Hero Background

Where
Taste is Rooted
 in Traditions

At Our Roots, we celebrate cultural heritage by offering premium, ethically sourced products from Africa and the Middle East—empowering local producers and connecting global tables through tradition, taste, and transparency.

Heritage
A journey through Africa and the Middle East
Purpose
Premium, ethically sourced products
Tradition
Celebrating producers and communities where heritage lives on

About Our Roots

Rooted in Heritage. Grown with Purpose.

Our Roots began as a shared dream between three lifelong friends, each with deep family ties to Lebanon, Algeria, and Tanzania. Though raised in different landscapes, they were united by a common bond: the stories, scents, and flavors of their homelands.
That dream grew into a purpose: to create a company that not only honors where we come from but also supports the people who preserve these traditions every day.
At Our Roots, we offer more than products, we offer a journey. A journey through the vibrant cultures of Africa and the Middle East. A journey into the fields, kitchens, and communities where heritage lives on.

Olives in hands
Our Mission
To celebrate cultural heritage by offering premium-quality, ethically sourced products from Africa and the Middle East. Connecting people through tradition, taste, and transparency.
Our Vision
To become the most trusted and respected brand for culturally rooted, sustainable goods from the MEA region. Empowering local producers while enriching global tables.
Core Values
  • Excellence
  • Ethical Sourcing
  • Sustainability
  • Connection

Sustainability

At Our Roots, sustainability isn’t a trend but a commitment to the people, the land, and the future.

We believe that honoring our cultural heritage means protecting the resources and communities that bring it to life.

Team working sustainably
Ethical Sourcing
We work hand-in-hand with small farmers and cooperatives across Africa and the Middle East, ensuring fair pay, transparency, and long-term support.
Sustainable Agriculture
We prioritise partners who support organic and regenerative farming that protects soil health, biodiversity, and the purity of every product.
Eco-Conscious Packaging
Our packaging is thoughtfully chosen to minimize environmental impact. We choose recyclable materials and work to reduce plastic use, keeping our packaging both sustainable and protective.
Local Impact, Global Purpose
We reinvest a portion of our profits in community initiatives—supporting farmers, improving training, and funding clean water projects where it matters most.

Executive Team

Our Executive Team guides the strategic direction, nurtures talent, and oversees the financial growth of Our Roots,

while backed and supported by Invesco – who also holds a board chair.

Leadership Excellence
Bringing together diverse expertise from both within the company and beyond, they share a passion for cultural heritage and excellence.
  • Multi-industry leaders
  • Global business experts
  • Driven by passion and a clear vision
Faycal Behloul
Faycal Behloul | France
Co-founder & Chief Operations Officer
Invesco
Invesco | Canada
Board Chair
Jamal Hajjaj
Jamal Hajjaj | Denmark
Co-founder & Chief Executive Officer

Rooted in Connection

To find out more about our passion for heritage, purpose and tradition please contact us.

Send Us a Message
Contact Information
  • Our Roots FZE
    Building E4, Sharjah Airport Freezone
    Sharjah, United Arab Emirates
  • Phone
    +971544335621
  • Email
    contact@our-roots.com
Why Choose Our Roots?
  • ✓ Ethically sourced
  • ✓ Authentic products
  • ✓ Sustainable Agriculture
  • ✓ Uncompromised quality and purity
  • ✓ Local impact, global impact