Temry… “Good Is Never Good Enough”

Ahmed Samir Ragab, Food Marketer, Founder & MD of Food-Xperts

Most of our relationships with clients eventually evolve into friendships — not just business partnerships that end with a completed project. And that was exactly my journey with Khaled El-Anany, a major shareholder and the Managing Director of Dakahlia Poultry Company, the owner of the Temry brand.

Working with El-Anany was different. He never treated marketing as a superficial or complementary service. From the very beginning, he believed that marketing is the compass that defines the direction before the ship even begins to sail.

We started together with one project, which led to another, then a third… until our relationship grew beyond business cooperation into a deep bond of minds and hearts — one that lasted for more than three years of real, profound, and continuous work, and a friendship that continues to this day.

Throughout my business trips, I visited numerous poultry slaughterhouses and meat processing plants across Europe. I witnessed German precision, Dutch innovation, French craftsmanship, and the impressive rise of Eastern Europe in this sector. And when I visited Temry, I could clearly see — their slaughterhouse didn’t merely match those European standards; it surpassed many of them.

Today, Temry owns the most advanced and sophisticated poultry slaughterhouse in the Middle East, designed with cutting-edge technology and operational systems that, at times, even outperform the latest European facilities.

In most projects, we are usually brought in after production lines have already been purchased — often unsuitable lines — forcing us into a tough marketing battle, trying to adapt products that were never designed for the market’s true needs.

But with Temry, the philosophy was different: Investment was built on a philosophy of excellence.

The vision was genuinely sharp — the vision of Khaled El-Anany as a manager before being a businessman, and even earlier, the vision of Mr. Mahmoud El-Anany, the founder — who decided that the company would never settle for being merely “good,” but would relentlessly pursue being the best.

Here, the profound philosophy captured in one of the greatest management books came to life: Good to Great, which states:

“The first enemy of the great is not the bad; it’s the good.”

The greatest enemy of greatness isn’t failure — it’s settling for “good enough.”

It reminded me of what the director of Disney’s celebrated movie Ratatouille once said when explaining how the film turned into a global masterpiece, winning countless awards and capturing hearts everywhere: “Every time we finished a scene and everyone clapped, feeling proud and satisfied, I would quietly ask them to hold on — because I knew: there’s still better.” And they would dive back into refining and perfecting until the final result was pure magic.

From the very beginning, Temry decided never to settle for just “good.”

One of the boldest and bravest decisions was choosing air chilling over the traditional water chilling system. A costly decision, no doubt — but one whose impact on quality is incomparable:

• Air chilling preserves the natural flavor of the chicken.
• It prevents water absorption, delivering true product weight — you’re not buying a bag of water shaped like a chicken.
• It dramatically reduces the risk of bacterial contamination, ensuring genuinely longer shelf life.
• It maintains the ideal texture for cooking and provides a superior culinary experience.

In short: All the massive investments in farming, care, nutrition, and vaccinations would not be wasted at the final step. Instead, they would be crowned with an exceptional final product — a meal free of unpleasant odors, rich in great flavor, offering unmatched quality.

When you eat chicken with no trace of foul smell, it’s a long, silent journey speaking to you — A journey that tells you, simply and powerfully, that every step along the way was perfect. A meal you can proudly serve your children, knowing it’s pure and safe.

With such a strong intellectual, investment, and production philosophy in place, our role at Food-Xperts began — fueled by a deep passion for the company and the brand.

Even though we have — thanks to God — immense experience in this industry, having worked with the top three poultry companies in the Middle East during my career, we at Food-Xperts never offer “ready-made” solutions.

Instead, we embark on a journey of deep, customized studies:

• We updated our research on global markets: consumer behaviors, industry trends, and international quality benchmarks.
• We studied the local market: its competitors, culture, opportunities, and challenges.
• We delved deep into customer segmentation — not just demographically, but psychographically — to understand behaviors, emotions, and motivations.
• And we conducted a detailed study of the factory’s true capabilities, from human resources to production capacities.

We found ourselves standing before a rare opportunity: to craft a complete strategy, to develop a visual identity that tells this story, to design a product and pricing policy, and to launch a cohesive action plan — all moving together in perfect harmony.

The journey wouldn’t have been complete without strengthening the team with capable leadership. Thus, Mohamed Abou Saif, a key pillar from Food-Xperts, transitioned into the role of Head of Marketing for the group — leading Temry’s shift from building foundations to aggressive, sustainable growth.

And just as important, the journey was strongly supported by the outstanding contribution of Beethoven and his company at the group level, whose continuous efforts provided essential backing across the organization. And later on, the journey of Temry was further supported by the presence of Ahmed Sobhy Hamido at a senior advisory level, whose steady guidance and fresh perspective added value to Temry’s continued growth.

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Today, Temry is not just another poultry or processed foods brand in the market. Temry represents a philosophy:

“Good Is Never Good Enough.”

As long as there’s another step toward perfection, there is no room for settling, no place for temporary comfort.