Ice-cream dreams with Tracy Harmoush of Mama Booza Ice Cream

Ice-cream dreams with Tracy Harmoush of Mama Booza Ice Cream

Tracy Harmoush Mama Booza Owner

Tracy Harmoush, a social media influencer, entrepreneur and fitness app creator, believes that you’re never too old and it’s not too late. As founding partner of UAE ice-cream brand Mama Booza, she tells us about the concept and what makes it special.

What can you tell us about the inspiration behind Mama Booza? 

My partner Wael Al Ariss and I are always on the lookout for different business opportunities. We know how to turn a good product into a brand. Moreover, our real interest lies in the story behind the product; so, when we find a good story and the product is good, it’s a yes! The moment we were approached by old friends with the Mama Booza recipes, we knew we could make something special. Indeed, it gave us an opportunity to reconnect with our culture and share nostalgia and tradition.

As a result, we took on the challenge of turning Mama Booza into a worldwide Arabic ice-cream brand born in Dubai.

“You’re not too old and it’s not too late” is a powerful message. How does Mama Booza embody this message?

I do believe it to my core. Every day, I’m presented with yet another reason to believe how true that is. Moreover, it’s through my own experiences and those of the people around me.

Furthermore, yet another example is the story of Mama Booza, Suzannah Banna, who is our cook and founder of the recipes. She is a wonderful inspiration. Indeed, she decided to take on the challenge of perfecting the original Ashta flavor from her kitchen in London during lockdown. As she perfected one flavor, her family and friends encouraged her to try even more Arabic flavors. Most importantly, Suzanah never worked before, spending her life raising her children. For the first time ever, she found herself starting a business at the age of 59. so, I was eager to make an example of her story, representing my motto: “You’re not too old, and it’s not too late!”

What are the latest trends when it comes to ice cream?

In this day and age, people are more curious about homegrown foods and are more health conscious, even when it comes to treats like ice cream.

We offer a range of toppings to mix with our five flavors, allowing people to customize their ice cream. As a result, we receive countless messages on Instagram from customers showing us their unique combinations.

As one of my dear friends put it, “Mama Booza is not an ice cream, it’s a dessert,” which perfectly captures the essence of our brand.

Are you planning to expand Mama Booza? 

As a next move, we are expanding to Abu Dhabi. Additionally, we are in discussions to go into retail with the right partner.

However, it’s still early stages, so I’d rather not spill all the beans just yet! Everything will be revealed in due course.


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About author

Rita Ghantous

Rita Ghantous is a hospitality aficionado and a passionate writer with over 9 years’ experience in journalism and 5 years experience in the hospitality sector. Her passion for the performance arts and writing, started early. At 10 years old she was praised for her solo performance of the Beatles song “All My Love” accompanied by a guitarist, and was approached by a French talent scout during her school play. However, her love for writing was stronger. Fresh out of school, she became a freelance journalist for Noun Magazine and was awarded the Silver Award Cup for Outstanding Poetry, by The International Library of Poetry (Washington DC). She studied Business Management and earned a Masters degree from Saint Joseph University (USJ), her thesis was published in the Proche-Orient, Études en Management book. She then pursued a career in the hospitality industry but didn’t give up writing, that is why she launched the Four Points by Sheraton Le Verdun Newsletter. Her love for the industry and journalism led her to Hospitality Services - the organizers of the HORECA trade show in Lebanon, Saudi Arabia, Kuwait and Jordan, as well as Salon Du Chocolat, Beirut Cooking Festival, Whisky Live and other regional shows. She is currently the Publications Executive of Hospitality News Middle East, Taste & Flavors and Lebanon Traveler. It is with ultimate devotion for her magazines that she demonstrates her hospitality savoir-faire.

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