The Al Assel Association was founded to preserve Palestinian cultural heritage and to provide women with professional opportunities. The association is dedicated to raising awareness of the health risks associated with the use of non-natural ingredients and is active in promoting a bio movement in Palestine. The Association produces soap made with oil and honey, dried herbs, jams and traditionally cooked sweets. Al Assel is especially targeting local farmers to raise awareness of organic farming and produce natural foods such as olives, yoghurt and other traditional Palestinian foods.
The Association is particularly focused on Palestinian farmers near the Israeli border so that they can safeguard their fertile lands.