Bought every day
An animal eats whether the economy is up or down. Once an owner finds a food that suits their pet, they buy it again and again.
Egypt · Pet food import & distribution · Licensed and ready
Licensed. Capitalised. Supplied. WFA is ready to import.
Most would-be importers spend their first year on paperwork. WFA has finished it: an Egyptian joint-stock company with capital paid in, a product range approved by both regulators, and a Turkish manufacturer under contract. This round funds the first shipments. The door is open now.
Target return: about 50% a year, on averageThe founders' projection over the plan period. The workings are in the deck.
- Registered with Misr for Central Clearing (MCDR)
- Approved by the Regional Center for Food & Feed and the Livestock Development Authority
Company formedJoint-stock, capital paid in
Regulators clearedFood, feed and livestock approvals held
Supplier signedAgency with a Turkish manufacturer
Channel mappedStores, online shops and distributors identified
Why pet food
People stop buying many things before they stop buying pet food.
Three reasons the category holds up, from WFA's market study.
The pet is family
Owners cut elsewhere first. Spending on pets held through Egypt's hardest years for the pound, and the market kept growing.
Trading up
Cairo, Giza and Alexandria are moving from scraps to complete diets, and from basic dry food to breed- and age-specific lines. Every step up is margin.
Why now
Most of Egypt's pet food is imported. Importing it legally is the hard part.
Local factories cover only part of demand. The rest comes in from abroad, and every product must clear two regulators before it can be sold. Whoever holds the approvals and the supply holds the shelf. WFA holds both.
Market size today, and its growth over five yearsIn the deck
Share of demand local factories still cannot meetIn the deck
Specialist pet stores nationwide, and how fast that grewIn the deck
Who supplies Egypt today
Türkiye leads by a wide margin. WFA's manufacturer is Turkish.
- TürkiyeLeads by a wide margin
- BelgiumA clear second
- GermanyPremium labels
- ItalySpecialist lines
- ChinaPrice-led volume
Exact shares are charted in the deck.
Where the owners are
Greater Cairo, Alexandria and the new cities. One compact route plan reaches most of the spend.
- Cairo New Cairo, Nasr City, Heliopolis, Maadi, Zamalek
- Giza Mohandessin, Dokki, Sheikh Zayed, October
- Alexandria San Stefano, Smouha, Sidi Gaber, Agami
- Coast Hurghada, Sharm El-Sheikh, Marsa Matrouh
Where we are, and where you come in
Four steps done. The fifth is the one you fund.
- Formed. An Egyptian joint-stock company, capital paid in.
- Registered. On the MCDR register, so shares are book-entry and transferable.
- Approved. The product range cleared by the Regional Center for Food & Feed and the Livestock Development Authority.
- Supplied. Agency agreement signed with Hermes, a Turkish pet-food manufacturer.
- Next: the first shipments. Stock, warehousing and rollout across Cairo, Giza and Alexandria. That is what this round funds, and where you come in.
- Legal form
- Egyptian joint-stock company (S.A.E.)
- Activity
- Import and distribution of pet food and supplies
- Supplier
- Hermes (Türkiye), under agency agreement
- Regulators
- Regional Center for Food & Feed; Livestock Development Authority
- Head office
- Nasr City, Cairo
How it works
From a Turkish factory to an Egyptian bowl, with WFA in the middle.
- Hermes, TürkiyeMakes the approved range
- Sea freightCleared on approvals WFA already holds
- WFA, CairoImports, stores, prices, distributes
- Stores and onlinePet shops, Pets Egypt, Pawsket and more
- Egyptian homesOwners who feed their pets as family
Nobody skips the regulators
Every product sold in Egypt must clear two authorities. WFA already has. Anyone starting today starts a year behind.
The origin that already wins
Turkish brands hold the largest share of Egypt's pet-food imports. WFA sells from inside that segment from day one.
Room to grow the basket
Litter, bowls, toys and grooming move with the food. WFA's licence covers supplies as well.
The deck has the product list, the pricing ladder, the rollout plan and the terms of the round.
Request the investor deckThe deck
This page tells you what WFA is. The deck tells you what it is worth.
How big is the market, and how fast is it growing?
Size then and now, and the growth through the currency crisis.
Who supplies it today, and with what?
Import share by country and the brands behind each.
What does WFA sell, and at what price?
The approved list and the pricing ladder against the shelf today.
How do the founders reach about 50% a year?
The revenue build, margins, dividend policy and exit assumptions, year by year.
What are the terms of the round?
Valuation, ticket sizes, use of funds and shareholder rights.
How does it compare with a bank certificate?
Side by side with certificates, treasury bills, gold and property, in real terms and in dollars.
Why a business, not a certificate
A certificate pays its printed rate and never a pound more. WFA buys in hard currency and sells in pounds, so it moves with the exchange rate instead of fighting it, and its upside is not capped. The deck shows the comparison with figures.
Investor questions
Straight answers
The rest is in the deck and on the call.
Why import when Egypt has factories?
They cover part of demand; the larger part is still imported. WFA competes as an importer from the origin that already leads, not against local factories.
What about the exchange rate?
WFA's supplier sits in the origin that already wins on price, the range can be repriced quickly, and the model turns stock rather than holding it.
What is actually done today?
Company formed and capital paid in, MCDR registration complete, regulator approvals held across the range, supplier agreement signed. This round funds stock and rollout, not paperwork.
How do I hold and exit my shares?
WFA is on the MCDR register, so ownership is book-entry and transferable. The deck sets out the round structure and shareholder rights.
What happens after I request the deck?
You receive the deck and the market study, then a short call with the founders. No obligation; your details are used only to arrange that.
Request the deck
Get in before the first shipment.
- The investor deck, with round terms and use of funds
- The full market study
- A short call with the founders, in Arabic or English
Prefer to talk first? Message the founders on WhatsApp or email the team.