JRA Signs MoU with AETS and Sarh International to Empower SMEs through Equal Business Approach (EBA)

As part of its strategic efforts to strengthen local and international cooperation, the Jordan Restaurant Association (JRA) has signed a Memorandum of Understanding (MoU) with the French firm AETS, in collaboration with its local partner, Sarh International Consulting & Training.

The agreement aims to support and empower Small and Medium Enterprises (SMEs), with a particular focus on women-led businesses. This initiative falls under the framework of the Innovative Approaches for the Support of Productive Employment through Private Sector Development (I-PSD) project, implemented by the Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ).

The MoU outlines a comprehensive plan to conduct awareness-raising activities, specialized workshops, and consulting sessions centered on the Equal Business Approach (EBA). This approach encourages enterprises to adopt fairer and more transparent business practices, promote equal opportunities, and protect the rights of all stakeholders within the workplace and value chains. Furthermore, the partnership will involve developing recommendations based on sectoral assessments, documenting success stories, and disseminating best practices to enhance business sustainability, competitiveness, and access to new markets and professional networks.

The Association emphasized that this partnership aligns with its core mission to develop Jordan’s tourism sector, ensuring the sustainability of SMEs and increasing their capacity to compete both locally and internationally.

The MoU was signed by Ms. Eliana Janineh, General Manager of JRA; Ms. Hana Sawaqed, representing Ms. Anna Vilar, Head of the Governance and Human Resources Development Department at AETS; and Ms. Bara’a Al-Qura’an on behalf of Sarh International Consulting & Training.

The agreement enters into force from the date of signing and will remain active until the end of June 2027.