The Habibi Valtiberina Association announced the launch of the FormaJO brand of artisanal cheeses at an event at the association’s office at St. Joseph Parish Church on Tuesday night. The event was attended by Ministry of Tourism Secretary-General Emad Hijazeen, USAID/Jordan Mission Director Leslie Reed, ambassadors, and representatives of Amman’s top hotels and restaurants.

FormaJO cheeses are produced in Ader, near Karak, by a group of eight Jordanian women. The women have been producing Italian-style cheese from sheep’s milk since 2018 with the support and guidance of the Habibi Association. The cheese produced in Ader is brought to the capital and used at Mar Youssef’s Pizzeria, also run by Habibi Association. 

FormaJO’s journey is supported by the USAID Informal Livelihoods Advancement Activity, known as Iqlaa. Home-based-businesses and micro and small enterprises in Jordan, including informal businesses, employ a large part of the population, yet they face many challenges, such as limited access to markets and business development services, as well as a tough regulatory environment.  Through Iqlaa, USAID supports these businesses to grow, transform, and become resilient to future shocks. With the launch of the FormaJO brand, Habibi is seeking to commercialize production and develop new markets for the ricotta and pecorino cheese made in Ader. 

“FormaJO represents the fusion of community development, knowledge transfer, and production excellence,” said Father Mario Cornioli, HABIBI’s country director. “The core of the FormaJO social enterprise relies on comprehensive knowledge transfer programs, facilitated by an Italian cheese-making specialist who has worked closely with local women, equipping them with invaluable knowledge, skills and expertise. This exchange not only imparts practical knowledge but also ignites a sense of empowerment and self-reliance, rippling through the community.”

The cheese-making project has been supported by USAID since 2019. With USAID support, the Habibi Association established a larger cheese production and training center in Ader, as well as a visitor reception, tasting, and sales area. USAID has also supported the development of the FormaJO brand, enhancing the supply of raw materials, building capacity and expertise of local women, developing business and marketing plans, and exploring new market opportunities. 

Commenting on USAID’s support for HABIBI and the development of FormaJO, USAID/Jordan Mission Director Leslie Reed said, “USAID partners with the Habibi Valtiberina Association to help it become a financially sustainable operation that can provide stable employment opportunities for women and the community of Ader — opportunities that will hopefully continue to grow as their market expands. With USAID support, the FormaJO brand has grown from an idea into reality.”

Today, eight women cheesemakers and two shepherds work at the cheese-making enterprise. 

“Working at FormaJO has not only offered me a source of income and the chance to acquire new skills, but it has also fostered a strong bond among local women, bringing joy and support during challenging times,” said Kholoud Hourani, one of the women working in the local kitchen. The launch of the FormaJO cheese brand is supported though the U.S.-Jordanian Memorandum of Understanding for economic development in Jordan