The F&B Experts Hub

Core Values


We will manage our business honestly and ethically. We will always do what is right and take personal responsibility for our actions.


We will build and improve on the investments entrusted to us. We will invest and empower on the ground to build and manage successful business to further grow our portfolio. We will manage in a way that earns the trust and respect of all of our investors while enhancing our company’s reputation.


We will work together as a team using our employee’s unique talents in a spirit of cooperation and trust, holding each other accountable for achieving our mission..

Our Strategy

Our Subsidiaries

SAS; the pride and joy of ASH Holding. Through it's 20 years partnership with Sidel Group, SAS has become the corner stone of our expansion strategy providing a complete solution for the Food & Beverage Industry.
Currently under establishment, SAS INTEGRATION, is intended to provide project management solutions, and cater to the diverse needs of production facilities and conditions providing tailored solutions allowing our customers higher degree of flexibility and ability.
SAS INGREDIENTS is our newest addition to our Food & Beverage industry companies. It will complete our value chain offering through added high quality ingredients, flavors, and additives to our range of products to offer our customers.
Established in 2008, FMTSTEEL became one of the leading food & beverages processing equipment manufacturers and suppliers. Offering a comprehensive range of food & beverages processing equipment in stainless steel and food grade materials, to meet hygienic norms and special processing demands of its customers.
SOCAPS ME established in 2016, is a spin-off of the originally owned technical service team of SAS to be part of a world network of technical service providers through a joint venture with SOCAPS. Allowing SOCAPS ME to provide its highly qualified technical services, such as instillation, startup and commissioning services in the Middle East.
After 10 years of extensive experience in supply chain, packaging and plastic pallets, in 2019 SASPAK was established, in joint venture with Atlantic Packaging, from Morocco. SASPAK aims to meet the customer packaging needs in the MEA region, by providing the best product suitable from suppliers in the world. We aspire to become the Amazon of packaging.

ASB Geographical Coverage

Design 01 - Modification 06-2


To be recognized as a regional leader in Equipment, Engineering, and Packaging solutions, offering the most reliable and trusted services, solutions and products.


Established Since
Turnover (Million)
Regional Employees

Our Mission

Our mission is to create value for our customers, shareholders, employees and community.

We strive to be among the best turn key solution providers in the food and beverage industry from the Atlantic to the Gulf.

We are a highly talented workforce, committed to reliability and consistency, and maximizing every investment opportunity.

We believe in creating an environment where people want to work, and where personal success is aligned with company success.

Riad Sabra
Sherif El Bakary
Nader Awad
Mohamed El Bakery Picture
Mohamed El Bakary
Ahmed Hosny
Talal Sabra
Haytham El Reedy
Mahy Hafez

The Dream Team

Founders Collective Experience

Collectively we have on board more than 100 years of experience in the food and beverage equipment, packaging material, ingredients & flavors and supply chain industries along with extensive sales and project management experiences in providing comprehensive solutions for the F&B sector across the region. We are the hub for experts of the food and beverage industry.  

Our Partner Mohamed Awad

Best friend, partner and 30 years’ road companion! 

Mohamad played a leading role in the establishment and the success of our current ASB group 15 years ago. A strong bond in sharing our vision and targets was created spontaneously between Sherif Al Bakary, Riad Sabra and Mohamed Awad resulting in ASB. He was an exceptional entrepreneur and an icon in the world of food and beverage industry. He will remain a model to all of us at ASB, his partners, his family and employees. He was gifted with a unique and amazing ability to communicate and interact with people at all levels due to his positive friendly and optimistic attitude. This has gained him and ASB the trust of our business customers, partners as well as competitors.

In our 30 years of relationship with him, we experienced and learned the love of living, the fighting spirit and always the humoristic mood. He was truly respected and cherished by all. You will always be our role model and we will follow your legacy.

Latest News

JV Signing ASB Holding & Diana Holding

In January 2019, ASB Holding and Diana Holding joined forces by signing a joint venture agreement, forming a new company; SASPAK.

SASPAK aims at being a leading company in the plastic, packaging, sales and solutions industry serving countries from the Atlantic to the Gulf.

SAS Hosted Sidel Value Creation Day in Cairo

SAS hosted the Sidel Value Creation Day in Egypt. SAS is the exclusive partner of Sidel in Egypt.

“Egypt is an important market and one we are committed to, as we continue to build on the strong relationships we’ve formed with region’s leading players in this dynamic and exciting market.  The in-depth discussion and interaction we enjoyed was evidence of the shared passion we all have for creating sustainable packaging solutions for the Egyptian market!” – Sidel Managing Director

For more info about the event, click here

Contact us

For any questions or concerns, please feel free to email us directly: [email protected] or fill the form and one of our team will reach out to you.