El Abd – A Story of Ethics, Know-How, and Humbleness
El Abd – A Story of Ethics, Know-How, and Humbleness
Ahmed Samir Ragab, Food Marketer, Founder & MD of Food-Xperts
Some brands are built to sell. Others are built to last. But a very rare few… are built on ethics, humility, and deep-rooted know-how — and these are the values that define El Abd.
El Abd is not just a business name. It’s a living part of Egyptian culture, deeply embedded in our memories, celebrations, and everyday moments. So when the brand recently faced a rival campaign attacking their legacy, they stood tall — not with noise, but with dignity. El Abd responded through legal channels, reinforcing that when you are built on integrity, you don’t fight back with drama — you let the truth do the talking.
From our collaboration with El Abd over ten years ago at Food-Xperts, we quickly realized: This is not a regular brand. This is a legacy shaped by generations of decent, grounded, and visionary people.
The story starts with the founding grandfather, and is carried forward by the wisdom of Samy El Abd and Salah El Abd, who embody grace and strength in equal measure. Today, the journey continues through the third generation: Mostafa, Haytham, Mahmoud, and Ahmed — all of whom lead with a remarkable balance of ambition and humility.
In the marketing sphere, Mohamed Hassaballah was instrumental in shaping the brand’s voice, followed by Saatchi & Saatchi under the creative leadership of Wael Nazeem, who later joined El Abd as Marketing Director to continue driving the vision from within.
We were honored to be invited to contribute to El Abd’s strategic direction 10 years ago. At Food-Xperts, we conducted comprehensive market research and developed a strategic roadmap that helped shape the brand’s future path.
It wasn’t just a consulting assignment — it was a deep, insightful journey into a legacy brand built on doing things the right way, with integrity at its core.
And even when it came to the brand’s physical identity, every detail was intentional. We were equally proud to lead El Abd’s architectural transformation, collaborating with the talented architects Omar El Shenawy and Ahmed Aguizy “SA Architects” to bring a space to life that reflects the brand’s timeless spirit.
What makes El Abd truly unique is not just their knowledge or their scale. It’s their decency, humility, and unwavering ethical compass. These aren’t just business values — they are personal traits lived every day by the people behind the name.
And that’s why El Abd is not just a brand. It’s a cultural icon. A moral compass. And a sweet reminder that values never go out of style.