Cracking the market

Al Rifai – the ‘Rolls-Royce of nut companies’ – is famous throughout the Middle East for its perfectly roasted pistachios and giant cashews. Now the Lebanese company has opened a Swedish HQ as it attempts to break into the European market with its premium products. Monocle travels to Helsingborg to see how heir apparent Moussa Al Rifai Jr is developing this iconic family business.