Be authentic! Resilience is critical: Amal Soliman and Logaina Elkattan, Nuba

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How and when did you start this business? Would you please share your growth story?

Nuba is a BIPOC women-owned company that makes certified organic, freshly brewed, all-natural, and is ready to drink hibiscus tea. We’re passionate about supporting small-scale farmers in Southern Egypt, a region called Nuba in Arabic. 

When we moved to Canada from Egypt, we brought hibiscus flowers. It has been a staple in our culture for thousands of years. We would always make it for new friends, and it was a big hit. This sparked the idea that this could have massive market potential. We created a modern brand to bring a traditional superfood to Canada. 

Amal Soliman and Logaina Elkattan, Nuba

Our hibiscus is made by freshly brewing premium quality organic hibiscus flowers to maintain its health benefits without colors, flavors, or preservatives. Hibiscus is full of health benefits, and it has more antioxidants than matcha. It’s considered the highest antioxidant beverage in the world.

We’re also the only company in North America making authentic, traditional Middle Eastern drinks (Tamarind, Carob, Apricot), a seasonal line traditionally consumed during the month of Ramadan.

We founded Nuba to support small farmers in Southern Egypt by using their harvest for manufacturing and selling authentic Middle Eastern herbal drinks worldwide. Small farmers in Egypt struggle to gain access to international markets. Traditional production practices make it challenging to adhere to international compliance regulations, limiting their income streams to local needs. This leaves them exposed to fluctuating prices and unable to reach the more lucrative export market. 

Amal used her Ph.D. in agriculture to work with small-scale farmers who harvest products that are more difficult to export, such as hibiscus, tamarind, and caroub, helped them modernize and helped create a steady stream of revenue for them. 

We’re distributed Canada-wide in gourmet and health grocery stores and major chains such as Whole Foods and will be available in Loblaws and Superstore this coming month. 

Drink Nuba(Pictures: Instagram)

Tell us the products and services you offer.

Our four offerings of Hibiscus Tisane include:

Classic: is our signature recipe. A ruby red tisane with a sweet and tangy flavour can be enjoyed hot or cold, lightly sweetened with raw organic cane sugar.

Low -Calorie: To cater to health-conscious consumers, our Low-Calorie Hibiscus is sweetened with the highest quality stevia. 

Nuba also offers two versions with no added sugar or sweetness 

Unsweetened: just hibiscus

And our most popular Elderberry Hibiscus mix, where elderberries are brewed with hibiscus flowers to get a unique flavor with double the antioxidant content.

Flavors of the Middle East Line 

  • Tamarind 
  • Carob 
  • Qamar el Deen (Apricot nectar)
  • Hibiscus 
Drink Nuba(Pictures: Instagram)

What were the initial difficulties you faced?

  • Finding capital to purchase machinery 
  • Building brand awareness and education around hibiscus and our other products 

How did you maneuver your business during 2020-2021? Kindly list a few learnings.

Our supply chain was severely affected. New stores didn’t have the time to take on new products as it was incredibly chaotic at the time. We invested heavily in eCommerce. 

How did you hear about Visa Canada’s She’s Next Grant Program?

We learned about Visa Canada’s She’s Next Grant Program through their partnership with iFundwomen.

Drink Nuba(Pictures: Instagram)

Kindly tell us about your plans for 2022?

We’re increasing our e-commerce capabilities and launching at Loblaws and Superstores.

Any words of wisdom for young entrepreneurs?

Be authentic! Resilience is critical. Being an entrepreneur is a bumpy ride, and how you respond to adversity will determine the success of your business. 

Fake it till you make it; even if you’re not 100% confident, it’s important to go for it.

For more information kindly contact: 

Website: Drink Nuba

Instagram: Drink Nuba

Tiktok: Drink Nuba


Yugbodh Singh
Yugbodh Singh

This Story is authored by Yugbodh, Onside Media, Toronto, Canada. If you have stories to share kindly email: – info@theonside.com

SOURCEDrink Nuba

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