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About Sim Sim’s Cairo Street Eats:
Samia El Naggar is the president of Sim Sim's Cairo Street Eats (formerly known as Noona Foods). Her goal was to introduce a complete line of products that are healthy, easy and quick to prepare. They started by producing and distributing their first product to health food stores, the Noona Falafel, which is vegetarian, healthy and light. Noona Falafel is a new type of falafel, which needs no time to prepare.
Samia has a business administration degree from Alexandria University in Egypt and computer science diploma from AUC Cairo Egypt. She worked as a financial manager in different companies in Egypt, England and Canada for the last 20 years. In 2003, she started introducing Noona Foods’ first product to the market by participating in food and trade shows and selling their frozen sandwich kits to health food shops. They were operating at the Toronto Kitchen Incubator, but at the end of 2005, due to the location change of TKI, they decided to stop production and start looking for another location. Since November 2011, they started again presenting their products through the Toronto Underground Market.