الرؤية:

• أن نكون المزود الرائد لمنتجات الكيتو اللذيذة والمتاحة في جميع أنحاء المنطقة.
• لإحداث ثورة في تجربة الكيتو من خلال تقديم مجموعة واسعة من الأطعمة اللذيذة والمكونات الأساسية.
• لتمكين الناس من تحقيق أهدافهم الصحية من خلال أسلوب حياة كيتونية مستدامة وممتعة.

المهمة (الرسالة):

• أن نخبز بشغف ونبتكر بلا هوادة، وصياغة منتجات الكيتو بأعلى لذة ممكنة و توفيرها لمتناول الجميع.
• للحفاظ على أعلى معايير الجودة والشفافية، وضمان أن كل منتج متوافق مع نظام الكيتو بملصق يحتوي على معلومات دقيقة.​
• لتوفير دعم استثنائي للعملاء وموارد تعليمية، وتوجيه وتحفيز الأفراد في رحلات الكيتو الخاصة بهم.
• الحفاظ على الالتزام بأعلى معايير النظافة والممارسات الأخلاقية فالعمل، وتعزيز بيئة خبز نظيفة وآمنة.

The founder's keto journey

In 2014, after undergoing a heart procedure that involved placing three stents due to an 85% artery blockage, I knew I needed to take better control of my health. I had always pursued a healthy lifestyle, but this incident shook me to my core. A few months later, over a casual dinner, a family friend mentioned a new dietary approach called “keto.” It piqued my interest immediately.

That night, I dove into the internet looking for information. To my surprise, keto was still fairly new with limited resources available. But I was intrigued enough to start the very next day. I even convinced a friend to join me. With a basic understanding, I committed to a strict 30-day keto diet. The results were astonishing—so much so that I extended it to two months, then three.

By that point, I had not only lost significant weight, but I noticed a boost in my energy, mood, and overall well-being. Eventually, I transitioned into a lighter, more sustainable form of keto. Over the next 10 years, I didn’t just follow the diet—I studied it, experimented with it, and adapted it to real life.

Craving the foods I grew up with—bread, rice, pasta, even desserts—I took it upon myself to recreate them using keto principles. I went deep into food science and ingredients until I could mimic the flavors and textures I missed without sacrificing the diet.

This led to the creation of multiple keto recipes and eventually a packaged food business in 2019, starting with one core product: blanched almond flour. It made it onto major supermarket shelves, but the business didn’t reach its potential due to marketing challenges.

Later, I transformed part of my packaging space into a bakery, and although the idea was strong, it still lacked a client base. I kept the bakery and moved it to my own land to eliminate rental costs, ready to restart when the time was right.

In early 2025, I launched NutShelf Cloud Kitchen—my first fully operational keto-based pizzeria, running on a cloud kitchen model. Now, I manage three branches of one vision:

• The Nut Shelf Trading Co. (TNSC): sourcing and importing keto ingredients.
• The Nut Chef (TNC): crafting premium keto foods, including the dough.
• NutShelf Cloud Kitchen (NSCK): a fast-food model serving delicious, health-oriented pizza made from that specialized dough.

This journey has taught me resilience, discipline, and the importance of passion-driven innovation. Today, I hold a coaching certificate from Dr. Berg in Keto and Intermittent Fasting, and I’m driven by a mission:

To make keto not just accessible—but craveable.