Georges Najjar is a Lebanese entrepreneur, visionary business leader and Chairman of Café Najjar. Over more than four decades, he has played a defining role in transforming a family enterprise into the leading coffee producer in the Middle East and North Africa building a legacy shaped by strategic foresight, innovation and an unwavering commitment to excellence. A graduate of the American University of Beirut, where he earned a Bachelor’s degree in Business Administration, Georges combines a strong business foundation with the instincts and determination of an entrepreneur. Representing the second generation of a business founded by his family in Beirut in 1957, Georges assumed leadership responsibilities in 1979. His journey began close to the market meeting customers, working alongside retailers and building the business relationship by relationship. This formative experience gave him an instinctive understanding of consumers, a keen eye for opportunity and a conviction that lasting growth must always remain connected to people. Combining this market insight with a bold industrial vision, Georges helped redefine the scale and ambition of Café Najjar. Under his leadership, the company evolved from a small artisanal roaster into the region’s number-one coffee producer, with its products now reaching consumers in more than 45 countries worldwide. His contribution extended across every dimension of the company’s development. He shaped its long-term strategy, expanded its distribution capabilities, drove its industrialization and international growth, and strengthened its position through new coffee categories and strategic partnerships. Under his vision, Café Najjar pioneered profile-roasting techniques, introduced advanced industrial grinding capabilities and became the first to adopt vacuum packaging innovations that elevated quality, consistency and freshness while setting new standards for the coffee industry. A passionate brand builder, Georges understood early on that leadership is not only about growing a business, but also about keeping it meaningful. His ability to anticipate change, understand evolving consumer habits and continually renew the brand has enabled Café Najjar to remain relevant across generations while staying true to the craftsmanship, authenticity and dedication to quality on which it was founded. Innovation has always been central to Georges’ journey. His vision led to the creation of the CaféRama machine, an innovation that became part of the company’s legacy and passed its spirit of invention to the third generation. Today, that legacy continues through Najjar RAQWA, Café Najjar’s patented coffee system, which combines technology and convenience with the authenticity of traditional kettle coffee, bringing a deeply rooted coffee ritual into a new era while preserving its soul. At the heart of his leadership is a simple yet powerful belief: a company must never stand still. For Georges, innovation is not a single achievement, but a continuous discipline one that requires curiosity, courage and the willingness to rethink even the most established traditions. Today, Georges continues to serve as Chairman of Café Najjar, guiding the company’s vision and strategic direction with the same entrepreneurial energy that has defined his career. His legacy is reflected not only in the scale of the business he helped build, but in the culture of innovation, resilience and ambition he instilled one that continues to shape Café Najjar’s future and inspire the generations that will carry it forward.