JIA Social Bakery and Bread Therapy Program in Jordan


In the capital of Jordan, Amman, Ibrahim and his wife Alex (from Ukraine) founded with amazing enthusiasm, despite all difficulties around COVID, the unique JIA bakery and pizza place, with the mission to offer healthy food and Bread Therapy for various groups (http://www.jiahealthyeating.com). Here is how Ibrahim defines himself: “As a newly baker-owner of a healthy eating Bakery, together with my background in sociology (Jordan University) and in Euro-MENA Public social policy development (London School of Economics in the UK), as an analyst and a researcher (Euro-Arab Management School/EAMS in Granada-Spain), I am enthusiastic and excited to cooperate with the Bread Houses Network, to spread Bread Therapy in the Middle East, to document the world of bread and baking in Jordan and MENA region countries from anthropological, sociological, environmental, therapeutically, nutritionally, economically, health and peace wise.”

Over the past year, Ibrahim and Alexwere invited to lead Bread Therapy sessions at a kindergarten, and at their JIA bakery they invited people with disabilities to come and make their own pizzas, decorated like beautiful paintings (the Culinary Fun BHN method). In the midst of all the turmoil that the war in Ukraine has brought to Alex and her family in Ukraine, she as an artist has managed to transfer her creative power to heal herself and others in the beautiful, cozy JIA environment soaked with the aroma of hot bread!

Ibrahim has also been developing big, bold visions of how to spread Bread Therapy in the MENA region by purchasing the Bakers Without Borders game and social franchise package and translate all tools in Arabic. He has also been in contact with the Princess of Jordan and different ministries for potential cooperation, including the idea to develop a unique tourist experience in the amazing Petra archaeological site with breadmaking in the desert by the rock-carved temples.