Little leaves, big change: From graduate to green entrepreneur in Iraq

In the southern city of Basra, amidst the challenges of economic uncertainty and climate change, 31-year-old Noor Jawad Kadum is planting more than just greenery—she's growing opportunity, sustainability, and hope.

A graduate of Basra University’s Agricultural College, Noor had always been passionate about the environment. But her vision extended beyond traditional agriculture. She dreamed of creating a business that would bring plants into people’s homes to help mitigate the impacts of climate change and improve emotional well-being. But turning this vision into a business wasn’t easy.

Igniting change through knowledge

Noor initially faced a familiar roadblock—lack of business knowledge, resources, and direction. Though her academic background gave her technical skills in agriculture, she didn’t know how to start, manage, or promote a business. ‘I had the idea, but I didn’t have the tools to make it real,’ says Noor.

This was set to change when she joined the International Trade Centre’s training opportunities through its SAAVI Tadreeb programme. There, Noor learned essential entrepreneurial skills—from managing finances and calculating profits to marketing strategies and scaling operations. The training not only empowered her with knowledge but also gave her the confidence to launch her own nursery business.

Step by step with purpose

She started small, using a transportation stipend from the training to buy her first batch of plants. With no storefront, she stored them at her family’s home and began marketing through Instagram. Within two months, demand grew, and she rented a small space to officially launch her nursery. ‘That was the first step—just starting. Then everything began to grow,’ she explains.

SAAVI’s technical support, trainings, and grant helped Noor expand her inventory, cover operational costs, and ensure reliable electricity for her plants. She didn’t just stop at selling—she hired two employees, created eco-friendly plant packages, and even began supporting other entrepreneurs, who hadn’t won the grant. Collaborating with local artisans, she includes their handmade products—like decorative candles—in her plant arrangements, offering unique gifts while helping peers reach new customers.

Seizing new opportunities

Noor's dedication and visibility caught the attention of a major construction company. Impressed by her work on Instagram and her professional service, they hired her as an in-house agricultural engineer, giving her another steady source of income.

But Noor’s vision goes beyond business. Aware of Iraq’s environmental challenges, she actively invests in sustainability initiatives, using a portion of her income to plant trees in her community and combat urban heat. She also involves locals in tree-planting campaigns, turning environmental responsibility into a shared mission.

Noor is creating jobs, mentoring fellow entrepreneurs, and greening her city—one plant at a time. ‘If it weren’t for SAAVI Tadreeb, I wouldn’t be here,’ she says. ‘This programme changed my life—and I want others to know it’s possible for them too. Just don’t isolate yourself—join trainingss, learn, and stay connected.’

Today, Noor stands as a symbol of what’s possible when education meets opportunity. She’s not just building a nursery—she’s nurturing a greener, more empowered Iraq.

The SAAVI Tadreeb platform was developed under the European Union-funded SAAVI project, implemented by the International Trade Centre in partnership with the Norwegian Refugee Council.