From Damascus to the World: TAIBA’s Three-Generation Story
TAIBA began with a family conviction: that the meat on a Levantine table deserves the same care as the meat served to a king. Three generations later, that conviction has expanded across two countries, eight brands, and fifteen-plus markets — but the core has never changed.
Chapter One — A Damascus workshop in the 1990s
The first TAIBA workshop was small. A family operation in Damascus, processing meat for local markets, holding itself to standards that — at the time — most regional producers did not. Halal sourcing was not a marketing claim; it was a daily practice. Quality was not a department; it was a personal commitment.
Customers noticed. Demand grew. The workshop expanded.
Chapter Two — Industrial scale, the same standards
By the 2000s, TAIBA was operating a modern processing facility. We obtained our first HACCP certification, formalized supplier audits, and put our name on the can. The principles never changed — only the volume.
This was the era when TAIBA learned to scale without losing its conviction. The lesson: industrial size and quality are not opposites — but they require discipline and documentation, every single day.
Chapter Three — A portfolio for every Levantine table
In the 2010s, TAIBA diversified. Different consumer segments wanted different things: a premium luncheon for the family table, a dependable canned beef for everyday meals, an Italian-inspired chilled deli for modern lifestyles, an export-grade canned line for international shelves.
Rather than dilute one brand to serve everyone, we built a portfolio:
- Zenah Alsham — premium luncheon, the family classic
- Biva — canned beef, crafted for every day
- Konery — premium corned beef
- Fetta D’Oro — Italian-inspired chilled meats
- Exoreta, borda, Kromy, Cofftea — additional specialized brands
Eight brands. One uncompromising standard.
Chapter Four — Two countries, fifteen markets
In the 2020s, we opened our second facility — in Egypt — extending our manufacturing footprint into one of the region’s most strategic food-export hubs. Today, TAIBA brands reach tables in over fifteen countries, and our partnership programs (distribution, private-label, franchise) are growing year on year.
What hasn’t changed
The principles. The conviction. The commitment to halal integrity, food safety, and quality that started in a small Damascus workshop is the same commitment that runs our Cairo retort lines today.
The next chapter is being written right now. It will be measured the same way.