{"id":587224,"date":"2023-05-23T00:00:00","date_gmt":"2023-05-23T00:00:00","guid":{"rendered":"https:\/\/enterpriseam.com\/egypt\/2023\/05\/23\/meet-our-founder-of-the-week-khadiga-el-mawardy-founder-and-ceo-of-foya\/"},"modified":"2023-05-23T00:00:00","modified_gmt":"2023-05-23T00:00:00","slug":"meet-our-founder-of-the-week-khadiga-el-mawardy-founder-and-ceo-of-foya","status":"publish","type":"post","link":"https:\/\/enterpriseam.com\/egypt\/2023\/05\/23\/meet-our-founder-of-the-week-khadiga-el-mawardy-founder-and-ceo-of-foya\/","title":{"rendered":"Meet our founder of the week: Khadiga El Mawardy, founder and CEO of Foya"},"content":{"rendered":"<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"\"> <\/span><span style=\"font-weight:700\">OUR FOUNDER OF THE WEEK\u2013<\/span><span style=\"\"> Every Tuesday, Founder of the Week looks at how a<\/span><span> successful member of Egypt\u2019s 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 (<\/span><span style=\"text-decoration-skip-ink:none;-webkit-text-decoration-skip:none;\"><a href=\"https:\/\/www.linkedin.com\/in\/khadiga-el-mawardy-88bb20100\" style=\"\">LinkedIn<\/a><\/span><span>), founder and CEO of <\/span><span style=\"text-decoration-skip-ink:none;-webkit-text-decoration-skip:none;\"><a href=\"https:\/\/www.foyasnacks.com\/?locale=en\" style=\"\">Foya<\/a><\/span><span style=\"font-weight:400;\">. <\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"font-weight:700\">My name is Khadiga El Mawardy and I\u2019m the <\/span><span style=\"font-weight:700\">founder<\/span><span style=\"font-weight:700\"> and CEO of Foya snacks, a dried<\/span><span style=\"font-weight:700\"> fruits and vegetable brand.<\/span><span style=\"font-weight:400;\"> I studied psychology at the American University in Cairo and then did my master\u2019s degree in Organizational and Social Psychology at the London School of Economics. After completing my master\u2019s, I came back to Egypt and worked in various organizations, but didn\u2019t feel like I found my true passion.<\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"font-weight:700\">My journey to creating Foya was paved with diverse experiences and a wealth of<\/span><span style=\"font-weight:700\"> knowledge that have shaped my understanding of the industry.<\/span><span style=\"font-weight:400;\"> With a degree in psychology and a background in nutrition, I\u2019ve 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.<\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"font-weight:700\">I\u2019ve personally struggled with multiple food allergies and intolerances due to stomach<\/span><span style=\"font-weight:700\"> issues, so I found myself constantly searching for healthy snacks in Egypt<\/span><span style=\"font-weight:400;\"> \u2014 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. <\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"font-weight:700\">Foya products are healthy and have no additives, preservatives, or added sugar.<\/span><span style=\"\"> We rely<\/span><span style=\"font-weight:400;\"> primarily on locally sourced ingredients to support local agriculture and farmers, and also to cut down on transportation costs and promote sustainability. Foya\u2019s current product offering includes gooseberry, mango, strawberry, broccoli, banana, pineapple, apple, kiwi, clementine, and orange. <\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"font-weight:700\">I firmly believe that the key to transforming people\u2019s behavior lies in providing<\/span><span style=\"font-weight:700\"> convenience and accessibility.<\/span><span style=\"font-weight:400;\"> With Foya, I\u2019ve 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. <\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"font-weight:700\">I always say that research is a form of self-discovery, and that\u2019s precisely the story<\/span><span style=\"font-weight:700\"> behind Foya for me.<\/span><span style=\"font-weight:400;\"> The quest to find healthy and delicious snacks that meet my needs and preferences led me to create Foya. The brand\u2019s name itself is derived from \u201cFor You,\u201d which is a representation of our dedication to delivering snacks that are made specifically for our customers\u2019 tastes and requirements. <\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"font-weight:700\">I regularly reassess and adjust our KPIs depending on market dynamics.<\/span><span style=\"\"> Currently, our<\/span><span style=\"font-weight:400;\"> 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. <\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"font-weight:700\">Foya\u2019s plans for growth include expanding to new markets and increasing local market<\/span><span style=\"font-weight:700\"> share.<\/span><span style=\"font-weight:400;\"> We\u2019re looking at establishing local partnerships and offering innovative products that meet customer needs and preferences. <\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"font-weight:700\">The best part of having my own business is having the freedom to call the shots<\/span><span style=\"\">, having a<\/span><span style=\"font-weight:400;\"> schedule that\u2019s not set in stone, getting to meet all kinds of interesting people, and always learning new things about running a business \u2014 from how to market my product to managing the finances. It\u2019s all a big learning curve, but it\u2019s an exciting ride. I also get a deep sense of fulfillment from making a positive impact on my community. <\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"font-weight:700\">The worst part is definitely getting swamped with all the things I have to do as a business<\/span><span style=\"font-weight:700\"> owner<\/span><span style=\"font-weight:400;\">, which can be really stressful. There\u2019s 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. <\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"font-weight:700\">My family is incredibly supportive and provides me with unwavering encouragement <\/span><span style=\"\">as I<\/span><span style=\"font-weight:400;\"> work on building my brand. Their support plays a vital role in my entrepreneurial journey \u2014 they offer assistance and motivation on a regular basis.<\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"font-weight:700\">When I have down time, I prioritize meeting up with friends, working out, exploring<\/span><span style=\"font-weight:700\"> different hobbies, reading, and traveling.<\/span><span style=\"font-weight:400;\"> Lately, I\u2019ve 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\u2019ve also been an avid listener of the Huberman Lab Podcast, which explores neuroscience and how our brain\u2019s 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.<\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"font-weight:700\">My advice to entrepreneurs is to embrace failure as a way to grow<\/span><span style=\"\">, persevere through<\/span><span> challenges, keep the focus squarely on the customer\u2019s needs, seek out a mentor for guidance, and always maintain flexibility in the face of change and uncertainty. <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Foya is an all-natural dried fruit and vegetable brand<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"single-feature.php","format":"standard","meta":{"_acf_changed":false,"newspack_ads_suppress_ads":false,"newspack_popups_has_disabled_popups":false,"newspack_sponsor_sponsorship_scope":"","newspack_sponsor_native_byline_display":"inherit","newspack_sponsor_native_category_display":"inherit","newspack_sponsor_underwriter_style":"inherit","newspack_sponsor_underwriter_placement":"inherit","ep_exclude_from_search":false,"_primary_brand":0,"newspack_featured_image_position":"","newspack_post_subtitle":"","newspack_article_summary_title":"Overview:","newspack_article_summary":"","newspack_hide_updated_date":false,"newspack_show_updated_date":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[7357],"tags":[633,1530,123],"brand":[],"newspack_spnsrs_tax":[],"class_list":["post-587224","post","type-post","status-publish","format-standard","hentry","category-founder-of-the-week","tag-enterprisepm","tag-founder-of-the-week","tag-startups","wpautop","entry"],"acf":{"mongo_id":"f94ed86a-b0c0-40e4-a8d3-ed61fa7a7ae3","is_powered_by":false,"story_type":"1","photo_url":"https:\/\/ent.news\/2023\/5\/1279.jpg,https:\/\/www.foyasnacks.com\/?locale=en","photo_position":"below","homepage_title":"","full_issue_title":"","related_issue":[587209],"teaser":"Foya is an all-natural dried fruit and vegetable brand","voice_url":"https:\/\/s3.us-east-1.amazonaws.com\/ent.news\/audio\/2023\/5\/.72353fab-ec52-4b93-bb95-4faeff668e07.mp3"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.1.1) - 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