Karim Chouman

🚨 Game-Changer for the Region: NRTC Acquires Al Hashemeya Farms, Egypt 🌍 Today marks a historic milestone for NRTC — and a defining leap forward for the future of food in the GCC. We are proud to announce the acquisition of Al Hashemeya Farms, one of Egypt’s most respected agricultural enterprises, stewarding 10,000+ acres of prime farmland, home to 2 million fruit-bearing trees and producing over 70,000 tons of fresh produce annually. But this is more than an acquisition. It’s a bold step toward redefining how fresh produce is grown, moved, and delivered across the Middle East. With this milestone, NRTC becomes one of the region’s few vertically integrated fresh produce companies — enabling us to: 🌱 Ensure sustainable, traceable food at scale  🚛 Strengthen supply chain sovereignty and resilience  🥬 Deliver fresher produce with greater consistency across the GCC Support the UAE’s Food Security Strategy 2051 with action on the ground. This isn’t just a win for NRTC — it’s a strategic leap for every retailer, policymaker, and household invested in a secure, self-reliant food future. We extend our deepest gratitude to Ghitha Holding and IHC, whose strategic vision and ongoing support continue to accelerate our mission. And to our teams in both UAE and Egypt — thank you. Your commitment turns ambition into reality. The future of food in our region isn’t just being imported. It’s being grown, secured, and delivered — directly from our farms.

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Saudi QSR & Coffee 2026–2030: Saudi Leading the Trends Saudi Arabia’s leading the region and F&B market is on track to exceed $44B by 2030, powered by tourism 100M already in 2023 and targeting 150 M by 2030, new giga-projects, and a young, digital first consumer base. Growth will be huge, but the real winners will be those who lead the trends, not follow them. Here’s where I see the Saudi QSR & coffee market heading and where brands must act boldly:         I.            Smart site selection – low CapEx, efficient rent, and strategic presence in giga-project corridors       II.            AI-powered personalization loyalty apps, predictive offers, and data driven campaigns.     III.            Drive-thru & digital-first convenience kiosks, QR, app ordering, and AI-assisted service.    IV.            Health-forward indulgence – grilled proteins, lighter sides, sugar-aware beverages.      V.            Sustainability – eco-packaging, recycling, and carbon-conscious kitchens.    VI.            Gen Z leadership & culture creating workplaces where young talent thrives.   VII.            Marketing that connects Saudi consumers don’t just want discounts; they want community, stories, lifestyle, and belonging. Campaigns that resonate with culture, gaming, sports, and national pride will win.  Saudi QSR & coffee will be shaped by brands that combine smart economics with bold marketing and authentic culture. Those who lead the market trends not react to them will define the next decade. For me, leadership is about more than P&L. It’s about inspiring teams, innovating responsibly, and setting the pace in a market that is moving faster than ever.  The future isn’t tomorrow  it’s already here. Everything is possible when you combine strategy, sustainability, and storytelling. Ehab Mohamed.

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🚀 High-Protein Pastries are taking over the MENA market where indulgence meets clean-label innovation. 📌 Why it matters: Saudi consumers today are looking for guilt-free pleasure pastries with more protein, less sugar, and no compromise on texture. 🥐 Croissants, cookies, and muffins made with whey, almond, lupin, or even camel whey protein are trending, especially among Gen Z and fitness-focused shoppers. 🧪 New research (Zhang et al., 2024) found: ✅ Adding 10–15% whey protein isolate boosts protein content by 70% ✅ Texture remains intact when enzymes (proteases, lipases) are well-balanced ✅ Perfect for industrial croissants and puff pastry 💡 Formulation Tip for Bakers: Use whey or lupin protein with a dough conditioner like DATEM or lecithin, and add transglutaminase to improve structure and softness in high-protein dough. 🌾 Your next bestseller? 🥐 “High-Protein Croissant with Camel Whey” 🥯 “Lupin Power Muffin – Made in Saudi” 📚 Reference: Zhang, L. et al. (2024). Food Hydrocolloids, 149, 108234. [DOI:10.1016/j.foodhyd.2024.108234] #HighProteinBakery #SaudiBakery #FunctionalFoods #FoodScience, #FoodTrends2025

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Calo Inc. Raises $64M as it Eyes IPO 🚀 Saudi foodtech startup Calo has just secured $64 million in Series B funding, accelerating its global expansion and setting its sights on an IPO by 2027. Calo attracted investment from Nuwa Capital, STV and AlJazira Capital الجزيرة كابيتال. The funds will power new product lines like long-life snacks and frozen meals for retail, while also enabling a move into on-demand delivery. Earlier this year, Calo entered the UK market through the acquisition of Fresh Fitness Food and Detox Kitchen solidifying its international footprint. This deal comes as venture capital continues to surge across the Middle East, with Saudi Arabia leading the region in total capital raised for the third consecutive year in H1 2025

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