Dubai’s Food & Beverage Startup Scene Gets a Bold New Stage with “Off the Menu” 

On June 26th, a first-of-its-kind gathering will bring the region’s most promising food and beverage founders together for a night of strategy, connection, and momentum. Titled Off the Menu, the event is curated by renowned F&B innovation strategist Seda Solmaz, Founder and CEO of Idea Atelier, and will run from 5:30 PM to 9:00 PM in an intimate, highly curated setting.

While the term “startup” has become closely associated with technology, Off the Menu highlights the very different path of F&B entrepreneurship — one that is often overlooked in mainstream innovation spaces. From formulation and packaging to regulatory readiness, production, and retail distribution, food founders face complex challenges that require early investment and operational precision.

What sets Off the Menu apart is its focus on the entire F&B value chain. This isn’t a pitch night — it’s a knowledge-driven experience designed to deliver tangible tools, insights, and connections. The guest list includes startup founders, investors, suppliers, FMCG stakeholders, and retail collaborators, creating a rare environment where big ideas and hard-earned lessons can be shared openly.

Agenda Highlights Include:

Keynote: Building a Brand People Talk About
Richard Fitzgerald, CEO and Founder of Augustus Media (Lovin’, Smashi, Odeum) and investor at Fitzy Fund, will open the evening with a keynote on what it takes to build media and consumer brands that stay relevant, resonate with audiences, and spark conversations.

Panel 1: From Idea to MVP
A founder-focused discussion on turning initial concepts into market-ready products, featuring:

• Olly Joshi, Founder, Pure Filth

• Rabail Ali, Founder, Good Candy

• Maya Ibrahim, Founder, More.Than Noodles
  Moderated by Seda Solmaz, Founder & CEO, Idea Atelier

Panel 2: From Start-Up to Scale-Up
Insights on growth, distribution, and leadership with:

• Mazen Kanaan, Co-Founder, House of Pops

• Sebastien Herriau, Co-Founder, Rite.

• Alexandra Pemberton, Marketing Manager, Drink Dry

• Muna Mustafa, Co-Founder, SupperClub Middle East
  Moderated by Rana Baydoun, Global Senior Channel & Ecosystem Manager, SIG Group

Lightning Talk: The Exit – From Dream to Deal
An honest account of startup exit strategy from:

• Mahmoud Adham, Ex-Founder & CEO, Munch Box and Board Member, Virtual Advisory Board

Panel 3: From Pitch to Funding
How to attract investors, refine pitches, and raise capital, featuring:

• Nader Amiri, Founder, Homegrown Ventures

• James Dawson, Founder, Unpack Marketplace Agency

• Kavita Madhvani, Founder, Fighter Shots

• Liliana Slowinska, Founder, Below Farm
  Moderated by Sascha Dutta, F&B Consultant, Foodpreneurs Collective

Panel 4: From Disruption to Collaboration
A deep dive into how startups can align with major FMCGs, featuring:

• Didem Molay Sevin, Regional Marketing Lead, Unilever Food Solutions MEAP

• Milad Rouhana, Managing Director, Perfetti Van Melle MEAP

• Deniz Yamanel, VP Confectionery & Business Executive Officer, Nestlé MENA
  Moderated by Olga Bezukladova, Head of Regional Innovation, Givaudan

A Platform for Founders, by Founders

“Having worked with leading F&B brands across global markets, I understand the barriers founders in this region face when trying to innovate,” says Seda Solmaz. “Off the Menu was created to give them the space, tools, and peer support they need to thrive — and this is just the beginning.”

The event also coincides with the wrap-up of the first cohort of From Zero to Hero, Idea Atelier’s quarterly startup advisory program. Designed to help F&B ventures fast-track from concept to commercialisation, the program emphasizes strategy, brand positioning, and navigating the unique challenges of the regional food ecosystem.

Register here: https://chiseled-hydrangea-7bb.notion.site/Off-the-Menu-F-B-Event-for-Startups-1ea26cd6a1df80448c09f0140a8d6049