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 Zeina Salama (LinkedIn), co-founder and managing director of Tulima Farms.

My name is Zeina Salama, and I’m the co-founder and managing director of Tulima Farms. We launched Tulima with a clear vision: Provide zero-pesticide, healthy, delicious produce for the local market while prioritizing environmental sustainability. Each of our 150 product varieties at Tulima is cultivated without the use of any chemicals throughout its entire life cycle.

My academic background is not directly related to agriculture, but the Product Design degree I earned at IED Barcelona instilled in me a design-thinking approach that has led me to come up with practical but innovative solutions for operational issues. An example would be the development of our dripping plates, which facilitate large-scale water recirculation and recycling in our greenhouses.

I see Tulima leading the way in sustainable farming and inspiring other farmers to take the same approach. We will achieve this by constantly innovating alongside the latest tech, and by sharing our knowledge within our communities. We see ourselves becoming the go-to provider of safe and zero-pesticide produce for conscious consumers and businesses.

While there wasn’t a specific moment where I felt that we had “made it,” I recognized that we were on the right track when we started gaining loyal customers who not only enjoyed our products but enthusiastically supported Tulima. Their willingness to advocate for us reaffirmed that we were making a positive impact and that our customers — both B2C and B2B — trust that everything they buy and consume is 100% safe and follows the highest safety and quality standards.

Because biosecurity (and integrated pest management) is the most important pillar at Tulima, farming without the use of pesticides is the hardest part of the job. It lies at the core of our ethos, but also poses significant challenges, as any disease or contamination within a greenhouse could necessitate its complete removal. Because we refuse to resort to harmful substances, we only rely on natural remedies and rigorous contamination control measures to keep our produce healthy.

Seeing tangible changes in the industry based on our practices is the most rewarding aspect of what we do. This is why we’re especially proud of our work in the Beheira community, where we were able to empower women in a traditionally male-dominated field. We’ve been able to provide women with the chance to take on managerial roles at Tulima, breaking barriers to promote gender diversity and inclusivity within the industry.

The biggest change we’d like to see within the agriculture industry is in its mindset on competition:We believe that competition is a catalyst for fostering healthy business relationships and working towards shared goals of sustainability and innovation. This includes the sharing of knowledge among farmers, especially with the introduction of new practices like hydroponics and tech-driven farming.

Navigating the recent economic challenges has reinforced our commitment to prioritizing our customers’ needs above all else. Even in the face of fluctuating prices from suppliers, we’ve remained steadfast in maintaining fair price points that reflect the quality, consistency, and service that we provide to our clients. We recognize that every business is grappling with similar struggles, but we firmly believe in taking a forward-looking approach. This experience has taught us the importance of integrity and customer-centricity in building a resilient business.

My dedication to Tulima while we entered a new market meant that balancing my professional and private life was a lot of work. Some days allow for a slow morning, a workout, or quality time with loved ones, but other days require me to focus solely on work. Either way, maintaining a clear mindset and being mindful is key to keeping me centered and managing my stress effectively. It’s still an ongoing challenge — and my approach is still evolving, but I prioritize carving out some time for myself each week and adjusting my schedule as needed.

There are two recent books I enjoyed.Farmhouse Vegetables by Michael Smith is a cookbook that focuses on the allure of farm-fresh produce, providing fantastic recipes that spotlight seasonal harvests. However, I do enjoy life outside of work, which brings me to my next recent read: The Island of Missing Trees by Elif Shafak, which I adored. Set in 1970s Cyprus, the novel weaves a story of identity and love that is inextricably linked to a fig tree.

If I could tell budding entrepreneurs one thing, it would be that achieving balance is a gradual process that demands patience. You’ll invest countless hours, navigate numerous stressful situations, and confront various challenges along the way. Entrepreneurship is a journey of determination, not resistance.

That’s why prioritizing your own well-being is absolutely essential. As a leader and the cornerstone of your team, you will have to inspire trust, offer support, and spark their drive to success. So it is crucial that you give yourself the necessary space and care to do so. When it gets overwhelming, sometimes the best course of action is to call it a day, get some rest, and approach the next day with renewed energy and clarity. You can’t pour from an empty cup.

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