On February 17, our entire team gathered at Le Royal Hotel for the Annual General Company Meeting—an inspiring full-day event that brought together colleagues from sales, marketing, and support functions. The day was marked by collaboration, reflection, and a shared vision for the future.

The workshop opened with a keynote from our CEO, Anthony Massoud, who outlined the strategic priorities for 2025–2026 and set a clear direction for the company’s continued growth. This was followed by a presentation from our Sales Director, Vartan Kaprielian, who reviewed the previous year’s achievements, announced ambitious new targets, and introduced an evolved sales structure aimed at accelerating performance.

A highlight of the day was the Best Sales Awards ceremony, where we recognized top performers for their exceptional results and unwavering commitment.

Our Operations Director, Graziella Chahwan, then presented the key marketing priorities for the year, while Gay Mandour, our Business Development Manager, offered a preview of upcoming innovations—providing a forward-looking perspective on the evolution of our brand portfolio.

In the afternoon, participants joined focused breakout sessions by sales channel. Business Unit Managers led in-depth trade presentations, outlining strategic activations for priority brands and reinforcing each brand’s unique positioning and purpose.

This year’s meeting wasn’t just a review of past accomplishments—it was a celebration of our people and a springboard for the exciting journey ahead.