Driven by personal health struggles and fueled by an innate desire to make a positive impact, Ahmed’s journey into the world of nutrition began with a profound realization: the importance of a holistic approach to wellness. His own experiences navigating health challenges led him to recognize a glaring gap in the market: the need for delicious, gut-healing, and nutritious food.

Ahmed Almatrouk, Founder and Managing Partner of Light Fields Food Stuff Co., epitomizes passion and dedication in the pursuit of healthier living. Armed with a bachelor’s degree in finance from the American University of Kuwait, Ahmed ventured into the banking sector for three years before embarking on a transformative journey.

Undeterred by his lack of experience in the food industry, Ahmed embarked on a quest for knowledge, seeking guidance from consultants, leveraging the wisdom of experienced individuals, and drawing inspiration from his supportive network of friends and family. His hands-on approach saw him donning multiple hats within the company, immersing himself in every aspect of the business to ensure quality and innovation.

Innovation lies at the heart of Light Fields Food Stuff Co., with Ahmed fostering a culture of creativity and open communication within his team. He firmly believes in the power of passion and ambition, recognizing them as essential qualities in every team member.

Central to its mission is a commitment to excellence and continuous improvement. Ahmed places immense value on constructive criticism and feedback, viewing them as catalysts for growth and success. Every dish leaving their kitchen is a testament to their dedication to quality and adherence to ISO standards. Looking towards the future, Ahmed envisions a paradigm shift in the perception of healthy eating in the MENA region. With a steadfast passion for innovation and customer satisfaction, Light Fields Food Stuff Co. is poised to lead the charge in redefining the landscape of nutrition and wellness.

Ahmed Almatrouk is very passionate about his work. He holds a bachelor’s degree in finance from the American University of Kuwait and worked in banks for three years before starting Numou.

Before starting Numou, Ahmed did not know nutritional facts but struggled with his health. When he sought medical advice, the treatment prescribed was medication. After months of medication and numerous side effects with no improvement, he decided to conduct his own research on how to improve his health. Most of the results he found emphasized a “holistic approach.”

Let us explore his journey:

Company’s Inception Story

Ahmed dug deeper into his research and started trying subscriptions, but nothing at that time met his expectations or healed his gut.

It was then that he realized there was a gap in the market for delicious, gut-healing, healthy food. He made it his goal to fill this gap with high-quality food.

Motivation Behind the Company

Ahmed is working for a good cause, not just to achieve financial success. He and his team are providing people with the means to lead healthier and happier lives. “Numou” translates to growth, and his goal in starting this company was to enable people to grow healthy in the best possible way.

His motivation remains high because, since the company’s inception, many lives have improved, and they have received a lot of positive feedback from clients. This positive impact and feedback drive the team to keep moving forward.

Elevating Lifestyles

Lightfields Co. is a company that prides itself on driving innovation and staying ahead of the curve. According to Ahmed, the company’s approach involves gamifying their application and integrating features that enhance the clients’ lifestyles in a 180-degree transformation.

At the heart of Lightfields Co.’s strategy is the belief that by gamifying their application and adding features that seamlessly integrate into the clients’ daily lives, they can create a more engaging and impactful experience. This approach aims to motivate and empower clients to make positive changes and improvements to their lifestyles.

Overcome a Significant Challenge

Starting this journey in the food industry without any experience was tough for Ahmed. He and his team got help from consultants, learned by doing, talked to experienced individuals, and received advice from friends and family. Initially, they aimed high but soon found it challenging to handle everything and find the right people to help.

Ahmed took on multiple roles—from development and cooking to packaging—ensuring he was fully immersed in every aspect of the business, except for graphic design. This hands-on approach allowed him to gain a comprehensive understanding of their operations, a practice he is committed to continuing in the future.

During the initial stages, their processes were entirely manual, relying heavily on tools like Excel and Google Docs for meal selection. Developing an efficient system proved challenging, and progress was slow. Despite the setbacks, their perseverance paid off. Though they started earlier than planned, after a demanding six to seven months, they finally began to gain momentum and witness success.

Steady Growth and Challenges of Lightfielda Co.

In the journey of Lightfielda Co., the company did not encounter significant hurdles, but there were some challenges that needed to be addressed along the way. As the business strived to improve and exceed expectations, the team focused on making the client’s experience more seamless and enjoyable.

• Improving the Client Experience: One of the key challenges faced by Lightfielda Co. was how to make the subscription process and meal selection more user-friendly for their clients. The company recognized the importance of streamlining the client’s journey, from signing up to communicating with the nutritionists and customer service team.
• Addressing Nutritional Concerns: Another challenge the company faced was ensuring that their clients were able to maintain a balanced calorie intake while enjoying the meals provided. The team worked closely with their nutritionists to develop meal plans that not only tasted delicious but also met the individual dietary needs of their clients.
• Enhancing Communication: Effective communication with clients was also a crucial aspect that Lightfielda Co. had to address. The company aimed to create a seamless and transparent dialogue between the clients, the nutritionists, and the customer service team, ensuring that any questions or concerns were promptly addressed.

Despite these challenges, Lightfielda Co. remained focused on its mission to provide its clients with a exceptional experience. Through continuous improvement and a dedication to customer satisfaction, the company was able to navigate these obstacles and achieve steady growth.

Curious and Innovative Mind of Ahmed

Ahmed is an individual who consistently welcomes new ideas with open arms. He takes great joy in setting up meetings to engage in lively brainstorming sessions, where he and his colleagues can explore innovative ways to enhance existing concepts and develop fresh, groundbreaking ideas.

Ahmed’s approach to problem-solving is marked by a genuine curiosity and a willingness to think outside the box. He firmly believes that the best solutions often arise from open and collaborative discussions, where diverse perspectives are encouraged and built upon.

Innovation and Creativity Within the Team

Ahmed nurtures innovation and creativity in his team by embracing new ideas and participating in meetings to brainstorm until they find a suitable concept for the company.

He creates an open space for creativity and encourages constant feedback to refine ideas or improve existing processes. Ahmed believes in giving people chances and maintains an open-door policy, allowing employees the freedom to discuss any concerns or suggestions they may have.

Need for Efficiency

• Employee development and growth: When building a new project or concept, the most important quality Ahmed looks for in a team member is a passion for what they are doing; everything else will follow. According to him, the two most crucial attributes are ambition and passion.
• Handle constructive criticism: Ahmed values constructive criticism and feedback, seeing them as essential for becoming a successful company. Listening to people’s opinions enables the company to continually improve its standards and meet clients’ expectations.

Passion for Creating Food

Ahmed is deeply passionate about creating healthy and delicious food. He oversees every food tasting and provides feedback on how to improve each dish, ensuring that quality is always implemented. To maintain quality standards, he conducts random checks on various days.

What sets their products apart is their commitment to high quality and ISO standards. They offer a diverse range of dishes with exquisite tastes. Additionally, their services follow a holistic approach, with implemented milestones for clients to track their progress and receive awards upon reaching their goals, focusing on hydration, activity, sleep, and dietary consumption.

Introducing a new concept called Numou Now, they offer seeds for purchase, allowing customers to order food anytime and anywhere. Orders are delivered hot and fresh within an hour, providing convenience and quality to their customers.

Disciplined Routine of Ahmed

Ahmed wakes up early every day, focusing on his workout routine and playing a little tennis. He then heads to the office, ensuring he is updated on all the departments and aware of the latest developments. Ahmed schedules meetings for any departments he feels need improvement, demonstrating his commitment to maintaining a well-organized and efficient work environment.

Future of Healthy Food Options

Ahmed envisions that awareness of healthy food has only just begun in the MENA region, and there’s a shift in mindset towards understanding that the quality of what you consume is more important than simply counting calories. He and his team are eager to continue growing and enhancing their services while also expanding their presence in the MENA region. They are committed to being at the forefront of this evolving understanding of nutrition and health in the region.

Elevating Lifestyles

Lightfields Co. is a company that prides itself on driving innovation and staying ahead of the curve. According to Ahmed, the company’s approach involves gamifying their application and integrating features that enhance the clients’ lifestyles in a 180-degree transformation.

At the heart of Lightfields Co.’s strategy is the belief that by gamifying their application and adding features that seamlessly integrate into the clients’ daily lives, they can create a more engaging and impactful experience. This approach aims to motivate and empower clients to make positive changes and improvements to their lifestyles.

Future of Health and Food Tech

Ahmed envisions Lightfields Co. as the leading entity in the Middle East and North Africa (MENA) region for health and food technology within the next decade. Specifically, he foresees that within the next five years, the company will pioneer the integration of lifestyle changes through gamification, thereby expanding its presence across all Gulf Cooperation Council (GCC) countries.