Rooted in Passion
Since inception, Bateel has had a desire to deliver the highest quality luxury dates, sourced from their farms in Saudi Arabia, to delight discerning consumers of fine food around the world. To learn more about this exquisite brand and its journey of transformation and creation, we sat down with company CEO Nurtaç Afridi.
Elevating a revered ancient fruit to gourmet delicacies, Bateel has created a luxury retail experience that launched an entirely new market, one for gourmet dates and products.
Their products are carefully cultivated with a focus on sustainability, organic practices and innovative farming techniques that ensure their creations are of the finest quality. They use natural, eco-friendly methods to nurture their crops, preserving both the environment and the rich traditions of date cultivation.
Operating through two primary lines of business, Bateel’s retail business offers an exclusive selection of premium dates and fine foods, whilst their cafes provide an immersive experience where customers can enjoy luxurious Mediterranean food and date-inspired delicacies in a refined setting.
“What sets us apart is that our customers know we only use the finest ingredients and that our date-based recipes are truly unique – it is a signature of the company,” explains Nurtaç Afridi, CEO of Bateel. “Our ability to stay true to our roots while continuously innovating has allowed us to maintain our distinctive identity in every market we enter, ensuring our customers receive the same
premium experience no matter where they are in the world.”
As our conversation moves onto Bateel’s international expansion, Afridi explains that the most rewarding part of this is witnessing the growing appreciation for their commitment to quality and innovation across the globe. By never compromising on the quality of their products, this has allowed the brand to maintain consistency as they grow into new markets and their steady growth into 26 territories reflects the strong loyalty and trust consumers have in the Bateel name.
“Our passion for maintaining the highest quality in every product we sell stems from our deep commitment to excellence at every step of the process. We believe in offering products that are organic and healthy, staying true to traditions while utilising innovative agricultural methods. Every detail is taken into consideration, ensuring our products reflect the premium quality that Bateel is known for.”
Seamlessly combining Arabian hospitality with innovation, the company creates an experience that is both rooted in tradition and forward-thinking. Today’s consumers crave constant innovation and new experiences, which is why they focus on offering fresh and exciting product lines throughout the year. For example, they introduce different festive menus to celebrate various occasions, keeping in mind the evolving tastes and preferences of customers.
Companies today must keep sustainability at the forefront of their operations and Bateel is no exception to this. Their commitment to sustainability begins with their farming practices, where they focus on organic cultivation methods, avoiding the use of pesticides or fertilisers that could affect the land or the taste of their dates. They also prioritise ethical sourcing by working closely with trusted suppliers who share their values. Additionally, they take steps to reduce their environmental footprint by using eco-friendly packaging and supporting initiatives that promote sustainability across their supply chain.
“At Bateel, sustainability is a continuous journey and we are always looking for ways to improve our practices to guarantee that our products are not only delicious but also contribute positively to the planet and society,” says Afridi.
As we discuss the importance of customer experience to Bateel’s success, the CEO highlights that in-store, they create a welcoming and refined atmosphere, with attentive staff that provides a personalised service and expert guidance, making sure every visit feels special. They also ensure their stores are beautifully designed, reflecting the premium quality of their offerings. Meanwhile online, they maintain this same attention to detail with a simple-to-navigate website, seamless purchasing process and excellent customer service. Their online store is carefully curated to mirror the luxury experience customers expect in-store, from the presentation and freshness of their products to the packaging that arrives at their door.
“By focusing on consistency in every touchpoint – whether physical of digital – we guarantee that the Bateel experience is always luxurious, refined and memorable,” says Afridi.
Bateel fosters a supportive and inclusive work environment that values long-term employee well-being and growth. The company creates a sense of trust and belonging, building strong customer loyalty through care and attention to their needs. Their driven approach builds trust, loyalty and mutual respect across all levels of engagement, creating a strong, positive environment for employees, customers and partners alike.
Before we finished the interview, our last question to the CEO was what is the next step for the business?
“We are planning to expand our global footprint, tapping into new international markets to bring our premium products to a broader audience. In terms of product innovation, we are looking at introducing unique, health-conscious offerings or limited-edition seasonal products. For consumer engagement, strengthening digital platforms and offering personalised experiences, such as customised gifts will be the way forward. We are working on a lot of different avenues and we are excited to see where they take us as we plan to triple the size of the business by the end of 2029,” Afridi concludes.
