ABOUT FOOD SOUQ ADVISORY
A specialist advisory practice connecting Saudi Arabia’s food economy with the world
Food Souq Advisory was established to help businesses and investors make better decisions in a sector shaped by evolving consumers, ambitious growth, local context, and operational complexity—whether entering Saudi Arabia or expanding beyond it.
FOUNDER-LED
Meet Shaheena Rasool
Shaheena Rasool is the founder of Food Souq Advisory. She advises food brands, operators, investors, and market entrants on growth, market opportunity, positioning, commercial strategy, and expansion—supporting both international businesses entering Saudi Arabia and Saudi businesses growing internationally.
Experience, insight and a personal approach
I’m Shaheena Rasool, a business consultant, entrepreneur and foodie at heart, with more than 25 years of professional experience spanning analytics, strategic planning, business transformation and delivery.
Throughout my career, I have helped organisations understand complex challenges, turn insight into clear priorities and move from planning to practical action. My experience has taught me that meaningful growth rarely comes from applying a standard formula. Every organisation has its own ambitions, capabilities and challenges, which is why my approach is always personal, focused and shaped around the individual business.
My work and travels have taken me across Europe, the UAE, Singapore and Saudi Arabia, giving me a broad perspective on how businesses, consumers and markets evolve. Since 2023, I have spent significant time in Saudi Arabia, building relationships, developing my understanding of the market and seeing first-hand the pace of change taking place.
I am particularly inspired by Vision 2030 and the opportunities it is creating across food, hospitality, retail, technology and entrepreneurship. As someone with a longstanding passion for food and experience within the halal-food sector, I am especially interested in how businesses can respond to these changes with relevant, commercially grounded ideas.
Food Souq Advisory is the specialist advisory arm of Food Souq. I created it to share my knowledge and experience while helping founders, brands, operators and investors make informed decisions and pursue sustainable growth in Saudi Arabia.
OUR PHILOSOPHY
Clarity before activity
The most valuable advisory work does not begin with a predetermined answer. It begins by defining the real decision, identifying the evidence that matters, and making explicit choices about where to focus—and where not to.
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What decision is your business facing?
Whether you are evaluating the Saudi market, developing a concept, pursuing growth, or considering an investment, we would be pleased to hear what you are working on.