From farm to factory. From a virtual idea to a real supply chain. From an unknown product to a new culture of consumption.
The second episode of the podcast series on the green economy brought forward three stories of female leadership, proving that Albania’s green transition has a face, a voice, and bold decision-making.
Under the title “Green Queens,” the episode focused on the winners of the Green Queen Award, an initiative launched by the European Union in Albania that recognizes women entrepreneurs leading the way toward a more sustainable economy through concrete models. The award ceremony took place in November, as part of the EU4GreenGen Business Fair.
On the panel were Dhurata Thanasi, Ina Fasko, and Nerta Tushe — entrepreneurs who do not wear symbolic crowns, but carry real responsibility: for their products, their markets, and the environment.
Short food supply chains: From virtual to real models
Dhurata Thanasi shared the journey of “Luga e Argjendtë” (The Silver Spoon), a business that began as a virtual initiative in 2012 with a clear mission: to connect consumers directly with local products.
Initially a networking platform, market demand pushed it toward becoming a real structure built on short food supply chains. Every product offered is either processed within the structure or sourced from small farmers, small businesses, and agro-processors — all 100% Albanian.
This model is not only economic; it is also ethical. It reduces intermediaries, supports local production, and strengthens the connection between consumers and the origin of their food.
Consumer education: From skepticism to adoption
Ina Fasko of Rinora highlighted another common challenge in green innovation: initial skepticism.
“The main prejudice was: ‘No one will buy it,’” she explained.
At the beginning, her product was unfamiliar to Albanian consumers — new, different, and often more expensive than traditional alternatives. The solution was not lowering standards, but increasing awareness.
Through consistent communication on social media and educating consumers about the benefits for both skin and the environment, perceptions began to shift. Today, many consumers have abandoned plastic-based alternatives and embraced more sustainable choices.
Her story proves that the green economy requires not only a strong product, but also a new culture of consumption.
Refill Systems: When packaging becomes part of the solution
Nerta Tushe, head of an organic cosmetics laboratory, introduced another dimension of green innovation: refill systems.
Her lab produces skincare, haircare, and body products — including children’s lines — exported both domestically and internationally. But the real differentiation lies in how packaging is managed.
A pilot refill project, implemented through machines placed in shopping centers in Tirana, allows consumers to refill their products at a lower price. Plastic containers are replaced with aluminum ones that can be reused up to 30 times.
A practical solution that reduces waste, cuts plastic use, and turns consumers into active participants in the sustainability cycle.
Leadership with a Long-Term Vision
The second episode delivered a clear message: the circular economy has many faces — from agriculture to cosmetics, from startups to export-driven laboratories. But it shares one common element: leadership that makes difficult decisions today for long-term impact.
“The green economy is no longer an idea of the future,” concluded the episode. “It is a path being built today.”
And it is being built by women — and men — who combine profit with responsibility, market dynamics with purpose, and innovation with sustainability.
This podcast series is produced by Business Magazine Albania, with the support of the European Union through the EU4GreenGen project, bringing forward real stories that are shaping the future of the green economy in Albania.
📅 The next episode airs on March 31 at 20:15 on the official channels of BusinessMag Albania.
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