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.
