From Homemade Herbs to Global Market: How The Good Thymes Scaled Beyond Borders

How does a Lebanese herb business transform from a personal passion into an international brand? For Fady Aziz , founder of TheGoodThymes , the journey reveals powerful lessons about scaling with purpose and vision.

This article was inspired by the interview done during The Entrepreneurship Marathon-Freedom Edition with Andre Abi Awad & Fady Aziz in 2021

The Good Thymes began as Fady’s hobby — a personal interest in Lebanese herbs that evolved into a business he truly loves. What started as a small local venture has now expanded into multiple international markets, proving that authenticity and quality can transcend borders.

Like many entrepreneurs, Fady faced the classic growth dilemma: how to scale a business beyond its founding market while maintaining its authentic roots. The specific challenge was taking uniquely Lebanese products and making them appealing to international consumers — a significant hurdle for any food business.

Additionally, Fady was caught in the common founder’s trap of being too involved in daily operations, limiting his ability to focus on strategic growth.

Fady’s breakthrough came during The Freedom Workshop that shifted his perspective on leadership and growth. His approach…