A Jordanian holistic snacks range sweetens a healthy lifestyle

Karma Bdeir, a Jordanian-Syrian who grew up in Saudi Arabia launched The MedShed five years ago with the aim of reintroducing healthy eating to the region under the theme “mind, body and soul.” (Supplied)
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Updated 30 October 2020

A Jordanian holistic snacks range sweetens a healthy lifestyle

  • Karma Bdeir’s snacks company sprang from her desire to satisfy her own sweet tooth in a healthier way
  • The MedShed provides holistic alternatives in a region where obesity and diabetes have become prevalent

AMMAN: When discussing healthy eating patterns and holistic wellbeing, the Middle East and North Africa (MENA) is not the first region that comes to mind. Now young Arab entrepreneurs are starting to change that. Karma Bdeir, a Jordanian-Syrian who grew up in Saudi Arabia, is one of them.

Bdeir launched The MedShed five years ago with the aim of reintroducing healthy eating to the region under the theme “mind, body and soul.”

“There has been some major development over the past three years in the MENA region in consumer habits and there is still room to grow,” said Bdeir. “It’s so refreshing to see so many new healthy brands arising in the region and more awareness around healthier alternatives.”

Based in Amman, Bdeir’s healthy snacks company sprang from her own desire to satisfy her sweet tooth in a healthier way, at a time when there were few healthy options available.

Initially it started off as a hobby while she worked in interior architecture. Shortly after, she created a food and health blog, and received a certification in Holistic Nutrition from the Institute for Integrative Nutrition in New York.

“I have always loved health and nutrition, and found myself immersed in learning about the holistic wellness industry,” she said. “The MedShed was born out of my own relationship with food and body because I had a lot of misconceptions — I focused way too much on being too strict with eating healthy and being perfect about it.”

One of her courses highlighted the differences between primary and secondary food, and what she calls a “game changer” for her. “Secondary food is the food that you eat that pertains to you as an individual and to your lifestyle,” she said. “Whereas primary food has nothing to do with food — it’s about relationships, productivity, physical activity and spirituality. When I started looking at it through that lens, I saw the missing link. Health goes way beyond food.”

She started focusing more on internal healing, feeding herself through primary food and balancing the scales.




Based in Amman, Bdeir’s healthy snacks company sprang from her own desire to satisfy her sweet tooth in a healthier way, at a time when there were few healthy options available. (Supplied)

“My mother inspired me to look at things through a holistic lens.” Bdeir said. “Pills are not the answer. You need to heal from within, find out what is unbalanced in yourself and let the symptoms be your guide. It’s all about healing yourself from the inside out.”

When she launched her snack line from home in May 2015, she was the first to successfully introduce healthy sweets and snacks to Jordan. And when Amman opened its first juice shop, Seed, at around the same time, she was able to start selling her products, which also began appearing at local shops and gyms, before moving into supermarkets. “I was simultaneously doing health coaching and testing out my product range,” Bdeir said. “It took two years to develop the recipe for my cookies. I did a lot of trial and error, market research and feedback.”

After refining her products, she went on to launch her bakery line, followed by ice cream last year. Now she plans to expand into the Gulf, starting with the UAE and Saudi Arabia. “The pandemic delayed my plans to launch, but I’m pushing it to May 2021 for Dubai and 2022 for Saudi Arabia and the rest of the region,” she said. “I think the brand has the opportunity to flourish in the Gulf, because I’ve done pop-ups in Saudi Arabia and the UAE and the response was great.”

She describes her products as the perfect healthy yet indulgent snacks — made from dates, nuts, coconuts and oats, as well as date molasses, almond flour and coconut sugar, the snacks contain a good balance of healthy fats, fiber and protein, which provide long-term sustained energy release.

“I want to help promote the idea that if you have a sweet tooth, it’s a pleasure and it’s okay,” Bdeir said. “It’s in our culture to eat dates as well, so it’s local goodness. I’ve always loved an almond-stuffed date and I wanted to create something more exciting from the same ingredients.”

Now Bdeir is increasing her range from 16 to 20 snack products in two different serving sizes, adding to her 15 baked goods, which include cakes, donuts and ice cream sandwiches. She hopes this will provide another stepping stone to change in a region where obesity and diabetes have become prevalent.

“You still have people going on unhealthy diets,” she said. “I’m really against the diet culture and pre-calculated meal plans. It can be a starting point for newbies, but you have to reach that place of intuitive eating, where it’s 80 percent healthy and 20 percent indulgence. After that, you just live your life.”

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This report is being published by Arab News as a partner of the Middle East Exchange, which was launched by the Mohammed bin Rashid Al Maktoum Global Initiatives to reflect the vision of the UAE prime minister and ruler of Dubai to explore the possibility of changing the status of the Arab region.


Saudi soundsmith Molham blends Arabic rap with Western pop

Updated 21 min 25 sec ago

Saudi soundsmith Molham blends Arabic rap with Western pop

  • Artist’s eclectic taste in music speaks to a global upbringing and the Kingdom’s promising concert scene
  • Themes of Molham’s lyrics range from love to societal matters and mental-health disorders

DUBAI: The career trajectory of Jeddah-born rap artist Molham Krayem has much in common with his native Saudi Arabia, a country undergoing rapid change in different fields. Both take pride in their unique identity, having embraced the best influences of globalization and its cultural mores while preserving the distinctive textures of Middle Eastern heritage.

For Molham, the process of synthesis does not end here. His musical alchemy fuses Arabic and Khaleeji rap with Western pop melodies, creating a whole new sub-genre of music, a sound best defined by his latest track Khayali.

“Pop/rap is going to be my direction moving forward, because rap has been relatively underground in the last two decades and mainstream radio music is very melodic,” Molham told Arab News from his base in Dubai. “You can sing along to the lyrics, memorize them easily, and the melody there is really what hooks you.”

Molham’s diverse taste in music speaks to a global upbringing since childhood. Leaving Jeddah at a young age, he spent much of his early years in Ontario, Canada. “They were my formative years,” he said. “Coming back to Saudi Arabia, I had a bit of reverse culture shock getting back here. It took about a year or so before I felt integrated really well. Then I spent most of my time here.”

Molham’s musical alchemy fuses Arabic and Khaleeji rap with Western pop melodies. (Supplied)

His discovery of music can be traced back to his high school days, when he would jot down lyrics during math class. While on breaks, he would join rap contests with his peers. Fortunately, his grades did not suffer as a result.

“Sometimes during math class, in the last couple of minutes, the teacher knew I would be writing raps, so he would end early and have me do my bit,” he said. “And the whole class would run wild. It was a conducive environment.”

Next came a move to the US, where he attended Georgetown University to study finance and economics. While there, he performed in coffee shops, talent shows and radio stations as part of a duo called 705B. It was also while here that Molham came to understand the complexities of the music industry.

After graduation, he relocated to Dubai and began plotting a course to professional fulfilment and success.

“Before, I never really saw a music career as a possibility,” he said. “As I dug deeper into what I wanted my impact in this world to be, I saw myself as an artist creating music (for) the Saudi Arabian community.”

From his very first performance, Molham knew he had made the right choice. “My first time performing publicly on stage was in Saudi Arabia,” Molham said. “That was the first time I felt the adrenaline of what it felt like to perform. The most gratifying element for me in music is performing, being with fans and having people sing along.”

Molham says Saudi Arabia and the other Gulf countries should recognize the value of sharing a distinctive musical style with the outside world. (AFP)

Today, Saudi Arabia feels extremely friendly to concertgoers and welcoming to artists like Molham. Big music festivals such as MDL Beast and a whole new industry of studios and promoters have provided the ecosystem and the fan base he needed to launch his career.

“People began to understand my art, and that led to me wanting to give more,” he told Arab News.

Molham says he feels a close affinity with his fans and recalls the time a fan messaged him from hospital where she was recovering from PTSD. She told him his songs had helped her recuperate.

“When I hear things like that, it’s all worth it,” he said. “Seeing people’s responses and enjoyment of the music really is fuel to continue to put out music. It’s all about connecting with people.”

Molham explores a range of themes in his lyrics, from love to societal matters to mental-health disorders, broadening his appeal with a blend of English and Arabic. He launched his debut EP, The Time Is Yesterday, in March of 2018, with features from Egyptian starlet Malak El-Husseiny and Yusra J.

“My parents have always trusted me to do the things that I wanted to do,” says Molham. (Supplied)

The medium-length album’s breakout single, Me Against the World, hit the top hip-hop charts in the Middle East and North Africa, trending across seven different countries. New singles are already in the works.

Molham says his family has supported the choices he has made in life. “My parents have always trusted me to do the things that I wanted to do,” he said.

“It’s been really incredible. Obviously, they have their opinions on certain things. But since I was a kid, I’ve been able to do what I say because I’ve built that trust with them to be able to say something and actually do it.”

As worthy as it may be, music is not Molham’s sole vocation. He is also the founder of Kraytiv Entertainment Group, a Jeddah-based record label, content studio and talent management agency. In addition, he writes for Forbes magazine, providing his take on business strategy.

Looking to the future, he plans to shuttle between Saudi Arabia and Dubai for performances and collaborations. Although the coronavirus crisis has put a break on his travels and concerts for a time, he says it has enabled him to stay focused and further channel his creativity toward music.

Today, Saudi Arabia feels extremely friendly to concertgoers and welcoming to artists like Molham. (AFP)

Molham remains optimistic despite the blows dealt by the pandemic to the global cultural industry. “We’re prepared,” he said. “The future in the Kingdom is very bright. There is a lot of opportunity in Saudi Arabia and more nurturing of talent, so talents will mature earlier. We will see a lot of superstars.”

Citing the example of K-Pop, which became a defining image for South Korea, Molham says Saudi Arabia and the other Gulf countries should recognize the value of sharing a distinctive musical style with the outside world.

“There’s a space for this genre, which I’m trying to mold and shed light on,” Molham said. “I am creating this new genre called A-pop.”

Saudi Arabia’s cultural revitalization is underway at full pelt but it is early days yet, so rap artists such as Molham remain a rare breed. Which leads to the inevitable question: What reception does he get when foreigners realize he is Saudi?

“There is still a little bit of surprise, but people are pleasantly surprised,” Molham said. “It’s something new to the mainstream. With anything new, people will be surprised. But how you introduce this newness is where the key is. You show people what you have to offer, and you make space for them to appreciate it.”

Twitter: @CalineMalek