{"id":694964,"date":"2026-04-20T00:00:00","date_gmt":"2026-04-20T00:00:00","guid":{"rendered":"https:\/\/enterpriseam.com\/egypt\/?p=694964"},"modified":"2026-04-20T13:22:54","modified_gmt":"2026-04-20T13:22:54","slug":"in-conversation-with-the-man-greening-cairos-balconies-terraces-and-gardens","status":"publish","type":"post","link":"https:\/\/enterpriseam.com\/egypt\/2026\/04\/20\/in-conversation-with-the-man-greening-cairos-balconies-terraces-and-gardens\/","title":{"rendered":"In conversation with the man greening Cairo\u2019s balconies, terraces, and gardens"},"content":{"rendered":"

\ud83c\udf3c Spring is here and Cairo is in full bloom.<\/strong> In celebration of the season, we caught up with Karim Harouny, the CEO of Mashtal<\/a>, Egypt\u2019s first and largest online garden center. From a small team working out of a studio in Garden City to a robust operation with 44 employees, Mashtal has grown organically by listening to its community. Harouny discusses the evolution of his \u201cdream project,\u201d the challenges of scaling in a fluctuating economy, and how AI is helping his team work smarter.<\/p>\n

EnterpriseAM: Mashtal was launched in 2017, but you\u2019ve described it as a project 15 years in the making \u2014 what was the original spark?<\/strong><\/p>\n

Karim Harouny: Mashtal was designed to be the one-stop shop I wished existed <\/strong>\u2014 a place where novice and professional gardeners alike could get the tools, the media, and, most importantly, the knowledge they need. While working in corporate jobs and launching a couple of other businesses, Mashtal was always my dream once I got all my moneymaking businesses out of the way. Things didn\u2019t turn out exactly as planned, so one day I decided to just go for it and do what I love.<\/p>\n

E: Did you study horticulture before starting Mashtal?<\/strong><\/p>\n

KH: Not formally, but I am permaculture certified, and plants are in my DNA.<\/strong> My grandfather owned a farm in Lebanon, my family in Egypt has land in Mansouria, and I\u2019ve spent considerable time in both places. I also liked to spend weekends visiting nurseries in the outskirts of Cairo, and while the plants were beautiful, the experience was lacking. There was no information, no guidance on care, and no easy way to choose what worked for a specific space.<\/p>\n

E: You\u2019ve transitioned from a purely e-commerce model to a multifaceted business. What does Mashtal look like today?<\/strong><\/p>\n

KH: We\u2019ve grown into four main units. <\/strong>There\u2019s the e-commerce store, which offers Egypt\u2019s largest online catalog of indoor and outdoor plants. Then we have our projects department, handling residential and commercial landscaping from design to implementation. There\u2019s maintenance, where we provide after-sales care for everything from indoor plants to large outdoor gardens. We even have a \u201cplant hotel\u201d service for our B2B clients in places like Sahel \u2014 we pick up their plants at the end of the season and return them when they reopen. Finally, we host seasonal activities like workshops and lectures led by renowned botanists on topics like Pharaonic gardens or bonsai plants.<\/p>\n

E: Scaling a business often comes with growing pains. What were some of the \u201ctextbook mistakes\u201d you\u2019ve encountered?<\/strong><\/p>\n

KH: Some are painfully obvious in hindsight <\/strong>\u2014 like hiring a top-tier accountant before you actually take off. No matter how good you think you are at Excel, it\u2019s never enough for a growing business. Another major challenge was the ERP system. Implementing a robust system while the business is moving at full speed is incredibly difficult, but having that data-driven visibility is essential if you want to grow.<\/p>\n

E: How has the current economic uncertainty impacted your operations?<\/strong><\/p>\n

KH: We are dealing with constant fluctuations in the price of raw materials<\/strong>, like imported peat moss and essentials like fuel for our delivery fleet. Suppliers often won't preemptively update us on price changes, so we have a team member whose job is literally to contact them daily to check for adjustments. Despite this, spring remains our peak season, and business on the consumer side remains steady as people look to de-stress through greenery.<\/p>\n

E: You mentioned being excited about AI. How is a gardening business using AI tools?<\/strong><\/p>\n

KH: We use technology to help people get off technology.<\/strong> For us, AI is about efficiency. When you\u2019re handling more than 40 customer inquiries a day, AI reduces a seven-minute task to seconds. We\u2019re also using it for landscape design. Instead of spending hours on a complex CAD file, we can quickly generate renders to give a customer a look and feel of a project. It allows us to get immediate feedback before we dive into the technical details. I think it\u2019s transformative when it comes to customer service.<\/p>\n

E: Are you seeing a shift in how Egyptians approach gardening? Is it becoming more of a hobby and not something that you hire a gardener to do?<\/strong><\/p>\n

KH: Slowly, yes, but it\u2019s still not the norm. <\/strong>We are, however, seeing customers who are much more knowledgeable about plants. I always tell people that if you want a garden to thrive, you have to get involved. I spend about an hour every Friday morning caring for my plants: dusting leaves, checking for nutrient deficiencies, and watering. It\u2019s like pampering yourself \u2014 plants need that same level of care.<\/p>\n

E: What\u2019s the most common misconception that we have about plants?<\/strong><\/p>\n

KH: If I give it more water, it\u2019ll be okay.<\/strong> Nine out of 10 times, if a plant dies, the culprit is overwatering. People also forget that they have to feed their plants. So nitrogen, phosphorus, and potassium are your basics.<\/p>\n

E: For a novice living in a Cairo apartment with just a small balcony, what is the one \u201chard to kill\u201d plant you recommend?<\/strong><\/p>\n

KH: For a balcony, I\u2019d suggest the be-still (t<\/strong>hevetia<\/strong>). <\/strong>It has beautiful green leaves and yellow or orange flowers from spring through autumn, and it\u2019s incredibly hardy in our climate. For indoors, my favorite is the bamboo palm. It\u2019s lush, resilient, and handles indirect light well. It grows fairly fast and can take a bit of \u201cabuse\u201d if you\u2019re still learning the ropes.<\/p>\n

E: What is the long-term vision for Mashtal?<\/strong><\/p>\n

KH: The goal is to move into physical retail \u2014 creating experiential spaces where people can spend an entire afternoon. <\/strong>We also want to grow our content on social media<\/a> and the publishing side, perhaps even moving into offline coffee-table books or publications about landscaping in Egypt.<\/p>\n","protected":false},"excerpt":{"rendered":"

Harouny discusses the evolution of his \u201cdream project,\u201d the challenges of scaling in a fluctuating economy, and how AI is helping his team work smarter<\/p>\n","protected":false},"author":1,"featured_media":694965,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","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":[12422],"tags":[12499,633,1546],"brand":[],"newspack_spnsrs_tax":[],"class_list":["post-694964","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-after-hours","tag-after-hours","tag-enterprisepm","tag-lifestyle","wpautop","entry"],"acf":{"mongo_id":"e70d6083-bbbd-4057-acf6-845b822776fb","order":"3","is_powered_by":false,"story_type":"1","photo_url":"https:\/\/ent.news\/2026\/4\/955.jpg","photo_position":"above","homepage_title":"","full_issue_title":"From Garden City to Egypt\u2019s gardens \u2014 how Mashtal scaled Egypt's largest online nursery","related_issue":[694959],"teaser":"Harouny discusses the evolution of his \u201cdream project,\u201d the challenges of scaling in a fluctuating economy, and how AI is helping his team work smarter"},"yoast_head":"\nIn conversation with the man greening Cairo\u2019s balconies, terraces, and gardens - 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Schlumberger is planning to partner\u2026","rel":"","context":"In "Energy"","block_context":{"text":"Energy","link":"https:\/\/enterpriseam.com\/egypt\/category\/industries\/energy\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/internal\/536550.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":668639,"url":"https:\/\/enterpriseam.com\/egypt\/2025\/07\/18\/how-to-freshen-up-your-abode-without-breaking-the-bank\/","url_meta":{"origin":694964,"position":1},"title":"How to freshen up your abode without breaking the bank","author":"enterpriseam admin","date":"18 July 2025","format":false,"excerpt":"There\u2019s no such thing as a bad time for a little shake-up. Whether it\u2019s your job, your routine, or just staring at the same four walls every day, boredom creeps in fast. Sometimes, all you need to snap out of it is a small change to the space around you.\u2026","rel":"","context":"In "THE ENTERPRISE GUIDE"","block_context":{"text":"THE ENTERPRISE GUIDE","link":"https:\/\/enterpriseam.com\/egypt\/category\/the-enterprise-guide\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/2025\/7\/983.jpg?fit=%2C&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":568564,"url":"https:\/\/enterpriseam.com\/egypt\/2020\/11\/15\/karim-nour-has-joined-kashat-as-co-founder\/","url_meta":{"origin":694964,"position":2},"title":"Karim Nour has joined Kashat as co-founder","author":"enterpriseam admin","date":"15 November 2020","format":false,"excerpt":"MOVES- Karim Nour has joined Kashat as co-founder. Kashat is the first nano-finance company in MENA to provide small productive loans to the unbanked \u2014 all backed by machine learning. The company has been operating for a year now and recently wrapped a successful pilot. Karim joins Kashat from Tarek\u2026","rel":"","context":"In "Speed Round"","block_context":{"text":"Speed Round","link":"https:\/\/enterpriseam.com\/egypt\/category\/speed-round\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/internal\/536550.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":642959,"url":"https:\/\/enterpriseam.com\/egypt\/2017\/08\/27\/beni-suef-governor-discusses-cooperation-on-sewage-project-with-korean-company\/","url_meta":{"origin":694964,"position":3},"title":"Beni Suef governor discusses cooperation on sewage project with Korean company","author":"enterpriseam admin","date":"27 August 2017","format":false,"excerpt":"Beni Suef governor Sherif Habib met with a representative from an unnamed Korean company to discuss potential cooperation on wastewater and sewage projects in the governorate\u2019s villages, Ahram Gate reports.","rel":"","context":"In "Infrastructure"","block_context":{"text":"Infrastructure","link":"https:\/\/enterpriseam.com\/egypt\/category\/industries\/infrastructure\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/internal\/536550.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":635854,"url":"https:\/\/enterpriseam.com\/egypt\/2017\/12\/14\/electricity-ministry-discusses-grid-interconnectivity-project-with-libya\/","url_meta":{"origin":694964,"position":4},"title":"Electricity Ministry discusses grid interconnectivity project with Libya","author":"enterpriseam admin","date":"14 December 2017","format":false,"excerpt":"Electricity Minister Mohamed Shaker discussed cooperating on developing our western neighbor\u2019s electricity infrastructure with the head of Libya\u2019s General Electric Company Ali Sayes, Al Mal reports. Shaker reportedly stressed the need to have a grid interconnectivity project with Libya up and running. Any such project would undoubtedly be part of\u2026","rel":"","context":"In "Energy"","block_context":{"text":"Energy","link":"https:\/\/enterpriseam.com\/egypt\/category\/industries\/energy\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/internal\/536550.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":600772,"url":"https:\/\/enterpriseam.com\/egypt\/2019\/02\/10\/egypts-arafat-discusses-with-siemens-usd-153-mn-railway-signaling-project\/","url_meta":{"origin":694964,"position":5},"title":"Egypt\u2019s Arafat discusses with Siemens USD 153 mn railway signaling project","author":"enterpriseam admin","date":"10 February 2019","format":false,"excerpt":"Transport Minister Hisham Arafat sat down with a delegation of executives from Siemens, headed by CEO Michael Peter, to discuss the latest developments in the company\u2019s USD 153 mn railway signaling project, according to a ministry statement. The project involves building an electronic interlocking system (EIS) to automate signaling along\u2026","rel":"","context":"In "Automotive + Transportation"","block_context":{"text":"Automotive + Transportation","link":"https:\/\/enterpriseam.com\/egypt\/category\/automotive-transportation\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/internal\/536550.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]}],"_links":{"self":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/posts\/694964","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/comments?post=694964"}],"version-history":[{"count":1,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/posts\/694964\/revisions"}],"predecessor-version":[{"id":694989,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/posts\/694964\/revisions\/694989"}],"acf:post":[{"embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/afternoon\/694959"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/media\/694965"}],"wp:attachment":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/media?parent=694964"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/categories?post=694964"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/tags?post=694964"},{"taxonomy":"brand","embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/brand?post=694964"},{"taxonomy":"newspack_spnsrs_tax","embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/newspack_spnsrs_tax?post=694964"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}