Rdna, meaning ‘our land’, supports local farmers and producers by providing them with a platform to sell their products to consumers in-store or online.
Taking into account the importance of not only supporting local produce, but creating a close connection between suppliers and consumers, Soraya Abouleish and Mohamed Helmy launched Rdna under KMT House. Meaning ‘our land’ in Arabic, Rdna is a marketplace selling a wide range of locally-made fresh food and beauty products, all the while promoting the ethos of conscious shopping.
"We connect consumers who want to make more conscious choices with suppliers who make their products with love and care," Soraya Abouleish, co-founder of the market, told CairoScene.
Rdna – founded in 2019 – has an ethos of providing fresh produce and skincare products so that consumers are aware of where their stuff comes from. Customers are also given the opportunity to support a community of over 65 small-scale and slow-food suppliers, 15 of which are local farmers. The platform has featured their suppliers in their online series called 'Rdna Stories'.
"We connect the consumer with the story of the people behind their food," Abouleish said. "We want to keep in mind that the process is about the humans involved, not about the commodities."
To start browsing their products and place an order, you can visit Rdna’s Instagram page or call them at +201285600011. They currently deliver across Cairo in light of the escalating urgency for social distancing.