The dairy industry is experiencing a serious decline as more and more people worldwide choose plant-based options (cows rejoice!). Jordan may not be experiencing as much of a drop in dairy consumers as in others parts of the world like the US and Europe, but you will notice that there are increasingly more restaurants and supermarkets that cater to vegan and vegetarian lifestyles. In Amman it’s easy to find non-dairy milk at the big supermarkets, but not so much the other dairy-free alternatives like yogurt (laban), cheese or a Levantine staple, labaneh.
Don’t worry lactose-intolerant cheese and yogurt addicts, there’s a new player on the scene – Atrameez Homemade Products (and they’re also selling some pretty sweet treats and nut butters as well).
Atrameez (اطرميز) was started back in April 2013 by Fida Abo Alrob, a 29-year-old Jordanian mother and business entrepreneur with a degree in Modern Languages and a passion for creating recipes and maintaining a healthy lifestyle.
How it all started
Fida was already making her own nut butters and other normally store-bought packaged food items at home because she didn’t want her family consuming processed food full of artificial flavors, fats, and preservatives. Pair her desire for a healthy home with an unfortunate economic situation at that time and she decided it was time to take the next step to turn her passion into a business to support her family.
The mission of Atrameez is to provide the Jordanian family with real, tasty and healthy food that is free from artificial ingredients, sugar, and hydrogenated oils and at reasonable prices.
What has Atrameez achieved so far?
Fida has learned a lot over time, but especially during the past year as she’s managed to reach out to larger parts of Amman through social media and by attending the local markets. It’s obvious from the positive feedback that people love what Atrameez is doing and they always receive new requests to create products for specific diets and for people who suffer from food allergies.
Atrameez’s Product Line
Let’s get to the good stuff, the part about all the tasty (vegan) goods you can buy from Atrameez…
- Cheese with Garlic and Italian spices
- Healthy Crisps
- Sugar-free Peanut Butter Cups
- Ferrero Rocher
- Caramel Sweets
- Peanut Butter
- with dates
- cinnamon raisin
- Walnut Butter
- Pistachio Butter
- Almond Butter
- coffee & cardamom flavor
- Cashew Butter
- Hazelnut and Chocolate (Nutella)
- Tomato Jam
- Pizza Sauce
- Arabic Ice Cream
See all of their vegan-friendly line and buy Atrameez products here.
What’s in store for the future of Atrameez?
The lack of resources remains a huge obstacle that prevents Atrameez from growing and making enough products to match the increasing demand. The equipment they’re currently using has a very low production capacity and is highly prone to damage. To get the help they need they are in the process of applying for a grant with a local community organization that aims to help women to establish their own business. If things go well, they’ll be able to expand, hire local women, display their products in stores, and reach more people!
Good luck Fida, and good luck Atrameez!