It takes some effort to fathom the narrative of Beirut-based Johnny R. Saade (JRS) Holding. The family conglomerate, owned and managed by brothers Karim and Sandro Saade, entails four diverse ventures worthy of exploration and business analysis, while the geographic aspects of the “Syrian-Lebanese family with Greek Orthodox origins” and their history adds a further dimension of intrigue. Taking one’s cue from the largest and oldest venture in the conglomerate, travel agency Wild Discovery, the natural assumption about the holding’s risk orientation and corporate philosophy might be a nomadic and adventure-seeking approach. That, however, is less than half of the story. The holding entails two other enterprises that incorporate the opposite of a nomadic spirit. Greenstone is a real estate developer of select properties that has so far been focused on metropolitan Beirut. Even more rooted to the soil is the holding’s third area of productivity which comprises two vineyards
