OUR FOUNDER OF THE WEEK– Every Tuesday, Founder of the Week looks at how a successful member of Egypt’s startup community got their big break, asks about their experiences running a business, and gets their advice for budding entrepreneurs. Speaking to us this week is Khadiga El Mawardy (LinkedIn), founder and CEO of Foya.

My name is Khadiga El Mawardy and I’m the founder and CEO of Foya snacks, a dried fruits and vegetable brand. I studied psychology at the American University in Cairo and then did my master’s degree in Organizational and Social Psychology at the London School of Economics. After completing my master’s, I came back to Egypt and worked in various organizations, but didn’t feel like I found my true passion.

My journey to creating Foya was paved with diverse experiences and a wealth of knowledge that have shaped my understanding of the industry. With a degree in psychology and a background in nutrition, I’ve always been passionate about the link between what we eat and our overall well-being, as well as the power that making healthy choices has on transforming our lives.

I’ve personally struggled with multiple food allergies and intolerances due to stomach issues, so I found myself constantly searching for healthy snacks in Egypt — only to be left disappointed. Eventually, I decided to capitalize on my understanding of human psychology and passion for nutrition and create Foya. I wanted to create a wholesome alternative that not only caters to individuals with dietary restrictions, but also encourages everyone to embrace a healthier lifestyle.

Foya products are healthy and have no additives, preservatives, or added sugar. We rely primarily on locally sourced ingredients to support local agriculture and farmers, and also to cut down on transportation costs and promote sustainability. Foya’s current product offering includes gooseberry, mango, strawberry, broccoli, banana, pineapple, apple, kiwi, clementine, and orange.

I firmly believe that the key to transforming people’s behavior lies in providing convenience and accessibility. With Foya, I’ve strived to create a convenient and accessible way for people to make better choices as effortlessly as possible, allowing them to prioritize their health without compromising on taste or quality.

I always say that research is a form of self-discovery, and that’s precisely the story behind Foya for me. The quest to find healthy and delicious snacks that meet my needs and preferences led me to create Foya. The brand’s name itself is derived from “For You,” which is a representation of our dedication to delivering snacks that are made specifically for our customers’ tastes and requirements.

I regularly reassess and adjust our KPIs depending on market dynamics. Currently, our primary focus is on three crucial metrics: Customer retention rate, sales revenues, and inventory management efficiency. By closely monitoring customer loyalty, revenue generation, and optimizing our inventory practices, I am constantly working towards maintaining the success and sustainability of my business.

Foya’s plans for growth include expanding to new markets and increasing local market share. We’re looking at establishing local partnerships and offering innovative products that meet customer needs and preferences.

The best part of having my own business is having the freedom to call the shots, having a schedule that’s not set in stone, getting to meet all kinds of interesting people, and always learning new things about running a business — from how to market my product to managing the finances. It’s all a big learning curve, but it’s an exciting ride. I also get a deep sense of fulfillment from making a positive impact on my community.

The worst part is definitely getting swamped with all the things I have to do as a business owner, which can be really stressful. There’s also always the worry about the risks and uncertainty of running a business. And on top of all that, it can be a lonely journey sometimes, which makes everything feel a bit more intense.

My family is incredibly supportive and provides me with unwavering encouragement as I work on building my brand. Their support plays a vital role in my entrepreneurial journey — they offer assistance and motivation on a regular basis.

When I have down time, I prioritize meeting up with friends, working out, exploring different hobbies, reading, and traveling. Lately, I’ve been diving into some inspiring books, like Shoe Dog: A Memoir by the Creator of Nike and The Untethered Soul. These books have given me valuable insights and perspectives. I’ve also been an avid listener of the Huberman Lab Podcast, which explores neuroscience and how our brain’s connections with our internal organs influence our perceptions, behavior, and overall health. One of my favorite podcasts is How I Built This, which features successful entrepreneurs who share the stories behind their businesses, offering insights into their journeys.

My advice to entrepreneurs is to embrace failure as a way to grow, persevere through challenges, keep the focus squarely on the customer’s needs, seek out a mentor for guidance, and always maintain flexibility in the face of change and uncertainty.

Tags: