M. Badir Group – Investments and Entrepreneurship, founded in 2006, is a success story that blends a long-standing family tradition with modern innovation and entrepreneurship. The company, which began as a small business marketing raw materials for the baking industry, has grown into a diverse, multidisciplinary group leading in the fields of food, real estate, and technology.
The company’s founder, Muad Badir, was born in 1985 into a family of entrepreneurs and businesspeople. His father, a seasoned businessman, established Al-Nour Bakery in 1983 and went on to develop additional businesses, including founding the Al-Nour Flour Mill in 2003—the first of its kind in the region.
Muad, who absorbed his entrepreneurial spirit from his father, began his business journey at a young age. After completing high school, he worked in the family business while simultaneously studying business administration and economics.
In 2006, at just 21 years old, Muad set out on his own and founded M. Badir as a sole proprietorship. Within a year, in 2007, the company was incorporated—marking the start of rapid and impressive growth. The company initially focused on marketing raw materials for the baking industry, a field Muad knew well from his family experience.
In 2023, as part of a significant rebranding move, the raw materials company was renamed “Desserta”, a step that reflected the company’s renewal and advanced positioning. Today, Desserta is one of the leading and most influential players in Israel’s baking ingredients market.
Over the years, M. Badir expanded into new fields. In 2014, the group acquired the original family bakery, Al-Nour, which underwent significant transformation and development. Renamed first to “Al Nour” and later to “Qamha”, the bakery was redesigned and transformed into a boutique bakery that includes a café and a traditional taboon oven. Today, Qamha is a successful café and restaurant chain and an integral part of the M. Badir Group.
Alongside the expansion in the food sector, the group also entered the real estate industry. The company acquired properties and commercial lands, and in 2019 began planning two large complexes: “Lev 11” and “Lev 18.” These architecturally modern complexes are located in the Lev Haaretz industrial zone, between Rosh HaAyin and Kafr Qassem, and combine retail, industry, storage, and office spaces. Construction began in mid-2020, and by mid-2023, the complexes were occupied by a wide range of leading businesses.
Tenants include Tempo, Hasadeh, Soho Collection, Molcho (electrical equipment), Technomed, Pharm Express, top organic companies, law and accounting firms, specialist clinics, restaurants, and a delightful children’s play center. This mix creates a vibrant, dynamic space that meets a wide variety of commercial and business needs.
Innovation and technology are a core part of the group’s activity. In 2018, M. Badir expanded into the import and marketing of professional industrial equipment for bakeries, dough factories, food plants, and patisseries. This activity grew further in 2020 with the establishment of “debecker”, a company specializing in importing, marketing, distributing, planning, and building food factories, bakeries, and patisseries.
The group's entrepreneurial spirit is also reflected in innovative projects like “Sufra”—a culinary center offering professional courses and workshops in baking and culinary arts. Sufra (Arabic for “set table”) is an advanced training center with diverse study tracks. It combines a professional yet enjoyable experience, teaching even beginners how to open and run patisseries, bakeries, and Italian restaurants. It offers specialized workshops in pizza, chocolate, doughs, breads, and sourdoughs. Courses are led by renowned chefs, and the center also hosts team-building days and group workshops.
In parallel, the group operates “Badira”, a tech incubator focused primarily on foodtech. The incubator nurtures entrepreneurs with innovative ideas, reviewing each proposal individually and supporting those aligned with the group’s vision. Selected entrepreneurs receive access to fully equipped workspaces, resources, support, and a partnership in the final product. While Badira focuses mainly on food technologies, it also welcomes innovative ideas in related fields.
One of the group's most strategic moves was the acquisition of Maor Sahar in 2022. A veteran company with a 43-year reputation in the distribution of products and raw materials for bakeries and patisseries, this acquisition strengthened M. Badir’s market position and enabled it to further expand operations.
Beyond business, Muad Badir nurtures his lifelong love for horses. The group’s “Elkinan Stud”, named after his eldest son, is an expression of this passion and an integral part of the group’s identity.
M. Badir Group is characterized by a young, dynamic management team—the oldest member is just 37. This reflects the company’s youthful and innovative spirit, blending proven experience with bold, creative thinking. The team brings a fresh, forward-looking approach to business management while staying true to the group’s traditional values and foundations.
The group operates an impressive distribution network, with more than 500 points of sale across country —from north to south. This nationwide presence highlights the company’s continuous growth and its status as a major player in the local market.
The group has also begun expanding its activity to international markets. Currently, efforts are underway to extend operations to the UAE and other international destinations.
The vision is to transform this local success into a global one—turning M. Badir from a local company into a significant international player, sharing its knowledge and experience in baking, culinary arts, entrepreneurship, and real estate.
From a small raw materials business to a multidisciplinary group leading across various sectors, M.Badir is powered by the unique fusion of family tradition, technological innovation, and youthful entrepreneurial spirit—combined with a deep commitment to quality and values—making it one of the most prominent and inspiring companies in the business landscape.
e From humble beginnings to industry leadership, our journey is built on passion, purpose, and people.
M.badir Group, From Vision to Reality Delivering Excellence
