Press & Media
Ooforia is building the Arab world's first data-driven food creator platform. Here's what you need to know.
About Ooforia
Ooforia is the Arab world's first coordinated food creator marketing platform. Founded by Youssef El Deeb, the creator of Fatafeat TV (the Arab world's first food channel, reaching 55 million households before its acquisition by Discovery Networks in 2013), Ooforia coordinates weekly "Surge" campaigns where 20–30+ food creators post simultaneously under the same hashtag, creating algorithmic events that brands can ride.
Unlike traditional influencer marketplaces, Ooforia scores every piece of content using AES (Aklopedia Engagement Score), a proprietary metric that weights saves at 40%, the hardest engagement action to fake. Combined with 5-layer automated fraud detection, Ooforia delivers verified engagement that brands can trust.
Since November 2025, Ooforia has run 16 weekly contests producing 290+ reels and over 5.7 million organic views, building what may be the most comprehensive food creator performance dataset in the GCC region.
Platform Stats
Proven Brand Results
All results achieved organically. Brands were not involved or paying.
| Brand | AES Score | Creators | Note |
|---|---|---|---|
| Heinz (#aklosalsa) | 9.23% | 23 | Zero spend, zero disqualifications |
| Almarai | 7.37% | 20 | Zero disqualifications |
| Kiri | 6.43% | 18 | Organic, unsponsored |
GCC industry average engagement: 3.1% (source: HypeAuditor, Statista)
About the Founder
Youssef El Deeb
Founder & CEO, Ooforia
Youssef El Deeb is an Egyptian-born, Dubai-based media executive, filmmaker, and author. In 2006, he created Fatafeat TV, the Arab world's first dedicated food channel, growing it to 55 million households across 22 countries before its acquisition by Discovery Networks in 2013.
He is the author of three published books including "Arabs! Wild, Wonderful, Quirky" and "Everything You Wanted to Know About Islam But Were Afraid to Ask: 99 Factoids." He also created Asmaa Journal, a guided spiritual journey through the 99 Names of Allah.
Through Ooforia, Youssef is applying data-driven methodology to the creator economy, building what he calls "the Surge Engine", a synchronized wave model where coordinated creator activity generates algorithmic momentum that individual posts cannot achieve alone.
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