GINN MENA

Advancing Harm Reduction Across the Middle East

Welcome to GINN MENA

The Global Institute for Novel Nicotine (GINN) is proud to expand its global mission with the creation of GINN MENA—a dedicated platform focused on promoting responsible innovation, education, and advocacy for novel nicotine products across the Middle East and North Africa.

As smoking-related health burdens remain high across the region, GINN MENA will work with policymakers, healthcare professionals, industry partners, and consumers to champion the harm reduction potential of oral nicotine pouches and other reduced-risk products.

Meet Joe (Youssef) Sakr – Associate Director, GINN MENA

GINN is delighted to welcome Joe Sakr (Youssef) as our new Associate Director, MENA. Joe brings extensive experience and leadership in the nicotine and harm reduction sectors across the region, most notably as the former Chief Commercial Officer of Badael — Saudi Arabia’s leading pouch company supporting the Kingdom’s smoking cessation and harm reduction efforts.

During his tenure at Badael, Joe played a groundbreaking role in:

Supporting Saudi Arabia’s government-led smoking cessation programs.
Successfully positioning nicotine pouches as a viable alternative to cigarettes.
Leading widespread stakeholder engagement across healthcare, retail, and policy communities.

With over two decades of commercial leadership experience across global brands and deep roots in Middle Eastern markets, Joe now brings his passion for harm reduction and public health to GINN.

“The MENA region deserves innovative solutions that align with local culture while protecting public health. I am proud to join GINN to help advance this important mission.” — Joe Sakr

📩 Contact Joe : joe.sakr@ginn.global

GINN MENA Strategy Overview

Positioning and Branding

Prominent Leadership

Joe Sakr will serve as the regional voice and face of GINN MENA.

Harm Reduction Messaging

Emphasize nicotine pouches as safer alternatives to smoking.

Localized Content

Tailor messaging to cultural and family-oriented themes.

Stakeholder Engagement

Collaborate with healthcare providers and policymakers.
Highlight nicotine pouches in smoking cessation initiatives.

Membership Drive

Exclusive access to MENA-focused content, insights, and live webinars.
Build a LinkedIn community to encourage member engagement and experience-sharing.

Outreach and Awareness

Conduct seminars and workshops featuring Joe Sakr.
Utilize digital campaigns to target consumers, professionals, and policymakers.

Public Relations

Publish articles and media interviews showcasing harm reduction benefits.
Share success stories and testimonials to inspire others to switch to safer alternatives.

MENA Focus: UAE and Saudi Arabia

UAE

In the UAE, thought leaders including Prof. Fagerstrom and leading pulmonologists have spoken publicly in favor of nicotine pouches as part of harm reduction strategies. GINN MENA will build on this support by amplifying scientific voices and facilitating public health dialogue.

Saudi Arabia

Saudi Arabia is fast becoming a model for regional harm reduction. The Badael company championed the introduction of nicotine pouches as an effective tool in the national smoking cessation toolbox. GINN MENA will continue to work closely with the relevant stakeholders and industry champions to advance harm reduction principles and responsible innovation.

GINN MENA is committed to working with partners across the region to reduce the burden of smoking and offer adult consumers safer, science-backed nicotine alternatives. Stay tuned for upcoming events, expert insights, and opportunities to get involved.