Adib Maksoud joins TONE Europe as sales manager for MEA

Adib Maksoud joins TONE Europe as sales manager for MEA

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.


Professional experience

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.


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About author

Rita Ghantous

Rita Ghantous is a hospitality aficionado and a passionate writer with over 9 years’ experience in journalism and 5 years experience in the hospitality sector. Her passion for the performance arts and writing, started early. At 10 years old she was praised for her solo performance of the Beatles song “All My Love” accompanied by a guitarist, and was approached by a French talent scout during her school play. However, her love for writing was stronger. Fresh out of school, she became a freelance journalist for Noun Magazine and was awarded the Silver Award Cup for Outstanding Poetry, by The International Library of Poetry (Washington DC). She studied Business Management and earned a Masters degree from Saint Joseph University (USJ), her thesis was published in the Proche-Orient, Études en Management book. She then pursued a career in the hospitality industry but didn’t give up writing, that is why she launched the Four Points by Sheraton Le Verdun Newsletter. Her love for the industry and journalism led her to Hospitality Services - the organizers of the HORECA trade show in Lebanon, Saudi Arabia, Kuwait and Jordan, as well as Salon Du Chocolat, Beirut Cooking Festival, Whisky Live and other regional shows. She is currently the Publications Executive of Hospitality News Middle East, Taste & Flavors and Lebanon Traveler. It is with ultimate devotion for her magazines that she demonstrates her hospitality savoir-faire.

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