For over the last two decades, Seda has been working with clients in the Food and Beverage space to advance not only their revenue growth but also profitability through Innovation with Purpose. Fascinated by consumer behavior, Seda has a consistent drive in bringing novel, exciting products to market building on strong client relationships across all continents. Seda thrives in identifying market gaps ahead of time and strategically advancing market positions of her clients. Her proactive approach continues to strengthen the relationships she’s built and the impact she’s able to deliver for both her clients and their consumers. In 2016, Seda pioneered Tetra Pak’s inaugural Customer Innovation Center in Dubai, setting new standards in the country’s F&B industry. In 2019, she was awarded “Best Stand of The Year” at Gulfood Manufacturing, and she has been a permanent judge for Gulfood Innovation Awards since 2018