The Grasslands Team

Lara El Saad

Languages: English, Arabic

Market Manager, UAE & KSA

Lara is the Market Manager for the UAE and KSA, where she leads market growth, develops customer relationships, and supports the regional commercial strategy.

She brings over 16 years of experience across commercial, operational, and HSE leadership roles with global organizations, including GE, with a track record spanning Europe and the Middle East. Her background includes leadership roles in operations, commercial excellence, and business development.

In parallel, Lara has served as Managing Director of Basamat Group, her family-owned, Dubai-based food sourcing and supply business, since 2022, leading the company’s strategic direction and operations. Established in 2006, Basamat has built a strong presence within the UAE food supply chain.

Following the integration with Grasslands, Lara plays a key role in aligning Basamat’s established distribution network and customer relationships with Grasslands’ international sourcing capabilities, strengthening the link between sourcing, supply, and customer needs in the region.

Lara holds a Bachelor of Science in Environmental Health Science from the American University of Beirut, a Master of Science in Environmental Technology from Imperial College London, and a certification in Circular Economy and Sustainability Strategies from Cambridge Judge Business School at the University of Cambridge.

Based in Dubai, she brings both regional insight and global experience to support Grasslands’ continued growth in the agri-food sector.

Outside of work, Lara is a lover of the outdoors, and when the weather in the Arabian Gulf permits, she enjoys camping and hiking with her family. She can also be found exercising and celebrating her culture through folkloric dance.