KARIM ABBAS AYOUB

Managing Director

Karim Abbas is a FMCG veteran leader with over 24 years of experience in the FMCG industry. Prior to Superfoods, he was General Manager of Rashideen Egypt, one of the biggest distribution and logistics service providers in Egypt with LE 2.6 billion in revenues, 2600 employees and 23 distribution centers. Karim was managing Rashideen Egypt’s exclusive franchise for the distribution and logistics services for Mondelēz International and Ricket Benkiser in Egypt. In addition, he was responsible for Bel Franchise in Cairo and Shell in the Delta and Canal area.

Karim was previously the CEO of IFFCO, Saudi Arabia, where he helped transform the company, driving up margins and doubling sales from SAR 300 to SAR 600 million in two years.

Karim was also the General Manager of Mars, Saudi Arabia. Prior to that, Karim spent 9 years with PepsiCo holding the following positions: International as Business Transformation Director for the North-East Africa Region, Business Transformation Commercial Director for AMEA region, Sales and Marketing Director Pepsi Cola in Saudi Arabia.

Karim was with Coca Cola International in Egypt for 10 years in various assignments that include Marketing Manager, Business Development Manager, Plant General Manager, Deputy Sales Manager, District Sales Manager, and Franchise representative.

Karim left the cooperate world to focus all his efforts on managing and growing Superfoods.