in Milan. A project born to support a network of 15,000 embroidery and woven women from Afghanistan.

GOLDOZI “CULTURE MEETS FASHION” was hosted within the AFGHAN TREASURES IN ITALY LUXURY SHOW. An event sponsored by the United States Agency for International Development – USAID. The Luxury Show was held in Milan on 26 and 27 June 2019 at the Salone dei Tessuti. Alberto Zavatta – Inspiring the next you was the agency selected by USAID/FHI360 for the communication of the initiative.

A unique opportunity that brought Afghanistan’s culture closer to ours, offering moments of encounter, debate and cultural and economic exchange.


Goldozi Culture meets Fashion: a new appointment

Goldozi “Culture meets fashion” is a new appointment in the panorama of fashion and fabric culture in Milan. It was born with the aim of bringing together two worlds. The millennial tradition of Afghan embroidery and the Italian fashion market, devoted to high quality materials.

The event favored the discovery of Afghan embroidery and fabrics by a selected audience of professionals. Guests from the fields of fashion, art, culture and communication encountered a commercial, creative and productive exchange network. Back home, the event will have an undoubted social impact. In fact, Goldozi stands beside the female population of Afghanistan (a network of about 15,000 women).

Goldozi had the pleasure of inviting exponents of the world of fashion, fashion production and specialized press. The Goldozi Fashion Presentation proposed the original creations of its designers: Hassina Ghani, Zarif, Laman, Azezana and Hassina Design .

Alberto Zavatta’s words

“For another USAID project for Afghan women, I had the opportunity to spend time in Kabul in March. It is a country that needs a lot, as you can imagine. The possibility of supporting the Goldozi initiative is for me today an awesome gift. A veritable professional, cultural and human journey of great value. Goldozi brings a message of development, beauty and support to hundreds of families. It is a promise for a better future, or a different future for Afghanistan “.

 

The scopes of Goldozi

GOLDOZI in Dari language means “embroidery”. The project was born four years ago by the will of the US agency for international development (USAID). Goldozi was awarded in April 2018 by FHI360 for the Afghanistan Jobs Creation Program (AJCP ).

Goldozi aims to create jobs in the manufacturing sector in Afghanistan. It supports the promotion of trade, facilitating the export of textile products. Indeed, the tradition of embroidery in Afghanistan has an ancient history. Traditionally, this technique was considered an art form. capable of being reflected in the aesthetic culture of the place and literally took shape in the clothes and furnishings. Embroidery is a rooted part of the Afghan cultural background. It represents a real resource for families to overcome difficulties.

For this reason Goldozi promotes a brand that speaks of an authentic product created by Afghan women. The project selects, trains and certifies 500 entrepreneurs. They are mostly women who have knowledge of the product and interest in entering the managerial world.

These people represent 15,000 women who are located throughout Afghanistan. Goldozi gives them the opportunity to acquire the tools necessary to be familiar with the complex dynamics of the market. They have the opportunity to get in touch with designers, buyers and retailers. And to promote at the same time the ethical sense behind the production. The project therefore works on two fronts. Primarily it connects the markets both locally in Afghanistan and internationally. Secondarily, it supports new professionals, capable of making themselves competitive in the textile market.


Credits

Founder of the Milan-based agency Alberto Zavatta – Inspiring the next you. Alberto Zavatta is an expert of strategic corporate communication, branding, total identity, emotional marketing, packaging design. Mr Zavatta has gained international experience over the years with global communication projects for major multinationals and national companies. This makes of him a professional with a remarkable background. His experience includes all levels of strategic communications and branding. Mr Zavatta’s approach merges style, creativity and Italian essence with passionate vision, cosmopolitan touch and global culture.


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