Young Entrepreneurs Building the Future from Albania's Heartland

In the face of economic uncertainty and widespread youth emigration, a quiet but powerful movement is taking root across Albania’s rural heartland. A growing number of young Albanians are choosing not to leave—but to stay, return, and invest in the land, traditions, and people that shaped them. Among these changemakers are Jetmira Kajoshi and Eri Strana, two inspiring entrepreneurs who are redefining what it means to succeed in Albania—on their own terms, and in harmony with nature.

Their journeys have been supported by UNIDO Albania through the Global Quality and Standards Programme (GQSP), funded by the Swiss Government (SECO) aiming to empower small producers and youth-led enterprises by strengthening quality infrastructure, promoting sustainable production, and enhancing access to national and international markets. Through targeted technical assistance, certification support, and branding initiatives such as the Local Baskets, GQSP Albania is helping young entrepreneurs like Jetmira and Eri turn passion into profession, and local knowledge into globally competitive products.

Together, their stories reflect a broader transformation—one where rural youth are not just beneficiaries of development but active drivers of it, building a more inclusive, sustainable, and resilient future for Albania.

Jetmira Kajoshi with her daughter and “Natyra Ime” – A soap that tells a story

In a quiet corner of northern Albania, where fields of medicinal and aromatic plants stretch among wild herbs and traditions run deep, Jetmira Kajoshi and her daughter are building something truly meaningful—one bar of soap at a time. Jetmira is the founder and driving force behind Natyra Ime (which translates to My Nature), a small but passionate artisanal business that crafts natural soaps made from olive oil and locally sourced medicinal and aromatic plants.

Lavender, sage, mountain tea, rose petals, orange peel, and cinnamon are just a few of the ingredients they transform into skin-friendly, aromatic soaps that reflect not only the healing power of nature, but also the values of sustainable living and local identity. Each product is handmade using traditional methods, without industrial chemicals or artificial fragrances, ensuring that what reaches the customer is pure, authentic, and deeply connected to the land.

“Our goal has always been to create a zero-kilometer product—something local, eco-friendly, and rooted in our traditions,” Jetmira explains.
“We’re not just selling soap—we’re telling the story of our region, its biodiversity, and its people.”

Indeed, for Jetmira, each soap is more than a personal care item—it’s a cultural ambassador. It represents the unseen labor of women in rural communities, who gather and dry herbs by hand. It speaks to the richness of Albania’s medicinal plant heritage, passed down through generations. And it serves as a symbol of how small businesses, when guided by purpose and care, can contribute to sustainable rural development.

Jetmira, together with her daughter, participated in the “Branding and Marketing” training organized by GQSP, where she gained practical knowledge and skills to strengthen her brand image and better promote her products in the market. She is also part of GQSP’s initiative to certify her products, as well as the programme’s “Local Baskets” initiative. 

These forms of support have provided Natyra Ime not only with increased visibility and branding benefits but also with technical guidance to meet international quality standards. Jetmira is now preparing to obtain certifications, which will enable her to enter broader markets and export her products with confidence.

What sets Natyra Ime apart is its commitment to community empowerment, sustainability, and storytelling through product design. From the packaging to the ingredients, every detail is intentional. Jetmira sources her herbs from local producers, many of them women, and encourages others to see nature not just as a resource, but as something to protect and cherish.

Her journey is a reminder that innovation and impact don’t always come from big cities or big companies—they often begin in the most rooted, humble places, led by women who believe in the value of their land, their people, and their craft.

Eri Strana – From the American Dream to Albanian Soil: A Journey of Return, Purpose, and Sustainable Growth

In the rolling hills of Korçë, a region known for its fertile land and cool climate, Eri Strana is cultivating much more than medicinal and aromatic plants—he is cultivating hope, resilience, and a renewed sense of belonging. His story embodies the true meaning of local youth action, illustrating how the journey of migration can lead not only to self-discovery but also to sustainable development at home.

Like many young Albanians, Eri once pursued the so-called American dream. Winning the U.S. lottery visa, he left his homeland with high hopes and the belief that a better life awaited him overseas. But after nearly a year in the United States, reality hit hard.

“Life in the U.S. requires years of sacrifice just to reach a basic level of stability. I realized that what I had left behind—my family, my land, my roots—was not something to abandon, but something to invest in,” Eri recalls.

With that realization, he made the courageous decision to return home—not with regret, but with a new vision for his future. Eri decided to embrace what many others overlooked: the rich potential of Albania’s soil, particularly for the cultivation of medicinal and aromatic plants (MAPs). These plants—essential to the global pharmaceutical, cosmetic, and food industries—thrive naturally in the Albanian climate, especially in regions like Korçë.

Today, Eri runs a fully organic farm, focused on growing high-quality herbs like lavender, sage, and mountain tea. His approach combines traditional farming wisdom with modern techniques, including sustainable practices that protect soil health and biodiversity.

Despite his progress, the journey hasn’t been easy. One of the biggest challenges he faces is the lack of seasonal labor—a common issue in Albania’s agricultural sector. As farming remains highly seasonal, especially in mountainous areas, finding reliable workers during planting and harvesting periods has been a constant hurdle. Still, Eri has chosen not to let these challenges define his path.

His resilience and determination caught the attention of UNIDO Albania, which, through the GQSP project funded by SECO, offers tailored support to young producers like him. Eri has since participated in training programs, learned about quality management systems, and received technical assistance to align his production with international standards. He is now preparing for certification GlobalG.A.P., which will not only validate the quality of his products but also open new doors in regional and international markets.

“This land is full of opportunities,” says Eri, “You just have to find the field that matches your passion and stay committed to it. Not everything abroad is as perfect as it seems.”

Through his journey, Eri is breaking the stereotype that success lies only beyond Albania’s borders. He proves that returning migrants can become powerful agents of rural transformation, bringing back not only experience, but also a sense of mission. His work encourages other young Albanians to look at their country not as a place to escape, but as a foundation for innovation and impact. Eri Strana is more than a farmer—he is a changemaker rooted in the land he once considered leaving for good. His choice to return, rebuild, and contribute to his community is a shining example of how youth can drive sustainable development, not from afar, but right at home.

Local Roots, Global Vision

Jetmira Kajoshi and Eri Strana are more than just producers of high-quality artisanal and agricultural products—they are pioneers of a new generation of Albanian entrepreneurs who are reshaping the country’s rural landscape with purpose, passion, and resilience. Their commitment to their land, their communities, and to sustainable practices places them among a growing movement of young people who are driving forward Albania’s progress toward the Sustainable Development Goals (SDGs).

By choosing to invest in their own regions rather than seek uncertain futures abroad, Jetmira and Eri are proving that true opportunity can be found in local resources, traditional knowledge, and environmental stewardship. Through Natyra Ime, Jetmira is preserving biodiversity, honoring women’s work in rural areas, and celebrating the richness of Albania’s natural heritage. Meanwhile, Eri’s organic farm in Korçë is revitalizing underutilized land and creating a new model for youth-led agricultural innovation.

What unites them is not only their entrepreneurial spirit but also the strategic and technical support they receive from GQSP Albania, implemented by UNIDO and funded by the Swiss Government (SECO). This support—ranging from quality infrastructure development and certification readiness to branding and training, being part of regional baskets—has been essential in helping both producers professionalize their operations, expand market access, and meet international standards.

With the backing of initiatives like GQSP Albania, Jetmira and Eri they are contributing to a broader ecosystem of rural resilience and economic inclusion. Their work supports multiple SDGs, including SDG 2 by promoting sustainable agriculture and food security; SDG 5 by empowering women in rural areas; SDG 8 by creating jobs and economic opportunities for youth; SDG 9 by fostering innovation, certification, and market access; SDG 12 by promoting sustainable production and consumption; and SDG 13 through climate-friendly agricultural practices.

Their journeys remind us that development doesn’t always require departure. Sometimes, the most impactful change comes from staying, returning, and building—brick by brick, plant by plant, soap by soap—right where your roots are. Through their example, they are inspiring a new generation of Albanians to reimagine the future not as something found elsewhere, but as something that can be grown, sustainably and proudly, at home.