For nine years, Muhammad Habib built Breadfast without ever writing a public post about the company. Not for marketing. Not for defence. “Not my style,” he said. But this week, the co-founder and COO of one of Egypt’s most valuable startups broke his silence.
In a lengthy Facebook statement posted Sunday, Habib addressed a controversy that has engulfed the e-grocery platform since it announced a USD 50 M pre-Series C funding round in February.
Critics on social media targeted Japanese investor SBI Investment, citing its ties to Vertex Israel, a Tel Aviv-based venture firm, arguing that companies operating in Arab markets should avoid indirect financial links to Israel amid the ongoing war in Gaza.
“We have refused money more than once when it conflicted with our moral boundaries,” Habib wrote, revealing that Breadfast had previously turned down capital from investors directly connected to the Israeli state. Those decisions, he said, were made unanimously by the founders in locked rooms where no one was watching.
The statement offered a rare window into the ethical calculations facing startups in a region where geopolitics and venture capital increasingly collide. Habib argued that international funds operate diversified portfolios across hundreds of countries and sectors, funding hospitals in Brazil, tech companies in India, and infrastructure in Europe.
When they invest in Egypt, he said, it signals confidence in the Egyptian market, not endorsement of a political position.
He also drew a distinction often lost in online boycott campaigns. “A boycott is for a company that has servers directly operating the occupation army, a company providing surveillance technology used against Palestinians, or a company with factories in settlements,” he wrote. “These companies directly contribute to the killings and displacements.”
Breadfast, founded in 2017 by Habib, Mostafa Amin, and Abdallah Nofal, has grown from a subscription bread delivery service into a vertically integrated commerce platform offering groceries, pharmaceuticals, and financial services. Private-label goods now account for roughly 40% of grocery sales, a strategy that has helped the company improve margins in Egypt’s high-inflation environment.
The USD 50 M round, led by Novastar Ventures through its People and Planet Fund III, included backing from Mubadala Investment Company, The Olayan Group, SBI Investment, Asia Africa Investment & Consulting, Y Combinator, IFC, EBRD, and 4DX Ventures. According to disclosures from Swedish investment firm VNV Global, which holds a 7.5% stake, Breadfast’s valuation has risen to approximately USD 403 M.
Habib emphasised that all investors hold minority stakes and that the company remains founder-led and Egyptian-controlled. “If you want Egypt to take its place in the world economy,” he wrote, “we must accept that global capital moves in an interconnected network.”
The controversy arrives at a sensitive moment for Egypt’s startup ecosystem. Over the past two years, currency devaluations, inflation, and reduced global venture appetite have created funding slowdowns and valuation pressure across North Africa [citation. Against that backdrop, Breadfast’s raise, and its reported valuation growth, stands out as a rare bright spot.
Breadfast is not alone in facing scrutiny over its investor lineup. In January, Nigerian defence-technology startup Terra Industries announced an USD 11.75 M seed round led by 8VC, the Silicon Valley firm co-founded by Joe Lonsdale, a co-founder of Palantir Technologies; a data-analytics company whose software is widely used by Western military and intelligence agencies. Alex Moore, a defence partner at 8VC and a Palantir board member, joined Terra’s board shortly after .
The connection drew criticism on social media, with some questioning whether a Nigerian company protecting critical infrastructure, including hydropower plants, mines, and industrial assets valued at approximately USD 11 B, should accept capital from investors with deep ties to U.S. defence and intelligence establishments.
Critics argued that foreign board members gain insight into Nigeria’s security vulnerabilities, infrastructure locations, and surveillance data, creating potential strategic vulnerabilities.
Terra’s co-founder and CEO Nathan Nwachuku has spoken about building “sovereign intelligence” and reducing African dependence on Western powers for security support.
Yet the company’s reliance on capital with ties to foreign intelligence, including an additional USD 22 M extension in February that brought total funding to USD 34 M, with participation from Flutterwave CEO Olugbenga Agboola, has sparked debate about whether financial sovereignty can coexist with foreign investor control
Habib acknowledged that not everyone will agree with his position. “I understand that everyone can look at this subject differently, and I completely respect this,” he wrote. “Each of us has a conscience and makes his decisions based on what he sees is right. My conscience is comfortable: I believe before God that what we are doing is the right thing.”
The company plans to use the funding to expand across Egypt, strengthen supply chain infrastructure, and explore new markets in North and West Africa, ahead of a larger Series C round expected in the first half of 2026. A potential global IPO remains a long-term ambition.