To provide convenient and nutritious dining programs for health conscious people, three mothers, Rawan, Sara and Nora run a healthy food business called “The Health Box”. They believe that nutrition is a big part of any good fitness program as without proper nutrition any workout is destined to fail.
Sara had a catering business before she got interested in fitness, while Nora and Rawan enjoyed living a healthy lifestyle. All three of them are certified fitness trainers who not only love eating healthy food, but also care about its taste.
In conversation with Arab News, Rawan shared how she and her team pioneered healthy eating through their entrepreneurial drive.
Tell us how you started The Health Box?
I always loved desserts and had a sweet tooth, but as a fitness trainer I wanted to follow my eating plans and avoid sugary foods. Since, I can’t live without chocolate I decided to experiment in the kitchen to create recipes that are satisfying just like any other brownie. However, my goal was to make healthy desserts that even kids would enjoy and it worked.
Eventually, I started testing it on friends and family who all fell in love with it and our clients from the gym started ordering it. Then after introducing training concepts with Nora called SWEAT Box, she suggested we make healthy post-workout meals such as sandwiches as she was already popular for her homemade healthy sandwiches.
Later Sara’s love for cooking emerged again and that’s when the three of us decided to start The Health Box. We knew the demand was there, and there weren’t any reliable high quality healthy meal plan providers in Jeddah so we saw an opportunity to be the first healthy food suppliers.
And what is The Health Box?
The Health Box is a center for healthy gourmet food service, where we offer a variety of programs that provide meal plan packages tailored according to each person’s dietary needs or fitness goals.
As a founding entrepreneur of a company, how has the experience been for you and what were the challenges?
The experience has been amazing, although we made lots of errors. The most important thing is to learn and not make the same mistakes again. I don’t think there were any unexpected challenges because every day was a challenge. Finding reliable suppliers that can provide us with high quality food and be consistently available was one of the challenges.
Tell us about your menu, any popular dish?
Our menus are diverse that fit any healthy lifestyle our clients are interested in. We offer Paleo, Whole30, vegetarian, vegan and balanced dishes to fit all individual needs. We believe there is no one diet that fits all. We also try to introduce authentic dishes that are close to home like our popular spiced quinoa bukhari prepared in the traditional Saudi way, which people love and enjoy the most.
Where do you buy organic food from?
When we want to buy organic products, we buy from the local organic supplier Organica.
How do you manage to promote healthy eating?
As fitness trainers, we are passionate about eating healthy and it is important to feel properly fueled for training sessions that will make us feel good inside and out. We want everyone to get this great feeling of energy for which we try our best to promote healthy eating with the help of social media. We always give out health tips through our Instagram and Snapchat accounts (@the_healthbox).
Who are your customers?
Our customers are those who understand the value of healthy living and feeling better. They are those who want to lose weight, gain weight in a healthy way or those who just want to maintain their weight but live a healthy life. We cater to all needs through different programs.
What advice do you have for other entrepreneurs and business leaders?
1. To be in a business you are truly passionate about because then only you will succeed and work hard to make it work while enjoying it too.
2. If you are going to partner up with somebody, they should be just as passionate and dedicated as you are and share your interesting ideas or else that partnership won’t work.
3. To be unique you have to be competitive and make your ideas exceptional.
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Three women, one goal: Tasty, healthy meals in a box
Three women, one goal: Tasty, healthy meals in a box
Where We Are Going Today: The Terrace in Jeddah
- Desserts at The Terrace follow classic lines, with options like profiteroles, cardamom creme brulee, tiramisu and pavlova
The Terrace by The Good Butcher, overseen by food entrepreneur and chef Basma El-Khereiji, is a new seaside spot that combines casual dining with live music and pop-up events.
Located next to Movenpick Jeddah Al-Nawras in Ash Shati, the setting offers an open view of the water, making it a relaxed place to spend an afternoon or evening.
The menu focuses heavily on burgers, with options ranging from the double and triple smashed cheeseburgers, to the more elaborate truffle and wagyu burgers.
I tried a selection of the smashed burgers and found the beef to be well cooked and the seasoning balanced, though the triple cheeseburger felt slightly heavy with all the toppings combined.
The crispy chicken burger and chicken Caesar burger provided alternatives to red meat, with straightforward preparation and familiar flavors. Sides such as parmesan and truffle fries, paired with sauces like cheddar, BBQ and truffle mayo, complemented the mains.
Desserts at The Terrace follow classic lines, with options like profiteroles, cardamom creme brulee, tiramisu and pavlova. I tried the cardamom creme brulee and the pavlova. The creme brulee had a smooth, creamy texture, with a delicate hint of cardamom that was noticeable, and the caramelized top added a satisfying contrast.
The pavlova offered crisp meringue with a soft interior, paired with a light mascarpone cream and fresh berries, providing a mix of textures in each bite. Both desserts were consistent with their descriptions and well prepared.
One of the standout options on the beverage menu is the spicy bull heart, a tomato-based drink that combines tomato juice with lemon, Tabasco, Worcestershire sauce, and a touch of salt and pepper.
The menu also includes gin and tonics with a choice of tonics, as well as signature cocktails like wooden smoke house and sunny land, each bringing a unique combination of ingredients and infusions.
The beverage menu introduces new and unexpected flavors, encouraging guests to explore and try something they may never have tasted before, all while enjoying the seaside setting and relaxed ambiance.
Check @theterrace.sa for more information.
