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.”