Nader Amiri, an entrepreneur and angel investor, shares his journey from brand management roles at Kraft Foods and Coca-Cola to founding El Grocer and now leading Homegrown, a venture focused on accelerating the FMCG and CPG ecosystem in the MENA region.

Nader reflects on the challenges and rewards of his entrepreneurial path, particularly the hurdles faced while scaling El Grocer and navigating the impact of COVID-19. He also shares valuable lessons learned from his first startup, including the importance of timing, building a strong team, and the power of strategic partnerships. As he discusses his latest venture, Homegrown, Nader reveals his vision to spark innovation in the region’s consumer products sector, emphasizing the need for resilience and community-driven growth. Samer and Nader explore the dynamics of building and exiting a business, making calculated risks, and fostering a culture of continuous improvement.

Key takeaways:
- Timing and execution are critical in startup success, especially during challenging periods like COVID-19.
- Building strong partnerships and focusing on team dynamics are key to overcoming early-stage hurdles.
- The FMCG and CPG space in the MENA region presents immense opportunities for innovative solutions.
- A successful exit requires balancing emotional investment with strategic decision-making.
- Founders should embrace speed, risk-taking, and learning from both successes and failures.

Chapters:
00:00 Nader Amiri, From Corporate to Angel Investing
00:52 The Birth of elGrocer
02:06 Starting in Corporate
03:56 Entering the CPG World
06:44 Building the Team and MVP
08:55 Launching and Scaling elGrocer
12:29 Marketing Strategies and Growth
15:43 Going All In: Leaving Corporate
18:25 Crowdfunding Success
35:21 Personal Insights and Background
44:42 Navigating Uncertainty in Business
44:59 Operational Challenges and Solutions
45:39 Impact of Global Events on Business Deals
46:19 Adapting to Market Changes
48:06 Strategic Decisions and Competitor Analysis
49:47 Exploring Acquisition and Investment Opportunities
58:24 Lessons from Competitors and Market Timing
01:09:50 Founding Homegrown and Future Plans
01:18:31 Building the FMCG Ecosystem
01:32:16 Conclusion and Open Invitation