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This case explores the journey of Rashid Gargash, an Emirati entrepreneur who developed RashTions, a mission-driven, functional food product designed to address food insecurity and promote sustainability in the UAE and beyond. Drawing on Rashid’s personal experiences, the case highlights the intersection of innovation, social impact and operational control in an emerging market. RashTions enables students to assess challenges in branding, marketing and scaling a social enterprise in a resource-constrained environment, where institutional trust and family dynamics shape entrepreneurial behavior. As Rashid prepares to expand his operations and reach broader markets, students are prompted to consider whether he can scale...
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