THE PASTRY PEOPLE

We asked five pastry professionals from different countries in the region to give us the lowdown on their professional journeys and brands.

JORDAN

HILDA HANNA ISSA AL MASRIEH HOSH

Owner and chef patisserie Chez Hilda Patisserie chezhilda.com

In a nutshell

We love sharing our passion for baking, and we always seek perfection in our work.

Highlights

In March 2022, Chez Hilda partnered with Four Seasons Hotel in Amman for a Mother’s Day event called “A Nostalgic Mother’s Day.” The idea was to reintroduce Amman’s favorite cakes.

In June 2020, I was named one of the top 30 female business influencers in the region.

Furthermore, in March 2017, we launched a new branch in Amman, as well as a gourmet bistro concept.

Remaining competitive

Determination, innovation and creativity keep us at the top of our game. We also maintain excellent quality by using the best ingredients from all over the world, which differentiates us from our competitors.

Future plans

Many opportunities are yet to be explored, as our primary mission is to franchise the business to neighboring countries and expand it from regional to global.

LEBANON, EGYPT, IRAQ, KSA & UAE

JULIEN KHABBAZ

Chairman and CEO Maison Noura noura.com.lb

It’s all in the name

Noura is a constant promise of pleasure. Since 1948, it’s been a brand synonymous with premium quality.

Portfolio

Noura’s business lines are catering, pastry, chocolates, ice cream, bakery and confectionery. Our pastry has been renowned for its quality, consistency and outstanding taste for more than 70 years. Our most recent openings include our new shop on the Jounieh highway, as well as our first location in Baghdad, Iraq.

Staying ahead

We do not really face fierce competition; we focus on maintaining the excellence of our products and service.

Expansion

Noura is on an expansion mission in the region. Outside Lebanon, Iraq is the first market we have already entered, and we have plans to launch in Egypt, KSA and the UAE, and more countries will follow. We are in the process of choosing the right partners for each market.

SAUDI ARABIA SARA M.T JAWA

Founder and executive chef at LA CASSEROLE instagram.com/la_casserole_ksa

Mantra

We started out as a small shop serving home-cooked, hearty food and pastries. By using fresh ingredients of premium quality, we established our place in the market. Our customers are loyal and appreciate what we offer.

What’s special

Our pastry section is rich and varied, from simple dark chocolate cake and carrot cake, to more complex desserts, such as rose and raspberry cake.

Challenges

Being creative can be a challenge at times, but quality is definitely key.

The future

I aim to make LA CASSEROLE an international brand.