Exclusive Interview | Ibrahim El-Farakh, “The Master Confectioner of Tanta”:‘Wesh El-Hella’ is a Family Invention That Cannot Be Imitated

Tanta – Sayed Shory:

“Beware of unlicensed workshops — your health is priceless.

”The art of confectionery demands precision, creativity, and a deep understanding of tradition.

In Tanta—long celebrated as Egypt’s capital of sweets—hundreds of shops and factories compete for the title of “the original.” Yet among locals, one name consistently rises above the rest: El-Farakh.

In this special interview, we speak with Haj Ibrahim El-Farakh, known affectionately as “The Master of Safety” and often referred to as “Sheikh of Confectioners.”

He stresses that confectionery is not merely a business but a heritage and a part of Egypt’s cultural identity. Preserving this craft, he says, is a duty he takes seriously, which is why he remains committed to maintaining authenticity while mentoring younger generations.

El-Farakh inherited both the profession and its passion from his late father, who taught him the revered “secret of the craft” and instilled in him the principle that true success only comes through sincerity, integrity, and responsibility toward customers.

What began nearly eight decades ago as a small shop and workshop in Tanta has grown into an esteemed name in oriental sweets across Egypt—yet the brand has retained its traditional soul.Below is our full conversation.

● How did the journey of “El-Farakh” begin?

The story began with my father, may God rest his soul, around 70 to 80 years ago. For him, the craft was a daily passion before it was a source of income. I inherited a small shop and workshop, but the real inheritance was the love for the trade and its secrets.

We started with halawa nashfa, halawa tahini, and homsia—signature products of Tanta. Over the years, “El-Farakh” became a trusted name in these items, and we remain known for them today alongside basbousa, harissa, and many others.

● How did “El-Farakh” become one of the most prominent names in Gharbia?

People trusted us because we preserved what has become rare today: uncompromising quality, genuine cleanliness, and fair prices. That is the essence of success.

If the raw materials aren’t top-grade, nothing else works.This was my father’s philosophy, and I still believe it outweighs any modern technology. In addition, I am present in the workplace every day, monitoring the production line myself. Experience and honesty are what build a reputation that lasts 80 years.

● What have been your key achievements in recent years?

We have expanded significantly, opening several branches—including one in Alexandria, others across Tanta, the stadium area, and Mansoura.We also launched a new sub-brand called “Bonbon” as part of our strategy to diversify and appeal to a broader customer base.

● Are there plans to expand internationally?

Yes, absolutely. We are working toward that goal with great enthusiasm. It is our hope that the name El-Farakh will soon cross borders.

● How do you approach trends and innovation in the sweets industry?

Not every trend succeeds, and not everything fashionable resonates with customers. We enjoy innovating, but without losing our identity.

One of our unique products is “Wesh El-Hella,” a creation exclusive to us. Many have tried to replicate it, but no one has reached the true “secret of the craft.”We also develop both oriental and western desserts, chocolate, ice cream, juices—everything new, but always with our signature quality.

● People call you “Sheikh of the Craft.” How do you view this title?

It is a title we hold dearly because it reflects excellence in a craft we inherited more than eight decades ago.In the past, everything was done by hand without modern equipment, and that taught us the true value of the profession. The title is a responsibility before it is an honor.

● How have you maintained success for all these years?

My father didn’t leave me just a factory—he left me the essence of the craft. That is what sustained our success.To this day, I work with my hands and supervise every detail. Real success requires effort, perseverance, and integrity.

Unfortunately, many imitate us; any new product we introduce is immediately copied. But success is never achieved through imitation—it comes from creativity and consistency.

● What advice would you give consumers when purchasing sweets?

Buy from genuine craftsmen—people with conscience and experience.Sweets are not just about flavor; they represent health, quality, and trust.I strongly warn against sweets produced in unlicensed or “back-alley” workshops.

● Any final message?

Integrity is the foundation of success. Placing God in your dealings brings blessings before anything else.

And to young people, I say: work hard, stay committed, and don’t compare yourself to others. Imitation is not a road to success—creativity is what builds a name that lasts for 80 years… or even more.