Adib Maksoud, a dedicated expert with 23 years of experience in the coffee industry, has joined TONE Europe GmbH as its sales manager for the Middle East and Africa region.
Maksoud brings with him two decades of specialized experience in the coffee industry. He has demonstrated a profound dedication to fostering valuable partnerships and empowering both consumers and businesses. Furthermore, his commitment makes him an ideal candidate for propelling TONE’s growth in the MEA region.
Maksoud has held positions such as barista, general manager of a distribution company, and commercial director. He is also a master roaster and cup taster and has played a key role in national and international barista competitions.
Commenting on the new appointment, Jörg Krahl, MD of TONE Europe, stated: “We are very pleased to have Adib Maksoud with his long-term business experience in this region on board to further develop this exciting market in the Middle East.“
Maksoud said: “My journey eventually brought me to TONE. While I was working in Lebanon, I had the privilege of collaborating closely with Holger Welz, the CEO of TONE, over numerous years, representing his brand. In 2017, Holger invited me to Zurich to witness the unveiling of an innovative coffee technology machine. It was during this visit that I had the unique opportunity to not only witness but also contribute to the development of the initial prototype of the TONE COFFEE machine. This experience marked the genesis of my engagement with your company.”
Adib Maksoud’s plans for TONE MEA
- Forge strategic partnerships: establishing strategic partnerships with the right entities across the region. In addition to amplifying TONE’s reach, enhancing our mutual capabilities, and effectively catering to the diverse needs of the market.
- Empower consumers and businesses: working closely with consumers and businesses in the MEA region.
- Elevate demand and quality: Help TONE become the leading brand in the MEA region, both in terms of demand and machine quality.