After spending years in Africa, Georges Bitar returned to Lebanon when the country was in the midst of a major waste crisis. After careful thought, the young man decided to launch his own business to offer an effective solution to this problem plaguing the country. The idea: to “Uberise” recycling collections. That’s how the start-up Live Love Recycle was born. The journey began with Georges’ individual actions. He collected litter and sorted it for recycling. But in time, he needed to find a way of transporting it to the waste processing sites. He went into partnership with Uber, but the initiative rapidly became a victim of its own success and within three weeks the application was saturated.

With the support of social enterprise Live Love Lebanon, the young entrepreneur was finally able to launch his own initiative, Live Love Recycle. Having secured various sources of funding, the start-up acquired a fleet of electric vehicles, consisting of electric bikes, tuk-tuks and a truck. A few months later, the mobile app was launched. This was a decisive step in the history of the start-up and from there, success came quickly. Using the application, people in Lebanon can schedule a visit from the Live Love Recycle team to collect their household waste, which then goes on to be sorted and recycled. In a few years, the start-up has become a key social stakeholder, also working on the ground to raise public awareness of the importance of waste reduction and good waste management. It has also entered into several partnerships with local authorities and environmental bodies.


The SwitchMed initiative is funded by the European Union. Its activities benefit 8 countries in the Southern Mediterranean: Algeria, Egypt, Israel, Jordan, Lebanon, Morocco, Palestine and Tunisia. Through policy development, demonstration activities and networking opportunities, SwitchMed supports and connects stakeholders to scale-up eco and social innovations. The programme supports policy makers, eco-innovative small and medium sized enterprises, industries, start-ups and entrepreneurs in the Southern Mediterranean countries, which have identified job creation and natural resource protection as priority issues that also contribute to their economic stability.

The Switchers

The Switchers is a community of inspiring green entrepreneurs and changemakers in the Mediterranean region. It is also a place where entrepreneurs that share a common passion for the environment can meet. Switchers are green and circular businesses implementing eco-innovative solutions that contribute to sustainable and fair consumption and production models. They are active in a variety of fields, such as sustainable farming, green construction, sustainable textiles and cosmetics, eco-tourism, renewable energy, or waste management.

#EyesOnGreen (2021)

To celebrate the World Environment Day in 2021, the European Commission’s Directorate-General for Neighbourhood and Enlargement Negotiations (DG NEAR), the EU Neighbours South regional communication programme, and the SwitchMed initiative teamed up for the launch of the regional competition EYES ON GREEN. The competition covered 7 countries of the Southern Neighbourhood region: Algeria, Egypt, Jordan, Lebanon, Morocco, Palestine, and Tunisia. The online ...

Employment & Entrepreneurship