The GCC food ecosystem has evolved and the way we build within it must evolve too.
The GCC food ecosystem has experienced a significant transformation over the past decade. What was once a landscape heavily reliant on imported products and concepts has evolved into a vibrant, self-sustaining, and globally recognised hub of food innovation.
Local food manufacturers, agri-tech ventures, and challenger brands are stepping up, solving regional challenges with global ambition. Homegrown restaurants and food startups are now at the forefront of this movement, reshaping the region’s culinary identity. This is no longer a market that follows trends, it’s creating them.
Yet, with growth comes complexity. The regional food landscape is now layered, fast-moving, and in constant flux. Both international and local brands need more than just ambition. They need partners who understand how to execute, not just strategise.
But for all the progress, one thing still holds the industry back: there’s a lot of talk, but not enough action. Ambitious strategies are announced, bold visions are shared, yet far too often, they remain stuck in boardrooms, decks, or headlines.
That’s where we come in!
Leadership Team
Greg Wright
Co-Founder & Managing Partner
Greg is a strategic executive coach and Co-Founder of Food People, with over 20 years of experience in talent strategy and leadership development across the food, beverage, and hospitality sectors. He leverages deep industry networks to provide market insight and connect organisations with top talent, advising leaders on sustainable growth and aligning leadership for long-term success in the food industry.
Luke Truin
Co-Founder & Managing Partner
Luke, Co-Founder of Food People, brings 16+ years of experience in the food and beverage sector, driving strategic growth across the GCC. He partners with industry leaders to enable sustainable growth and build impactful connections across the global F&B value chain. A recognised industry voice, he’s passionate about driving meaningful, positive change.
Nadine Benchaffi
Nadine is a proven founder and investor, having scaled Tortilla in the UK (120+ stores) and built Abfab Foods in the UAE, launching Taqado and Circle Café (40+ stores) before exiting to Kitopi. She now invests in and advises high-growth hospitality, agri, and consumer brands. Nadine holds an MBA from London Business School, and is deeply known and involved within the F&B and food startup community.
Johan Persson
Johan is a strategic advisor and entrepreneur with 20+ years of experience in manufacturing, tech, and scaling ventures across the GCC. A former Careem leader and COO at Pure Harvest, he drove operational growth in Agri-Tech. Today, he advises companies on scalable supply chains and commercial strategies, with deep expertise in food distribution, efficiency, market expansion, and investment readiness.