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Our Story

Earth’s natural resources are becoming scarce and disposed. At GROUNDWORK, our mission is to use intuition and scientific thinking to transform such resources into high-end decorative products.

Since 2003, our clients have granted us a universal presence by sharing our breakthrough designs across the globe while aiding our vision of becoming the top global supplier of UPCYCLED earth products.

GROUNDWORK’s three product lines (Retail, Hardscape, and Intermediary Products) meet the most updated international standards and certifications but more importantly they are produced with our consumers in mind; they are our inspiration to be innovative forward thinkers while meeting their unfulfilled needs.

Whether it’s through a tiny fragment of upcycled glass or a block of our carefully crafted candles, we are quite literally striving to lay the GROUNDWORK for a better future.

Our vision

Our Vision is to be recognized as the top global supplier of innovative, eco-friendly earth products providing endless solutions to the decoration and construction industries.

Our Mission

We are using intuition, genie yet scientific thinking transforming earth materials into high-end decorative products. We are highly passionate and ethical towards our customers, stakeholders, employees and above all our environment that encompasses all.

Our Team


Eng. Mohamed Kamal is a graduate of The American University in Cairo with a degree in Construction Engineering (98), a Masters in Construction Management (2000) and a Masters of business administration, MBA (2002). He has occupied several posts in multinational firms until he established Groundwork (Previously Agrolink) in 2003. As the CEO and managing director of the company, Mohamed is the main engine that propels the company forward by overseeing all aspects of the business.


Reham Khalifa is a graduate of The American University in Cairo with a degree in Construction Engineering (99), and a Masters in Construction Management (2002) She has occupied several posts in multinational firms as a relationship manager, and senior project specialist and a financial adviser. Since 2003, Reham has the post of Export Manager communicating with Groundwork.


Rose Samir is a graduate of the Faculty of Tourism and Hotel management from Helwan University of Egypt, with honors. Rose has been the Head of the CEO Office since 2011. Rose is the “glue” of our team where she plays a major role in scheduling, planning important shipments, meetings and events across all 5 continents. Rose is so dynamic and adds to Groundwork’s progress every day.

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