“I didn’t come to food by accident. I came to it because I couldn’t ignore what I was seeing. As an architect and professor, I spent years designing spaces meant to function safely and logically. Yet in food outlets, I watched hygiene and workflow being compromised again and again — kitchens shrinking, risks increasing, all to improve what the customer sees.

That contradiction stayed with me. Food is not just a business — it directly affects health, dignity, and trust. I knew the problem couldn’t be solved by better layouts alone.The system itself had to change.

In 2006, I founded IFF Egypt with a clear conviction: food preparation should never compete with presentation. By separating the two, and by using technologies that allowmeals to be safely prepared, preserved, and served anywhere, we created a model that protects people first — and scales responsibly.

This is what drives IFF Egypt. Not convenience. Not shortcuts. But the responsibility that comes with feeding people — every day, in every circumstance.”