The Al'Fez Story

Al’Fez is a premium food range inspired by the cuisines of North Africa and the Middle East.


 

Founded by food enthusiast Sam Jacobi, the ideas behind the Al’Fez brand were influenced by his childhood growing up in the Middle East.

“Picture a bustling souk in the heart of Jerusalem’s Arab quarter in the 1970’s. As a child, I would experience all of the colourful aromas and tastes of simple yet amazingly delicious foods. I will never forget sitting in one of the many traditional cafes enjoying freshly made houmous generously drizzled with the richest Jordanian olive oil and served alongside freshly baked bread.”

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After 10 years in the food business, Sam began developing the Al’Fez brand in order to share his favourite Middle Eastern dishes with lovers of good food throughout the world! In 2000, after an intensive product development process, the original Al’Fez range of products was created.

“There were a few bumps along the way – particularly when it came to matching flavours and ensuring high-quality products without resorting to artificial flavours – especially as the cuisine is largely based on fresh ingredients.”

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Al’Fez was officially launched in 2001, and within a short space of time was listed in several well-known shops in London and the South East. Today, our products are proudly sold in Whole Foods Market, many independent shops and online including Ocado. A smaller selection is also available in larger supermarket chains such as Tesco and Waitrose. Internationally, Al’Fez is sold in a number of European countries as well as further afield – including the USA, South Africa and India.

“The Al’Fez brand has come a long way, but my work is far from done. Certain products are still only appreciated by a minority of people. So it is a labour of love, a pleasure to continue to run demonstrations, consumer shows and a special catering service to share, educate and wow people with the amazing flavours of Moroccan and Lebanese foods wherever I go. I invite you to discover and enjoy all that Al’Fez has to offer…”