December 3, 2024
WoEgypt

SmartAgri Egypt, in collaboration with the Women in Business Network (WiB), proudly launched the WiB Agri Africa Program as part of the PartnerAfrica Project. This initiative, funded by the Federal Ministry of Economic Cooperation and Development (BMZ) through sequa gGmbH, aims to empower female entrepreneurs in the agribusiness sector and promote economic growth in Egypt.

SmartAgri Egypt plays an important role in advancing the Egyptian agribusiness sector by creating sustainable jobs, improving working conditions, and enhancing employee qualifications. This program is in partnership with key organizations such as the Horticultural Export Improvement Association (HEIA), the Chamber of Food Industries (CFI), and Nahdet El Mahrousa (NM).

Founded in 2016, WiB represents a network of over 4,000 businesswomen across Europe, the Middle East, and Africa (EMEA). The WiB Agri Africa Program specifically focuses on empowering female entrepreneurs and export managers in Egypt, particularly those involved in fresh produce and processed food industries.

Through targeted training modules and strategic partnerships, the program builds leadership skills, improves market readiness, and contributes to gender equality and economic development in Africa.

Participants of the program are breaking barriers, gaining international recognition, and shaping a future of inclusive economic growth. Eighteen women completed the program’s training, and four were selected to present their work at the 2024 Food Africa Fair—a milestone for women in agribusiness.

Food Africa Fair, the continent’s largest international trade exhibition specializing in the food and agro industries, serves as an unparalleled platform for showcasing talent, networking, and accessing major agricultural opportunities in Egypt and across Africa. This year, the exhibition will be held from December 3 to 5, 2024, at the Egypt International Exhibitions Center.

Winners of WIB Program

NERMEEN ESSAM HAMED EL EMBABY,
Business Development Manager, Cultivech

Eng. Nermeen El Embaby has dedicated her career to the Agri-Business sector as an export expert since her graduation in Chemical Engineering in 2014. She recognized the potential of hydroponic farming for the future of fresh produce and ventured into startups to promote clean, chemical-free crops grown using zero-carbon-emission hydroponic systems. As a shareholder in the hydroponic farm Garden of Eden, she exemplifies self-investment in business and advocates for sustainable agriculture. Additionally, she serves as a shareholder and Business Development Manager at Cultivech, a pioneering company at the intersection of agriculture and technology, specializing in providing innovative solutions for modern farming practices.

Eng. Nermeen’s efforts are rooted in a dedication to sustainability and food security, and she actively raises awareness and advocates for these principles within the industry. Her journey showcases a commitment to innovation, environmental responsibility, and the promotion of transformative agricultural practices. Through her endeavors, she strives to contribute to the adoption and proliferation of hydroponic systems, fostering a more sustainable, efficient, and secure future for agriculture in Egypt and beyond.

Eng. Nermeen is committed to empowering individuals and fostering a collaborative work culture and has dedicated herself to nurturing talented professionals, enabling them to reach their full potential. As an experienced Export Manager in the dynamic food production industry, she has consistently driven successful export operations while fostering growth in this ever-evolving field. Also, she has demonstrated strong organizational leadership by motivating teams to achieve exceptional results while maintaining a positive work environment.

Cultivech is committed to championing the adoption, specialized design, and construction of hydroponic systems. They are aiming at empowering farmers and businesses with state-of-the-art hydroponic technology which produces fresh and chemical-free produce. In this manner, they are ultimately contributing to the enhancement of global food security while promoting environmentally sustainable farming practices. Moreover, Cultivech encourages farmers and businesses to engage in the trading and exporting of premium produce and support international food supply chains.

With expertise in designing and building customized greenhouses tailored to various crops, budgets, and locations, Cultivech helps farmers maximize their yields and achieve greater sustainability.

HOWAIDA HASSAN,
Founder and CEO, Select Greens

With a career spanning over two decades, Howaida has demonstrated expertise in business development, strategic management, and sales and marketing innovation in Agri-Business. Her professional journey has included leadership roles across various sectors, where she spearheaded numerous successful initiatives. Moreover, she has gained invaluable experience in managing complex projects and actively contributing to family business dynamics, especially in the retail industry.

Howaida holds an MBA from British Royal College and has further strengthened her expertise through various certifications, including AI in Digital Marketing, World Trade Organization (W.T.O.I Export Program), and a range of diplomas in digital marketing, sales, web design and institutionalization of family business. These academic credentials underscore her commitment to continuous learning and innovation.

Driven by a passion for excellence and guided by her vision to position Egyptian produce on the global agri-market stage and deliver them with high quality and sustainability, Howaida established Select Greens, a pioneering export company dedicated to be the foremost global ambassador of Egypt’s finest fruits and vegetables while enriching lives through their premium produce.

At Select Greens, they are dedicated to sourcing and exporting the freshest, highest quality Egyptian fruits and vegetables.  Through stringent quality checks, ethical sourcing and sustainable practices, they aim to exceed expectations by providing superior produce while promoting a greener, healthier world.

Howaida believes in and is committed to empowering women in business and her leadership role in Select Greens reflects that belief and commitment. Through her work, she aims to inspire other female entrepreneurs in Egypt’s Agri-Business sector.

As a participant in the Women in Business (WiB) Agri Africa Program–Export Readiness, she is excited to collaborate with like-minded women, contributing to Egypt’s thriving Agri-Business sector and increasing the visibility of women leaders in export.

SARAH SHARKAS,
Founder and CEO, Balmy Fruits Industry

Sarah Sharkas is the founder and CEO of Balmy Fruits Industry, established in December 2020. The company specializes in producing natural coconut products using cold centrifuge technology, and were the first manufacturer of coconut products in the Middle East to produce coconut fruit extracts. The products include cold-centrifuge-extracted coconut oil and shredded dried coconut. Currently, the company focuses on the B2B sector, targeting industries such as pharmaceuticals and confectioneries, including chocolate and biscuits, with a strong emphasis on high-quality standards.

Sarah earned a Bachelor’s degree in Commerce and began her career in the banking sector, where she gained diverse practical experience. Driven by her passion for entrepreneurship and food product manufacturing, she pursued academic and professional development through specialized training courses, including food safety and quality standards and export methods, to deliver locally produced, globally competitive products.

She participated in the Women in Business (WIB) Agri-Africa-Export Readiness program to enhance her knowledge of export mechanisms and expand her professional network. Sarah sees the program as a unique opportunity to support her company’s growth, particularly by facilitating access to international markets. The program will equip her with practical tools to understand export requirements and develop strategies to enter new markets, thereby strengthening her company’s position locally and globally.

REEM ABDELHAMID SAADELDIN,
Founder and CEO of Organo Herb

Reem Abdelhamid is the Founder and CEO of Alpha Pharma Import & Export pharmaceutical company that was established in 2006. Before that she had gained her own experience in sales and marketing through working in multinational pharmaceutical companies. Reem also is the Founder of Organo Herb which is a factory of processing medicinal and aromatic plants.

Reem as a pharmacist transformed her passion into manufacturing and processing medicinal plants, such as chamomile, hibiscus flowers, thyme and basil leaves, anise, calendula, rosemary and many other herbs and plants, in order to meet the international criteria for exporting to Germany and other European countries, as these natural ingredients are mainly involved in the pharmaceutical and cosmetic industries as well as food industries. 

Organo Herb factory is located in the industrial zone in New Fayoum city in Egypt and it is a fully automated factory. The company aims to ensure their production lines fulfill their clients’ needs. Moreover, they strive to satisfy consumers by supplying high quality products at affordable prices. Through their Quality Management they inspect primary materials and perform work-quality checks before starting processing to guarantee they comply with their criteria and satisfy the client requirements and needs.

Reem believes that a person must always strive to improve and develop herself by continuous learning.  That was why she found that joining Women in Business (WIB) Agri-food program will be of a great value in so many aspects regarding manufacturing, reaching new markets, exploring new ideas and networking with other professionals and companies in the same field.Reem is also a proud member of Business Women of EGYPT BWE 21, Goldman Sachs 10,000 women around the world, Chamber of Food Industries, and Agricultural Export Council.

Participants in WIB Program

RIHAM SALAH EL-DIN,
Founder & CEO, Pharos For Imports And Exports

Riham is a businesswoman who graduated in 2001 from the Faculty of Commerce, English Department, Business Administration Section. 

After graduation, Riham began working in her family business, which focuses on agricultural crop production and operates cooling facilities. This early exposure to the agricultural sector inspired her interest in the export business and laid a foundation for her understanding of crop handling, storage, and logistics. Riham is also a member of ABWA (Alexandria Business Women Association) society.  

Riham understood early on that the future of Egypt and society lay in exports, inspiring her to work hard to make this vision a reality. In 2019, after completing various export courses and programs, she founded Pharos Export. Since then, Riham has led the company as CEO, initially specializing in the export of premium-quality home textiles. Today, she exports to countries such as Spain, Tunisia, and Jordan. Recently, she has also been preparing to expand into agricultural exports, beginning with dried tomatoes.

Riham believes that her background in exports, particularly in the home textiles sector, has provided her with comprehensive insight into international trade processes, from product development to logistics. She sees this experience as directly transferable to the agribusiness export sector, where similar principles of understanding market demand, ensuring product quality, and meeting international standards apply. 

Riham is committed to ensuring that her products are consistently top-notch in quality and is always looking for ways to improve and expand her business in the export of unique agricultural products. That’s what motivated her to join the WIB Agribusiness program.

She recognizes that Egypt, and Luxor in particular, has a distinct advantage in producing high-quality dried tomatoes, a product she believes holds immense export potential. Through the WIB Agribusiness program, Riham aims to accelerate the launch of this new export line by gaining specialized knowledge, networking with industry experts, mentorship, and learning innovative strategies to scale her business effectively.

This support will provide her with expertise and strategic guidance in the agribusiness sector which will enable her to streamline operations, enhance product quality, and establish a strong presence in new international markets.

ALIA ABDEL HAMIED TAHA, 
Owner of Nahl Al-Alola Farm

Alia Abdel Hamied Taha graduated from Mansoura University, Faculty of Medicine and Surgery, in 2003. She currently works as a radiology consultant and trainer for the Egyptian Board of Radiology at the Health Insurance Organization in Egypt.

She is grateful to be part of the Agri-Africa program, as her family farm began in the early ’90s when her father pioneered modern irrigation methods to cultivate the desert. As Alia grew up, the farm became her passion, and she joined her family in advancing it. Over time, they developed the farm to produce crops that meet the standards for export in Egypt. They currently produce table olives as well as white and red grapes. They faced several challenges, the first being the distance from their residence, along with the associated costs.

However, modern irrigation methods have contributed to the farm’s success, with drip irrigation now being essential for conserving water and preventing waste. She joined the Horticultural Export Improvement Association (HEIA) some time ago at the beginning of their efforts to produce crops that meet export standards, and the association introduced them to the program.

Alia Taha also finds it challenging to balance her work in radiology with her passion for agriculture. She tries to adjust her work hours to dedicate time to meet the farm’s needs. Over the years, her role on the farm has evolved from merely following instructions to actively thinking about how to execute tasks. She strives for continuous improvement to ensure the production of goods that are suitable for consumption, both in the local market and for export, while also ensuring that they are free of pesticide residues.

One of the challenges she faces in meeting export standards for crops in Egypt is the timing of the harvest, as crops are vulnerable to pest infestations. Additionally, the significant increase in the prices of biopesticides and labor costs for export-related tasks present an extra challenge.

One of Alia’s goals is to add value to the farm’s products to keep pace with economic growth and to enhance crop quality, aligning with both global and local market demands. She hopes that her participation in the WIB program will have a positive impact on her farm by providing her with more experience and knowledge in marketing. Additionally, she aims to connect with peers in the same field, which would greatly expand her network.

NADIA MAHMOUD,
Co-Founder and Commercial Director, Nova Bridge Trading

Nadia Mahmoud is the Co-Founder and Commercial Director of Nova Bridge Trading company. The business that has been manufacturing, exporting and distributing Egyptian food products (canned food, tomato paste, sauces, jams, frozen vegetables, frozen fruits, and other food-based products) since 2023. She is also consultant to other companies.

Believing that experience and knowledge are the most important tools needed to support clients in their pursuit of higher standards in their productivity, Nadia uses her professional background to help and motivate her clients. She believes the key components of career success are having a plan of action, efficiency, compliance and commitment to the standards and requirements of the National Food Safety Authority.

Throughout her professional journey, Nadia Mahmoud has made a significant impact as a woman in business. She has played a pivotal role in transforming the companies where she worked as a marketing, sales and export manager, from small companies to companies that compete with international companies in the quality of their products.

The business journey of Nova Bridge Trading began in 2023 as a startup company in the Egyptian market and have become a major player in export in today’s food stuff market offering a wide variety of food-based products.

A graduate from the faculty of Commerce and Business Administration, Nadia has worked since twenty-four years old in food industries as a Sales and Marketing Director of El Koubasy Company, B2B Manager of Egypt Foods company, Export and B2B Manager of Tag El Melouk company, and Marketing and Export Manager of Golden Pack Group.

Nadia joined the Women in Business (WIB) Agri-business program to expand her knowledge of the Agri-business sector in Egypt, to meet with other women leaders in the business and benefit from their experiences in this very important sector in the economy of Egypt.

NIHAL ABDEL HAMID TAHA,
Owner of Nahl Al-Alola Farm

Dr. Nihal Abdel Hamid Taha is a professor in Reinforced Concrete Structures Institute at the Housing and Building Research Center (HBRC), Egypt.  She graduated from the Faculty of Engineering, Mansourah University, Egypt in 1999, and received her MSc. in 2004 and Ph.D. in structural engineering in 2011. She is member of the Egyptian Code of Reinforced Concrete Structures. Her scientific research has specialized in the innovative materials used in the construction of green buildings, and she has participated in many international conferences and forums.

As Nihal’s father began construction of the family farm (Nahl-Alola Farm) in the early ‘90s in a distant desert location in Egypt, she had a strong desire to help him in the construction that was taking place at the farm. With her academic background in engineering, she was uniquely qualified to help with the planning, organization and management of the construction. 

Water is scarce in the Egyptian desert and Nihal’s father pioneered modern irrigation methods to cultivate the desert. Over time, the family developed the farm, with the much-needed aid of irrigation, to produce crops that meet the standards for export in Egypt. They currently produce table olives as well as white and red grapes. The family faced several challenges, the first being the distance from their residence, along with the associated costs. However, modern irrigation methods have contributed to the farm’s success, with drip irrigation now being essential for conserving water and preventing waste.

Nihal is grateful to be part of the Women in Business (WIB) Agri-Africa Program. She hopes this association and exposure will not only help her improve her personal communications with co-workers and enhance cooperation with those involved in agricultural economics, but also enhance the efforts of the family farm to produce crops that meet export standards. 

NOURA MOUSSA,
Agricultural Entrepreneur and Academic Scientist

Noura Moussa is a highly accomplished professional with an extensive academic and research background. She earned her undergraduate degree in Genetics, Cell Biology, and Development from the University of Minnesota and went on to complete her graduate studies at the University of London, UK.

Between 2004 and 2012, she contributed significantly to genetic research, focusing on heart diseases in newborns and studies involving vitiligo patients. Her dedication to advancing medical science during this period showcased her expertise in genetic research and her commitment to improving human health.

In 2012, Noura transitioned to managing her family’s business, a dynamic enterprise in the agriculture and poultry industry. The family business has grown under her leadership, managing the production of 4.5 million broilers annually and cultivating premium-quality crops meeting export standards, including grapes, olives, oranges and dates. With a focus on sustainability and quality, the business also produces its own olive oil through an in-house pressing operation and manufactures poultry feed, ensuring high standards across the production chain.

Her unique blend of scientific expertise and entrepreneurial leadership has enabled her to excel in diverse fields, from groundbreaking research to large-scale agricultural operations. Noura is passionate about innovation, sustainability, and delivering excellence in every endeavor she undertakes.

She joined the WIB Agribusiness program to develop the skills and strategies needed to identify and connect with potential clients for their high-quality agricultural products. The program provides an incredible opportunity to network with like-minded individuals, learn from industry leaders, and gain valuable insights into market positioning and business growth. By leveraging these resources, she aims to expand her reach and create a meaningful impact in the agricultural sector.

RANA SAMAHA,
CEO, Arabex

As the CEO of Arabex, a B2B food exporter that specializes in olives and pickles, Rana has been leading the company’s global expansion since 2014. With her background in business administration and management, she successfully established Arabex as a trusted and reliable partner for customers in different markets, offering them the best quality and price for their food needs.

Rana has leveraged her skills and experience in e-marketing and SEO to create and execute effective online strategies that have increased brand awareness, customer engagement, and sales. She has managed and supervised all aspects of their website, social media, and online campaigns, ensuring that they reach their target audience and communicate the value of their products. Rana’s goal is to continue growing Arabex’s online presence and reputation as a leading food exporter in the region and beyond.

Rana received a Bachelor of Commerce in Business Administration and Management from Tanta University in 2010.

 Arabex was founded in 2014, initially focusing on the sales of olives and pickles. Recognizing the importance of quality and cost-effectiveness, they quickly transitioned into manufacturing. This shift allowed them to better control the quality of their products and offer them at more competitive prices, ensuring that their customers receive only the best.

The agri-products Arabex is offering currently have evolved from simply selling olives and pickles to manufacturing a wide array of preserved vegetables, olives, pickles, and culinary additions. This expansion into diverse product lines allows them to cater to a broader range of culinary tastes and preferences, while upholding their commitment to quality. 

Arabex has significantly expanded its operations by constructing their own production facilities in Sadat City, strategically located on the fertile Cairo-Alex Desert Road. This location not only supports efficient logistics and distribution but also situates them at the heart of one of Egypt’s key agricultural zones, enhancing their access to fresh ingredients. Moreover, the company has extended its reach beyond Egypt, with operations now spanning across the USA, Canada, EU, and Gulf area. This international presence underscores thier commitment to bringing high-quality products to a global audience, leveraging local and international markets to enhance their brand’s visibility and influence.

Nihal Ibrahim Mossilhi’s  Journey in Agribusiness and Project Management

Nihal Ibrahim Mossilhi graduated from the Faculty of Arts, English Department. Immediately after graduation, she began her postgraduate studies in Translation.

Nihal began her career as a translator and later became an Information Technology teacher for secondary-level students and the American Diploma program. She then transitioned to a career in Business Development, Project Management, and Import and Export, where she continues to excel. 
After gaining experience in business, she earned a Project Management Specific Integrated Diploma from Ain Shams University and completed courses in Master Leadership, Export, and Marketing.

Nihal has strong communication and relationship-building skills, along with advanced presentation abilities. She has an ability to build solid relationships with customers and suppliers, both internally and externally. Additionally, her strong analytical skills positively impact the business.

Her experience in the import business has given her a strong understanding of market dynamics, trade regulations, and consumer preferences across different regions. Building relationships with foreign exporters has allowed her to expand business ties, establishing mutually beneficial partnerships that promote the import of Egyptian products.

The interconnected nature of global agribusiness offers both opportunities and challenges for direct import-export activities. This includes importing seeds and agricultural equipment and exporting fresh fruits and vegetables. Engaging in direct import-export also provides valuable insights into international market trends and consumer preferences.

Her motivation to join the WIB Agribusiness program stems from her belief that “Women in Business Society” members can collaborate to mutually benefit their businesses. Furthermore, active participation in the WIB program and networking with colleagues offers valuable opportunities to connect with potential partners. As a member of the Women in Business Network, Nihal encourages all women to enter the business field, as their natural social skills and leadership abilities are invaluable. 

In addition, she hopes the program will inspire new business ventures and spark innovative ideas. She believes the insights gained from experts will enhance her own experience and knowledge. 

RASHA AHMED, Founder,
Export Manager, Verona For Exporting Fruits

Rasha Ahmed began her journey in 2004 as an export manager at a company. Driven by her passion for business and her desire for personal and professional growth, she founded Verona in 2011.

Rasha chose to focus on exporting fresh fruits due to the growing global demand and her commitment to delivering natural agricultural products from her country to international markets. She found this field to be an exciting challenge, requiring careful planning to ensure product quality. This also helped her build international relationships and expand her business network. 

Rasha faced several challenges with her business, including building an international network, securing sufficient capital to expand into new markets, meeting quality standards, obtaining international certifications, and competing in the global market. She overcame these challenges, however, by studying market trends, adhering to industry standards, building trustworthy relationships, planning her expansion carefully, seeking expert advice for certification requirements, and consistently offering fresh products while meeting delivery deadlines. These efforts earned her long-term customer loyalty.

Rasha stays updated on industry trends and continuously develops her skills by following international market reports, attending conferences like “Fruit Logistica,” and maintaining ongoing communication with clients to meet their evolving needs, all of which contribute to her success in fruit exports.

Her participation in the Women in Business (WiB) program marks a significant milestone in her career, offering opportunities to expand her network, gain new leadership skills, and promote women’s roles in business. Through this program, she aims to further develop her company, improve internal efficiency, expand Verona’s markets, and increase her impact in the global fruit export sector, while maintaining her commitment to quality and sustainability.

Additionally, Rasha aspires to continue growing Verona Company, build her own industrial facility to expand the base of operations and increase production independence. This step aims to improve quality, achieve greater flexibility, and reduce costs. To accomplish this, she is currently preparing a feasibility study, searching for a suitable location, and securing necessary funding through the company’s savings or by partnering with investors.

LAMIA MOHAMED ABDELAAL,
Import and Export Manager, DOTRA GROUP

Lamia Mohamed Abdelaal is a graduate of the Faculty of Commerce with a postgraduate diploma in auditing. Her professional journey has spanned multiple fields starting as  accountant and auditor. Following that, she transitioned to a major import and export company, where she spent ten years as an internal auditor, honing her skills in financial oversight and process optimization.

In pursuit of new challenges, she embarked on her entrepreneurial journey, founding a tourism company specializing in domestic travel and opening an exhibition for rare collectibles. These ventures allowed her to channel her passion for business and creativity into independent projects.

Currently, Lamia is part of the Dotra Group, a family business operating in various sectors. Her responsibilities with this group have been diverse, ranging from procurement and warehouse management to overseeing the operations of a fertilizer and pesticide factory.

Dotra is one of the leading companies in the field of providing supplies necessary in agricultural production as well as agricultural fertilizers and pesticides. Since its establishment in 2002, and thanks to its partnership with the largest companies in the world in this field, Dotra aims at maintaining high quality products, which provide the opportunity for Egyptian agricultural crops to compete with their counterparts in the global markets. In response to the needs of the Egyptian agricultural market, the Dotra Chemicals Factory was established in 2010 for agricultural fertilizers, which contributes to achieving self-sufficiency with the latest modern technologies.

Lamia manages the import and export processes for the group’s wide range of products, which include agricultural fertilizers, pesticides, medicinal and aromatic plants, and recycled rubber.  This diverse experience has fueled her desire to constantly develop her skills and knowledge.

Lamia’s natural inclination for organization is setting clear objectives and perseverance through challenges has led her to considerable success across the different positions she has held. Beyond her professional life, she is also committed to giving back to the community. She serves as the treasurer for a charitable foundation associated with the Dotra Group, and she aspires to see it achieve global recognition.

With each step in her career, she has expanded her vision and expertise, and she looks forward to contributing further to initiatives that combine both business success and social responsibility.

MARIAM SHENOUDA,
CEO and Vice Chair, Overseas Arab African Company for Agriculture

Mariam Shenouda is the CEO and Vice Chair of the Overseas Arab African Company for Agriculture. They grow citrus fruits, mangoes, custard apples, and seasonal crops like wheat, maze, beans, and potatoes. “From where I currently stand”, says Miriam, “we have come a long way in terms of institutionalizing our business, attempting to expand our product basket in order to expand our market, improve on our processes and agricultural practices and build a reliable and experienced tier of middle management and technicians. As a family business, unfortunately our primary functions such as securing finance and business development remain centralized in the hands of the family”.

Mariam likes to think of her association with the family business as having a brother- not by birth -but by adoption. “Forty-years ago my father ventured into purchasing an arid desert land and starting a larger-than life business, cultivating the deserts of Egypt using then state-of-the-art innovative American machinery and attempting to build an industrial facility for producing seed oil and gums, his ambitious dream back then.”, recalls Mariam.

After the passing of her father, Miriam was compelled to abandon her corporate marketing job to join her brother in managing, sustaining and growing the family business. “Moving from corporate marketing to farming was a huge career shift for me. My motivation was upholding my father’s dream and life, keeping the extended family tie strong and transforming the business from being run by the single patriarch into an institution that follows systems and procedures”.   

As a marketer, she was naturally drawn and intrigued by market development and she has knocked on the door of export several times in the past few years. Selling to export traders or packing houses has always been their safest strategy to sell their produce, and eliminating the middle person the more logical course. 

At the present time in their business cycle, Mariam is hoping they can move away from traditional farming towards creating a complimentary industry whereby they flatten the curve imposed by traditional farming and conventional trade methods. 

“The reasons for joining Women in Business (WIB) program was to remain updated with what is new in the ways and techniques of the agricultural business. Working within a small traditional family business model can limit the amount of exposure one can have to a relevant industry and it takes an intentional effort to remain in the loop of the industry.” Miriam adds, “Also wanted to rub shoulders with like-minded women professionals and expand my network with these women as well as the Egyptian institutions offering support in the agriculture business.”  

MARY SHAKOUR, Head of the Commercial-Agricultural Sector
Wadi Food and Rula Farms

Mary Shakour is the Head of the Commercial-Agricultural Sector at Wadi Food and Rula Farms, bringing 19 years of diverse experience in Marketing & Sales across Telecommunications, FMCG, and Agriculture. Throughout her career, she has held prominent roles, including Head of Marketing for Wadi Food in Egypt, Brand Country Manager for Unilever in Sudan, and Marketing Communication Manager at Zain & MTN Telecommunications in South Sudan and Sudan.

In her current role, Mary has transitioned from the telecommunications sector to FMCG (Wadi Food) and then to agriculture, particularly overseeing the Fresh Produce Category. This unique journey has allowed her to leverage her commercial mindset across industries, introducing more consumer-focused strategies, streamlining operational processes, and driving innovation to improve productivity.

At Wadi Food and Rula Farms, Mary is responsible for leading all commercial activities, formulating commercial strategies, managing distribution channels, and optimizing growth and profit for a range of brands. Her leadership has been pivotal in building efficient teams, fostering cross-functional collaboration, and ensuring excellence in customer experience.

Wadi Group, with over 50 years of experience in agribusiness, operates in 16 subsidiaries across the MENA region and runs 9 brands in three key sectors. The group, which began with small-scale poultry operations in Egypt in 1984, has grown to become a significant player in the agribusiness sector.

Mary faces numerous challenges in the agricultural sector, including seasonal variability, supply chain complexities, maintaining consistent quality, and dealing with market volatility. To address these, she ensures that the company implements flexible demand forecasting, inventory management, and rigorous quality control protocols. Wadi Group also invests in agricultural technology such as crop and soil monitoring to ensure high standards of quality, and uses data analysis to anticipate market shifts and adjust pricing strategies proactively.

Mary’s interest in the WIB Agribusiness program stems from its blend of strategic insights and practical skills, offering her a chance to deepen her understanding of global agribusiness trends and connect with a network of experienced professionals. She hopes to leverage this network to foster partnerships, exchange ideas, and stay ahead of new developments that can drive the growth of Wadi Food and Rula Farms.

Through this program, Mary seeks to implement impactful changes in operational efficiencies and strengthen the market presence of the companies. She aims to develop actionable strategies that directly influence their growth, equipping her to make more informed and innovative decisions that will help Wadi Food’s Fresh Produce Category thrive in an evolving agricultural landscape.

Mary holds a Bachelor’s degree in Electronics and Communication Engineering from the Arab Academy for Science and Technology, with extensive professional training in Brand Strategy, Marketing Communication, and Managerial Skills. This well-rounded expertise has positioned her as a leader capable of delivering high-impact results in competitive markets.

FARIDA EL KASSAS, Public Relations & Sales Manager,
MONTRADE GROUP

Farida El Kassas graduated in 2017 with a Bachelor of Business Administration from London, equipping her with a solid foundation in business principles and global market insights. Currently working at Montrade Group as a Public Relations & Sales Manager in Cairo, Egypt and a Managing Partner at Montrade for Food Industry. Prior to her current positions, Farida was the Business Development Manager at Montrade Group where her main responsibility was finding ways and solutions for developing the business and creating a marketing base in order to attract different types of customers.

Her professional journey began with a role in sales at a procurement company in London, where she developed essential skills in client relations, negotiation, and strategic communication—key competencies that fostered her confidence in navigating fast-paced environments. Shortly after, she joined Amazon Launchpad as a consultant for start-ups, where she gained invaluable expertise in business scaling, innovative thinking, and effective problem-solving. This role allowed her to sharpen her analytical skills and deepen her understanding of market trends and product positioning, enriching her versatility as a business professional.

In 2018, Farida joined her family’s enterprise, Montrade Group, a leading player in the import and export of commodities. With its early 2000s expansion into poultry farming and agriculture, the company reflects Farida’s commitment to fostering growth and innovation across sectors. A driven and passionate learner, she believes that “every day is an opportunity to learn something new,” a principle that fuels her vision of developing the family business further as a lasting legacy.

Montrade Group is a family-owned company established in 1987, aiming to always advance the national economy and economic development. Hence; what started as a company for importing feed ingredients, on to parent-stock breeders, hatcheries, broilers, poultry processing, feed production and a slaughter house, it is now considered one of the leading companies in the poultry industry in Egypt. 

As a family business, they take pride in the heritage and the values that define them. They foster a culture of inclusivity and collaboration, where every member of their team is valued and empowered to contribute their unique talents towards their collective success. Montrade Group consists of a holding company and an expanding family of enterprises, each interconnected to form a seamless cycle in their journey to chicken production and driven by a shared vision of excellence and innovation.

Farida has a Bachelor of Business Administration (BBA) from Hult International Business School and a Dogwood Diploma from the British Colombia Canadian International School. She an active volunteer for charitable and social causes.

Farida combines her international experience, business acumen, and forward-thinking mindset to pursue meaningful growth and positive impact. With a genuine passion for continuous improvement and a strategic approach to entrepreneurship, she is set on advancing her family’s business, aligning it with modern market demands, and exploring new horizons for future success.

HEBA MOHAMED ABDELRAHIM, Technical Office Manager and Export Manager, EL-SALHIYA FOR INVESTMENT AND DEVELOPMENT

Heba received a Bachelor’s degree in Science, Geology Department in 2004. She currently serves as the Technical Office Manager and Export Manager at El-Salhiya for Investment and Development, a prominent agricultural company engaged in diverse activities, including farming, livestock production, poultry production, and the export of various agricultural products.

In her role, Heba oversees vital operations to ensure efficiency and alignment with the company’s strategic goals. Her responsibilities include coordinating technical and administrative processes, preparing performance reports, managing export operations in compliance with international standards, and ensuring the quality of exported products. Additionally, she plays a pivotal role in proposing innovative solutions to enhance the company’s agricultural, livestock, and poultry production.

Heba’s commitment to self-improvement is reflected in her academic and professional achievements. She earned a Master’s degree in Dairy Cow Nutrition, which complements her understanding of livestock production. She also completed the Exporter Preparation Course from the Ministry of Foreign Trade, broadening her expertise in international trade. Furthermore, her participation in the Women in Business program underscores her dedication to advancing her skills as a female leader in the agricultural sector.

As a wife to a university lecturer and a mother of two, Heba strongly believes that knowledge and learning are the keys to success. Her ultimate ambition is to expand into cultivating and exporting high-value crops, such as strawberries, blueberries, and avocados, contributing to the growth of Egypt’s agricultural export sector.

Heba’s journey is an inspiring example of how determination, continuous learning, and innovation can drive progress in both personal and professional domains.”As one of the women working in the agricultural field, where challenges never cease, joining the ‘WIB program for women in agriculture’ has been a transformative experience in my personal journey” Heba states. “The program provided me with a space to learn and grow, as well as the opportunity to connect with women who share the same challenges. This interaction inspired me with strength and confidence, reaffirming that facing difficulties with courage and finding innovative solutions are the true paths to success.”

HADEER WAEL, Marketing Director, AL BAHEYA MISR

Hadeer Wael, from El Mahalla El Kubra in Gharbia Governorate, credits her early leadership skills and character development to the education she received at nun-run schools. She believes her teachers played a significant role in shaping her personality and instilling a sense of responsibility.

During her school years, Hadeer served as the president of the student parliament and was actively involved in various extracurricular activities during her preparatory stage. She later joined Tanta University, where she studied Business Information Systems at the Faculty of Commerce. While still a student, she started working at a financial and marketing investment company, where she discovered her passion for marketing.

Balancing work and studies proved challenging, especially since the company was based in Cairo. Eventually, Hadeer left the job but continued to work as a freelance business developer, a role she still pursues to this day. After graduating in 2020, Hadeer decided to further her education and is currently pursuing a master’s degree in Business Development and Marketing.

She has worked with several companies in her field while maintaining her freelance work. Eventually, she joined Al Baheya Misr, a company specializing in poultry and hydroponic farming in Minya Governorate. As the company expanded into exports, Hadeer took on the role of Marketing Manager, embarking on a new and exciting chapter in her career.

To equip herself for this challenge, Hadeer enrolled in specialized courses and training programs in export. She also participated in the WIB-Agri-business Program, which provided her with valuable insights into the agricultural sector and its export potential.

Hadeer is passionate about exports, viewing it as Egypt’s future. She sees tremendous opportunities in the country’s rich agricultural resources, particularly high-quality crops that can compete in global markets.

The program has not only deepened her understanding of export strategies but also connected her with other women in the field. These relationships have been professionally enriching, and she values the network she has built.

Hadeer hopes the program will be repeated, allowing her to gain even more insights and further enhance her expertise in this vital sector.