Hanan Wehbi, founder and chief product officer of Maknoon, is a branding and storytelling specialist. With over 20 years’ experience in the financial sector, her dream is to invest in micro-businesses led by women in our region. Here, she talks about establishing an olive oil brand to support Lebanese farmers and offer an authentic taste of Lebanon.
What can you tell us about the inspiration behind Maknoon?
I initially founded Maknoon due to a deep longing for the authentic flavors of Lebanon, where I grew up. After 27 years abroad, I still craved the genuine food I could only find back home with my mom. It dawned on me that I was not alone; countless expatriates from the Levant share this yearning, often asking friends and family to bring back tastes of their homeland. This inspired me to create an olive oil brand that not only satisfies but can also be proudly shared as a cherished gift.
How does Maknoon honor the deep roots of Levantine culture?
Olive trees, enduring for millennia with minimal care, anchor farmers to their land. Purchasing from them and showcasing their products on a luxury platform honors their dedication and patience. When esteemed clients such as Van Cleef & Arpels and Rolex choose Maknoon’s olive oil from a small Lebanese farm as gifts, they pay tribute to the farmers’ hard work and sacrifices.
How does Maknoon support farmers who produce your artisan oils?
We deeply respect and honor farmers who endure great challenges to produce limited quantities of olive oil each year. We pay them exactly what they ask and provide upfront payment. Moreover, we continuously donate and share profits with communities in need. For example, we donated 50 percent of our profits to aid those affected by the Lebanon blast through Beit El Baraka. Similarly, we supported earthquake relief efforts in Syria alongside the White Helmets. Currently, we collaborate with APN to protect nature. We plant an olive tree in Palestine for every bottle of Palestinian Olive Oil sold.
What steps does Maknoon take to ensure the ethical and sustainable production of its products?
Every year, we receive enquiries from farmers seeking to sell their olive oil through us. We carefully evaluate samples, selecting those that align with our brand’s image. We offer cold-pressed and extra virgin olive oil with low acidity confirmed by lab tests. Many of the olive oils we offer come from award-winning farms. We prioritize balanced flavors to cater to our diverse customer base spanning over 50 nationalities. Building on years of trust and feedback from our community of chefs, we maintain long-term partnerships with these farmers.
What coming up for Maknoon?
Our vision is to expand globally, bringing our olive oil’s symbolism of peace, prosperity and health to the wider diaspora. We aim to collaborate with additional farmers, supporting their harvests and communities while partnering with chefs to craft sommelier experiences for all.
