Our Story

NOOG began with a single, unexpected camel.

The founder was gifted a camel by her uncle—not as a novelty, but as a clever way to push her to visit the family barn more often. Like many modern entrepreneurs, she was constantly building companies, moving fast, and running out of time. Visiting the barn meant long drives, manual checks, and relying on second-hand updates. It was inefficient, and it showed her how disconnected even owners of valuable animals had become from their herds.

But instead of seeing this as a burden, she saw it as a business problem waiting to be solved.

As a serial entrepreneur and camel owner, she realized this wasn’t just her issue. Across the region, camels worth tens of thousands of dollars are spread over vast desert land, managed with outdated tools and delayed information. Losses, stress, and missed health issues were simply accepted as part of the industry.

That one camel became the spark behind NOOG.

What started as a personal inconvenience turned into a powerful idea: bring the barn to the phone. By combining smart wearables, desert-ready connectivity, and a simple app, NOOG was created to give camel owners real-time visibility, control, and peace of mind. Today, NOOG is building the digital infrastructure for the future of camel management—starting in the UAE, and scaling across every desert market where livestock matters.