JEDDAH: The Graze Board, established in 2019, is the first company in Jeddah offering cheese platters and charcuterie boards, presenting fresh, top-quality food in an artistic way.
It was founded by Heba Abed and her 15-year-old daughter Joory Khudary. Abed describes the family business as a “luxury catering brand.”
She said: “All employees of The Graze Board are either family or close friends. We keep the circle small so that we keep the secrets of The Graze Board a mystery.” The offerings are a combination of savory and sweet, with cheese, bread, vegetables and fruits. The boards look like a multi-color palette, with a variety of vibrant foods.
The business started with a tradition where Abed’s family members would gather together each week and bring cheese boards to share.
“We discussed that we should start it as a business. The Graze Board believes that family and friends cherish the moment they spend together eating meals in the dining room,” Abed said.
The family puts love and effort into each board, she said: “We choose the finest kinds of cheese, for instance. We also use the freshest bread we can find. The Graze Board creates a unique art piece from simple ingredients in each board.”
Many of the The Graze Board’s clients are repeat customers, too. “We have gained many loyal customers,” Abed said.
But the business did face some initial challenges, as the idea of cheese platters was fresh to the Kingdom and not many people understood the concept at first. “The biggest challenge was how to convince and attract customers to see, try, love and re-order our boards,” Abed added.
The Graze Board operates as a delivery service to clients, but Abed said that the company has ambitious plans to open a physical branch and spread across the Kingdom.