Forbes 30 Under 30 2025: Sam Lamiri Recognized for Transforming Traditional Tunisian Harissa into a Global Brand
Sam Lamiri, a 29-year-old Tunisian-British entrepreneur and founder of Lamiri Harissa, has been distinguished in the Commerce & Finance category of the Forbes 30 Under 30 2025 list. Through his harissa project, he has successfully transformed a iconic Tunisian culinary product into an international brand present in over 16 countries.
The Journey Begins
The adventure started during the Covid-19 pandemic. Based in London, Sam Lamiri decided to launch Lamiri Harissa using a traditional Tunisian family recipe. The first pots were prepared locally and delivered by bike in south London, a time when consumers were seeking artisanal and authentic products.
Significant Growth
Four years later, the brand has experienced significant growth. Lamiri Harissa is now distributed in over 200 outlets in the UK and has recently partnered with a European distributor. In 2024, the company sold over 35,000 units, confirming the growing interest in Mediterranean products with strong identities.
International Expansion
Lamiri Harissa is now exported to over 16 countries, including the UK, Tunisia, the US, Canada, Australia, and Kuwait. This expansion demonstrates how a traditional Tunisian product can establish itself in international markets while maintaining its authenticity.
Financial Milestones
Lamiri Harissa raised $257,000 in its first round of funding, supporting the development of production, distribution, and export strategy.
A Symbol of Innovation and Tradition
Sam Lamiri's presence in the Forbes 30 Under 30 2025 list illustrates that innovation can emerge from tradition. Through his harissa project, this young Tunisian entrepreneur shows how a local product can become a global brand and enhance Tunisia's international reputation.
