Mastering the Art of International Trading With Focus On MENA Region

Bahaa Mashaal is a highly accomplished professional and entrepreneur in the field of international trading. As the Founder and Managing Director of Elba Middle East and co-founder of North Taste International LLC (NTI Export), USA, Bahaa brings a wealth of experience and expertise to his roles.

With a focus on sourcing consumer goods from the USA for distribution in the Middle East and North Africa markets, Bahaa is dedicated to delivering the right products to meet his clients’ needs. His commitment to transparency, competitive pricing, and fast delivery sets his companies apart in the industry. With a strong emphasis on building trust with employees and staying updated on emerging technologies and industry trends, Bahaa is a visionary leader in his field. Learn more about Bahaa Mashaal and his companies through our interview below.

Table of Contents

The Career Pathway

We started by asking, “Could you tell us more about your career journey?”

Bahaa Mashaal replied, “I am originally from Egypt and have been based in Dubai for the past three years. Prior to that, I worked in Saudi Arabia for nearly eight years. With 17 years of experience in sales, marketing, and operations, I have developed a strong expertise in these fields. In addition, I am proud to have founded a company in Dubai and to serve as a Co-founder in a USA-based company called NTI Export.

Currently, I am deeply involved in international trading, with a particular focus on consumer goods, snacks, and beverages sourced from the USA. I possess extensive knowledge of American products and their suitability for MENA markets. My goal is to identify and provide the most suitable products from outside sources, ensuring that I deliver the right products to meet the needs of my clients.”

Focusing On Both SMEs and Big Enterprises

We were also curious to understand Bahaa’s goals, so we further asked, “What are your goals?”

“For our company in Dubai, we have two primary goals. First and foremost, we aim to support small businesses in the Middle East that are interested in importing products. Our mission is to assist them in obtaining the right products from America and facilitate their distribution within the Middle East region.

Additionally, for our USA-based company, our goal is to export large quantities of products to prominent customers and companies in the Middle East and Africa. We strive to establish partnerships that allow us to offer exclusive products in these regions.

It is worth noting that many companies tend to focus solely on catering to larger clients, but we recognize the importance of supporting small businesses and have made it a priority.

Moreover, over the past 17 years, I have been actively engaged in the Middle East, building a strong network and a reputable presence in the market. I have cultivated valuable connections in each country, which we leverage to our advantage. Our extensive network and market expertise allow us to maximize the potential of these relationships and provide unparalleled services to our clients.” he added.

Challenges & Strengths

Challenges are an inevitable part of businesses. To know what were the major challenges for Bahaa and his company, we asked, “What have been the major challenges for your company in this industry?”

Bahaa Mashaal replies, “One of the major challenges we have faced in this industry is ensuring that we obtain the right products from the appropriate suppliers. It’s important to note that not every supplier in the USA is willing to cater to outside the USA market. This has made it quite challenging to secure deals and establish connections with the right suppliers, brands, and companies.”

Our next question was, “What are the strengths that keep your company moving forward?”

“We excel in transparency, offering our clients a trustworthy and honest approach to business. Our commitment to openness ensures that we provide accurate information about our products, prices, and processes, fostering long-term relationships built on trust.

In addition, our competitive pricing sets us apart. By sourcing products directly from suppliers, we eliminate unnecessary intermediaries and overhead costs, enabling us to provide cost-effective solutions to our clients. Moreover, our streamlined operations allow for a short lead time in our deals, ensuring timely delivery and minimizing any delays. We go above and beyond by offering value-added services such as product labeling and comprehensive documentation, enhancing the overall customer experience.” Bahaa Mashaal added.

The Standing-Out Factor

We further asked, “What’s the differentiating factor that makes your company unique?”

Bahaa Mashaal replies, “Fastest delivery. Our company stands out for its unparalleled speed of delivery, ensuring that our customers receive their orders promptly and efficiently.

Building Trust & Adapting To Technology

How do you build trust with your employees and enhance productivity without causing burnout?

In our Dubai office, we maintain a lean team, while in the USA, we collaborate with various outsourcing companies that possess diverse competencies. We carefully assess their abilities to ensure they meet our high standards and foster an environment of trust and productivity.”

We were also curious about understanding Bahaa’s views on adapting to emerging technologies, so we asked, “How do you actively stay abreast of emerging technologies and industry trends?”

Bahaa Mashaal replied, “As a company, we prioritize staying updated on new products and brands in the market. We proactively research and analyze the latest industry trends, regularly attending exhibitions and closely monitoring the most innovative products available. By continuously exploring new avenues, we ensure that we remain at the forefront of technological advancements and industry developments.”

Advice To Beginners

Lastly, we asked, “What advice would you offer to aspiring entrepreneurs?”

“For aspiring entrepreneurs in this industry, my first advice would be to prioritize finding reliable, reputable suppliers and new innovative products to introduce to your target market. Conduct thorough market research to identify potential suppliers who align with your business goals and values. Additionally, be sure to assess the challenges and opportunities within your target market to make informed decisions and develop effective strategies for success. By laying a strong foundation through diligent supplier selection and market analysis, aspiring entrepreneurs can position themselves for growth and navigate the entrepreneurial journey with greater confidence.” shared Bahaa Mashaal.