UAE-based Homegrown Ventures has announced the final close of its debut fund, securing $22.8 million to invest in early-stage consumer brands across MENA. The firm, which exceeded its initial $20 million target, is positioning itself as the region’s first dedicated venture capital firm for the consumer packaged goods (CPG) and fast-moving consumer goods (FMCG) sectors.
Quick Facts
- Fund Size: $22.8 million for debut Fund I.
- Focus: Early-stage CPG and FMCG startups.
- Initial Investments: Five companies, including PawPots and Plaay.
Tapping a Neglected Market
Homegrown Ventures is targeting a significant gap in the regional market, which has long been dominated by multinational corporations. The firm believes a new generation of founders understands local culture and consumer needs far better, creating an opportunity for locally built brands to thrive. The fund will concentrate on “better-for-you” companies in categories like food and beverage, health and wellness, and personal care.
“With over 55% of the MENA population under 35, we are witnessing a structural shift that most investors are still sleeping on,” said Nader Amiri, General Partner at Homegrown Ventures. “These consumers don’t just want local alternatives, they are actively choosing them, demanding transparency, better ingredients, and brands that reflect who they actually are.”
Operator-Led Capital for CPG Founders
The firm was founded by Nader Amiri and Ahmad Shamieh, two industry veterans with decades of experience at global giants like Unilever, Coca-Cola, Kraft/Mondelez, and Danone. Having also been founders themselves, they offer portfolio companies hands-on operational experience, a key differentiator in a market where specialized CPG investment is rare.
“What separates Homegrown from everything else in this market is that when a founder sits across from us, they’re getting partners who have negotiated with the same retailers, built the same supply chains, and made the same mistakes,” explained Ahmad Shamieh, General Partner at Homegrown Ventures. “That’s an unfair advantage we pass directly to our founders.”
Early Bets on Local Brands
Ahead of its final close, Homegrown Ventures has already invested in five startups, signaling momentum in the sector. The portfolio includes PawPots, a fresh pet food company, and Plaay, a brand offering clean-ingredient chocolate with no processed sugar. These early investments align with the fund’s strategy of backing brands tailored to the region’s evolving consumer preferences.
The fund will continue deploying capital into early-stage consumer brands across MENA, South Asia, and select international markets.
About Homegrown Ventures
Homegrown Ventures is MENA’s first venture capital firm exclusively focused on early-stage Consumer Packaged Goods and FMCG brands. Founded by operators Nader Amiri and Ahmad Shamieh, the firm invests in purpose-driven consumer brands across the Middle East, North Africa, and South Asia. It provides capital alongside strategic and operational expertise and access to a network of retail, manufacturing, and distribution partners.
Source: Wamda
