Holland Horti Support II – Towards a Future-Proof Horticulture Sector Jordan 2023-2026 The pilot project, Holland Horti Support I, has provided direct engagement with small and medium sized entrepreneurial farmers, tria lling and testing horticultural innovations and training on good agricultural practices. The ultimate impact goal of Holland Horti Support II is a future-proof, private sector driven horticulture sector in Jordan through scaling and mainstreaming of innovative and eco-efficient solutions. Its overall objective is to develop Jordan's horticulture private sector by improving: • Eco-efficiency, farming practices, labor conditions and access to innovation, finance and markets of 1,300 horticulture SMEs. • Business performance of 63 supply chain companies. • The capacity of 3 sector institutions. • The awareness of 75,000 consumers and farmers on the link between sustainable food production and healthy food consumption. To achieve this, an integrated private sector development approach will be taken, involving all relevant stakeholders in the horticulture sector.