Introduction
Mr. Khaldoun Start his entrepreneurial journey in Jordan in the food industry with his first trademark
(Lebnani Al-Shamal) in 1997, then he started to build other brands like:
Fruit Salad, Nafeeseh Cream, NafeesehSweets, Sultanah Sweets, and Station One Restaurant.
Mr. Khaldoun identified the gap in the market and recognized the potential of the food industry in Jordan.
Thus, with a solid business plan and a passion forconfectionery excellence, he embarked on his
entrepreneurial journey.
Quality Control
Ensuring Consistency and Quality
Maintaining consistency and quality across all branches of the food chain was a top priority.
To achieve this, Mr. Khaldoun implemented stringent operational processes, established standardized recipes, and invested in comprehensive training programs for employees.
These measures ensured that customers could enjoy the same high-quality experience, regardless of the branch they visited
Achieving Local Success
Success in the Local Market
By focusing on high-quality ingredients, innovative recipes, and exceptional customer service, the company quickly gained popularity in Jordan. Positive word-of-mouth and customer loyalty played a critical role in its success within the local market
(Fruit Salad) 2009
(Nafeeseh Cream Factory) 2011
(Nafeeseh Sweets) 2012
(Sultanah Sweets) 2021
(Station One Restaurant) 2021
Overcoming Initial Challenges
Initial Challenges and Strategies
Starting a business in a new market presented several challenges to overcome.
Mr. Khaldoun navigated local regulations, established supply chains, and built a strong team.
The priority was to strategically position the business to meet local tastes while also keeping an eye on international expansion opportunities.
Going Global
Expanding Internationally
With a strong foundation in Jordan, the business expanded internationally, leveraging its unique brand and concept. They carefully selected target markets, conducted market research, and adapted their offerings to suit the preferences of each location.
Through strategic partnerships and franchising opportunities, the company experienced accelerated growth and established a presence in multiple countries.
Middle East – Türkiye - Euro Area – UK – Canada – USA