The pet food industry in Egypt has long struggled with a lack of fresh, nutritious, and wholesome options for pet owners eager to ensure a healthier life for their animals. Many commercial pet food brands are filled with preservatives and artificial ingredients, leaving a significant gap for those seeking healthy alternatives for their pet companions.

This gap became evident to Neveen Hashem, a dog owner herself who has been finding it difficult to provide her dogs with meals that balanced quality and nutrition. To address this issue, she founded Woof & Fetch, a company that offers freshly cooked and nutrient-rich meals setting a new standard in the industry. Her efforts have not only bridged a significant gap in the pet food sector but also positioned her brand as a notable key player in premium pet nutrition across Egypt, becoming synonymous with wholesomeness.

From Psychotherapy to building a flourishing premium pet food brand, Neveen speaks about her career transition, the challenges her business is growing with, and the way her childhood played a big role in her growing business.

Tell us about your educational background and the key early influences that shaped you as an individual.

I hold a bachelor’s degree in psychology from the American University in Cairo and a Master's in Integrative Counseling and Psychotherapy from the University of Derby in the UK. For 14 years, I worked and practiced as a counsellor and psychotherapist. Being a Psychotherapist and working up close with humans, their vulnerabilities, and forgotten inner strength, not only shaped my expertise but also helped me develop essential skills like problem-solving, communication, and relationship management.

During my earlier childhood and adolescent years, I was a professional athlete until the age of 20, which instilled values of discipline, commitment, and perseverance. Hand-in-hand with my upbringing as I come from a family of strong, career-oriented women further influenced who I am today. My mother, a business owner in the medical field, and my sister, one of the youngest CEOs and former Executive Regional Director at one of the most prestigious investment banking groups in the Middle East, set an example of dedication, ambition, and resilience.

“I prioritize self-care in emotional, mental, and physical aspects because i truly love what i do. My heart is in it and that’s why i always get things done”

Take us through your professional journey and key areas of expertise as a mental health professional.

My journey as a mental health professional began in Egypt at a time when the field of psychology was just emerging. It was a challenging environment, especially as a woman in a culture where discussing personal vulnerabilities, particularly with the opposite gender, was difficult. Over the course of 14 years of studying and practicing, my colleagues and I worked to break down stigma and build trust, contributing to the growth of Egypt's mental health field. Back then, I also started the first counseling and psychotherapy center in El Gouna in the Red Sea, then took it further by introducing Alcoholics Anonymous (AA) meetings in the region. Perhaps the final project I had worked on as a farewell to my psychotherapy career was Portal, the Wellness Network, which is a mobile application that still serves as the very first database for qualified practitioners in the field across Egypt.

What inspired you to start Woof & Fetch, and what are the brand’s key areas of expertise?

As a dog owner myself, I founded Woof & Fetch because of the challenges I faced finding the right food for my pets, food that balanced nutrition, quality, and convenience.

While on sabbatical from my original career in Psychotherapy, I explored creating premium quality, nutritious dog meals for the Egyptian market. I teamed up with two friends, an entrepreneur and the other with expertise in marketing, and we started small, cooking everything ourselves and packaging meals from home. After eight months of dedicated hard work, one of Egypt's top premium food retailers showed interest in our product, and we quickly moved from home production to setting up a factory. Within three months, we launched with that retailer, and since then, we have been expanding across the country over the past three years.

At Woof & Fetch, we create premium, human-grade dog food made with visible chunks, allowing pet owners to see exactly what’s in their pets' bowls leaving no room for second guessing or speculations. To ensure freshness and safety without preservatives, our meals are vacuumsealed, gas-injected, hot-filled, and frozen, guaranteeing wholesome nutrition nutritious and tasty options for pets. We have also introduced Egypt’s first hypoallergenic and custom medical lines, addressing specific dietary needs, which is another huge gap in the market. Our recipes are now licensed by the Ministry of Agriculture, setting the standard for fresh pet food in Egypt.

What major challenges do you face as an entrepreneur, and how do you overcome them?

As a female entrepreneur in the Arab world, one of my biggest challenges is managing a predominantly male team. Striking a balance between being strict, friendly, professional, and approachable can be difficult while earning respect as a leader. Finding chefs willing to cook for pets is another hurdle, as this role is uncommon in the region. Additionally, we’ve faced two currency devaluations and high inflation, making it crucial to maintain stable prices without compromising quality.

I overcome roadblocks by seeking alternatives and working hard to maintain a work life balance. I prioritize self-care in emotional, mental, and physical aspects because I truly love what I do, my heart is in it and that’s why I always get things done. I also ensure that my entire team feels motivated and heard, driven by the belief that there is always a way forward.

What have been your biggest wins in your professional journey, and what is your success mantra?

The first that comes to mind is how we launched our product in Egypt's top premium food retailer only three months after starting our factory. Another significant achievement has been pioneering the development of a medical line of dog food, including renal and hypoallergenic customized products. We are also working with one of Egypt’s premium seafood retailers, launching our “No Waste Food” campaign to ensure we provide the best quality ingredients while preventing food waste.

My success mantra is quite simple actually, “I never stop until I can check something off my list”. I may pivot when necessary, but I always push forward, knowing there is always a Plan B.

QUICK FACTS

A business leader you admire & why? definitely my mother, a single parent, who never ceases to instill in me the values of dedication, perseverance, and resilience.

Neveen Hashem, Founder & Managing Partner, Woof & Fetch

A psychotherapist turned entrepreneur; Neveen Hashem is building a premium pet food brand in the Egyptian market. Drawing learnings from diverse experiences such as being an athlete, psychotherapist and being around strong women has molded Neveen into a confident, skilled and empathetic leader.