Al Rifai Nuts (Rifai) was a firm headquartered in Lebanon and engaged in the production and retailing of mixed nuts. It had sustained its market presence since 1948 and achieved recognition as a brand with considerable equity deeply rooted in local cultural traditions. In response to the economic challenges and instabilities that characterized Lebanon from 2017 to 2020, Rifai was acquired in 2021 by MERIT Invest. After the acquisition, the new management team embarked on an extensive rebranding initiative, focused on expanding the Rifai’s international presence and growing the brand. Its strategy aimed to elevate the brand and build on its existing success and reputation to attract new clients in new markets. The challenge was whether Rifai could achieve status as a global premium brand while preserving its Lebanese heritage and identity that customers had cherished for over 70 years.
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