Leena Organica is a house of three people, two registered offices, and forty-six farms. We began in 2019 because we kept finding the same gap in the trade: organic produce of the right quality, moved by people who knew the field.
The three of us had done it the other way. Between us we had worked at a USAID extension contract in Nubaria, a Dutch import house in Bleiswijk, and a Cairo consultancy that did SMETA audits for a German retailer. We knew the pieces. They were not, at the time, working as a single piece. The catalogue is our answer to that.
What follows is a short essay from each of us, in our own register. Read whichever one speaks to your trade.
S. A.
On building the same thing in a different shape
Sherif Abushadi · European desk · Haarlem
I trained as an engineer and as a software developer. For twenty-five years that is what I have done — built things, mostly cross-border, mostly with Mouneer. We are both from Menoufia, in the central Nile Delta, and we have known each other since long before either of us had a profession.
The catalogue is, in a sense, the same problem I have always worked on: getting one place to talk to another place. The new part is that one of those places is a Beheira strawberry field and the other is a Rotterdam DC. The transmission medium is a refrigerated container with paperwork.
I run the European side. Buyer conversations, contracts, the carrier relationships, and the systems Mouneer and I have built together. Mohamed sends me the paperwork from Cairo; I send him the bookings; the three of us see the same numbers from the two offices. The catalogue is the public face of the conversation.
— S. A., Haarlem, March 2026
M. R.
On medicine, software, and the arc between them
Mouneer Rabie · technology & sourcing · Cairo
I trained in medicine and in software. For twenty-five years I have built products in life sciences and healthcare — most recently REVOSUITE, which I co-founded in 2017 and still run as CTO. The reason I am writing a founder's letter for a produce trader is that two of my oldest collaborators are running one with me, and the work, when I look at it from the right distance, is recognisable.
A pharma-grade audit and an organic-produce audit are not the same audit. The discipline they ask for is. A documented chain that survives a third party walking it in reverse. I have spent my career on that in healthcare. Mohamed has spent his on it in finance and trade. Sherif has spent his on the systems. Leena is the same discipline applied to a softer, more perishable thing.
I sit between the technology and the sourcing. I write the systems with Sherif and I sit with the growers when contracts get signed. Mohamed and I first worked together more than a decade ago at Benchmark Middle East in Dubai; we have built things together since. The conversation in a Cairo café when we sign a contract at planting often starts with a question one of us would have asked, a decade ago, in a different industry.
— M. R., Cairo, March 2026
M. S.
On the paperwork, and what it is for
Mohamed Soliman · on-ground operations · Cairo
I am a chartered accountant. I have been one since 2000 — Egyptian register number 22030. Before Leena I was CFO of Benchmark Middle East in Dubai for three years, where I overlapped with Mouneer. Before and since I have worked on the financial side of a number of firms, and a number of trades — including in import and export, which is in my body of work even where it is not on my profile. I co-founded Vandorv, which is now in its fourth year.
I came to Leena because Mouneer and Sherif asked, and because the three of us are from Menoufia and the work is, in the end, the work we should be doing. I do not romanticise it. The job is fields, packhouses, distribution warehouses, and the paperwork that ties them together. The paperwork, done seriously, is what separates the trader who can carry a buyer's risk from the trader who is borrowing the buyer's trust.
Every shipment carries a single, plain-language traceability file that links the EU customs entry back to the originating field block, the harvest date, the cold-chain temperature log, and the SMETA audit of the packhouse workforce. We send it before the container arrives. We send the same file in the same format every time. The discipline is the point.
— M. S., Cairo, March 2026
Haarlem
Leena Organica B.V.
Gedempte Oude Gracht 41
2011 GL Haarlem
The Netherlands
KVK 92 411 808 · VAT NL 8654 12 901
A small first-floor office above a bookshop; the commercial desk and the buyer-facing operations sit here. Walk-ins by appointment only.
Cairo
Leena Organica Egypt LLC
14 El-Thawra St, Heliopolis
11341 Cairo
Egypt
Tax ID 622-981-114 · Commercial Register 109 411
A two-storey villa off the old Heliopolis tram line; the sourcing desk, the quality team, and the documentation room. The packhouse trips begin here.
If you want to know more about how we work, the sourcing essay is the place to start. If you want to ask the house a direct question — about a lot in the catalogue, a service we run, or one we do not — the contact page reaches a person. We answer in two languages and we answer within a working day.
Members of GroentenFruit Huis (NL) and the Arab Federation for Food Industries (EG). Eight certifications carried across the catalogue.