Episode Introduction

Rose Hamilton, Founder of Compass Rose Ventures, shares the story of Farrah Moussallati Sibai, Co-founder of Afia Foods.

Farrah began her journey without food industry experience but with determination to create change. Starting at Texas farmers markets, she turned her vision into a retail success.

Her story highlights resilience, careful planning, and staying true to community and personal values. Farrah’s experience with Afia Foods shows how to overcome challenges while building something meaningful.

This episode offers actionable advice and real-world inspiration for anyone pursuing their dreams, no matter the obstacles.

Learn More

For details about Afia Foods, visit: https://afiafoods.com/.

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Podcast Transcript: Farah Sabai, Founder of Afia Foods

Introduction

Rose Hamilton: Hello, listeners of the Story of a Brand. So happy to be back together with you again. I’m Rose Hamilton, your host for this episode. Today, I am thrilled to speak with Farah Sabai, founder of Afia Foods. We’ve been exploring the concept of fresh and convenient foods, and how they can integrate into busy lives without compromising quality or authenticity. I’m particularly excited because Afia Foods stands out in the frozen food market for its authentic Mediterranean offerings. Farah, welcome to the show!

Farah Sabai: Thank you, Rose. I’m super excited to be here.

The Inspiration Behind Afia Foods

Rose Hamilton: Let’s start with the background. What inspired you to create Afia Foods? Your brand has an amazing story and heritage that I find remarkable.

Farah Sabai: Thank you! I’m asked this question often, and I’m always happy to share. Afia Foods was born from a combination of life events and circumstances that aligned perfectly. Originally from Syria, I was born and raised in England. My professional background is in business, not in CPG or food. However, my journey led me to start Afia Foods because of my heritage, personal experiences, and a desire to fill a gap in the market.

When I moved to the U.S., I noticed a lack of Mediterranean and Middle Eastern frozen food options in supermarkets, even though the cuisine is one of the fastest-growing in the country. My mother-in-law’s generational recipe book became a cornerstone for our products. This, coupled with my desire to support the refugee community, led to the creation of Afia Foods.

Overcoming Challenges and Building a Brand

Rose Hamilton: Your journey is inspiring, especially considering the personal adversities you’ve faced. Can you share more about those challenges and how they shaped Afia Foods?

Farah Sabai: Absolutely. My life has been filled with challenges that, in hindsight, gave me the resilience to build Afia Foods. I lost my youngest daughter in Syria and faced life-altering events, including being separated from my eldest daughter during the war. When I moved to the U.S., I started volunteering to help refugees adjust to life here.

My mother-in-law’s recipes brought comfort and connected us to our heritage. Using her recipes, we started small, making everything by hand in a commercial kitchen. My daughters and I participated in local farmers’ markets to test the waters. The response was overwhelmingly positive, validating the demand for authentic, clean-label Mediterranean food.

Scaling the Business

Rose Hamilton: Starting a CPG business is capital-intensive. How did you manage the financial challenges while scaling Afia Foods?

Farah Sabai: It was tough. We started with just $20,000 and reinvested every penny into the business. My husband, Yasin, who co-founded the company with me, kept his full-time job to ensure we could support our family while I focused on growing the brand. Our first big break came when we were finalists in the HEB Quest for Texas Best competition, which launched us into over 200 HEB stores in 2019.

Scaling wasn’t without its hurdles. Our initial HEB order was fulfilled by hand, which took months. Eventually, we invested in our first automated machine, which significantly increased our production capacity. Today, we operate out of a 21,000-square-foot facility with automated production lines, but those early years taught us the importance of perseverance and strategic planning.

Marketing and Consumer Connection

Rose Hamilton: Marketing plays a crucial role in building a brand. How did you approach marketing in the early days?

Farah Sabai: With no formal marketing background, we relied on grassroots efforts. Demos at HEB stores were our primary strategy. My husband was incredible at connecting with customers during these demos, introducing them to our products, and sharing our story. Word of mouth and consumer feedback were invaluable in shaping our brand.
We also focused on authentic storytelling. From the beginning, we wanted to highlight our heritage, the quality of our ingredients, and the community we support. Today, we have a marketing team, but our core principle remains the same: connect deeply with our customers.

Community Impact

Rose Hamilton: Supporting the refugee community is a key part of Afia Foods. How does this mission influence your business?

Farah Sabai: It’s central to everything we do. Over 70% of our manufacturing employees are refugees. We’ve created a workplace culture that values inclusivity and support, helping refugees navigate their new lives in the U.S. We also give back to the community by donating thousands of falafels to local food banks. Supporting others is woven into the DNA of Afia Foods.

Advice for Entrepreneurs

Rose Hamilton: Your journey offers so many lessons. What advice would you give to other entrepreneurs?

Farah Sabai: Have a plan but stay adaptable. Mistakes will happen; learn from them and use them as stepping stones. Focus is critical—don’t spread yourself too thin. And finally, never underestimate the power of partnerships—whether with employees, retailers, or your consumers. Building genuine connections is what drives growth.

Conclusion

Rose Hamilton: Farah, thank you for sharing your incredible journey. It’s been a delight learning about Afia Foods and the values that drive your business. How can our listeners connect with you?

Farah Sabai: Thank you, Rose. You can find us at www.afiafoods.com and on Instagram and TikTok at @afiafoods. We’re also active on LinkedIn, where we share updates and behind-the-scenes content.

Rose Hamilton: Wonderful! I look forward to seeing Afia Foods continue to grow. Thank you for your time today, and I can’t wait to have you back on the show in the future.

Farah Sabai: Thank you, Rose. It’s been a pleasure!