NOYAU SARL see themselves as Creators of Concept Foods. They have for objectives to manage, market, train and consult on innovative food concepts, food franchising, and projects for multinational companies, local SMEs, and social enterprises in the agro-food and hospitality industries.

NOYAU helps build capacity and connect to the global sustainability goals in Food Innovation, Strategy, Sustainability Operations and Value Chains, Training, Capacity Building, and Access to Market. NOYAU integrates sustainability and adopt proven tools to drive innovation, uncover opportunities and enhance brand values.


Founded by Patricia Kebbé, Nihad Sursock and Ossama Kaoukji, NOYAU brings a wealth of experience in business and management best practices; in the food and beverage industry operations; and in marketing, advertising, customer relationship, branding and creative communications skills (offline & online).

NOYAU uses a balanced approach to business growth, drawing on the principles of insight, a strong identity and innovation to systematically grow the food business, following a strategic direction setting through process development:

  • Innovation Strategy
  • Strategic Opportunity Areas
  • Value Proposition
  • New Products & Services
  • Innovation Workshops
  • Innovation Process & Enablers


In the food industry, product and process development is considered a vital part of smart business strategy. Failure to develop new and improved products relegates firms to competing solely on price which favors the players with access to the lowest cost inputs (land, labor, etc.). In business circles there is a frequent misconception that innovation is reserved for those companies who can afford professional R&D departments, or maybe also some smaller companies whose founder happens to have a sort of revolutionary idea.
The truth is, however, that any company can innovate, and that not every innovation has to be revolutionary (although, of course, also big revolutionary ideas are very welcome!)
There are many ways to classify the degree of newness of a product. One useful example uses seven categories:

  • Creative products;
  • Innovative products;
  • New packaging of existing products;
  • Reformulation of existing products;
  • New forms of existing products;
  • Repositioned existing products;
  • Line extensions.

​The list can in fact be endless, and it only depends on expert knowhow, creativity, skills and capabilities, and in this let us take you through a successful food innovation journey.

Beirut, Lebanon