SME Story: Interview with Ali Wahoud, founding investor at Delektia

Born out of a pursuit to simplify culinary traditions, Delektia is carving its path to success by offering time-saving solutions and preserving the essence of authentic Arabic cuisine.

In an exclusive interview with Ali Wahoud, one of Delektia’s founding investors, we delved into the reasons that drove him to invest in the food startup. With a track record as a founder and accomplished executive in the hospitality and real estate industry, we sought to uncover the insights behind his decision to back the company’s journey toward culinary innovation.

Tell us about your journey and which significant markets have you successfully entered or plan to venture into?

Our journey began with remarkable growth in the UAE market, establishing a strong presence in prominent locations and online platforms. With the support of a robust partner, Medica JO, we entered the Jordanian market. Buoyed by this success, Delektia is now set to venture into more significant markets such as the US, Saudi Arabia and the EU.

What challenge did Delektia aim to address in the Arabic and Islamic market?

We aimed to address a significant challenge in the Arabic and Islamic market: time. The process of preparing a relatively simple Arabic meal could take up to two hours in the hands of an experienced household cook.

However, we had a vision that was truly revolutionary – offering a five-minute solution that not only saved time and money but also minimised food waste while preserving all the essential nutritional values.

What innovative method do you use and how does it contribute to preserving the quality of Arabic cuisine?

At the heart of our innovation lies the use of Blast Freezing, a method that rapidly cools and freezes larger volumes of food compared to conventional freezers, effectively halting the growth of bacteria while preserving the essential nutrients and flavours. By avoiding the use of preservatives and using completely BPA free pouches, Delektia stays true to its mission of providing the purest, most authentic taste of Arabic cuisine.

What kinds of dietary preferences does our menu have

Our menu caters to various preferences with options for vegan, vegetarian and non-vegetarian dishes. We exclusively use top-quality natural ingredients, ensuring that our vegan selections are not only rich in flavour but also wholesome and nourishing.

Among our standout offerings are Loubieh Vegan, Egyptian Moulokhia, Bamieh with meat, Meatball Tomato Stew, Sbanekh with meat, and a variety of other premium choices.

Where are the available purchasing options for consumers?

Consumers have the option to buy from a range of stores including TalabatMart, Spinneys, Cuisine, Choithrams, Bidfood, Food Crowd, Abela & Co and more.

What role does Dubai’s ecosystem play in your growth and success in the food startup sector?

Delektia is an example of a non-tech venture gaining significant traction in the dynamic Middle Eastern startup landscape. Its agile structure enables swift growth and seamless market expansion, setting it apart from traditional food companies.

As an Emirati startup, we take immense pride in our Dubai origins. The city’s nurturing ecosystem has provided unparalleled opportunities, garnering regional exposure, international recognition, and remarkable financial valuation milestones.

Furthermore, our journey embodies the spirit of innovation and creativity that Dubai fosters, paving the way for a brighter future in the realm of food startups. As the company continues to grow and expand its horizons, it remains committed to simplifying culinary experiences while preserving the rich heritage of Arabic cuisine.