A working trading house, two and a half years young.
Leena Organica is three people, two offices and forty-six farms. We sign at planting, we move with the year, and we put a name on every box. This is who we are and where we have come from.
The five seasons so far.
A Cairo café table
Sherif flies in from Haarlem; Mohamed drives in from a packhouse in Beheira. Over two days the three founders sketch the firm on a Cairo café table — Mohamed's notebook of grower families and trade contacts, Mouneer's draft of the systems and contract templates, Sherif's commitment to lift the European side. The three are from Menoufia and have known each other longer than any of them have been in their professions.
Leena Organica B.V. is registered
The Haarlem entity is filed with the KvK on the 11th of February 2025. The Cairo entity follows in May. The first EU Organic certificate is issued in April. The first eight farms are walked, signed and audited before the spring planting.
The first container
The first Leena reefer leaves Damietta on the 14th of May 2025: nine pallets of artichoke from Wadi Natrun, three pallets of strawberry from El-Bostan. It arrives in Rotterdam on the 23rd. The buyer is a Rotterdam-based importer of organic specialty produce. The container is signed for, paid for, on time.
Twelve lanes, forty-six farms
By the close of 2025, the trading house is running twelve active lanes — ten EG → NL and two NL → EG — with forty-six farm partners under signed contract. The first seed-potato containers move the other way in August. The first Gdansk freeze-dry trial ships in October.
The second year
The strawberry wave that opened in week 04 closes this week. Apricot opens next week. The eight certifications are renewed and audited. The almanac you are reading is the visible end of work that began with last autumn's signatures.
A house held by three names.
Mouneer Rabie
Mouneer sits between the technology and the sourcing. Trained in medicine and in software; twenty-five years building products in life sciences and healthcare, including REVOSUITE, which he co-founded and still runs as CTO. He has known Mohamed since their years together at Benchmark Middle East in Dubai, and Sherif since they were both very young in Menoufia.
If we have signed a contract at planting, it is because Mouneer was the one in the village before the contract.
Mohamed Soliman
Mohamed is the founder you find in a Beheira packhouse on audit week. Chartered accountant of twenty-six years' standing (Egyptian register 22030); former CFO at Benchmark Middle East; co-founder of Vandorv. A track record in import-export and trade alongside the accountancy work. He is the one walking the fields, the packhouses, and the distribution warehouses through the Egyptian year.
If a box leaves the packhouse with paperwork on it, Mohamed signed for the paperwork.
Sherif Abushadi
Sherif runs the European side from the Haarlem desk — buyer conversations, contracts, carrier relationships, and the internal tooling. Background in engineering and software; twenty-five years building cross-border technology businesses, most of them with Mouneer. He moved to the Netherlands more than a decade ago and has been there since.
If a Dutch buyer has had the same conversation with us twice and the second was easier than the first, that is Sherif's work.
A desk in Haarlem, a packhouse in Cairo.
The Haarlem desk
Leena Organica B.V.
Gedempte Oude Gracht 41
2011 GL Haarlem
The Netherlands
A working desk five minutes from Haarlem Centraal, ten minutes from a Westland buyer's morning meeting, an hour from Schiphol. The Dutch arm: retail accounts, seed and input suppliers, freight forwarders, and the EU compliance paperwork.
The Cairo packhouse
Leena Organica Egypt LLC
14 El-Thawra Street
Heliopolis, 11341 Cairo
Egypt
A second-floor office above an organic-produce broker in Heliopolis. The Egyptian arm: the El-Hammam packhouse contract, the Hawamdiya IQF processor relationship, the cooperative liaison, and the field audits. The agronomy work radiates from here through eleven governorates.