Our Vision
To become the leading route-to-market partner for global FMCG brands across the MENA region, driving transformative and sustainable growth through strategic partnerships and market expertise.
About Us
Route Global
Your Route to Market - Bridging Global Brands with MENA Markets.
Our Story
Built to connect global FMCG brands with the MENA opportunity
Founded in 2015 by a team of experienced FMCG professionals, Route Global was established to bridge international brands with the rapidly evolving markets of the Middle East and North Africa.
Route Global is a trusted route-to-market partner enabling global FMCG brands to expand and grow within the dynamic MENA consumer landscape. We combine deep regional market knowledge with data-driven commercial strategies to deliver effective market entry and distribution solutions, with a strong focus on snacks, organic foods, and health-conscious product categories.
Meet the Founder
Ziad Owais - Managing Partner
With more than 20 years of experience in FMCG sales and marketing, Ziad Owais has built a strong track record of driving commercial growth across leading multinational brands, generating over $75 million in sales throughout his career, including partnerships with industry leaders such as Procter & Gamble and Mars.
A graduate of the American University of Beirut, his expertise spans the GCC, Levant, and North African markets. Recognized for strategic leadership and commercial excellence, Ziad brings a long-term vision focused on sustainable growth, operational precision, and strong brand performance across regional markets.
Why Choose Route Global
Route Global stands out through its deep understanding of MENA FMCG market dynamics and its extensive regional distribution network.
We support brands through tailored route-to-market strategies that combine market intelligence, commercial planning, and hands-on execution. Our approach is built on long-term partnerships, operational reliability, and a strong commitment to consumer satisfaction across modern and traditional trade channels.
Our Mission
To unlock the full potential of every brand we represent by delivering customized market entry and distribution solutions that connect global products with MENA consumers through local insight, commercial strength, and operational excellence.