My expertise was extracted directly from the soil, the ocean, and the open market. Over the last decade, my journey has spanned from researching regenerative agroecology in the Amazon and structuring circular supply chains in Brazil , to executing massive deregulation pivots and go-to-market strategies for global corporate giants.
How I think
Read before you move
I don’t attack markets. I read them. The Danone Nutricia launch succeeded because we didn’t fight the WHO advertising ban. We used it as a design principle. The best path is rarely the obvious one. Finding it requires patience before speed.
Question the question
The Mzab region wasn't failing because farmers needed better wheat. Wheat itself was the wrong crop for a territory being destroyed by drought. I replaced the model entirely. 50 tons of organic harvest. 72% ROI. The most expensive mistake in business isn't the wrong answer. It's the right answer to the wrong question.
Stay close to the ground
I’ve slept next to the fields I was building. I’ve picked waste alongside the catadores I was professionalizing in Rio. Not as performance, but because you can’t redesign a system you haven’t touched. Every decision I make comes from proximity, not abstraction.
5
Fluent Languages
Arabic, French, English, Spanish, Portuguese. Language isn't translation, it's access.
483%
First-Year Revenue Growth
Delivered during the market entry of Maroc Rider. Year one.
50+
Tons of Organic Harvest
Produced in year two. Mzab Hot Chili Peppers. Built from barren soil in central Morocco.
I work primarily in green tech, agriculture, regenerative hospitality, circular economy, and creative industries. Not by accident. Because these are the spaces where building something new matters more than optimizing what’s already there.
