Its vision? To empower local economies, families, and inherently improve their quality of life.

2019-07-28

By Mariam Nabbout

Source: Tulua.io

The Middle East is a region of disparity; huge socio-economic gaps within communities have always existed. For years, the region's chasms were overlooked or deemed impossible to improve. However, things seem to be changing as a tech-driven startup scene focused on creating a better future for upcoming generations emerges. 

One of these businesses is Tulua - the Arabic word for "rise" - a startup invested in technologies to help anyone become a micro-farmer. The initiative aims at decentralizing farming in Middle Eastern countries, helping people and communities generate income through the industry. 

Tulua's CEO and co-founder Jonathan Reyes has had a diverse career spanning different industries. His background in tech and interest in artificial intelligence (AI), combined with years of experience in Los Angeles, U.S., pushed him to start his current company. 

Reyes moved to the Middle East in 2012 — eager to immerse himself in the region's culture. Shortly after his move, Reyes took a role at STEP Group, the parent company of StepFeed, and explained that he "was very passionate about seeing this new voice emerge giving shape to the modern Arab that loves tech, culture, and change."