GIZ - Green Entrepreneurship in Tunisia

Published by
Green entrepreneurship
A promising path towards a sustainable future
in Tunisia and elsewhere
Published by
Imprint A promising path towards a sustainable future

Published by in Tunisia and elsewhere
Deutsche Gesellschaft für
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Philippe Lotz
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E philippe.lotz@giz.de
Holger Kuhle
E holger.kuhle@giz.de
Author
Anita Demuth
Design
Anita Demuth
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Front and back cover: Anita Demuth
All photos © GIZ, except those credited to Anita Demuth and where
otherwise specified in the photo caption.
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Updated in
October 2014
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and Development (BMZ), is responsible for the contents of this publica-
tion. As a federally owned enterprise, GIZ supports the German Govern-
ment in achieving its objectives in the field of international cooperation
for sustainable development.
1
Published by
A promising path towards a sustainable future
in Tunisia and elsewhere
Table of contents
Preface 2
Introduction
1. Green entrepreneurship – a positive force for sustainable development 6
1.1. What we understand by ‘green entrepreneurship’ 9
1.2. New business models 9
1.3. The territorial approach to promoting green entrepreneurship 15
2. Promoting green entrepreneurship in Tunisia 22
2.1. Environmental and social challenges in Tunisia 27
2.2. Mapping initiatives in Tunisia 27
2.3. Opportunities and points for discussion 29
Bibliography 39
Executive Summary 42
List of abbreviations 44
October 2014
2 Green entrepreneurship - A promising path towards a sustainable future in Tunisia and elsewhere
Preface
Green entrepreneurship – a response to the challenge

of achieving compatibility between economic
prosperity and environmental protection
‘Economic growth’ and ‘environmental Bank study, ‘Adapting to climate change

sustainability’ are the two key pillars of the and preparing for natural disasters in the
conditions essential for life in human soci- coastal cities of North Africa’, these threats
eties. Striking a balance between the two put the highly urbanised and industrial ar-
requires a high degree of entrepreneuri- eas along the coast at risk (see http://www.
al spirit and acumen. This applies to both econostrum.info/).
individuals and the societies in which they Since the early 1970s, following the publi-
evolve. Economic activity, or the level of cation of the Club of Rome report, analysts
economic activity, depends on a number have constantly warned that the balance
of factors, including decent housing, good between these two elements of human life
diet, adequate clothing, a safe environ- – the economy and the environment – is
ment and access to clean water. Broadly under threat. What has happened? Any-
speaking, these are the basic conditions of thing that could upset this fragile balance
human life in general and of human inter- poses a serious threat to our future. What
action and interdependence with the ele- are the determining criteria for adjusting
ments of the natural world, such as plants, the relationship between the economic and
the sun, water, the climate, light, other liv- environmental dimensions of our societies?
ing beings and mineral resources and the What form should this relationship take
radio waves of the electromagnetic envi- and where should we start?
ronment. The economic activity of individ-
uals and society has a direct impact on the Reasons for the dichotomy
environment, and the environment plays a Societies have always carried out busi-
role in the development of individuals and ness activities to meet the physical needs
society as a whole. of their members. They put their ‘factors
This is also true in the case of Tuni¬sia, of production’, which include labour, land
where some regions could face serious and natural resources, to use and then,
threats from tidal and storm surges caused with the income generated, purchased
by climate change. According to the World and consumed goods, gradually establish-
Green entrepreneurship - A promising path towards a sustainable future in Tunisia and elsewhere 3
ing the standard of living of communities Towards quality growth

and states. A country’s standard of living While there would seem to be no ‘natural’
depends on its ability to produce services incompatibility between entrepreneurship
and goods. The economic structures and in pursuit of economic growth and en-
business models adopted by society have vironmental sustainability, there is a hu-
evolved over time. man-related incompatibility. Humankind
Since industrialisation ushered in the ex- and entrepreneurs therefore have a duty to
tensive organisation of the economy for invest in finding a way out of the impasse
the purpose of mass production, natural facing us today. Breakthrough criteria are
resources have been exploited in an unsus- required to reconnect the economic and
tainable manner. Agribusiness was devel- environmental dimensions of human de-
oped on an industrial scale, with single-crop velopment.
farming and the use of heavy machinery, Being constrained by limits means that
chemical fertilisers and pesti¬cides. One of special attention must be paid to the
the results of this agricultural mechanisa- choice of crops, the place where they are
tion is the destruction of biodiversity. grown and the identity of the final consum-
Later, economic growth came to be largely er. The term ‘economic growth’ can mean
driven by financialisation, and natural re- many different things. Simply stating that
sources were rendered down to become a the economy is growing tells us nothing
financial instrument, meaning that invest- about the ‘quality’ of that growth. For ex-
ments increasingly had little to do with real ample, the allocation of financial resources
life. The growing dominance of financial to prisons and weapons boosts gross do-
leverage and a pattern of accumulation in mestic product (GDP) in the same way as
which profit-making occurs increasing- spending on hospitals and schools. In many
ly through financial channels rather than places around the world, there are disad-
through trade and commodity production vantaged sectors of the population whose
have undermined the reciprocity between physical needs are not always met, which
‘economic growth’ and ‘environmental sus- means that there is still a need to produce
tainability’. more goods and services. The crucial ques-
Today, there is an excessive burden on the tion for humankind is the same today as it
planet’s biocapacity, natural resources are was in the past: how can we create a way
overexploited and waste production is far of life that allows humankind to thrive and
greater than can be safely absorbed. We societies to flourish? This question rais-
have lived beyond our means in ecological es an underlying constraint: how can this
terms. Humanity’s ecological footprint has be achieved without having to depend on
outgrown planetary limits, which means limited natural resources? Finding the right
that we have now reached the boundaries answers to these questions would repre-
of economic growth in terms of ‘bigger’ and sent a real breakthrough in overcoming the
‘more’. dichotomy between economic growth and
environmental sustainability, and a strong beyond the concepts of ‘eco-efficiency’ and

entrepreneurial spirit will be required to ‘clean technology’ (aimed at reducing ad-
achieve this. verse environmental impacts), by adopting
a circular economy (cradle-to-cradle) ap-
Pioneers of green entrepreneurship proach. This represents a step towards an
Today, some answers are being provid- economy of functionality, which carries out
ed by entrepreneurial pioneers who are a its activities using performance-based inte-
creating a subtle and complex economic grated service solutions, a move away from
system of maintenance, qualitative im- the economics of quantity towards the
provements and shared frugality. These economics of quality and value. There are
pioneers, emerging mainly in the most also other more radical innovations, such as
advanced economies, are developing an biologically inspired engineering based on
economic approach based on ‘better’ rath- the theory of ‘biomimicry’. Biomimicry in-
er than ‘bigger’. Examples of this develop- volves mimicking the models, systems and
ment include multinationals operating in elements found in nature to develop ap-
the photocopying and transport sectors plications in the fields of architecture, new
and some small and medium-sized enter- materials, photovoltaics, sensors, filtration,
prises whose products and services are the insulation and medicine.
result of eco-innovation and eco-design.
Spreading sustainable business models
The challenge today is to expand these new
entrepreneurial types of economy! Howev-
er, the large-scale dissemination of these
business models requires the establish-
ment of optimal distribution mechanisms
around the world and accessibility across
all social strata based on equity and suffi-
ciency. The commitment of governments is
One case is a famous brand name in the crucial in ensuring the sustainability of the
world of photocopying which has turned two conditions essential for human life, the
itself into a ‘document management com- economy and the environment. Govern-
pany’ and renounced its original mission ments are also faced with growing public
to sell as many photocopiers as possible. unease about environmental insecurity,
Instead, it now hires out photocopiers and which is sometimes manifested as health
bills clients for the number of copies print- concerns and expressions of civil disobedi-
ed. The company therefore focuses efforts ence. Many governments are compelled to
on manufacturing long-lasting equipment deal with both simultaneously in order to
to hire out, spearheading what is, in many ensure both economic and environmental
respects, a new trend. The company goes sustainability.
This creates a window of opportunity for all. Promoting and encouraging these pio-
governments to encourage green entre- neers of green entrepreneurship is an en-
preneurship initiatives, by allocating less deavour well worth pursuing, with a view
to non-sustainable and therefore non-pro- to restoring the balance between the econ-
ductive expenditure and defining priorities omy and the environment and developing a
for providing incentives for sustainable basis for the healthy development of both.
business models. This will ensure access by
those requiring assistance for the benefit of
Tunis, October 2014
Holger Kuhle
Programme d’Appui à l’Entrepreneuriat et à l’Innovation (PAEI),

GIZ Tunisia
Introduction able online here: http://www.giz.de/en/

downloads_els/EntrepreneuriatVert.pdf.
About this report This English translation was made possible
The purpose of this publication of the Pro- with financial support from the GIZ sector
gramme d’Appui à l’Entrepreneuriat et à project Innovative Approaches of Private
l’Innovation (support for entrepreneurship Sector Development. In its working area
and innovation – PAEI) is to explain how ‘green private sector development’, this
green entrepreneurship (GE) can act as a sector project develops, pilots and dissem-
positive force for a country’s sustainable inates relevant approaches, instruments
development. The PAEI is part of German and experiences, including those related to
cooperation with Tunisia. It is implemented the topic ‘green entrepreneurship’.
in partnership with the Ministry of Industry,
Energy and Mines and with the technical as- The importance of green
sistance of the Deutsche Gesellschaft für In- entrepreneurship
ternationale Zusammenarbeit (GIZ) GmbH. At least since the United Nations Confer-
This publication will contribute to imple- ence on Sustainable Development (Rio +20)
menting the ‘entrepreneurship develop- held in June 2012, the ‘green economy’
ment’ component of the PAEI, with a par- concept has been on everyone’s lips. It is
ticular focus on good governance in the regarded as a solution to pressing environ-
promotion of green entrepreneurship in mental problems such as ocean, air and soil
Tunisia, on raising the awareness of relevant pollution and, above all, climate change.
actors as to the importance of developing Today, humankind’s ecological footprint is
a green entrepreneurship vision incorpo- such that we are using 1¼ planets’ worth
rating a territorial development approach, of resources. This means that we are con-
and on ensuring good governance in rele- suming more than the earth can regener-
vant structures. It is therefore intended for ate. This overshoot is going to restrict the
Tunisia’s public institutions and ministries, resources available to future generations
independent national consultants advising in all areas. Natural resources, particularly
companies and projects, academics, entre- those used to produce energy, will continue
preneurs and local associations. to dwindle until they run out completely,
The Green Entrepreneurship Project in Tu- jeopardising not only economic develop-
The consortium
providing training in nisia has been carried out to a large extent ment, but also national and international
green entrepreneurship with the technical assistance of two nation- peace.
for the PAEI in Tunisia al consultants and a consortium of Belgian Sustainable development, as defined for
is made up of:
consulting firms and associations, including the first time in 1987 is ‘development which
innergic, ipropeller, Greenloop and AEIDL. meets the needs of the present without
The study is largely based on the exper- compromising the ability of future genera-
tise of this consortium and the outcomes tions to meet their own needs’ (Brundtland
of workshops held with a network of Tu- Report). The energy sector is closely involved
nisian actors. This information has been in sustainable development, because energy
compiled and supplemented by the author. efficiency and renewable energy are ranked
For further information on the PAEI pro- among the options most favourable to the
ject, please see section 2.2. The report was environment, particularly in the fight against
originally written in French and is avail- climate change.
However, neither sustainable development efficiency actually cut costs and increase
nor the development of the green econo- profits.4 This is also true for small and
my are processes that will move forward medium-sized enterprises.5 Large and
under their own steam; they require a ve- well-established corporations often as-
hicle, which the promotion of green en- sociate green innovation primarily with
trepreneurship could provide. ‘The green ‘green labels’ and corporate social respon-
economy could be a very important source sibility, intended to avoid risk and enhance
of jobs and in order to take advantage of public reputation. Newcomers to the mar-
this, the employability of young people and ket, on the other hand, are more likely
women should be improved by providing to focus on investing in R&D in order to
targeted, up-to-date training in the new launch innovative and more resource-effi-
skills required in the green economy and by cient products with high return potential.6
creating incentive mechanisms to encour- Just as the creation of shareholder value
age green entrepreneurship.’1 requires performance on multiple dimen-
Green entrepreneurship is not only impor- sions, the global challenges associated
tant because it provides new opportunities with sustainable development are also
to young entrepreneurs, but also because multifaceted, requiring changes in our way
it may become a powerful force to main- of life and our way of doing business. 7
stream a new paradigm of responsible busi- Green entrepreneurship is therefore much
ness.2 Entrepreneurs play a key role as driv- more than the responsible management
ers of change in market-based economies, of a company in a given sector. Section 1.1
as it is they who introduce new products, examines the different meanings of the
services and solutions. They play a crucial terms ‘green entrepreneurship’ and ‘green
role in the ultimate adoption of green busi- economy’ in greater detail and explores the
ness practices by the wider business com- different types of green innovation.
munity, because of the lead they provide
to other companies. By demonstrating the Doing things differently
economic benefits that come from being The concept of ‘green innovation’ is often
greener, ecopreneurs act as a ‘pull’ factor, associated with renewable energy. How-
encouraging other companies to proactive- ever, the shift to a post-carbon economy
ly go green, in contrast to the ‘push’ factors needs a watershed on several levels, from
of government regulation and stakeholder innovation in lifestyle to innovation in in-
or lobby-group pressure.3 vestment and governance.8
Going green has clear benefits for compa- Or, as Albert Einstein said, ‘Insanity: doing
nies. First and foremost, extensive empir- the same thing over and over again and ex-
ical studies clearly show that establishing pecting different results’. New corporate
an environmental management system trends seeking to address this challenge
is a competitive factor and that compa- advocate a shift:
nies pursuing strategies to prevent pol-
lution, reduce waste and increase energy
4 Hart and Milstein, p. 60. Refers to the work of
Christmann (1998) and Sharma/Vredenburg (1998).
5 Clemens (2006).
1 GIZ Algeria (2012b), p. 16.
6 Farinelli et al. (2011), p. 44.
2 Regional Activity Centre for Cleaner Production
(CP/RAC) (2011). 7 Hart and Milstein, p. 58.
3 Schaper (2002), p. 27. 8 Farinelli et al. (2011), p. 44.
• from financial profit to social impact; focus of consultancy on starting up a busi-

• from an exploitation model to coopera- ness. Does a particular region have its own
tion and sharing; natural resources? Do specific economic
• from linear processes to circular pro- sectors already exist? What about infra-
cesses; structure? By answering these questions, it
• from a top-down to a bottom-up ap- is possible to identify niche markets in the
proach (focusing on the community); short and medium term with a potential for
• from consumer to prosumer (producer growth in different economic regions. With
and consumer); a view to encouraging and developing such
• from a global approach to a ‘glocal’ ap- niches, GIZ establishes a network of fund-
proach (decentralised, but related to the ing bodies’.9
challenges existing globally). The overview of the concept of green en-
This study puts forward different approach- trepreneurship and the detailed examina-
es to driving the innovation of business tion of these two approaches and others is
models, such as biomimicry (section 1.2), followed by an analysis of the current situa-
and the promotion of green entrepreneur- tion of green entrepreneurship and the op-
ship based on a territorial development ap- portunities available in Tunisia, the country
proach (section 1.3). chosen as an example for the study. This
GIZ believes that the territorial develop- analysis maps the initiatives undertaken by
ment approach is a good option for Tuni- different national and international actors
sia and other developing countries. This and public institutions in recent years. The
approach, similar to the one used in Ger- focus is on German cooperation initiatives
man cooperation programmes in different (PAEI) and other projects currently in pro-
countries, is explained by the Chair of the gress.
Management Board of GIZ, Tanja Gönner,
in the following way: ‘The local particular-
9 Tanja Gönner quoted in Europäischer Wirtschafts
ities of a specific region remain the central Verlag (2013).
1. Green entrepreneurship –
a positive force for sustainable
development
1.1. What we understand by ‘green entrepreneurship’

repreneurship – a response to the challenge
Ecopreneurs ing future generations to significant envi-

A green entrepreneur or ‘ecopreneur’ is an ronmental risks and ecological scarcities’. It
actor in the green economy that embodies is not a question of creating a new vision to
the marriage of economy and environment, replace sustainable development, but rath-
taking into account the human factor and er of endeavouring to revitalise sustainable
social development. The scientific commu- development and minimise the risks posed
nity has not yet agreed on a more specific by climate change and the degradation of
definition, largely owing to a lack of empir- natural resources.10
ical analysis. In the absence of a clear defi-
nition, the term is defined in different ways Two definitions of ‘green economy’
depending on the entrepreneurial approach Within the concepts of green economy
(initiative, risk-taking, creativity) and envi- and green entrepreneurship, a distinction
ronmental awareness. The definition used in is made between two categories. On the
this study is the one established by the main one hand, there are activities that produce
stakeholders in the Green Entrepreneurship environmental goods and services in the
Project implemented in Tunisia (GIZ PAEI): strict sense of the term, the aim of which
Green entrepreneurship (GE) is a concept is to protect the environment and manage
that gives rise to new economic opportuni- natural resources efficiently.11 A green busi-
ties, job creation and environmental innova- ness carrying out activities of this kind can
tion. The notion of ‘innovation’ is particular- be considered to belong to the green sector
ly interesting in this context, because green – the green economy in the strictest sense.
markets are in the process of developing, In a broader interpretation of these terms,
and it is innovation that creates jobs and they also include companies that do not have
business opportunities. an environmental motivation at the core of
The definition of green economy estab- their business, but endeavour to reduce their
lished by the United Nations Environment negative impact on the environment. In this
Programme (UNEP) is ‘a system of eco-
10 Definition formulated by Dr Detlef Schreiber,
nomic activities related to the production,
Advisory services and projects; head, GIZ centre of
distribution and consumption of goods and competence; see GIZ Algeria (2012a).
services that result in improved human well- 11 According to the National observatory of green
economy employment and jobs established in
being over the long term, while not expos- France in 2010; GIZ Algeria (2012a), pp. 9 -10.
case, the aim is to produce, deliver or reduce nomic efficiency to achieve a social objec-
the cost of environmentally-friendly goods tive. The costs are covered by the revenue
and services. Therefore, enterprises oper- generated by the company, but the profits
ating in all sectors of the economy can be are, in part or in whole, reinvested in its so-
classed as ‘green’ on the basis of the tech- cial mission.
nology used for production. For ecopreneurs, the social purpose is at the
The approach adopted by the German Fed- core of their business model: they want to
eral Ministry for Economic Cooperation and have a positive impact on the planet and the
Development (BMZ) to the green economy lives of present and future generations. They
is based on the social market economy (so- do not confine their efforts to reducing the
cial Marktwirtschaft in German). The notion negative effects of their activities, to pollut-
of green economy is incorporated into the ing the environment less, to reducing their
concept of sustainability, with the creation consumption of energy, water and other
of a space to discuss the limits of growth resources or to producing environmental-
while stressing the importance of taking ac- ly-friendly goods and services; they manage
count of the interactions between the econ- their business with systemic awareness in
omy, society and the environment.12 such a way that all its elements are environ-
mentally responsible.
A kind of social entrepreneurship Ideally, the social/green entrepreneur has
Strictly speaking, green businesses produce the capacity to innovate and question the
goods and services to limit or correct envi- status quo. In the pursuit of their goal, they
ronmental damage in a non-polluting, re- participate in local development, create jobs
source-efficient and socially inclusive way.13 and try to change the social and economic
It follows that green entrepreneurship is a system. Additionally, they involve stakehold-
form of social entrepreneurship which as- ers, adopting an approach that is collective
sumes responsibilities beyond the normal and inclusive.
social ones. A social entrepreneur uses eco- This collective approach can be classed as
‘inclusive’, as low-income households are
12 GIZ Tunisia (2012a). included. Development organisations and
13 Definition presented by Mourad Turki at a GIZ trainers talk about inclusive entrepreneur-
(PAEI) workshop, based on the definitions of Issak ship when the entrepreneur includes this
(1998) and Taylor and Walley (2003).
Green economy
Source: compiled on the basis of the various definitions referred to in the text.
Social and inclusive Corporate social
Green activities
entrepreneurship responsibility (CSR)
In the broad sense

In the strict sense
Other activities with

Activities with an Responsible
Ecopreneur a favourable impact
environmental purpose entrepreneur
on the environment
Develop future Innovate existing

Green markets All markets
opportunities business
Create
Create Render
radically Innovate
new products
ecological processes
systems responsible
products
sector of the population in the value chain rates for public goods, such as water, is often
as consumers or producers.14 seen as a way to promote the rational use
Why is the inclusive approach considered of natural resources. However, the financial
essential to green entrepreneurship in the burden often falls disproportionally on the
strict sense of the term? Focusing on envi- poorest households, which already spend a
ronmental protection and the conservation higher proportion of their income on basic
of resources to the exclusion of the poor services (the poverty penalty). Such house-
can lead to political resistance and create holds are often forced to tap water connec-
obstacles to the implementation of environ- tions illegally, causing high levels of ineffi-
mental business models. On the other hand, ciency and losses.
inclusive business models without greening Furthermore, including the weakest mem-
can lead to pollution, ecosystem decay and bers of society in green business models
the depletion of natural resources, all of can support the implementation of envi-
which ultimately harm the most disadvan- ronmental projects. For example, providing
taged sectors of society. them with alternative income opportunities
For example, a growing demand for biofuels can prevent practices harmful to the envi-
can lead to higher land-use demands and ronment (such as hunting, fishing and lum-
rising food prices. Similarly, charging market bering), which many communities rely on as
a basis for their livelihoods. 15
14 This is the definition given by the United Nations
Development Programme (UNDP), for example. 15 For more on this subject, see UNGC-DCED (2012).
Green markets and jobs their level of education also adds to the pic-
The markets of the green economy are di- ture of green entrepreneurship. In Germa-
verse. Typically, the main markets are: ny, where green markets are relatively well
• clean energy; developed for various reasons, a study on
• sustainable transport; people employed in the renewable energy
• building energy efficiency and eco-con- sector revealed that a large proportion were
struction; highly qualified.18
• sustainable manufacturing activities;
• circular economy/waste management; Types of green innovation
• green services; Having defined green entrepreneurship
• sustainable land use (sustainable farming as an ‘innovative activity’, it is important to
and forestry); take a look at what green innovation actual-
• sustainable water management.16 ly means. Green innovations can be divided
Jobs and entrepreneurs that can be classed into two categories: those seeking to green
as ‘green’ are even more diverse than the existing businesses and those seeking to de-
green markets referred to above if a very velop opportunities for the future.19 The first
broad definition of green economy is adopt- are associated with activities with a favour-
ed. A study commissioned by GIZ Algeria es- able impact on the environment, and the
tablished a distinction between ‘green jobs’ second with activities with a specifically en-
and ‘greening jobs’. Whatever sector they vironmental purpose (environmental goods
are in, ‘green jobs’ are those with functions and services).
and skill sets for measuring, preventing, The first type of activity aims to reduce the
limiting and correcting negative impacts on impact that the linear production and con-
and damage to the environment. Examples sumption system has on the environment.
include technicians who measure water These activities may be carried out in re-
quality, environmental lawyers and eco-in- sponse to legal or corporate requirements
dustrial plant supervisors. A ‘greening job’ associated with corporate responsibility
is an occupation in which the ultimate ob- and reputation. Typically, enterprises try
jective is not environmental, but which does to reduce risks and/or costs by optimising
incorporate new skill sets to take account processes at the operational level in order
of environmental issues in working practic- to cut down on environmental pollution
es in a significant and quantifiable manner. and conserve natural resources and energy.
Examples include plumbers installing heat The main tools are waste management, en-
pumps, roofers installing photovoltaic pan- vironmental assessment (carbon footprint,
els and bricklayers fitting external thermal ISO 14001) and energy efficiency measures.
insulation in buildings.17 Green entrepre- The aim is to reduce the negative impact of
neurship should initially be classified as an goods and services. After conducting a life-
entirely separate category, based on activi- cycle analysis, examining environmental im-
ties, results and business models. pact at each stage from the extraction of raw
An analysis of green entrepreneurs based on materials to final disposal, companies take
16 Classification based on the Millennium Devel-

opment Goal Fund study (2012) and the study of 18 Bühler et al. (2007).
the German Federal Ministry of Education and 19 According to the consortium that advised the PAEI,
Research (BMBF) (2013). in particular Oksigen and Greenloop. The classifica-
17 GIZ Algeria (2012b), p. 10. tion is based on Hart and Milstein (2003).
steps to achieve this aim. Some companies technology. They all hold the potential to
decide to go further, switching to fair trade, drastically reduce the human footprint on
the organic sector, the second-hand sector the planet. Like renewable energy, informa-
or eco-design. tion technology can be applied in the most
These are peripheral activities and can be remote and small-scale settings imaginable,
carried out in any sector of the economy, but eliminating the need for a centralised infra-
are an indication of the company’s degree of structure and cabling technology, both of
greenness. Ecopreneurs, on the other hand, which are environmentally destructive.20
in carrying out ‘greening’ activities, want to Innovations with high value for sustainable
move further towards a green economy in development are those based on the idea of
the strictest sense and position themselves a collaborative or sharing economy, in which
directly on green markets with their innova- people generate value together by pooling
tions, such as the invention of clean technol- unused resources, goods, services, spaces,
ogies (mainly based on renewable energy). etc. and making them available to others.
These activities can also be disruptive Taking into account that these forms of in-
to industry because they introduce ‘cra- novation, aimed at developing activities for
dle-to-cradle’ innovations that could ren- the future, have a fairly well-developed vi-
der many energy and material-intensive sion of sustainability and of a specific green
industries obsolete. Such activities include
nanotechnology, genomics and information 20 Hart and Milstein, p. 59.
economy with a shared roadmap, it is often in greater detail as it is a global concept of

these ecopreneurs who seek an inclusive ap- sustainable development and a tool that
proach, particularly at the social level, to ad- can guide entrepreneurs towards systemic
dress both ecological and social challenges. innovations with the potential to deliver
The next section focuses on new business significant economic benefits. The territo-
models based on the principles of cra- rial development approach, which is de-
dle-to-cradle innovation, the collaborative scribed in section 1.3, is part of this collab-
economy, the economy of functionality orative economy vision.
and biomimicry. Biomimicry is addressed
1.2. New business models
One of the responses to environmental the highest possible level of wellbeing with
challenges, particularly climate change, is to available resources. Economists were always
transform our current energy system, based aware that resources are, in general, lim-
on fossil fuels, into a system based on re- ited, while needs are boundless. However,
newable energy sources. As the Earth pro- humankind did not put enough value on
vides us with infinite sources of free energy natural resources, failing to recognise their
in the form of solar, wind, geothermal, tidal limits and therefore to set adequate prices.
and hydro-power, this is a very promising It is now very difficult to remedy this mar-
path. ket, and ultimately human, failing, because
However, there are also serious constraints, it has already had major repercussions, such
such as the intermittent nature of solar and as global warming and significant biodiver-
wind energy, the rebound effect and the sity losses. Climate change continues its re-
finite reserves of the rare earth elements lentless march, and efforts to reduce green-
essential for the construction of the equip- house emissions have only managed to slow
ment used to harness this energy. In the them down and achieve a new stable, toler-
event that humanity were to meet 100% of able balance.
its energy requirements with a mix of differ- A paradigm shift is therefore required, that
ent renewable energy sources, the reserves is, it is necessary rethink the vision and prin-
of indium, the semiconductor material that
is critically important in the manufacture of
photovoltaic cells, will have run out in 17
years’ time.
The term ‘rebound effect’ refers to the no-
tion that we tend to consume more (cars,
electricity, etc.), when we achieve a more
efficient production system, for example,
the capture of greenhouse gases. In the end,
there is surplus consumption which has an
effect that is exactly the opposite of that
sought by energy-saving efforts (for exam-
ple, CO2 emissions).
The linear economy is based on division,
both in terms of product lifecycle and labour
at all levels – the family unit, the company,
the national economy and, finally, the global
economy, with the international division of
labour. These are the principles of business
and global organisation of the economy
that are traditionally taught at universities
around the world. The ultimate goal of this
paradigm was a fairly noble one: to achieve
ciples of the ways in which we carry out a service that maintains tyres and ensures
our activities and of our economic and so- they are kept at the right pressure. The well-
cial system in order to align objectives and known principle of vehicle leasing used
measures and find new technologies to add in the automobile market is also applied
to this vision. in other economic sectors. For example, a
For this reason, it is necessary to change the telephone company hires out telephones
paradigm of the energy-saving approach, and recovers them to recycle the valuable
because the system must be understood as materials from which they are made. A car-
a whole. If we let it, nature can show us how pet manufacturer offers flooring systems
to do this. This approach is described below. and related services for a monthly charge,
which does away with the high initial outlay.
Collaborative economy A customer’s initial needs are met, and then
The collaborative economy is born of peo- carpets are renewed periodically and the life
ple’s desire to no longer possess goods, as of the carpets is prolonged. For a long time
ownership also entails a burden and envi- now, shops in Tunisia and elsewhere have
ronmental responsibility in terms of the sus- been hiring out wedding dresses; now the
tainability of the goods. Instead of buying concept is also being applied to other gar-
goods and services, consumers acquire ac- ments such as jeans.
cess to them. Old business models become When consumers rent instead of buying,
obsolete and new models develop, primarily manufacturers must take into account not
because consumers prefer to borrow from only the aspects of the sale of a product, but
individuals rather than corporations. also other aspects relating to the return of
Exchanges are often carried out through the product. As the company continues to
online platforms, because the new technol- own the item, it has an economic interest
ogies make mass opinion public, and this in- in developing products that are resilient,
spires confidence. It all began with eBay, the long-lasting and easily repairable. Its costs
online auction site. Today, there is an array will be lower when the product lasts for the
of websites run by ingenious entrepreneurs, entire rental period. The company has sole
where consumers share practically anything, responsibility for replacing the product and
from their bed, to their dog to their money. can recover all the parts at the end of its life-
You can hire out your car for a day or for a time (cradle-to-cradle approach).
few hours, take people where they want to
go in your car (carpooling) or rent out your Principles of biomimicry for building a
parking space or garage. Free culture and sustainable economy 21
‘fab labs’, where tools of all kinds are shared, The most important principle of sustainable
fall into this category. development is not overexploiting the re-
sources on which present and future gener-
Economy of functionality ations depend. It is a principle that we have
Another innovative type of business model, forgotten, but one that is applied by all the
which closely resembles the collaborative other animal and plant species that populate
economy, is the economy of functionality in the Earth. They observe the laws of nature,
which the producer substitutes the sale of 21 The sections on biomimicry are taken from a sum-
goods for the sale of services. For examples, mary of the training provided by Greenloop, one of
the firms that make up the consortium of Belgian
consumers no longer buy tyres, but acquire consultants.
using only the energy they need, recycling able products, using the sun and simple
everything, rewarding cooperation and de- compounds, in the same way as animal and
manding local expertise. plants do. The economy would therefore be
In order to relearn a rational and sustainable circular, unlike the system in place today,
way of life on Earth, all humankind has to do which is linear.
is observe and mimic nature, without trying In a mature ecosystem, organisms fit form
to dominate it, as it has been doing since to function. The Peruvian torch cactus
the industrial revolution. The biomimicry stays cool by creating air currents thanks
concept takes the know-how of other living to its vertical ribs, which provide shade and
beings seriously. One of its advocates, Janine enhance heat radiation.23 This shows how
M. Benyus, defines biomimicry as a science nature transforms limits into opportunities
that studies nature’s masterpieces and then and does ‘more with less’.
copies these designs and manufacturing Form often performs various functions. An
processes to resolve everyday problems.22 example of this is shark skin, which enables
This definition does not encompass the sharks to move smoothly through water
whole vision explained in her book Bio- and also has antibacterial properties. This
mimicry: Innovation Inspired by Nature. The multifunctionality illustrates how organ-
concept is far more than just a method for isms favour optimisation over maximisa-
developing technical inventions; it depicts tion.
an ideal world in which humans return to The concept of ‘form fitting function’ is
the ecological system and follow the path apparently what appeals to us most, as a
towards sustainable development. Specifi- visually driven species, and has given rise
cally, humans would make fully biodegrad- to numerous innovations over the centu-
22 Benyus (2011), p. 15. 23 http://www.asknature.org.

ity of certain physical phenomena, as en-

ergy is converted to heat in the process of
doing work. Therefore, nature uses only the
energy it needs, preferably sunlight. The
leaves of plants work in the same way as
solar panels, following what is certainly the
most important principle for life on Earth:
photosynthesis.
ries. Out on a walk one day, the inventor
Another good example of energy manage-
of velcro, George de Mestral, found that it
ment in the plant kingdom is the way trees
was difficult to remove cockleburs from his
draw water from their roots to the upper-
trousers. He examined them and discovered
most leaves using two processes: capillarity
the possibility of attaching two materials
and evaporation.
simply and non-permanently. He promptly
All species use organic materials such as
developed the fabric hook and loop fasten-
bone, wood, skin, tusks, antlers and mus-
er and patented his idea in 1951. He called
cles. They get what they need locally, tak-
his invention ‘velcro’, combining the French
ing only as much as they require and using
words ‘velour’ (velvet) and ‘crochet’ (hook).
the waste of others as resources for them-
A more recent innovation that draws in-
selves. Everything is recycled and biode-
spiration from the movement of the fins
gradable, based on a modular design re-
of fish is a facility that generates power
sembling Lego bricks.
from tidal currents.24 The facility captures
Nature makes things with the basic build-
and uses energy in the same way as fish do,
ing blocks of life, that is, common, free-
with high conversion efficiency and viability
ly available chemical substances such as
and without polluting the environment or
carbon, calcium and water. Furthermore,
depleting natural resources.
nature manufactures materials in environ-
mentally-friendly conditions that respect
the location and
Image of Lego by
its limits: in water,

hausen, Noun
Kailen Nord-
on land, at ambi-
Project.
ent temperatures
and without harsh
chemicals or high pressures. And the re-
sults are spectacular: the inner shell of the
abalone is twice as tough as our high-tech
Velcro
ceramics.
With each epoch of civilisation, we seem
As a general rule, flora and fauna manage
to have distanced ourselves further from
energy very sparingly, on account of the
life-derived materials. Today, we produce
Second Law of Thermodynamics, and have
large quantities of non-organic materi-
done since long before this law was formu-
als which create plastic garbage patches
lated by French engineer Sadi Carnot in the
floating on our oceans, one of which is the
19th century. It establishes the irreversibil-
size of Central Europe.25 In order to apply
24 Biostream, www.biopowersystems.com. 25 Known as the Great Pacific Garbage Patch.
the principles of sustainable development and decentralised control, enabling them

found in nature to materials and processes, to always find the shortest and most effi-
entrepreneurs need to: cient path.
• minimise the use of energy and water and Nature rewards cooperation, and it can be
recycle them; seen that symbiosis between two species,
• use renewable energy and ecological ma- as opposed to competition, coexistence,
terials; parasitism and commensalism, is the rela-
• refrain from using toxic substances; tionship most often found in nature. ‘Using
• procure supplies locally; cooperative strategies, organisms spread
• regard waste as a valuable resource; out into noncompeting niches and basi-
• regenerate biodiversity. cally clean up every crumb before it even
Nature is based on systems. A system can falls off the table. This diversity of niches
be defined as a set of elements interacting creates a dynamic stability; if one organism
according to certain principles and rules. drops out of the network, there’s usually a
Systems are also determined by a common backup, allowing the web to stay whole’.26
goal and limits constituted by the criteria An extraordinary symbiosis discovered re-
for belonging to them. For members of the cently is that established between plant
same species, living within a system fa- roots and certain soil fungi. These benefi-
vours survival and reproduction. Ants form cial fungi are called mycorrhizas. This form
a self-organised system with a simple set
of behavioural rules, multiple interactions 26 Benyus (2011), p. 352.
CASE STUDY: LUSH

Lush is a green company that produces completely natural, handmade,
mostly solid cosmetics. Two-thirds of the products are sold unpack-
aged, and the remaining products are packaged using recyclable ma-
terials. One bar of solid shampoo replaces
three plastic bottles of liquid shampoo. The
company opted to go fair trade and does not
use palm oil. The value proposition is that its
products are not only good for human health
and the planet, but also a delight to use. Lush
stores welcome their customers with a won-
derful olfactory experience, striving for a tra-
ditional delicatessen feel. Customers appreci-
ate the complete transparency it maintains in
relation to the ingredients of its products and manufacturing process-
es. The company, founded in 1994, opened its first retail store in the
United Kingdom and now has over 830 stores in 51 countries.
Sources: www.lush.com; Greenloop; www.wikipedia.org.
of cooperation allows First, we must observe

plants to absorb op- nature and ‘ask’ it the
timal amounts of soil questions we have, as
nutrients and water advocated by biomim-
and, in return, the plant icry theorist, Janine M.
supplies the fungus Benyus, and take note
with up to 20% of the of changes in the eco-
sugar it produces by system in which the
photosynthesis. These We must study plant forms company operates.
sugars are essential for and materials to discover their In addition to the
the development and ‘secrets’. above-mentioned prin-
survival of the fungus. 27
ciples for achieving a
Thinking like a forest, where all the trees, sustainable and resilient economy, evolution
bushes and fungi form a system of collective has shown us that progress takes the form
intelligence, is the key to a successful com- of a three-step process ‘innovate – fail –
pany. Cooperating with other entrepreneurs, learn’. Once an innovation is proved to work
even rivals, partnering with customers and and last, it must then be replicated. Bearing
suppliers to formulate a common goal and in mind the experience gained by nature in
drawing on local expertise results in a sus- this process over 3.8 billion years, it could
tainable system that is much more than the be useful for engineers and business people
sum of its parts. to emulate the forms, materials and organ-
Each element of a system has its own set of isation of the natural world. The latter may
knowledge and skills, both in ecosystems also include disassembly, transparency and
and human societies. Organisms take ad- sustainable packaging for products. Prod-
vantage of the diversity of knowledge and ucts last longer when they are repairable,
information. They capitalise on this diversity multifunctional and modular. An even better
to achieve greater resilience. Honey bees al- solution is to make the switch from products
ways compete with each other for the best to service delivery.
flower patches to optimise nectar influx. With regard to business management, na-
This information flow and feedback mech- ture shows business leaders that it can prove
anism has been adapted by an internet host- more effective to decentralise initiatives and
ing centre in response to its need to find an responsibility, taking into account employ-
algorithm that deals rapidly with unpredict- ee diversity. For example, Morning Star, a
able service requests. The new algorithm has tomato processor, achieved spectacular
proved to be highly competitive compared results (double-digit growth over 20 years)
with benchmark assessments.28 after introducing an atypical management
model. Its ‘Management 2.0’ style is based
Conducting business biomimetically on the principle of a totally flat hierarchy and
What steps need to be taken, according to simple rules of individual responsibility that
the biomimetic approach, to conduct busi- apply to all the company’s employees, called
ness successfully and drive innovation? ‘colleagues’. Each colleague must draw up a
personal mission statement every year and
27 http://www.inoculumplus.eu/les-mycorhizes/ share it with the other colleagues. Each per-
my-corhize.
28 Nakrani and Tovey (2007).
son is then responsible for accomplishing his
or her own mission. They interact frequently market and buy in order to avoid fouling our
with the people most concerned with their own nest. In an ideal world, according to the
work, and their pay is determined on the industrial ecology approach, our ecosystem
basis of individual and collective feedback. would be characterised by long and com-
Ultimately, it is up to each member of the plex lifecycles, well-developed cooperation,
company to find his or her own place in the good stability and low entropy.29
organisation.
An approach that goes hand in hand with bi-
omimicry is industrial ecology, which seeks 29 For more on this subject, see Benyus (2011), pp.
to radically change the way we produce, sell, 326-344.
CASE STUDY: INDUSTRIAL ECOLOGY IN DENMARK

A small industrial zone in Kalundborg has established a circular economy system,
in which the waste from one activity or actor is a resource for another. Public and
private actors exchange not only waste, but also energy, water and information. It is
a web of closed loops, as in a natural ecosystem. For example, the power plant pipes
surplus thermal energy to a fish farm and greenhouses and also to residential heating
systems. The pharmaceutical plant uses
waste steam from the power plant and
gives its treated slurry to neighbouring
farms to fertilise their land. CO2 emis-
sions in this industrial zone have been
reduced by 240,000 tonnes a year, and
savings are estimated at USD 10 million
a year.
Source of information and photo:
http://www.symbiosis.dk/en
1.3. The territorial approach to promoting green

entrepreneurship
A form of support administrative area, the territorial approach

The sustainable territorial approach is a way addresses economic challenges in the con-
of addressing local development and sup- text of human activities, and on a broader
porting projects with multiplier effects.30 It scale, in the context of the biosphere.
is a global approach that aims to develop A ‘territory’ is therefore regarded as a geo-
a coherent holistic vision encompassing graphical area in which to develop a com-
physical, economic and social aspects. Lo- mon project for the future without the
cal development can be defined as ‘a pro- constraints of pre-established territorial
cess that seeks to mobilise the power of all divisions. It is determined by the collec-
local stakeholders for economic, social and tive identity of the inhabitants, established
cultural advancement in a given area. The through a sense of belonging and exchanges
aim is to leverage stakeholder participation with the outside world, which project back
to improve the quality of life of people liv- a certain image of the territory. Geographic,
ing in the area’.31 historical, economic, social and cultural in-
Unlike economic policy that is based on an formation is also factored in. Obviously, all
this changes over time, making the notion of
30 The contents of this section are a summary of the
workshops held in Tunisia by the not-for-profit territory temporal and dynamic.
organisation AEIDL (European Association for In- The territorial approach can be consid-
formation on Local Development), commissioned
by GIZ. ered a form of GE project support in that it
31 DED/GTZ (2010), p. 4. provides a broad, systemic vision, initiates
Source: adapted from Caspar, Farrell and Thirion (1997) by AEIDL.
long-term dynamics and addresses issues

and needs taking into account available re-
sources. A partnership dynamic in a given
territory creates an enabling environment
for innovation and networking, including
cooperation with neighbouring territories.
Advocates of the territorial approach seek
to drive territorial competiveness via the
added value that remains in the territory,
thereby initiating a virtuous circle of devel-
opment. The results of the approach pro-
vide momentum and create capital for the
next stage.
The approach step by step

The consultants on the Green Entrepre-
neurship Project in Tunisia proposed three
steps to be followed to define a territori-
al development strategy. The first step is
to conduct an initial assessment in which
the actor leading the initiative organises a
shared reading of the territory. A common
mobilising vision (project action plan) is
formulated and then put into action (im-
plementation).
The purpose of the territorial assessment
is to examine the baseline situation in the
territory and explore options for the future.
It is shared, global and strategic, providing
the data required to make informed choices
about the options available and take action.
An effective assessment therefore focuses sources, the following categories should be
on analysing the territory in a collective and taken into account:
global manner and not in sectoral terms, ad- • physical and natural factors;
dressing real needs and local priorities and • economic activities and jobs: industries,
involving all the stakeholders in the territory craft sector, agriculture, tourism, local
in all the project preparation stages. products and services;
A baseline inventory is drawn up, high- • human know-how, expertise, skills, tal-
lighting unmet needs, available resources ents, education, training and knowledge
and possible courses of action to promote transfer;
development in the territory. The analy- • social links: community-based organisa-
sis covers both the structuring elements tions, exchange forums, neighbourhood
and the interactions between them which networks, families, solidarity and ‘living
characterise the territory. In identifying re- together’;
‘Territorial promotion is a demanding task requiring time and resources. Every oppor-
tunity must be taken to meet with the actors and inhabitants and motivate them. To do
this, you have to be on the ground.’
Armelle Ledan Prade, AEIDL consultant
• culture and heritage: buildings, mon- stages of the project and jointly validating
uments, cultural activities, collective them helps to determine when the time is
memory, local history, knowledge and right to move on to implementation of the
traditions; action plan. These criteria are used to make
• financial aspects: own resources, savings, regular checks during the assessment pro-
remittances from diasporas and national cess to ensure that it remains on track, that
and international programmes; is, if enough data is being gathered on all the
• institutional aspects and governance: relevant aspects of the analysis. The criteria
forums for dialogue, professional organi- must include both quantitative and qualita-
sations, state-region-commune relations tive data and be time specific in order to take
and the legal framework; into account the evolution and history of the
• external relations: image, reputation, territory. It is crucial to share the findings of
twinning, cooperation and partnerships. the assessment with the stakeholders in-
It is important to pay particular attention volved and discuss it with them in order to
to endogenous, non-relocatable resources ensure a real sense of ownership.
and unexplored resources to determine the Once this baseline inventory has been com-
comparative advantage of a specific geo- pleted, the second step is to determine the
graphic area. The comparative advantage economic, social and environmental chal-
of a territory affords business opportuni- lenges to be addressed, identifying the po-
ties that local entrepreneurs can turn into tential effects of the dynamics in play and
a competitive advantage. In this way, the the risks posed. There are various practical
collaborative territorial assessment helps tools that can be used in this step; the tra-
to target unexplored opportunities in the ditional SWOT analysis, adapted to territo-
region (or community) and, ideally, pro- rial planning,32 can prove useful. It consists
motes entrepreneurial initiative. of a four-column grid used to list strengths,
When conducting the initial analysis of the weaknesses, opportunities and threats. The
territory, it is important to keep sight of the strengths and weaknesses are the territo-
strategic goal pursued, in this case, the pro- ry’s internal resources, and the opportu-
motion of green entrepreneurship, before nities and threats are the external factors
the assessment and throughout the process. (challenges and needs identified, the eco-
This helps to avoid the pitfall of becom- nomic and political climate, etc.).
ing mired in data collection. The approach The next step is to formulate a strategy
must remain global in nature without being for territorial development by ranking the
confined to a particular sector and without challenges based on the dynamics ob-
overstepping the threshold of useful infor- served and the objectives pursued. Find
mation. There is no universal formula for win-win strategies and choose one. You
knowing when the initial analysis is com-
32 See, for example, Éléments d’analyse sur le
plete. Defining the type of information and
développement territorial: aspects théoriques et
data required to take decisions on the next empiriques, L’Harmattan, 2007.
and Piveteau (2005). Prospective steps Adoption

Source: Lardon
BASELINE Determine Choose Propose

Action plan Implementation
INVENTORY CHALLENGES STRATEGY ACTIONS
ASSESSMENT Time
can opt for a specific gateway for economic shot of the situation; it is the stage when
activities, for example, enhancing sectoral the actors in the territory are empowered
integration, collecting and building on tra- to take action. This is the way to develop
ditional knowledge a common vision of a territory, which will
‘The training was of and skills or attract- avoid conflicts further down the line, as it
great use to me in ing new activities and encourages ownership of the project by all
cognitive and human entrepreneurs. Anoth- the stakeholders. It is crucial to adapt the
terms.’ er idea for a strategy administrative and financial framework to
that promotes green accommodate these new public policy pro-
Ahlem Jaoua,
entrepreneurship is cedures.
PAEI green
the creation of an ena- In order to drive a collective dynamic, pub-
entrepreneurship
bling environment for lic-sector actors must use the assessment
network.
innovation, offering and presentation of the project as a tool
favourable conditions for promotion and dialogue. In the pro-
to encourage new initiatives, assessing the spective stages of the
risks involved and putting in place a safe- assessment, there must
ty net to cushion the effects of potential be room for manoeuvre ‘This workshop has
failure. Support can be provided to entre- to change ongoing dy- strengthened my
preneurs undertaking such projects to give namics. love for my country
them the time they need to mature. In summary, the key and my commitment
Lastly, measures and actions must be es- factors of territori- to take action for the
tablished to bring about the changes pur- al development that good of the whole
sued by the stakeholders (propose actions). enhance support for planet’
Potential courses of action include: green companies are a
Nibraz Dimassi,
• measures focused on the supply side (for well-focused, dynam-
PAEI green
example, introducing ethical criteria); ic, shared baseline as-
entrepreneurship
• measures focused on the demand side sessment, training for
network.
(for example, supporting entrepreneurs those undertaking pro-
undertaking projects); jects and networking,
• measures to fill gaps (for example, creat- none of which can take place without the
ing ‘missing links’). conductor of the orchestra: the territorial
This is the last step in the assessment be- promoter. Effective territorial development
fore formulating and implementing the involves all the actors in the territory in
action plan. The assessment is the most question in all the stages of project prepa-
important stage. It is more than just a snap- ration. Actors must take ownership, par-
Participants at a GIZ workshop held

in Hammam Bourghiba make an initial assessment.
ticularly of the key elements. Giving them ed, innovated and adapted with a view to
responsibilities can help to make them mutual learning.33 There is no one-size-
more active. fits-all approach or infallible formula; it is
Successful experiences show that the ter- a collective learning experience.
ritory-based sustainable development con-
cept is a bold and demanding one. Tools
and approaches must be constantly invent- 33 DED/GTZ (2010), p. 4.
2. Promoting green entrepreneurship

in Tunisia
2.1. Environmental and social challenges in Tunisia

Throughout the southern Mediterrane- In addition to these problems, youth un-
an region, the three-pronged trend of ur- employment poses a particularly serious
banisation, a rising standard of living and threat to economic, social and political
concentration of the population in coastal stability in Tunisia. Young people between
zones can be expected to have implications the ages of 15 and 29 are those most seri-
for energy demand and will certainly put ously affected by the shortage of jobs, with
pressure on resources and have a serious this age group registering a jobless rate of
impact on the environment.34 This impact 35.2% and accounting for 72.2% of the un-
includes industrial pollution, pollution employed in 2012.37 Some sectors of the
caused by different types of chemicals, soil population are particularly vulnerable to
degradation, waste management problems the risks of exclusion and unemployment,
and overexploitation of natural resources in including people living in southern and
forest, mountain, agricultural, marine and western parts of Tunisia, young university
coastal environments.35 graduates and women. The unemployment
Further complicating these environmental rate among women is double the rate for
challenges for Tunisia is the added prob- men, and among university graduates the
lem of climate change, which threatens not jobless rate was much higher for women
only the environmental balance, but also (43.5%) than for men (20.9%) in 2012.38
the economic and social balance. Climate ‘With so many unemployed and underem-
change will have a significant effect on ployed, there is little chance of young peo-
water resources, ecosystems and agricul- ple contributing to national development,
tural systems. Tunisia is among the twen- and they have difficulty exercising their
ty poorest countries in the world in terms rights as citizens [...]. Unemployment and
of water resources, and 90 per cent of the underemployment also deprive businesses
water available is used for agriculture. The and countries of opportunities to innovate
successive years of drought forecast by cli- and develop comparative advantages based
matologists will result in an 80% decrease on investment in human resources, and this
in livestock in central and southern parts compromises their future development’.39
of Tunisia and a 20% fall in the north by Entrepreneurship is one of the most effec-
2030, in addition to a 200,000 m3 reduction tive solutions for creating stable jobs and,
in cereal-growing areas in the central and
southern areas of the country.36 37 Annual report on the labour market in Tunisia
published in November 2013 by the National
Observatory for Employment and Qualifications
34 Alla et al. (2010). (ONEQ). Information at /www.huffpostmaghreb.
35 Akari (2012), p. 11. com, 15 April 2014.
36 KfW, see Europäischer Wirtschafts Verlag (2013), p. 38 GIZ/CNFCE (2013), p. 4.
127. 39 Bousnina (2013), p. 20.
most importantly, allows people to build the same time open up a novel and promis-
their own future. Young Tunisians are ating path for the future. Tunisia has consid-
tracted to this option for positive reasons, erable renewable energy sources, particu-
such as personal achievement, the possi- larly solar and wind power. In spite of this,
bility of higher earnings and the chance to renewable energy continues to account for
play an active role in the community. Oth- only a small share in the energy mix.
er factors include a desire to escape un- A survey conducted in November 2011
employment, low job satisfaction and the by GIZ in neighbouring country Algeria
culture shock experienced by many young revealed that 54 of the 203 young Algeri-
Tunisians returning to Tunisia after study- an entrepreneurs who received coaching
ing at foreign universities.40 (26.6%) decided to undertake projects re-
The current national energy landscape is lated to the green economy. ‘These findings
marked by the stagnation of energy pro- show that there is great interest in these
duction and rising demand (averaging 6% new skill areas and that young people are
a year), leading to a widening gap and a aware of changes in the labour market and
structural energy deficit which grows with immediately adapt to new needs’. 42 They
every passing year.41 also clearly show that young entrepreneurs
Green entrepreneurship could provide a in the region have identified important
solution, in one fell swoop, to environmen- opportunities in the green economy. Tuni-
tal, economic and social challenges, and at sian public and private-sector actors could
promote this innovative green approach
40 Baccari (2013), p. 53.
41 Data from STEG (Tunisian electricity and gas com- among the country’s entrepreneurs.
pany).
42 GIZ Algeria (2012b), p. 36 ff.
Source: Tunisian Ministry of Industry
2.2. Mapping initiatives in Tunisia
Environmental policy implement the United Nations Framework

In the 1980s, Tunisia became aware of the Convention on Climate Change and the
pressure that economic development ex- Kyoto Protocol. At the institutional level,
erts on ecosystems and natural resources. a national committee bringing together
The National Environmental Protection the ministries and other bodies concerned
Agency (ANPE) was created in 1988, and with climate change issues has become
other institutions were put in place in the the focal point for this matter in Tunisia.
course of the 1990s (Ministry of the Envi- A sustainable energy and environmental
ronment, Coastal Protection and Planning information centre (CIEDE) has been cre-
Agency – APAL, etc.).43 From 1993, the Na- ated within the ANME, and a national, sci-
tional Sanitation Utility, which had been entific and technical committee, consist-
in operation since 1974 as the institution ing of Maghrebian climate change experts,
responsible for managing the wastewater has been set up.47
network, extended its role to become the
main operator in the protection of water Energy conservation policy
resources and the fight against all sources Another policy area that is increasingly
of pollution.44 important for sustainable development
Tunisia is a signatory to all the internation- is energy conservation. This issue was ad-
al conventions, treaties and agreements dressed by political actors at the same
concerning environmental protection, 17 time as environmental policy. They have
of which are on the protection of nature established an institutional and regulatory
and species, 25 on the protection of the framework favourable to renewable energy
marine environment and 25 on the fight sources, which still requires some tweak-
against pollution.45 In order to apply these ing. In 1985, Tunisia adopted its first law on
treaties, Tunisia has taken steps to formu- the development of renewable energy and
late an environmental policy, which seeks later passed a law creating a specialised
to conserve biodiversity, natural resources agency, now called the National Agency for
and ecosystems, prevent industrial pollu- Energy Conservation (ANME).48 The ANME
tion and eliminate existing sources of pol- is responsible for the promotion of efficient
lution, ensure the management of waste energy use, the development of renewable
from industrial activities and strengthen energy and energy substitution.
environmental monitoring and observation In 2010, Tunisia adopted an ambitious so-
mechanisms.46 lar plan which covered energy efficiency in
On the subject of climate change, Tunisia transport, buildings and energy-intensive in-
has undertaken important measures, in dustries and renewable energy sources (so-
coordination with Algeria and Morocco, to lar, wind and biomass). The country’s lack of
oil resources and its strategic position at the
43 MDG-F (2012), p. 17. heart of the Mediterranean are two factors
44 http://www.onas.nat.tn/Ar/page.php?code=58.
45 PAEI (2013), p. 8. 47 Khalfallah (2010).
46 Akari (2012), p. 13. 48 MDG-F (2012), p. 18.
that have galvanised the government’s am- work in renewable energy, closely followed
bition to become a hub for the exportation by energy efficiency and cross-cutting ac-
of green energy to northern Mediterranean tivities such as research, consultancy and
countries. Projects formulated under the so- promotion of renewable energy and ener-
lar plan were accompanied by adjustments gy efficiency. Given the current production
to the regulatory framework and a series of structure, most of the jobs will be created in
feasibility studies.49 the short term as a result of the installation,
Between June 2013 and April 2014, Tu- operation and maintenance of renewable
nisia engaged in a national debate on the energy facilities and in the field of ener-
country’s energy policy, which resulted in gy efficiency in buildings. In the long term,
the formulation of an energy conservation greater integration of production processes
strategy. The strategy foresees a 17% reduc- and exports of photovoltaic panels and solar
tion in primary energy demand by 2020 and water heaters could also lead to more jobs.51
a 34% reduction by 2030 in relation to the Solar thermal water heaters, thermal insu-
baseline scenario, predicting that renew- lation and photovoltaic installations fitted
able energy sources (excluding biomass) in households pay for themselves within a
will account for 7% of final consumption reasonable time span (5-10 years).52 These
by 2020 and 12% by 2030. Another target three technologies require credit on reason-
that it has set is an increase in the share of able terms for the initial investment, such as
renewable energy in total electricity output that available via the PROSOL programme
to 30% by 2030. Overall, this should reduce for solar water heaters, PROSOL Elec for
CO2 emissions by 185 megatonnes over the photovoltaic panels and the PROMO-ISOL
period 2014-2030 and create over 12,000 programme launched in March 2014 for roof
permanent and temporary jobs by 2030, insulation.53
thanks to the development of the renew- Tunisia’s energy conservation strategy is
able energy and energy efficiency sectors.50 implemented within the framework of
There are currently 3,500 people employed multilateral cooperation among Mediter-
in the renewable energy and energy efficien-
51 GIZ/ANME (2013), p. 4.
cy sectors in Tunisia. The largest proportion 52 GIZ/ANME (2013), p. 86.
53 http://www.webmanagercenter.com/actualite/
49 http://www.anme.nat.tn/.
economie/2014/03/10/147256/l-anme-lance
50 National energy conservation strategy, -un-nouveau-mecanisme-financier-pour-
June 2014. promouvoir-l-isolation-thermique.
ranean countries in the field of energy and TND 50,000.’ 57Most green businesses in
sustainable development, in particular the Tunisia are small enterprises or consultancy
Mediterranean Solar Plan, which is one of firms whose main activity is energy saving
audits.58 The energy conser-
vation law passed in 2004
made energy audits compul-
sory for industry and other
large consumers. This has
resulted in the emergence
of new green entrepreneurs
and occupations, specifically
experts and architects certi-
fied as professional auditors.
An amendment to the law
Roof-mounted solar water heater in La Marsa, Tunisia. in 2009 established regula-
tions on the self-generation
of electricity from renew-
the six key initiatives of the Union for the able energy sources. Electricity producers
Mediterranean aimed at achieving the ra- using renewable resources such as solar
tional use of resources for sustainable de- energy are now entitled to use the grid to
velopment throughout the area.54 Aware of transport electricity and sell any surplus
its regional role, Tunisia is also active in sev- power to the STEG.59
eral other regional initiatives, such as MED- Other mechanisms conducive to the crea-
GRID, IRENA, MEDENER and DESERTEC.55 tion of green companies include the law on
waste management, control and disposal
Legal, institutional and financial (1996), the law on organic farming (1999)
framework for green companies and the investment incentive code (1993).
Tunisia aims to establish an enabling en- There are also other public institutions, in
vironment to encourage green start-ups, addition to those mentioned above, that
by developing a regulatory framework and are promoting green entrepreneurship.
mechanisms providing financial incen- The National Waste Management Agency
tives. Three main sectors are emerging: the (ANGed) is tasked with encouraging the
waste management sector (management private sector to become involved in the
of wastewater and household and other field of waste management.60 The Minis-
waste), which alone accounts for 50% of all try of Agriculture has launched a project
environmental enterprises. It is followed by to promote socioeconomic development
energy conservation and organic farming.56 based on organic farming in three rural
‘With regard to the legal form of these areas.61 The Tunisian Observatory for Sus-
start-ups, it appears that most [green] busi- tainable Development (OTED) is also pre-
nesses are sole traders or limited liability
57 MDG-F (2012), p. 33.
companies with share capital not exceeding
58 Information from the ANME.
59 Missaoui (2013), pp. 5 and 8.
54 Keramane (2010).
60 http://www.anged.nat.tn/.
55 http://www.anme.nat.tn/.
61 Information from the green entrepreneurship
56 MDG-F (2012), p. 33; PAEI (2013). network of the PAEI (GIZ).
trains and supports young engineers in re-

source management, competitiveness and
pollution reduction. The project began in
December 2010 and will run for five years.
It has a budget of around EUR 2.5 million,
is co-financed by the United Nations In-
dustrial Development Organization (UN-
IDO) and receives technical support from
Switzerland. 65
There are also a number of business start-
up incubators seeking to promote green
entrepreneurship. The one located in the
Borj-Cedria science and technology park
specialises in renewable energy, water,
the environment and plant biotechnology.
Entrepreneurs can benefit from synergies
paring an annual report on the state of the between production, training and scientific
environment and calculating development research.66
indicators. In 2005, a National Fund for Energy Con-
The Tunis International Centre for Environ- servation (FNME) was created, under the
mental Technologies (CITET) is the main direction of the ANME, to provide financial
national body responsible for the environ- support for activities aimed at rationalis-
mental upgrading of companies through ing energy consumption and promoting
technical assistance (environmental man- renewable energy and energy substitution.
agement systems, waste management, na- Eligible activities include energy audits,
tional and international standards, etc.).62 demonstration projects and cogeneration.
The CITET is also the lead institution for Direct financial aid is supplemented by tax
the Environmental Upgrading Programme, incentives (mainly VAT exemption for ener-
a government programme that aims to gy conservation equipment and products).
bring the number of ISO 14001-registered The fund is financed from tax revenues and
Tunisian companies (compliance with in- also currently receives subsidies from the
ternational environmental standards) up to European Union.
500. 63 Other national funds that encourage the
Another institution active in this field, but development of the green economy are the
specialising in the hotel industry, is the Energy Efficiency Guarantee Fund (FGEE),
National Centre for Continuing Training the Fund for the Development of Industrial
and Professional Development (CNFCPP) Competitiveness (FODEC) and the Clean-
which provides training in implementing Up Fund (FODEP).67
environmental management systems.64 The BFPME bank, which finances small and
The CITET is also involved in the Tunisian medium-sized enterprises, has developed a
Clean Production Project (PPPT), which
65 http://www.unido.org/tunisie-pppt.html.
62 http://www.citet.nat.tn. 66 http://www.tunisieindustrie.nat.tn/pepinieres/doc.
63 MDG-F (2012), p. 59. asp?mcat=23&mrub=249.
64 MDG-F (2012), p. 53. 67 MDG-F (2012).
CASE STUDY: PRODUCING ORGANIC DATES

AT THE HAZOUA OASIS
Beni Ghreb is a producer of organic dates which began operations in May 2002 in the Hazoua oasis in
southwestern Tunisia. The enterprise, which employs up to 90 people depending on the time of year,
buys dates directly and exclusively from the Groupement de Développement de I’Agriculture Biody-
namique, a group of around 120 farmers. Beni Ghreb deals with all the stages of processing, buying
and packaging the dates for export. The production of dates from the Hazoua oasis is fully organic.
They are Fair Trade certified and marketed in Europe under the Fair Trade label.
On behalf of the German Federal Ministry for Economic Cooperation and Development (BMZ), GIZ
assisted local farmers in developing and implementing a professional quality management system in
order to strengthen the livelihoods of the population. The farmers received training in date growing,
storing, processing and marketing techniques. Emphasis was placed on crop diversification rather
than single-crop farming, and now lemons, grapes, pomegranates, peppers, tomatoes and potatoes
grow in the shade of the palm trees. These crops enrich the diet of all the area’s inhabitants and
improve biodiversity in the oasis area. The irrigation systems have also been improved, resulting in
a 30% saving in water. Furthermore, by using drainage water to regenerate pasture land, farmers
are able to prevent soil erosion and desertification and protect the oasis from the effects of climate
change.
Sources: http://ecohazoua.org/index.html; http://www.fairtrade.de/cms/media/pdf/Handelspartner/beni_ghreb.pdf; http://
www.giz.de/fachexpertise/html/11099.html.
number of specific prod-

ucts aimed at the green
economy. The ‘Energy
Loan’ is granted to finance
specific initiatives involv-
ing investments in energy
saving measures and re-
newable energy, and the
‘Environment Loan’ is granted to finance In addition to these national institutions,
investment projects for environmental pro- Tunisia also receives cofinancing and sup-
tection, particularly waste collection, treat- port from other sources such as the World
ment and reuse. The bank does not require Bank, the European Union, individual Eu-
any particular guarantees, basing its deci- ropean countries, carbon finance mecha-
sions on its own ratings and collaborating nisms and other international funds.69
with SOTUGAR, the Tunisian Guarantee
Company.68
68 PAEI (2013). 69 GIZ/ANME (2013), p. 86.

In order to make a determination, it is also

absolutely necessary to know more about
demographic structure and trends and about
the future of Tunisia’s education system.
Technological progress in Tunisia as a whole
and developments in industrial sectors that
are only indirectly related to the promotion
of renewable energy and energy efficiency
mean that qualified personnel are required
in all economic sectors. The experience of
European countries and close cooperation
with European enterprises will be useful in
formulating the respective programmes.73
Education and training in green Green entrepreneurship projects

entrepreneurship implemented by GIZ in Tunisia
Professor in economics Abdallah Aka- The PAEI implemented the Green Entre-
ri observes that there is a lack of specific preneurship Project referred to above in
training in green economy subjects at Tu- Tunisia between 2013 and 2014. The ob-
nisian universities.70 The growing share of jectives of the project were, first, to raise
renewable energy in the national energy the awareness of stakeholders about green
mix brings with it an increased demand for entrepreneurship and its potential in Tuni-
services such as wind forecasting. sia and, second, to strengthen the capaci-
Many experts in green economy training ties of priority stakeholders in terms of GE
and skills development are of the opinion concepts and tools and networking. Prior-
that it is far more effective to incorporate ity stakeholders included academics, inde-
sustainable development and environmen- pendent consultants advising companies,
tal subjects into existing qualifications than local associations and business start-up
to create new training curricula.71 Most of support organisations. The third objective
the skills required for the renewable ener- was to create a network of actors capable
gy sector are in fact specialisations within of supporting the continued development
existing qualifications: electricians spe- of green entrepreneurship in Tunisia after
cialising in photovoltaic panel modules, the project came to an end.
plumbers specialising in solar water heat- The task of gradually building up a network
ers, etc.,72 although university graduates, of actors capable of spearheading green
particularly engineers, are also needed. entrepreneurship in Tunisia was entrusted
It is impossible to propose a qualification to a steering committee (COPIL), made up
programme without more accurate infor- of representatives of associations, univer-
mation on the current supply of skilled la- sities, consulting firms, institutions and re-
bour available in the national economy and gional delegates from the pilot areas. The
the potential for development in the future. PAEI team provided technical assistance to
70 Akari (2012). 73 For a more detailed analysis of existing training and

71 GIZ Algeria (2012b), p. 43. needs in this area, see the MDG-F report (2012) on
72 GIZ/ANME (2013), p. 85. skills required for green jobs in Tunisia.
the project with the aid of local and inter- • provide training for coaches;
national consultants. They identified and • carry out communication activities;
brought together actors already actively • establish a multi-stakeholder platform to
engaged in green entrepreneurship and discuss issues, exchange experiences and
those with the potential to become multi- develop synergies.
pliers to disseminate the concept. Before it initiated the Green Entrepreneur-
In pursuit of the objectives set, GIZ or- ship Project, the PAEI had already started
ganised workshops and training trips for holding awareness and training workshops
the priority stakeholders and a coaching for business centres and launched a national
trip for entrepreneurs. Along with repre- competition called Go Green & Win in 2012.
sentatives from public institutions, they The PAEI team also held a workshop to dis-
were also invited to take part in a strategic cuss the potential of green entrepreneurship
workshop and the project wrap-up forum in Tunisia, bringing together as many as thir-
to determine the structural measures to be ty European and Tunisian participants from
put in place in order to ensure continued different sectors: academics, researchers,
support for the development of green en- representatives of NGOs, green business op-
trepreneurship in Tunisia. erators, finance institutions, business start-
The network formulated an action plan up support centres and people responsible
covering the following main areas:74 for promoting entrepreneurship nationally
• raise the interest of students at univer- and regionally.76
sities and business centres in entrepre- Another PAEI project related to the pro-
neurship options;75 motion of green entrepreneurship involved
• coach entrepreneurs from the concep- the production of a guide on corporate
tion of a green business idea to start-up; social responsibility in small and medi-
um-sized enterprises and social and green
74 Two activities were established for each area of ac- start-ups. The handbook Start-Up Durable
tion and a roadmap was produced for five specific
collective activities.
75 For more information on these public institutions 76 This publication provides some facts about the
that provide business support, visit http://caipe. workshop; for more detailed information, refer to
tunisieindustrie.nat.tn/. the PAEI report (2013).
CASE STUDY: Master’s Degree in Sustainability Economics and

Management at the University of Oldenburg (Germany)
This is a pioneering, award-winning course dealing specifically with the development
of start-ups and business concepts with a focus on sustainability. The eco-venturing
module makes use of an innovative teaching method which strengthens the stu-
dents’ entrepreneurial skills for the implementation of green innovations. It deals
with both new business start-ups and the development of new business solutions
and concepts in established businesses. The module devoted specifically to green
entrepreneurship is included in the entrepreneurship and innovation management
subject areas.
Source: http://sem.uni-oldenburg.de/
(sustainable start-ups) was produced in Initiatives by other actors

cooperation with the RIBH project, GIZ’s The European Union finances the Ener-
responsible and inclusive business hub for gy-Environment Programme (PEE) through
the Middle East and North Africa (MENA) the European Neighbourhood and Partner-
region, and the local organisations Cogite ship Instrument (ENPI). The programme
and CONECT. The handbook is free and aims to reduce the environmental impact of
available from the PAEI office to project the greenhouse gas emissions of industrial
promoters, entrepreneurs and organisa- and agricultural enterprises. The EUR 33
tions supporting entrepreneurs. million budget is shared between various
The PAEI also launched the CEFE pro- public institutions (FODEP, ANME, MEDD,
gramme to provide business start-up ANPE and APAL) and the French Devel-
training for entrepreneurs, which includes opment Agency (AFD) to support them in
a module on green entrepreneurship. The implementing their projects.78 As part of
programme is now being run by CEFE In- its Civil Society Strengthening Programme
ternational. 77 (PASC-Tunisia), the EU supports and funds
GIZ also has other programmes in Tunisia sustainable development and environment
concerned with the development of the projects, such as the alternative tourism
green economy. Programmes currently be- project currently being implemented in
ing carried out include Innovative solar ther- Manouba. 79
mal applications for Tunisian industry, Sup-
78 www.pr-e-e.org.
porting the Mediterranean Solar Plan and
79 Discussion workshop open to civil society held in
Sustainable greenhouse gas management. August 2014; see
https://docs.google.com/forms/d/15C-MKYUzix-
WKOrzab99M4PQD55TguFFYIyUhbQpoj5RI/
77 www.cefe.net. viewform.
Within the framework of inter-regional and positive result was that more young people
bilateral cooperation, ANME’s counterpart were given internships in businesses and
in France, the ADEME (Environment and other organisations and bodies. 84
Energy Conservation Agency), has been as- In February 2013, the International Organ-
sisting Tunisia since 2003 in its efforts to put ization for Migration (IOM), four United
energy conservation policies in place.80 The Nations agencies and a number of Tunisian
twelve member countries of the Mediter- ministries established the project Youth,
ranean Association of the National Agen- Employment and Migration which is aimed
cies for Energy Conservation (MEDENER) at disadvantaged young people in rural ar-
are working together to implement the eas in the pilot regions of EI-Kef, Gafsa and
Kyoto Protocol flexible mechanisms and Tunis and seeks to facilitate their entry into
exchange experiences and know-how, par- the job market.85 One of the measures re-
ticularly with regard to different levels of lating to green entrepreneurship was the
training in renewable energy.81 formation of a socio-professional body
The French Development Agency and the bringing together 16 rural women for the
World Bank offer lines of credit for energy production of organic essential oils and
conservation amounting to EUR 85 million. natural vegetable dyes.86
The UNDP implemented a programme to Civil society initiatives include green en-
create jobs for young Tunisians, with a spe- trepreneurship projects carried out by the
cial focus on green industries and target- consulting firm MedSirat (MASEER pro-
ing the governorates of Siliana, Jandouba gramme) and APERe (association for the
and Bizerte.82 Under this programme, the promotion of entrepreneurship learning
UNDP, in collaboration with the North- and research). There were also initiatives
West Development Office (ODNO) and carried out in rural areas by the NGOs FE-
the Regional Development General Com- KDR and ACPP. The ecotourism project
mission (CGDR), has trained 720 young ‘Live Your Tour’ is financed by the ENPI.
people in renewable energy, eco-tourism, The TAMSS (Tunisian Association for Social
waste recovery and the development of Management and Stability) has established
forest products in the period 2012-2013. a tourist circuit linking the two regions of
The training strengthened their technical, Béja and Bizerte, with a range of tourist
entrepreneurial and management capaci- offerings based on local historical, natural
ties, with a view to facilitating their access and cultural assets. This territorial develop-
to productive resources and the potential ment initiative will provide an opportunity
of sustainable resources. The initiative con- to create and develop micro-enterprises.87
cluded with the selection and incubation of Another green entrepreneurship project
the twenty best business ideas.83 Another implemented with European funding, but
80 http://www.presse.ademe.fr/2011/03/ 84 http://www.tn.undp.org/content/tunisia/fr/
cooperation-franco-tunisienne-lademe-et-la- home/operations/projects/poverty_reduction/
gence-nationale-pour-la-maitrise-de-lener- programme-de-generation-d-emploi-pour-les-je-
gie-anme-renouvel.html. unes-en-tunisie-gou/.
81 Bal (2010). 85 http://www.iom-tunisie.org/activites_details.
82 http://metiersvertstunisie.com/. php?id=9.
83 Information supplied by Mohamed Elkamel, 86 Results of research carried out under the PAEI
coordinator for the governorate of Siliana and par- project.
ticipant in PAEI green entrepreneurship training. 87 https://www.facebook.com/pages/Live-Your-Tour-
Tunisie/352852601509294.
this time a private undertaking, is Fikra. The American NGO CRDF Global organised
This joint fund for Tunisia is financed by a two-day Green Start-Up Boot Camp to
four private, independent foundations, promote green technologies. This intensive
which are all members of the European workshop provided mentoring for entre-
Foundation Centre, a Brussels-based net- preneurs from Morocco and Tunisia who
work of foundations. These foundations have started up an information technology
intend to support people with ideas for or green technology enterprise, incorporat-
non-profit projects in the governorates of ing environmentally friendly practices.89
Béja, Jendouba and Kef. The projects ad- There are many other initiatives undertak-
dress a variety of areas of action, and there en to support social start-ups. The Start-Up
are several that deal with environmental Durable handbook provides a list of them in
needs and the social, economic and cultur- the ‘information corner’ section. There are
al needs of people living in the north-west. also numerous public and private initiatives
Support will be provided for selected ideas that promote all forms of entrepreneurship
during an incubation period, at the end of in Tunisia.
which funding will be offered to the pro-
jects reaching maturity.88
88 http://fikra-tounisiya.org/presentation. 89 https://www.facebook.com/GISTinitiative/info.
2.3. Opportunities and points for discussion
Summing up the analysis of green entrepre- order to overcome the multiple challenges
neurship in Tunisia, it can be said that there facing green and social innovation in an ef-
are three framework conditions conducive fective way. This cooperation can take the
to the emergence of green companies: a form of public-private partnerships, net-
legal and regulatory framework, financial works of civil society actors or territorial
incentive mechanisms and an institutional development projects.
support framework. Green entrepreneur- Partnerships between business-driven and
ship is a real and promising opportunity mission-driven organisations and support
for Tunisia, taking into account the strong institutions can result in a mutually sup-
growth of environmentally responsible portive ecosystem, a breeding ground for
products and services globally and the fact social, inclusive and green innovations. The
that renewable energy and energy efficien- development of green business models
cy can reduce energy costs for Tunisians in that have the potential to achieve broad
the long term. In addition, ‘the democratic market success will often involve dialogue
reconstruction of the country’s institutions and mutual learning.91 Policy makers can-
could present a historic opportunity to not know in detail which regulations and
build real sustainable development, with ecosystems green business models require
the free, conscious and responsible partic- before they are developed.
ipation of citizens and all components of Once an initial network of green entrepre-
civil society.90 neurship stakeholders has been formed by
There follows a number of points for dis-
cussion on how best to promote the emer- 91 UNGC/DCED (2012), p. 21.
gence of green companies in Tunisia.
Entrepreneurship support institutions
must leverage not only regional potential
in terms of investment niches, but also hu-
man resources, which must be adequately
qualified. It should not be forgotten that
the legal and financial incentive framework
already in place could be easily supple-
mented with a diverse array of measures,
such as those aimed at broadening the
spectrum of incentives for green compa-
nies and improving the market infrastruc-
ture. Policy-makers and donors can support
green innovation ecosystems which permit
and facilitate interaction and cooperation
between different types of organisation in
90 MDG-F (2012), p. 65.

GIZ, the next step is to draw up an ambi- purchasing power of target markets in the
tious but realistic shared roadmap. The MENA region, a large number of small initi-
Forum on responsible, innovative entrepre- atives are far more preferable than to a sin-
neurship, which will be held on 7 October gle large investment. The decision to invest
2014 by the PAEI, will contribute to this. By in this area must be based on a separate
bringing together the programme stake- set of criteria and metrics, as such initia-
holders, GIZ aims to further the develop- tives will almost never meet the short-term
ment of a responsible, social and green en- revenue and profitability targets associated
trepreneurship ecosystem. with projects designed to expand existing
Efforts to build a green entrepreneurship businesses.92
ecosystem must also include action to raise When the Green Entrepreneurship Project
awareness among the public at large. Green in Tunisia comes to an end in late 2014, GIZ
entrepreneurship must touch all facets of will pass on the responsibility for develop-
society. Consumers must be made aware of ing green business to the Tunisian actors
the long-term advantages of energy-sav- with which it has been collaborating. There
ing appliances, producers must understand is a clear need to build community motiva-
the financial cost of adverse effects on the tion and mobilisation, with a view to creat-
environment, and young people need to re- ing a favourable climate and relevant ideas,
alise the business opportunities offered by and to adopt a green approach with entre-
the green economy. Similarly, banks must preneurship as the driving force. The aim is
rethink the way they evaluate this type of to create a basis for the work of these ac-
business model. Given the nascent nature
of clean technology and the sometimes low 92 Hart and Milstein (2003), p. 65.
tors, so that they can add a ‘green’ dimen- the biomimicry approach and other holis-
sion to initiatives, modules, sectors, etc., tic business and sustainable development
and other mechanisms for the promotion concepts in addition to practical tools for
of entrepreneurship in general, which are green/social start-ups.
fairly well developed in Tunisia.93 The aim is
to create a new structure that encompasses
93 See also OECD (2012).
CASE STUDY: SOME BIOMIMICRY IDEAS WITH A

TUNISIAN TOUCH
In the deserts of southern Tunisia, past generations had already
found solutions to limit impacts on the natural world and over-
come the many obstacles posed by living in such an arid envi-
ronment. The troglodyte dwellings in Matmata are ‘eco-constructions’ adapted to
the desert. It can also be seen that the principles of the inventions of oasis dwellers
– polyculture, multifunctionality of water and land use, etc. – have led to the concept
of agro-ecology now popular in Europe, known as ‘permaculture’. These are tradi-
tional practices that stay within the limits of the natural world. There are therefore
cases in which it is absolutely crucial to reactivate the know-how of past generations
or apply it in other parts of Tunisia where it can be used more easily.
Tunisians can also draw inspiration from innovations based on biomimicry of desert
flora and fauna to find solutions to the scarcity of water resources. The design of the
Airdrop, which harvests water from the air, was inspired by a beetle that lives in the
Namib Desert in Namibia. Another example is Bioarch, a house that regulates the
ambient temperature inside it thanks to a self-shading design inspired by the shell
of the desert snail.
Source: http://www.asknature.Org/strategy/dc2127c6d0008a6c7748e4e4474e7aal#.U_OBMWP-XHs.
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zu einer Green Economy’, produced by
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Executive Summary
About this report etary boundaries. Taking into account the
This brochure summarises the findings of a still unmet physical needs in many places
project on green entrepreneurship in Tuni- around the world and among many disad-
sia financed by German international coop- vantaged social strata, there remains a need
eration. The two-year project (2013/2014) for more goods and services to be pro-
was implemented by the Deutsche Ge- duced. The dichotomy between economic
sellschaft für internationale Zusamme- growth and environmental sustainability
narbeit (GIZ) within the framework of the requires a new entrepreneurial mindset to
programme for entrepreneurship and inno- find suitable solutions to global and local
vation (PAEI). challenges. Entrepreneurs are the most im-
A series of training courses were offered portant drivers for change and innovation
to a selected group of potential multipliers in free market economies, because it is they
of the green business concept: local con- who introduce new products and services.
sultants, support organisations and college If a few pioneers succeed in the market
teachers, all already active in the promotion with green innovations and by building on
of entrepreneurship in general. They were green and inclusive business models, it is
trained by national and internal consult- likely that a greater number of managers
ants. Over the two years, they built a strong will lead their companies in that direction
network of promoters of green entrepre- as well.
neurship and came up with an action plan Promoting and encouraging green en-
for the time after the end of the German trepreneurial pioneers is a worthwhile
funded project. endeavour with a view to restoring the
The author of this report collected the balance between the economy and the
most important facts and figures present- environment. It manifests a window of
ed in workshops and supplemented them opportunity in which governments would
with data from international and national ultimately spend less on unsustainable and
scholars and institutions through desktop consequently inefficient economic policy
research. This resulted in a brief study on measures and prioritise incentives for sus-
green entrepreneurship as a driver for the tainable business models, ensuring access
green economy and ultimately a sustain- for those who need support for the benefit
able future. Thus, the scope of the ideas of all. Thus, it is the responsibility of public
presented in this publication is not limited and financial institutions to provide a sup-
to the Tunisian context, even though this portive legal and financial framework to
North African country serves as a point of these pioneers and their followers, prefera-
reference. bly constantly working together to improve
this framework in order to adapt to the
Key Recommendations changing conditions in rapidly developing
Humankind is clearly living beyond the green markets.
earth’s capacity due to economic growth, This document offers a broad range of
which in essence always values ‘bigger and examples of green innovations that build
more’, thereby increasingly reaching plan- on a number of quite radical approaches
to green growth that are more than just

improvements to today’s way of doing
business. Engineering inspired by nature,
known as ‘biomimicry’, entails products
and services that take into account the cus-
tomer’s needs, the shareholder’s economic
benefits and nature’s boundaries. Bearing in
mind millions of years of evolution, nature
offers fascinating and sustainable solutions
to local constraints that can be copied. This
includes adopting the principles of living
in an ecosystem, since wildlife knows how
to keep the latter in balance. One of these
prin-ciples is to see waste as a valuable re-
source. In a business model, this could lead
to a point where there is nothing you could
call ‘waste’ in the life cycle of a product.
There are many inspiring so-lutions from
entrepreneurial green pioneers that act
upon these principles. These emerge pre-
dominantly (but not exclusively) in the most
advanced eco-nomies where more and
more people are calling for ‘better’ rather
than ‘bigger’, ‘more’ and ‘faster’. These solu-
tions can be copied and adapted to local
conditions and, if they are successful in the
local market, scaled up. For instance, a large
corporation in the world of photocopying
turned itself into a ‘document management
company’ and renounced its mission to sell
as many photocopiers as possible.
Instead, it hires out copiers and bills clients
for the number of copies printed. As a re-
sult, it is in the company’s interest to pro-
duce long-lasting machinery, spearheading
a new trend in an industry where technical
equipment is not usually designed to last.
This company goes beyond eco-efficiency
(aimed at reducing adverse environmental
impacts), by adopting a functional and cir-
cular economy approach.
Policymakers and donors can support
green innovation ecosystems by enabling
and facilitating interaction and cooperation
between different types of organisations fects on the environment and young people
to effectively address the many challenges need to realise the business opportunities
faced by green entrepreneurs. Such coop- offered by the green economy.
eration may take the form of public-private
partnerships, civil society networks or re- Key findings on green entrepreneurship in
gional development projects. Developing Tunisia
green business models with the potential Tunisia faces serious threats from tidal and
for broad market success often involves di- storm surges caused by climate change.
alogue and mutual learning. These would affect the highly urbanised
Therefore, the local development approach and industrial areas along the coast, with
can be seen as a way of launching green southern areas at risk from drought. As well
entrepreneurship. It offers a broad and as unpredictable man-made natural disas-
systematic vision that initiates a dynamic ters, Tunisia will in the future have to deal
over time and responds to the challeng- with growing pollution and limited natural
es and needs of the people, while making resources, as will all other countries sooner
the most of available resources. Innovation or later.
is included in the local context as well as The German government had decided to
networking and, where mutually beneficial, support the development of a green econ-
cooperation between territories. omy and green entre-preneurship in Tunisia
Public awareness of sustainable develop- via its implementing agency GIZ, because it
ment has to be raised to create local mar- has identified great potential due to
kets for green innovations and to operate • Tunisia’s early adoption of an environ-
in a sustainable manner with regard to both mental conscience as evidenced by its
demand and supply. Consumers must be constitution and legislation, and the cre-
made aware of the long-term advantages of ation of public institutions targeting the
energy-saving appliances, producers must management of natural resources, ener-
understand the financial cost of adverse ef- gy and the protection of natural sites;
• the well-established support given to en- and improving the market infrastructure.
trepreneurs by public Public authorities could likewise mobilise
and educational institutions as well communities to collectively help green en-
as private organisations; trepreneurs make the most of the oppor-
• a huge pool of highly educated young tunities arising from local and regional re-
people with the urge for personal devel- sources, be they human, natural or cultural.
opment and jobs as well as political, eco- In the same way, financial insti-tutions
nomic and social change, most notably should rethink the way in which they eval-
seen in the Arab spring movement; and uate business models. Given the emerging
• its considerable sources of renewable en- nature of clean technologies and Tunisia’s
ergy, particularly solar and wind power. lower purchasing power than that of indus-
As well as the PAEI project already men- trialised countries, many small initiatives
tioned, there are GIZ programmes working are far more preferable than a single large
in the field of renewable energy together investment. The decision to invest in this
with Tunisian partners. The Tunisian so- area should be based on a range of crite-
lar plan is worth mentioning here, being ria and indicators, as such initiatives will
a comprehensive and ambitious policy for almost never meet the short -term profit-
promoting different types of renewable ability targets associated with projects de-
energy as well as energy efficiency. Tuni- signed to develop established or common
sia’s aim is for 30% of its total electricity business models.
output to be renewable by 2030. This re- In order to spread the word about green
port presents a list of initiatives (probably entrepreneurship as an innovative and ef-
not definitive) that promote green entre- fective approach for good governance to
preneurship in Tunisia. Most of them are foster the economic development of Tuni-
programmes implemented by local NGOs sia, GIZ commissioned not only this study
or financing or public institutions and are but has also scheduled a forum on respon-
funded by international donors. sible and innovative entrepreneurship for
The existing favourable legal framework October 2014. There, key players will get
and financial incentives could be enhanced together to draw up an ambitious, shared
by a range of measures, such as expand- and yet realistic roadmap for green and in-
ing the range of benefits to green business clusive growth in Tunisia.
List of abbreviations
ANME National Agency for Energy Conservation
AFD French Development Agency
ENPI European Neighbourhood and Partnership Instrument
FNME National Fund for Energy Conservation
GE Green entrepreneurship
GIZ Deutsche Gesellschaft für Internationale Zusammenarbeit
MEDD Tunisian Ministry of the Environment and Sustainable Development
MEDENER Mediterranean Association of the National Agencies
for Energy Conservation
PAEI Programme d’Appui à I’Entrepreneuriat et à I’Innovation
STEG Tunisian electricity and gas company
UNDP United Nations Development Programme
UNEP United Nations Environment Programme
Green entrepreneurship is a concept that opens up new opportunities for
business, job creation and environmental innovation. Ecopreneurs play a
key role in open market economies as drivers of change. By demonstrating
the economic benefits that come from being greener, they act as a pull
factor, encouraging other companies to proactively go green.
This publication, produced by the programme Appui à l’Entrepreneuriat et
à l’Innovation (support for entrepreneurship and innovation – PAEI), seeks
to show how green entrepreneurship can be a positive force for achieving
sustainable development in a country. The PAEI, which is a programme
of the Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ)
GmbH, carries out its activities within the framework of German coopera-
tion in Tunisia. It is funded by the German Federal Ministry for Economic
Cooperation and Development (BMZ).

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Published by

Imprint A promising path towards a sustainable future

Programme d’Appui à l’Entrepreneuriat et à l’Innovation

GIZ, on behalf of the German Federal Ministry for Economic Cooperation

Green entrepreneurship – a response to the challenge

‘Economic growth’ and ‘environmental Bank study, ‘Adapting to climate change

ing the standard of living of communities Towards quality growth

environmental sustainability, and a strong beyond the concepts of ‘eco-efficiency’ and

Tunis, October 2014

Programme d’Appui à l’Entrepreneuriat et à l’Innovation (PAEI),

Introduction able online here: http://www.giz.de/en/

• from financial profit to social impact; focus of consultancy on starting up a busi-

1.1. What we understand by ‘green entrepreneurship’

Ecopreneurs ing future generations to significant envi-

In the broad sense

Other activities with

Develop future Innovate existing

16 Classification based on the Millennium Devel-

economy with a shared roadmap, it is often in greater detail as it is a global concept of

1.2. New business models

22 Benyus (2011), p. 15. 23 http://www.asknature.org.

ity of certain physical phenomena, as en-

its limits: in water,

the principles of sustainable development and decentralised control, enabling them

CASE STUDY: LUSH

of cooperation allows First, we must observe

CASE STUDY: INDUSTRIAL ECOLOGY IN DENMARK

1.3. The territorial approach to promoting green

A form of support administrative area, the territorial approach

long-term dynamics and addresses issues

The approach step by step

and Piveteau (2005). Prospective steps Adoption

BASELINE Determine Choose Propose

Participants at a GIZ workshop held

2. Promoting green entrepreneurship

2.1. Environmental and social challenges in Tunisia

2.2. Mapping initiatives in Tunisia

Environmental policy implement the United Nations Framework

trains and supports young engineers in re-

CASE STUDY: PRODUCING ORGANIC DATES

number of specific prod-

68 PAEI (2013). 69 GIZ/ANME (2013), p. 86.

In order to make a determination, it is also

Education and training in green Green entrepreneurship projects

70 Akari (2012). 73 For a more detailed analysis of existing training and

CASE STUDY: Master’s Degree in Sustainability Economics and

(sustainable start-ups) was produced in Initiatives by other actors

2.3. Opportunities and points for discussion

90 MDG-F (2012), p. 65.

93 See also OECD (2012).

CASE STUDY: SOME BIOMIMICRY IDEAS WITH A

BACCARI JAMOUSSI, E. (2013), ‘Les DED/GTZ Burkina Faso (2010),

BÜHLER, T., KLEMISCH H. and GIZ Algeria (2012b), ‘Employabilité et

GIZ Tunisia (2012a), ‘Compte rendu de MISSAOUl, R. (2013), ‘La maîtrise de

to green growth that are more than just

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