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Luxe gourmet food

Filed on March 10, 2021
Dr Ata Atmar, CEO, Bateel

Bateel is a brand delivering incomparable quality assurance and taste, pioneering sustainable production and luxury retailing of gourmet food internationally

The word 'Bateel' in Arabic means 'the young branch of a date palm - one that can be used to grow a new tree.' Bateel's journey in gourmet-food is just as fascinating as the date-fruit itself, which is a perfect unity of taste and culture. Their story began in the iconic Bateel date groves in Al Ghat, a historical town in Saudi Arabia, farmed for its ideal climate, rich soil and sweet water, perfect for growing regal and productive date palms. These have a rich heritage, dating back nearly 100 years when the date palms were first planted in 1932.

What makes Bateel special is its state-of-the-art sustainable farming methods. The unique aspect is that no fertilisers, pesticides, or chemicals are used in cultivation. It is organic to the core.

Elevating the noble date fruit to a desirable gourmet product is an idea - not just discovered by Bateel - but also explored with the highest level of passion and innovation. The evolution of this brand identity was only because of the industrious leadership and futuristic vision of Dr Ata Atmar, the CEO of Bateel. It was his new-age approach in the gourmet food industry that the date fruit was fantasised into a complete food product and complemented with ingredients of chocolate, almonds, mustard, vinegar, and other fruit-laden derivatives adding a touch of decadence to the consumer.

Bateel has played an iconic role in the connoisseur's production and retailing in the Middle East, and that too with a glorified essence. Its date palm products are internationally acclaimed and their gift-hampers are sought-after by travellers. The raw inexpensive fruit has attained a kingly-touch, made possible through successful brand positioning, as Bateel created a luxury retailing system. It has now attained the status of an industry. ''Over the years, we have risen as the market leader in farming, manufacturing, and retailing,'' Dr Atmar, an economist and a former professor at Boston, proudly remarked.

The date-fruit is available in 20 varieties, including; Sokari, Kholas, Sega, Khidri, Ajwa, Medjool, and Bateel's exclusive Wanan. Bateel by-products are date cookies, dates stuffed with orange peel, coated with chocolate and almonds. Moreover, date-inspired creations include; date-balsamic vinegar, flavoured date-dhibs and sparkling date juice.

Bateel's founding focus is its customers. It is to deliver these customers exceptional products consistently, Bateel have successfully maintained, integrity, and transparency in all production processes over the years. This was especially critical to deal with the challenges arising at the onset of Covid-19. Being the only fully-integrated and certified gourmet organic date producer, they never compromised on the manufacturing practices and facilities that - have from day one - remained world-class.

With exquisite interiors and elegant retail displays, their luxury boutiques are designed to showcase the full range of gourmet products and luxury packaging. Keeping up its niche tradition, Bateel sources the most deluxe and sumptuous chocolate to complement its pioneer date-chocolate products presented in a delicious array of truffles, pralines and ganaches, enabling guests to indulge in the warmth of Arabic hospitality.

Bateel has been duly rewarded as a top-performing confectionery brand. Since its inception in 2007, Jomara has led to volume sales and is aptly available at all superstores. Presenting an impressive selection of premium organic dates, filled dates, date chocolates, organic date bars and date syrups.

Likewise, at Café Bateel, one can experience a distinctly European ambience in the Middle East. It offers a distinct range of gourmet food and date inspired desserts and beverages, including their signature Qahwa, curated by award-winning chefs.

The core of Bateel's worth ethics is their authenticity and integrity, which is why they are an integral part of the community. Their attention to sustainable practices despite the challenges that the Covid-19 struck economy faces, is proof that no stone is left unturned to ensure the community is fully supported.

Bateel is already the leader in the Gulf market, and this will soon be the case worldwide as they have now focussed their attention on expanding their international presence. With the rise of eCommerce, Bateel is taking confident steps to capitalise on this market need. With Dr Atmar's vision, new heights for Bateel are in sight, guaranteeing growth and innovation for all stakeholders.





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