Building a food or beverage brand from scratch can be daunting, but having the support of fellow CPG executives and mentors can make the process a little easier. For Rawia Abdelsamad, the founder of Lebanese pantry brand Beituti, the Specialty Food Association’s Maker Prep Program has not only helped her find that community, but also better prepared her to attend the company’s upcoming Winter Fancy Food Show in January.
Consumers are clamoring for products with “global flavors,” yet in many cases, they still want them to be accessible and have clear use cases in their own lives. How have you approached achieving this balance with your products?
I noticed a growing interest in Lebanese and Middle Eastern cuisine in the United States, but it's a cuisine people typically only eat at restaurants or as takeout. For Beituti, I wanted to create modern, accessible products that inspire people to cook Lebanese dishes in their kitchens daily.
We also thought about how our branding could further this goal. Our name, Beituti, means 'homey' in Arabic, a feeling everyone can connect with. On the product front, when developing our lemon tahini sauce, I wanted to create something that could be extremely versatile, and usable as a condiment, salad dressing, or dip. These products resonate because they capture the authentic flavors people love from Middle Eastern cuisine while making it easy and convenient to incorporate them into everyday meals at home.
How have you integrated lessons from the Maker Prep Course into your business?
The Maker Prep Course is invaluable. For instance, a recent module on manufacturing covered best practices for building strong relationships with manufacturing partners and suppliers. The lessons covered inspired me to review my contractual agreements and address a few gaps I hadn’t considered.
But it goes beyond the Maker Prep 'classroom' as well. The support among fellow participants has also been fantastic. I recently had a session with another participant to evaluate various trade channels, which helped me assess options more strategically. Establishing Beituti has felt overwhelming sometimes. What I’ve realized through the Maker Prep course is that you can’t try to do it alone; building a support network is crucial. Collaboration and mentorship are key to staying resilient and focused in this industry.
What’s next for you and Beituti, both at the Winter Fancy Food Show and in the long term?
Following our D2C launch online, I’m excited for Beituti’s official debut at the Winter Fancy Food Show. It’s an incredible opportunity to gather valuable feedback from industry experts and buyers, as well as to connect with people who understand and are passionate about food innovation. I’m looking forward to exploring emerging trends, discovering new products that are shaping the future of the specialty food industry, and learning from my fellow makers.
More broadly, I hope our products can help Lebanese food to become as mainstream in the U.S. as other international cuisines. Why can't shawarma night be as common and enjoyable as taco night? How can we encourage schools to offer Lebanese and Middle Eastern options so kids like mine can feel at home with their heritage? Ultimately, I want Beituti to stand proudly as a Middle Eastern brand that brings greater representation and authenticity to grocery aisles and American kitchens, making these flavors a beloved part of everyday life.
Are you building a brand? Looking to find your CPG community? Enroll in SFA’s Maker Prep Course!
**This interview was edited for clarity and length**
Community and Home Cooking: How Beituti is Building Their Brand
