Jenin: Bringing Palestinian Flavors to the UAE
Aziz Khatib and Tala Hammash, a husband-wife duo based in Abu Dhabi, are making waves in the UAE market with their brand, Jenin, which brings high-quality Palestinian products to the forefront. Their star product is unfiltered, single-origin, cold-pressed olive oil from hand-picked olives sourced from family groves in Jenin. Beyond olive oil, Jenin offers a range of products, including za’atar, sumac, sage, freekeh, and olives.
What sets Jenin apart is its commitment to freshness and direct sourcing. Aziz explains, “The product could not be fresher or more ‘farm to table’ than ours. When you’re buying from Jenin, you are directly buying from the farmer.” The brand not only reflects the geographical roots of the farms but also embodies the spirit of resilience, steadfastness, and resistance associated with Jenin, a city in the West Bank surrounded by Israeli settlements.
Despite their professional backgrounds in talent management consulting and project management, Aziz and Tala are running Jenin as a passion project. Originally, Aziz's family has been importing olive oil and other products for over 30 years, primarily selling to other Palestinian families. Aziz, however, wanted to leverage his corporate skills to transform the family business into a brand with broader appeal. Jenin was established in October 2020.
The brand has experienced organic growth, initially starting with sales to friends and gradually expanding through word-of-mouth referrals. Without any dedicated marketing spend, Jenin has gained recognition for its quality products. Aziz mentions that they have even captured the attention of a Michelin-starred restaurant in Dubai, which creatively incorporates Jenin’s products into its menu.
Jenin engages with its community through guided culinary experiences during events, allowing people to try the products and learn about their origins. Tala emphasizes the importance of helping people understand and appreciate Palestinian products. The brand's strong community building has been a result of word-of-mouth marketing, a testament to the quality of their offerings.
Olive oil, often referred to as "liquid gold," is a central focus for Jenin. The olives are harvested in October and November in Palestine, and the oil is extracted within hours after picking. The unique flavor profile of Jenin's olive oil is attributed to the fertile soil in the region, offering a bold and distinctive taste. Aziz and Tala guide customers through the nuances of olive oil, highlighting its applications in light cooking, salads, and even as a complement to desserts.
Beyond being a business venture, Jenin serves as a platform to raise awareness about Palestine. Aziz states, “It is important for us to represent our food, culture, and traditions.” By participating in markets and events, Jenin introduces people to Palestinian culture, fostering an understanding of the challenges faced by Palestinian farmers. The olive tree, a symbol of Palestinian roots and resistance, continues to play a crucial role in the brand's narrative.
Jenin's future plans include growing the B2B side of their business, enhancing marketing efforts, and launching an e-commerce website. As consumers increasingly prioritize local, sustainable, and socially responsible businesses, Jenin stands poised to benefit from this growing trend, offering a unique taste of Palestinian heritage to the UAE market.
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By- Sahiba Suri
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