Exclusive Interview with Mohammed Sleeq, Chief Operating Officer, Unifonic

An exclusive interview with Unifonic shows how AI-powered automation is redefining customer engagement. By seamlessly integrating AI-driven solutions, Unifonic empowers businesses to create personalized, omnichannel communication experiences across SMS, voice, chat, email, and social media. Their advanced platform enables automation, real-time responses, and enhanced customer interactions, ensuring efficiency and satisfaction. With innovations like Flow Studio, AI-powered chatbots, and secure authentication services, Unifonic is at the forefront of business communication transformation. This interview presents the strategies for leveraging AI, enhancing customer experience, and staying ahead in a rapidly evolving digital landscape.

What are the key innovations that you have created, or you have leveraged to develop your platform?

At Unifonic, we are committed to empowering clients with cutting-edge solutions that can streamline key business processes and enhance efficiency, while keeping up with their evolving requirements. We offer a diverse array of AI-powered conversational automation solutions that are tailored to meet varied customer requirements and maximise value. Our unique offerings are redefining customer-brand relationships by nurturing a personalised communication ecosystem that transcends traditional barriers. This innovative approach to staying ahead of market demands is exemplified by Unifonic’s advanced customer engagement platform, which can now seamlessly automate end-to-end personalised, omnichannel customer experiences. The platform boasts best-in-class features like multichannel campaigns, Chatbot, Agent Console, and Flow Studio, that enable businesses to effortlessly connect with their customers on their preferred channel. Our multichannel campaigns enable clients to automate and easily broadcast large-scale campaigns across channels like WhatsApp, Voice, and SMS, while tailoring unique messages for each customer segment. Unifonic Chatbot, on the other hand, offers round-the-clock, conversational, first-line support, enabling companies to automate multiple communication flows powered by AI. Combining the power of automation and human interaction, it can also hand over chats to live agents when necessary. Our commitment to innovation is also reflected in Unifonic’s ‘Flow Studio’, a no-code drag-and-drop visual designer that can streamline customer journeys and automate business processes quickly. It also empowers companies with no coding expertise to create personalised customer journeys and achieve superior business outcomes. With regard to cybersecurity, our 2FA service, ‘Authenticate’, supports businesses in safeguarding customer identity during each transaction. Moreover, Unifonic offers over 80 native integrations, including leading platforms like Hubspot, Shopify, MS Office, Sallah, salesforce, and Bigcommerce, among others. We recently launched our enterprise-grade customer data platform (CDP), ‘Audience’, along with other advanced customer journey automation solutions, focusing on conversational marketing and customer care automation. By utilising Click-to-WhatsApp ads and enhancing conversion rates by advancing leads to sales, ‘Audience’ helps brands to optimise their ROI from advertising expenditures. Its ROI dashboard can further analyse historical data to implement hyper-personalised targeting, thereby maximising customer lifetime value and campaign visibility. By harnessing advanced AI technologies and a robust SaaS integration ecosystem, Unifonic is redefining current benchmarks of excellence in customer engagement, paving the way for a new era marked by exceptional user outcomes.

With the rise of conversational AI, how is Unifonic leveraging this technology to create seamless omnichannel experiences for clients?

Unifonic is at the forefront of leveraging conversational AI to transform the way businesses engage with their customers. By integrating AI-powered solutions into our communication platform, we enable businesses to provide seamless, intelligent interactions across multiple channels, including SMS, voice, chat, email, and social media. Our conversational AI tools are designed to understand and respond to customer inquiries in real-time, offering personalized experiences that meet each customer’s unique needs. This technology allows businesses to automate routine tasks, provide instant responses, and ensure consistent, high-quality interactions no matter the conditions or the communication channel.

In addition, Unifonic embraces innovation to stay ahead in the rapidly evolving customer engagement industry. The increasing demand for digital-first communication is driven by a shift in customer expectations and advancements in automation technology. These advancements allow us to integrate software and processes that enhance engagement to unprecedented levels. We offer businesses the opportunity to instantly connect with over two billion smartphone users globally with a single click of a button. Our coding-free solutions, competitive pricing, and well-defined cloud APIs help businesses integrate robust outreach capabilities into their systems, allowing them to deliver exceptional customer experiences.

Through conversational AI, Unifonic enables businesses to create omnichannel experiences that maintain continuity across touchpoints, ensuring customers receive the same level of support and engagement, whether via mobile, web, or social media. This not only enhances customer satisfaction but also drives operational efficiency, freeing up human agents to focus on more complex issues while AI handles routine queries. Companies in the MENA region are now embracing CX initiatives across their organizations to enable smoother customer journeys, recognizing the importance of these initiatives in improving customer service.

Ultimately, Unifonic’s adoption of conversational AI empowers businesses to deliver faster, smarter, and more effective customer service, while staying ahead in a competitive market that increasingly demands faster response times and more efficient outcomes. Technology, automation, and AI are central to Unifonic’s strategy, ensuring businesses can stay ahead in the rapidly evolving customer engagement landscape.

How do you ensure that the platform’s operations align with customer needs?

The rapid advancements in AI will continue to alter how consumers interact with businesses in the coming years. Businesses will utilise fully automated conversations to resolve any issues with product delivery or online services, covering everything from comprehending the initial complaint to informing the relevant parties involved. We strive to make communication between businesses and clients seamless and easy. Our innovative features, robust infrastructure, and compliant framework differentiate us and help us deliver enterprise-grade, multilingual, omnichannel communications that support both businesses and customers.

Can you comment on Sestek, Unifonic’s acquired AI arm, and how the acquisition has impacted Unifonic’s evolution in AI-powered conversational automation solutions?

In today’s multibillion-dollar Internet of Things (IoT) industry, artificial intelligence (AI) is widely used for everything from industrial anomaly detection to speech-based user interfaces. We offer a wide range of conversational automation solutions that empower customers and guarantee optimal value. Since our acquisition of Sestek, Unifonic has undergone a remarkable evolution in our AI-powered conversational automation solutions. As we look back on this journey, it is clear that this strategic move has been instrumental in enhancing our capabilities and solidifying our position as a leader in the field. Sestek’s AI-powered solutions are built on text-to-speech, speech recognition, natural language processing, and voice biometrics technologies. Notably, our growth since acquiring Sestek has positioned Unifonic as a pioneering force in AI-powered conversational automation. The acquisition of Sestek is not just about expanding our product offerings – it represents our commitment to leading the charge in the AI revolution. We look forward to continuing this journey and setting new standards for the future of customer engagement.

How does having a local corporate presence in six countries contribute to delivering personalized, 24/7 support for your global clientele?

Having a local presence in six countries is a key differentiator for Unifonic, enabling us to provide personalised, region-specific support that aligns with the unique cultural, language, and business dynamics of each market. Our local teams are not just deeply embedded in their communities but are also highly responsive, offering tailored support that meets the unique needs of our diverse clientele. These teams operate around the clock, ensuring seamless 24/7 support for customers, regardless of the time zones. This local presence further strengthens our ability to build lasting relationships with clients, allowing us to better understand their real-time challenges and provide rapid, context-aware solutions. With over 10 billion transactions processed annually, our localised approach directly enhances customer experience and satisfaction, promising more efficient, responsive services. Moreover, in today’s fast-paced business environment, companies are increasingly relying on innovative technologies like cloud solutions and integrated platforms to manage communication needs. SaaS solutions are at the forefront of this shift, offering businesses a flexible, cost-effective way to access and utilise essential software tools. These platforms also simplify business operations, increase productivity, and drive innovation. By leveraging Unifonic’s SaaS solutions, companies can unlock new revenue opportunities, reduce strain on customer support, and enhance overall customer experience. With the advent of cloud communications, what used to require significant upfront investments and large development teams can now be accomplished with minimal effort, making superior customer engagement more accessible and efficient than ever before.

Established by the Central Bank of the UAE in 2023, Al Etihad Payments is at the helm of revolutionizing the nation’s payment landscape—scaling up operations, taking charge of UAESWITCH and UAEWPS, and shaping the future of digital transactions.

In this exclusive interview, CEO Jan Pilbauer shares insights into the roll out of Jaywan and the evolution of Aani, unveiling the journey of domestic payment schemes, the hurdles faced in bringing them to the forefront, and the game-changing impact on merchants, financial institutions, and consumers alike. As the UAE races toward a fully integrated digital economy, this conversation breaks down the components of progress, giving you an inside look at where the future of payments is headed.

How is Al Etihad Payments transforming the UAE’s payment infrastructure to align with the country’s digital economy vision?

We are an organization dedicated to making your money move—seamlessly and tirelessly, 24/7. You don’t have to think about it, and that’s the way it should be. As a national payments company, our role goes beyond just technology— we help define the rules that govern how different players in the ecosystem interact. Payments should be effortless; people should only need to think about how much they need to pay, not how the payment system itself works.

Historically, many nations didn’t focus on their national payment systems. However, in recent years, countries have recognized that having a frictionless, efficient payments infrastructure is crucial for economic competitiveness. That is why we have seen the rise of national payment companies like Al Etihad Payments. The UAE took this step in 2023, and since then, we have been transforming the payments landscape. While the existing infrastructure served its purpose, our mission is to prepare it for the digital future and align it with the UAE’s vision for a thriving digital economy. We are committed to developing even better solutions for individuals and businesses across the UAE.

Can you share your journey as the CEO of Al Etihad Payments?

Al Etihad Payments was established two years ago. And I moved to the UAE specifically for its purpose. The company’s mission is straightforward—we aim to build one of the world’s most advanced, modern, and inclusive payment ecosystems. National payment infrastructure is about more than just technology; it’s about ensuring that everyone in the economy has access to and benefits from seamless financial services. I firmly believe that if we do this right, we can truly change people’s lives. Before joining Al Etihad Payments, I worked in various global jurisdictions. I spent time in Africa, where financial inclusion is a game changer. When people gain access to financial services, they can build credit histories, access loans, and improve their lives in transformative ways. It was an honour to be part of that journey. Prior to that, I worked in Canada, gaining experience in the North American and European financial sectors.

The past two years at Al Etihad Payments have been an incredible journey, and I’m particularly proud of what we have built. What I am most proud of is the team. We started as a kind of startup—building everything from scratch. We had the opportunity to shape the company’s culture and bring together people who are driven by a shared purpose: making a real impact on the country and enabling those around us to succeed. That takes a special kind of dedication, and I feel fortunate to be part of it.

What is Aani, and how does it enhance the payment experience in the UAE?

Aani in Arabic means “instant!” True to its name, Aani is an instant payment solution that enables money to move between two stores of value within seconds. It is fast, seamless, and designed for convenience. Previously, transferring money meant sharing lengthy IBAN numbers—where even a single typo could force you to start over.

How has Aani evolved since its launch, and what impact has it had on digital payments and financial inclusion in the UAE?
Aani is about empowering people with more choices, so they can decide whether to use cash or a digital payment method based on what is most convenient for them. When it comes to adoption, we are just over a year since Aani’s launch, and the results have been promising. So far, around 1.5 million people have signed up. That means users can already send and receive money using just a mobile number, email address, or even their Emirates ID—a significant milestone for digital payments in the UAE.

On the merchant side, we now have nearly 100,000 businesses enabled to accept Aani. If you walk into a traditional retail store today and ask about Aani, there is a high chance that they either already accept it or will very soon. Merchants can receive payments simply by generating a QR code, making digital transactions as easy as cash payments. This progress has led to significant transaction growth, with 20% to 30% month-over-month increases. Some days, we process up to 400,000 transactions, which is a strong indicator that adoption is steadily rising.

That said, humans are creatures of habit. Interestingly, 98% still use traditional IBAN transfers, despite the availability of more convenient options. This is likely because people already have their beneficiaries saved in banking apps, so they continue using IBANs by default. However, we are seeing gradual growth in mobile-number-based payments, which suggests a shift in behaviour over time.

As for the role of financial institutions, one of the unique aspects of Aani is that it is not a separate app you have to search for—it is a payment option that integrates seamlessly into your existing banking experience. Most major financial institutions in the UAE (around 55 participants) already support Aani, meaning that when you open your regular banking app, Aani is right there as a built-in payment option. Of course, we do offer an official Aani app for those who prefer to use it separately.

What is the Aani app all about? When you already have access to Aani through banks, so why was it necessary to have an app?
That’s a great question, and many countries have implemented both models—either relying entirely on financial institutions to provide payment channels or developing their own independent platform. We decided to introduce our own Aani app for two main reasons.

First, while Aani is integrated into all major banking and financial institution channels, managing multiple accounts can be cumbersome. If you have multiple bank accounts, an exchange house account, or a digital wallet, you typically must log in separately to each one to access your funds. The Aani app eliminates this hassle by allowing you to connect all your stores of value in one place. For example, I personally have a bank account, a digital wallet, and a prepaid travel card all linked to my Aani app. This highlights Aani’s inclusivity—you can seamlessly transfer and transact between different financial accounts, whether moving money from a wallet to a bank account or vice versa.

The second reason is to provide access to Aani’s full range of features. The app enables users to split bills, scan QR codes to pay merchants, and access additional functionalities. One of Aani’s core principles is inclusivity, ensuring that even smaller financial institutions and non-traditional players can participate. Many of these institutions may not have their own apps and developing one would take significant time and investment. By offering the Aani app as a ready-made digital channel, we allow them to provide their customers with a seamless payment experience.

That said, Aani is not just about the app. Looking at the statistics today, only about 30% of Aani transactions are initiated through the app, while the remaining two-thirds come through traditional financial institution channels. This balance shows that while the app enhances accessibility, banks and other financial players remain key drivers in the Aani ecosystem.

What challenges did banks face when integrating Aani into their backend processes?

Well, safeguarding people’s money is a top priority for banks. When you entrust your hard-earned salary to a bank, you expect it to be protected. Unfortunately, financial fraud and scams are becoming increasingly common. One major challenge is the speed of transactions. When payments are processed instantly, banks and other financial institutions have significantly less time to assess whether a transaction is legitimate or potentially fraudulent. With Aani, institutions are required to decide on a payment within 10 seconds. Once a payment goes through, it’s irrevocable—the recipient can immediately access, withdraw, or use the funds.

This shift has required banks to overhaul their backend systems to ensure that security remains uncompromised while meeting the demands of real-time payments. They have had to implement advanced fraud detection measures, automate decisionmaking processes, and upgrade their infrastructure to handle instantaneous transactions—all while maintaining the trust and safety of their customers.

Why is the UAE launching its own domestic card scheme, and what advantages will Jaywan offer to residents and merchants?
Jaywan is the UAE’s domestic card scheme, joining a global trend where many countries establish their own payment networks. This will be initially launched with debit and prepaid cards. However, if there is sufficient demand, we will expand to include credit cards as well. There are typically two main reasons why a country introduces a domestic card scheme.

First, while international card schemes have done an excellent job in creating seamless global interoperability, they may not always be tailored to the specific needs of a particular jurisdiction. Jaywan is designed specifically for the UAE’s residents, offering localized benefits such as merchant discounts and exclusive access to certain services within the country.

Secondly, a domestic card scheme can be more efficient and cost-effective. Jaywan is expected to reduce transaction costs for merchants while ensuring high operational efficiency. Additionally, all transaction processing will take place within the UAE, leveraging the robust 24/7 payment infrastructure we have built. Currently, we process nearly two million card transactions daily, and Jaywan will benefit from this strong foundation, ensuring reliability and security for users across the country.

Exclusive Interview with Alan Smith, CEO, Agthia Group

In this exclusive interview, Alan Smith, CEO of Agthia Group, shares insights on the company’s journey of growth, innovation, and sustainability within the food and beverage industry. As Agthia continues to strengthen its leadership across key categories, from snacking to water, Smith highlights the company’s commitment to digital transformation, operational excellence, and customer-centric solutions. With Gulfood 2025 on the horizon, he discusses Agthia’s vision for shaping the future of F&B through sustainable practices, technological advancements, and strategic expansion. From redefining food trends to driving impactful change, Smith offers a glimpse into Agthia’s mission: providing diverse and responsibly produced brands; driven by innovative, passionate people.

Reflecting on 2024, what have been Agthia’s business updates?

As we reflect on 2024, Agthia has continued to solidify its position as a regional F&B powerhouse, driving strategic growth and operational excellence across key markets. This year was marked by significant milestones, reinforcing our leadership in core categories while ensuring we remain well-positioned for the future.

We inaugurated our Saudi protein facility in July, which is designed to expand our footprint in the GCC’s largest market. With an annual production capacity exceeding 7,000 tons and two production lines producing over 50 SKUs, this facility enhances our local production capabilities, delivering favorable economics while strengthening our leadership in the protein sector. Meanwhile, in Egypt, our newly launched IQF strawberry line, which ramped up production in Q1, has delivered strong results, further advancing Agthia’s export-driven growth strategy. These milestones highlight our ability to adapt, execute, and thrive even in a complex global environment.

Innovation plays a vital role in achieving our objective of becoming a leading food and beverage company in the MENA region. At the center of our innovation initiatives is a dedicated Central Innovation Team, which coordinates innovation initiatives between business units, R&D, and external innovation partners. Notably, 68% of Agthia’s growth in 2024 came from innovation alone.

We continued to deliver on our 5-year digital transformation journey with a focus on improving customer experience and our commercial foundations, making Agthia a data-driven organization connected with its customers, all while ensuring secure and reliable digital and technology operations. We launched our new B2B Customer Portal, which further streamlines how our HORECA customers can order our products. Our Home and Office Delivery (HOD) application is consistently improving, now providing an even better and further enhanced user experience.

We continue to make progress across our sustainability agenda. Notably, during 2024, we have reduced our Group CO2 emissions by 6.3% year-on-year. Agthia’s efforts were further recognized at the prestigious Gulf Sustainability Awards, where the Group received the Gold Award for “Best Sustainable Product” and the Bronze Award for “Best Circular Economy Practice.”. These accolades highlight Agthia’s leadership in sustainability, notably as the first UAE-based company to introduce 100% rPET Al Ain bottles and close the UAE’s recycling loop through its Infinity Circular Economy initiative.

How has Agthia’s strategic vision evolved over the past year, and what key drivers have shaped this growth?

Agthia launched its 2025 strategy in April 2021, charting a bold and ambitious course to drive long-term growth, strengthen market leadership, and create sustained value for all stakeholders. Now, as we enter the final year of this strategic cycle, we reflect on how our vision has evolved and how we are poised to transition into the next phase of our journey.

At the core of Agthia’s strategy is expansion into value-added categories, reinforcing our competitive edge through a disciplined and targeted M&A approach. Over the past few years, we have successfully integrated strategic acquisitions, enhancing our portfolio with high-growth businesses that complement our strengths. This has not only strengthened our position across key markets but also diversified our revenue streams, ensuring resilience in an ever-evolving industry landscape.

Beyond portfolio expansion, Agthia has maintained a sharp focus on operational excellence and talent development. By investing in category management and transformation, we have optimized efficiencies, enhanced procurement strategies, and built an agile, high-performing organization capable of responding to shifting consumer demands. This people-first approach has been instrumental in fostering a culture of continuous improvement and driving sustainable, profitable growth.

Sustainability and innovation remain embedded in our DNA, influencing every decision we make. From pioneering eco-friendly packaging solutions to enhancing our responsible sourcing initiatives, we are committed to staying ahead of industry trends while aligning with global sustainability goals. Our investments in R&D and digital transformation allow us to anticipate future consumer needs, ensuring that our offerings remain relevant, forward-thinking, and impactful.

As we look ahead to 2025 and beyond, we remain focused on building a resilient, future-ready business. By prioritizing high-margin segments, reinforcing leadership in core categories, and maintaining a disciplined approach to capital allocation, we are confident in our ability to accelerate momentum and deliver sustained value. With a clear roadmap and a commitment to adaptability, Agthia is not just navigating change—we are shaping the future of the F&B industry.

Agthia has a diverse portfolio with brands like Al Ain, Grand Mills, and Nabil. How are you maintain your performance across such varied categories?

Agthia Group’s success is rooted in our ability to lead, innovate, and adapt across a diverse portfolio that spans Water and Food, Snacking, Protein and Frozen, and, Agri-Business. With over 35 brands and a presence in 67 export markets, we have not only cemented our market leadership but also reinforced our dominance in key segments—holding the top position in the UAE’s water, feed, and flour sectors while leading in protein and frozen foods in Egypt and Jordan.

This success is built on two key pillars: our people and our strategic vision. Our 12,000-strong workforce, backed by a diverse and forward-thinking leadership team, ensures we remain agile, innovative, and operationally excellent. We continuously anticipate consumer trends, leverage cutting-edge technology, and optimize our portfolio, allowing us to stay ahead of the curve and drive sustainable growth.

At Agthia, we don’t just manage a broad portfolio—we maximize synergies across categories, ensuring efficiency, scalability, and market responsiveness. By continuously investing in R&D, digital transformation, and sustainability, we enhance our ability to deliver superior products, create long-term value, and set new benchmarks for excellence in the F&B industry. Our disciplined approach to expansion and strategic execution ensures that no matter how diverse our portfolio is, performance, quality, and consumer trust remain uncompromised.

What are some of the most significant food and beverage trends you foresee shaping the industry in the future?

The food and beverage industry is at the cusp of a transformative shift, shaped by evolving consumer preferences and a heightened awareness of health, sustainability, and convenience. One of the most significant trends shaping the future is the increasing demand for functional and health-focused foods—products enriched with added nutritional benefits, natural ingredients, and clean-label formulations. Consumers today, particularly younger generations, are prioritizing what goes into their bodies, seeking foods that not only satisfy but also contribute to their overall well-being.

Another major shift is the rise of sustainability-driven consumption. Studies indicate that a staggering 88.5% of consumers are willing to pay a premium for sustainable products, underscoring the growing preference for eco-friendly packaging, ethical sourcing, and carbon-conscious production. At Agthia, this commitment to sustainability is embedded in our strategy—whether it’s through BMB’s portfolio of nutritious and responsibly sourced snacks, or our ongoing efforts to enhance packaging and reduce environmental impact.

Additionally, technology is playing a defining role in shaping the F&B landscape. The way consumers engage with food is changing, from AI-powered personalization in nutrition to precision fermentation and alternative proteins that promise a more sustainable future. Innovation is no longer optional—it’s a necessity. Agthia is embracing this shift by integrating advanced food science and digital insights to stay ahead of evolving consumer needs.

Ultimately, the future of food is about balance—between health and indulgence, convenience and quality, tradition and innovation. At Agthia, we are not just observing these trends; we are actively shaping them. By focusing on innovation, mindful sourcing, and category expansion, we are ensuring that we continue to meet the expectations of tomorrow’s consumers while staying true to our purpose of delivering better food choices for all.

As the CEO of Agthia, how do you foster a culture of innovation and resilience within the organization?

At Agthia, innovation isn’t just a function—it’s a mindset, a strategy, and the driving force behind our ambition to be the MENA region’s leading food and beverage company. It goes beyond creating new products; it’s about redefining industry benchmarks, enhancing consumer experiences, and staying ahead of evolving market demands. Resilience, on the other hand, is deeply embedded in our culture, enabling us to navigate challenges, adapt to market shifts, and continuously push boundaries.

The engine behind our innovation is our Central Innovation Team, a dynamic hub that seamlessly integrates our business units, R&D specialists, and external innovation partners. This collaborative approach ensures that we stay ahead of market trends while fostering synergies across our portfolio. More importantly, it has been a game-changer, with 68% of Agthia’s growth in 2024 directly attributed to innovation. This metric is not just a reflection of our commitment to innovation but a testament to our ability to convert visionary ideas into tangible business impact.

Since the start of the year, Agthia has introduced groundbreaking innovations across multiple categories, reinforcing our leadership and ensuring we continue to meet evolving consumer preferences. In snacking, Abu Auf has expanded its coffee portfolio with instant coffee jars and espresso beans, while also introducing a diverse range of new products, including savory-flavored popcorn, crackers, coated peanuts, protein bars, and nut bars. This expansion provides consumers with a richer, more exciting snacking experience, aligned with the growing demand for convenient, nutritious, and indulgent options.

In protein and frozen foods, Nabil has continued to redefine the category, launching premium beef and chicken burgers in Jordan, while also introducing a new frozen potato range in the UAE. These innovations cater to the region’s growing appetite for high-quality, convenient meal solutions, positioning Agthia at the forefront of evolving consumption trends.

In the agri-business sector, Agthia remains committed to supporting partners and farmers by delivering innovative solutions that enhance efficiency and quality. This year, we introduced two specialty flour products, tailored to meet specific client needs, further strengthening our leadership in the category. Additionally, we launched the Agrivita Dairy Premix, a specially formulated feed designed to improve animal nutrition and optimize dairy production for UAE farmers, ensuring better yield and sustainability in dairy farming.

But innovation at Agthia is not just about product development; it’s about building a future-ready company. Every initiative we undertake—whether in sustainability, digital transformation, or category expansion—is aligned with our overarching vision of becoming the most trusted, consumer-centric, and high-performing food and beverage company in the region. By fostering a culture of continuous improvement, bold thinking, and operational agility, we ensure that Agthia is not just keeping pace with the industry but actively shaping its future.

What can visitors expect from Agthia’s presence at Gulfood 2025?

Gulfood is a key event for Agthia, setting the stage for industry-wide collaboration and innovation at the start of the year. It brings together key players across the F&B sector to explore emerging trends, address shared challenges, and unlock new opportunities. For Agthia and the broader industry, the focus remains on delivering high-quality, sustainable products to stores and restaurants at competitive price points, ensuring accessibility without compromising on value. The food industry is fundamental to global stability, and the resilience of food systems is more critical than ever, especially in the face of inflationary pressures and supply chain disruptions.

Beyond that, Gulfood provides an invaluable platform for direct consumer engagement, allowing us to stay attuned to shifting preferences and market dynamics. As Agthia continues its transformation into a data-driven, customer-centric business, maintaining this pulse on consumer expectations will be key to sustaining our leadership and shaping the future of the F&B industry.

Agthia Group is proud to showcase a diverse portfolio that reinforces our leadership position in the F&B industry. Agthia stands as the leading player in the UAE’s water, flour, feed, and agri-business sectors, while holding the top position in protein and frozen categories in Egypt and Jordan. This year, we are bringing our entire portfolio of products across our four key categories, reflecting our commitment to quality, sustainability, and meeting the evolving needs of consumers across the region and beyond.

During the event, we will also be signing key MoUs for sales and distribution of multiple regional and global brands.

A Guiding Principle

“Agthia’s tagline—‘For the Better’—is something I live by every day. To me, it’s a simple yet powerful reminder that there is always room for growth, always a way to improve, and always an opportunity to do things differently. It pushes me to reassess, to step back and ask—can this be better? Can I approach this with a broader perspective? It’s easy to get caught up in routines, to settle into what feels comfortable, but real progress comes from constantly challenging ourselves. Whether it’s in work, in leadership, or in life, I believe in striving for something greater—not just for myself, but for the people around me, for the ideas I believe in, and for the impact I want to leave behind.”