We recently had the opportunity to interview Ivan Ortiz Catalan, President and Founder of HOLI || MIDDLE EAST. A Mexican Latin entrepreneur who, in just three years of starting from nothing in Dubai, now consolidating a thriving business conglomerate in the Middle East, Ivan reflects the touch of Latin America’s rich culture in HOLI, which is based in Dubai. The organization, which is the first Latin supermarket chain in Dubai, is a conglomerate with various business divisions with a presence in the UAE, Mexico, and Colombia.
Additionally, Ivan is an active Member of the Board of Directors of the Mexican Business Council in Dubai, helping him create bridges between the markets of Latin America and the Middle East, fostering business collaboration and mutual growth.
Spark Behind The Journey
We first asked, “What inspired you to start or lead this business, and how has the journey surprised you?”
Ivan Ortiz Catalan shared, “From the beginning, my inspiration for founding HOLI || MIDDLE EAST was to bridge the commercial gap between Latin America and the Middle East. As an entrepreneur, I have always seen the potential in connecting markets that, despite being geographically distant, share a rich cultural heritage and a strong demand for authentic products. I realized there was a unique opportunity to bring Latin American products to the Middle East while simultaneously eliminating intermediaries in the supply chain, ensuring both quality and competitive pricing.
The journey has been challenging, but also full of surprises. What started as a specialized store for Latin products in Dubai quickly evolved into a more ambitious business model, with expansion plans across multiple Gulf countries and the creation of a commercial infrastructure that controls every stage of the process, from origin to the final consumer.
The most rewarding part has been seeing how our vision has materialized and how we have not only met the demand of the Latin community in Dubai but also introduced locals to the richness of Latin American cuisine. Knowing that we are opening new commercial opportunities for Latin American producers and strengthening the relationship between these two regions reassures me that this is just the beginning of an even greater impact.”
Advice To Younger Self
We further asked, “If you could go back to your first year in this role, what advice would you give yourself?”
“The ‘learning cost’ of being a Latin entrepreneur in Dubai involves greater risk and complexity compared to a European or Asian entrepreneur. Our entrepreneurial culture is often based on the philosophy of ‘act first, figure it out later,’ whereas, in the UAE, there are clear rules and structured processes that must be followed. Had I anticipated this from the beginning, I would have understood that learning costs money and that preparing properly from the start would have optimized resources and prevented unnecessary mistakes.
Another piece of advice I would give myself is to anticipate the growth and complexity of the business. What began as a specialized store for Latin products in Dubai quickly evolved into a much larger and more ambitious business model. Had I known what was coming, I would have structured the expansion with greater planning from the outset, establishing clearer strategies for logistics, commercialization, and entry into new markets.
Finally, I would remind myself that every challenge carries a hidden opportunity and that the key is to maintain resilience and a long-term vision. What once seemed like an obstacle eventually became an invaluable lesson, allowing us to innovate and strengthen our business model, turning every difficulty into a competitive advantage.” He added.
Adaptability Amidst Uncertainties
We were interested to learn more about Ivan’s problem-solving approaches. So, we asked, “How do you approach solving problems that don’t have clear solutions?”
“In a business environment like Dubai, where the business culture and regulations are very different from those in Latin America, I have faced multiple challenges without clear or immediate solutions. To tackle them, I rely on a fundamental principle – Adaptability.
Adopting a flexible and experimental approach allows me to test different solutions in a controlled manner and evaluate which one generates the best impact. In the UAE, where commerce operates under highly structured rules, I have learned that the key is not to resist the system but to find a way to integrate it without losing the essence of the business. The reality is that the business environment here is of another level, and surrounding myself with people who complement my knowledge and vision has been a decisive factor in my success. In business, there is no manual with absolute answers, but there are principles that guide us toward the most effective solutions.” Ivan reflected.
Career-Defining Experiences
Eager to learn about an event that shaped Ivan Ortiz Catalan’s career path, we asked, “Can you share a unique experience that shaped the way you run your business today?”
Ivan Ortiz Catalan mentioned, “The businessman I admire in the UAE is the CEO of CEMEX, Rafael Villalona, whom I have the honor of knowing and with whom I have shared moments that have undoubtedly marked a before and after in my approach to business.
I remember a particular day when I invited Rafael to my community center, where we support other Latin entrepreneurs in Dubai. At that time, I was going through a difficult phase in my business; I felt exhausted, defeated, and full of doubts about the future of my company. During our conversation, he touched on key points that made me realize the magnitude of what I was building, something I had not fully visualized until then.
That 30-minute conversation completely transformed my vision and business perspective. What I once perceived as a business with limitations suddenly became an opportunity with exponential growth potential. Today, Rafael is the founder and first president of the Mexican Business Council, the first Latin chamber endorsed by Dubai Chambers, a milestone that represents a significant breakthrough for the Mexican business community in the Middle East.”
Out Of The Box Ideas For Business
We were interested to learn more about the ideas that worked wonders for Ivan’s business. So, we asked, “What’s the most unconventional idea you’ve implemented, and how did it turn out?”
Ivan Ortiz Catalan responded, “The whole company itself is an unconventional concept. We were the first to open a Latin physical store in Dubai, offering products from different Latin American countries—a risky bet that, far from stopping there, became the beginning of a much more ambitious vision. We decided to go further and build a fully integrated business ecosystem that controls trade between Latin America and the Middle East without intermediaries.
Instead of following the traditional model of importing and selling Latin products in Dubai like any other distributor, we developed a structure that encompasses the entire supply chain—from establishing companies in Latin America to secure supply and direct exports to consolidating operations in the United Arab Emirates for import, distribution, and final sales.”
He added, “This strategy was unconventional because it meant breaking away from the traditional intermediary-based model, a system that has dominated international trade for decades. Many thought it was too risky and ambitious for a Latin entrepreneur in Dubai, but the results have been transformative.
HOLI || MIDDLE EAST has not only managed to reduce costs and increase profitability, but it has also created a groundbreaking trade bridge between both regions, allowing us to operate with total autonomy and provide direct access to Latin American products in the Middle East. The impact has exceeded all expectations. We have not only connected markets that once faced significant barriers but have also proven that Latin entrepreneurs can compete globally with innovative and efficient structures. This strategy has set a new standard in global trade, reshaping how business is conducted at an international level.”
Staying Ahead Of The Curve
As industries continue to evolve, assessing the right trends and embracing the right opportunities is crucial. So, we asked, “How do you identify and seize new opportunities in your industry?”
Ivan Ortiz Catalan shared, “The only real way to identify opportunities is by experiencing them firsthand. I don’t believe there is any other method because theory and practice in business often follow completely different paths. Many entrepreneurs get stuck in endless analysis, calculations, and perfect strategies on paper, but the reality of the market is entirely different. In my experience, the best way to identify an opportunity is not just to study it but to dive into the market, test it, and see the results in real time.
When I started HOLI || MIDDLE EAST, there was no manual guiding me on how to bring Latin American products to Dubai. I had no prior references or market studies guaranteeing success. The only way to know if it would work was to do it. I entered the market, analyzed customer responses, and adjusted the strategy along the way, and, thanks to that, today we have built a business model without precedent in the region.
Businesses are not built in boardrooms or theoretical discussions. They are built in the field, in reality, by taking risks and adapting along the way. Opportunities are not always visible from the outside; more often than not, you only realize their true potential once you are already inside the market. That is why my approach has always been action over analysis paralysis. I take the leap, test, learn quickly, and adjust. There is no better strategy than being on the playing field and experiencing firsthand what the market truly wants.”
Finding The Right People
We asked, “If you had to describe your leadership style in one word, what would it be, and why?”
“In a single word – human. I am someone for whom money holds no intrinsic value; I am not driven by material wealth but by the creation of something greater: building a legacy. That is why my leadership operates on a more human level. Over time, I have learned that the more you grow, the colder you must become. Leadership is not about changing people or pushing those who do not want to be pushed; it is about finding those who are in sync with you. Growth is built as a team, but only with the right people, and as a leader, you must have the ability to identify them.” Ivan reflected.
Turning Challenges Into Opportunities
To learn how Ivan transformed his business challenges into potential opportunities, we asked, “What’s a challenge you faced that turned into an unexpected opportunity?”
Ivan Ortiz Catalan replied, “One of the biggest challenges I faced was starting a business in Dubai as a Latino, in a completely different business environment from what I knew. From the language to commercial regulations, every step was a challenge. In a highly structured and competitive market, where the business culture operates differently, navigating an unfamiliar bureaucratic and legal system forced me to rethink my approach and strategy.
Initially, this seemed like a barrier that would be difficult to overcome, but it ultimately turned into an unexpected opportunity. I learned that the only way to thrive in this market was not to play by the same rules as everyone else, but to create my own. Instead of being just another importer of Latin American products, I decided to build a fully integrated business model, controlling the entire supply chain—from production in Latin America to distribution and retail in the United Arab Emirates.
Thanks to this challenge, HOLI || MIDDLE EAST not only became the first Latin supermarket chain in the region but also an intermediary-free business ecosystem. This model has not only allowed us to grow sustainably but has also positioned us as the strongest commercial bridge between Latin America and the Middle East.
Sometimes, the biggest challenges are the ones that force you to think differently and lead you to build something greater than you ever imagined. In this case, what seemed like an obstacle ended up being the key to expansion.”
A Transformation In The Industry
We ended the session by asking, “If you could change one thing about the industry you work in, what would it be?”
“I wouldn’t change a thing. The difficulties, barriers, and, in general, the complexity of the industry are precisely what creates opportunities for new entrepreneurs who seek to earn a place at the table.
If international trade were a simple and frictionless process, there would be no room for innovation or for those of us who are willing to do things differently. Precisely, the fact that the industry depends on so many intermediaries, that costs are high, and that the supply chain is full of obstacles, is what has allowed companies like HOLI || MIDDLE EAST to find their competitive advantage.
Barriers are not problems, they are filters that separate those who are willing to do something disruptive from those who are not. Every obstacle is an opportunity for those who understand that growth comes from solving problems that others do not dare to face. That is why I have always said that you should never stop, because behind you comes a younger, brighter entrepreneur with even more innovative ideas.” Ivan responded.
Follow Ivan Ortiz Catalan on LinkedIn.
Find HOLI || MIDDLE EAST on LinkedIn.
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