Where Heritage Crosses Borders
Cruzar celebrates the meeting of cultures, traditions, and markets through authentic connections and shared stories
The Story Behind Cruzar
Cruzar was born from a life shaped by two cultures. Raised in Argentina with Lebanese roots, the founder grew up between the warmth of Argentine hospitality and the resilience and entrepreneurial spirit of Lebanon.
Driven by curiosity and a passion for international trade, she spent more than twenty years traveling across the Middle East, including Saudi Arabia and the United Arab Emirates, building relationships, understanding regional markets, and gaining deep insight into cultural and commercial dynamics.
In 2023, she returned to Lebanon with a clear vision: to create a platform that connects Argentina and the Middle East through culture, gastronomy, and commerce.
Cruzar meaning “to cross” or “to connect” was created to serve as that bridge between continents, traditions, and opportunities.
The inspiration was also personal. Her family business in Lebanon distributes yerba mate, a symbol of Argentine culture built around sharing, conversation, and community. This tradition became a metaphor for Cruzar’s philosophy: authentic relationships, collaboration, and people-centered business.
Today, Cruzar connects premium producers with international markets while celebrating cultural exchange between Argentina, Lebanon, and the wider region. Through trade, gastronomy, cultural initiatives, and strategic partnerships, Cruzar works to create meaningful opportunities for brands, institutions, and communities.
More than a business, Cruzar is a bridgewhere cultures meet, ideas travel, and new possibilities emerge.
Our Core Pillars
Cruzar Commerce
Through strategic partnerships with institutions and industry leaders, Cruzar enables global market access, cultural exchange, and sustainable growth.
Cruzars Cultural
Through performances, exhibitions, and cultural experiences, Cruzar brings artists and audiences together to create meaningful dialogue between cultures.
Cruzars Culinary
Cruzar’s Culinary Experiences bring Lebanese and Latin American flavors together through immersive tastings and shared cultural stories.
Cruzar Mission
Cruzar connects the Levant and Latin America with global markets by exporting authentic, traceable products and building strategic partnerships that celebrate culture, craftsmanship, and shared heritage.
Cruzar Vision
A world where Levantine and Latin American cultures prosper together in global markets, through trusted, traceable goods, innovative collaborations, and celebrations of craft, heritage, and culture without borders.
Cruzar Founders
Elie Zouein | Co Founder
A Lebanese Hospitality Management graduate from Pigier–Supec, France, with over 28 years of international experience across the hospitality industry in Lebanon, Saudi Arabia, Kuwait, Bahrain, the UAE, Iraq, the United Kingdom, and Spain.
He also completed executive education in Leading Change and Organizational Renewal at Harvard University, strengthening his leadership approach to transformation and organizational development.
Former Chief Operating Officer and current Partner at Swiss Butter Restaurants, he stepped down from his executive role to pursue a deeper passion for fostering cultural exchange and building meaningful connections between societies.
As Co-Founder of Cruzar, he is dedicated to connecting cultures through authentic foods, promoting heritage products, and creating bridges between communities through global trade, collaboration, and cultural storytelling.
Natalia Hassanie | Co Founder
An Argentinean Public Administration graduate from the American University of Beirut, with over 25 years of international experience across government institutions, international organizations, and private sector leadership in Lebanon, Saudi Arabia, the UAE, and Spain.
She also built a multidisciplinary career spanning diplomacy, trade development, and corporate wellness, strengthening her expertise in cross-cultural communication, business strategy, and community-driven initiatives.
Founding Posetivity back in 2013 and Managing MatteCo Foodstuff Trading since 2023, she has been dedicated to promoting wellness, cultural awareness, and meaningful human connections through education, retail, and experiential concepts.
As Co-Founder of Cruzar, she is committed to connecting cultures through authentic foods, promoting heritage products, and creating bridges between communities through global trade, collaboration, and cultural storytelling.
Partner With Cruzar
Cruzar works with distributors, retailers, and industry partners who share our vision of bringing authentic products and cultural heritage to new markets. Through our curated catalogue and international network, we create opportunities for partners to introduce distinctive Lebanese and Latin American products to audiences around the world.
If you are interested in representing our brands in your market, we invite you to explore our distribution program and join our growing global network.