About the Merill Rural Network

Our Vision & Mission

Merill is a de facto social enterprise that brings together a number of farmers, breeders and artisans operating in the Maltese Islands. We aim at empowering our members to diversify their income and offers thanks to rural tourism, until envisioning a circular economy where tourism supports agriculture and crafts and vice versa.

Over the last decade, we have worked closely with the main actors – namely small-scale farmers and artisans. We grew a solid network based on mutual trust which carries out different actions to:

increase awareness about local agriculture
add value to the farmers and artisans’ venues and products
bridge the gap between producers and consumers
revive traditions and keeping them alive

Certainly, the goals and actions we undertake are inherently intertwined, all contributing to the overarching mission of bolstering Malta's rural community.

Why?

Agriculture, a consistently undervalued sector in Malta, still struggles to receive the policy support it deserves, despite its immense potential. We firmly believe that the vitality of Malta's environment is sustained primarily by the dedicated local farmers who tirelessly nurture our verdant countryside.

Furthermore, Malta has long grappled with the challenges of overtourism, as popular attractions and beaches become overwhelmed by visitors. When Merill was launched, the local community was left largely excluded from the benefits of this phenomenon, often termed "suffering from tourism," due to insufficient responsible management.

Our conviction lies in the transformative potential of rural tourism and effective advocacy to revitalize the sector and empower farming families to recognize their influential role.

Our Business Model

Merill is not a cooperative.

Usually, a co-op is owned collectively by its stakeholders, who operate under a single unified brand. Each member contributes a specific service or product, but the emphasis is placed on the collective output as a whole, rather than highlighting the individuality of its members.

We're not just about profits, yet Merill isn't an NGO.

That doesn't mean that it doesn't aspire to be economically sustainable, but financial gain, is definitely not the main scope of the enterprise. We reinvest the majority of our profits to reach our social objectives.

Merill is a 'de facto' social enterprise

Since its launch in 2010, our network has been described by many as one of the first ‘social enterprises’ in the Maltese Islands. Locally, this sector is still unregulated... but progress is being made!

Merill adopts a 'Hybrid Hub & Spoke' model.

At first, this concept may seem a bit abstract, but it is exactly what it sounds like: the structure of our network can be compared to a wheel. We act as the central fulcrum – the hub – coordinating, supporting, and connecting the different spokes – our members and external partners. When everything runs as it should, the wheel spins smoothly, helping us achieve the goals of our social enterprise.

Our hybrid approach is designed to take the best of both worlds: the efficiency and organisation of a centralised system, and the autonomy and creativity of a decentralised one. As the hub, we provide structure, resources, and guidance, ensuring that tried-and-tested protocols are in place to maintain high standards and achieve efficiency. From there, these processes and benefits extend outward through the spokes to our members and collaborators, who are empowered to apply them in their own unique ways.

One of the greatest advantages of this model is that it allows our members to retain their individual identity and personal brand while being part of a larger, interconnected network. Every member is unique and autonomous, yet all are contributors within the network. Each spoke plays a different role in making the wheel turn, but together, we are part of the same system, aligned toward the same mission.

While the hybrid hub-and-spoke model comes with its challenges, years of experience have shown us that this balanced approach works exceptionally well for the Maltese rural community and its environmental needs. By merging structured guidance with independent growth, Merill provides the foundation needed to foster collaboration and innovation, all while allowing members to thrive in their own right. This synergy ultimately enables the social enterprise to fulfill its goals of sustainability, cultural preservation, and community resilience.

The model is possible thanks to relationships of mutual trust.

As from the onset, our philosophy has been based on a 'personal relationship' model, because after all, that's what it really is. Amongst other things, healthy relationships need; mutual trust, empathy and good communication and we apply these principles in our daily job. Even though we don't like seeing members leave, when everything else fails there are no hard-feelings, and we would be happy with the fact that Merill has actually contributed something to that member's success.

Our Story

2020 - 2022

Merill co-established a new commercial arm Malta Rural Tours. It fostered further the connection with the academic world and other like-minded companies in Malta to promote local products. Launched RuralCSR initiatives. Reinforced its internship programme. Recognised as a Leader in Quality Tourism.

2015 - 2020

Set the blueprint for rural tourism in Malta. Kept on growing and becoming stronger thanks to the relationships of mutual trust established with the rural community.

Mentioned by various academic papers as a best practice in networking and community-based tourism.

2012 - 2014

Merill started to be described as a social enterprise. It gained access to the European Agricultural Fund for Rural Development, under the LEADER program, promoted by the ENRD. Thanks to tangible and intangible investments, Merill could become more competitive on the market.

2010

Jeanette and Christian founded Merill, which was first meant as an 'ecotour venture,' organising sightseeing tours in the lesser-known areas of the Maltese Islands, aiming to promote sustainable tourism and offer an innovative service for visitors.

2011

They quickly realised that they had to engage the protagonists of rural areas (farmers, breeders and artisans) if they wanted to access the nicest hidden-gems and to contribute towards the long-term upkeep of these vulnerable areas and traditions. Thus, the Merill Rural Network was born.

2023 - present

Expanded its network across the Maltese Islands, focusing on the southern region. Actively engaging in local and EU projects to build capacity and share knowledge, Merill remains recognised as a best practice by a number of new organisations and institutions locally and at the EU level, maintaining its leadership in community-based tourism and social entrepreneurship.