After five years abroad, Soumaya Merhi, a Lebanese German entrepreneur, returned to Lebanon in 2013 with the goal of introducing superfoods to the Middle East. Despite limited resources, she launched TAQA Snacks (TAQA) in 2017, prioritizing sustainability alongside financial growth. By 2018, TAQA had seen remarkable 400 per cent growth, established a dedicated team, and ingrained its socio-environmental values. However, Lebanon’s severe economic crisis in 2019, compounded by COVID-19 disruptions, posed significant challenges. Despite setbacks, Merhi remained dedicated to her values and commitment to sustainability, investors, employees, and vision.