Dana Reserve was established covering an area of around 292 sq km. Living within and around Dana reserve were communities who were partially or entirely dependent on the area for their livelihood; most notably for the grazing of goats and sheep. These people were among the poorest and most disadvantaged in Jordan. They first perceived the reserve as depriving them of their traditional rights and of opportunities to exploit its resources for their own social and economic needs.  In order to address these problems, RSCN developed different types of income generating projects like : medicinal plants production and packaging, nature inspired jewelery production, and  eco-tourism. This was accompanied with financial and technical capacity building of its staff and local communities in ordr to help them manage these projects. RSCN’s solution addressed the problem of branding and marketing, and created the “Wadi Dana” brand inspired from the main valley crossing the reserve.