Amy Dell, Founder of Sababa Foods: Bringing Authentic Middle Eastern Flavors to Modern Kitchens

Please share a brief introduction about yourself and your business

Amy Dell founded Sababa Foods in 2024, starting with the launch of their first product, Saturday Sauce. The sauce is an ode to Amy’s “aba” (Hebrew for Father), a former Chef & Restauranteur, whose matbucha has always been a staple in her household. Growing up, weekend mornings consisted of classic Israeli breakfasts featuring shakshuka, salatim, and more. As Amy got older, she continued to replicate this recipe in her own household, constantly cooking in large batches and freezing for later use to save time.

Amy was inspired to share the delicious recipe and to make these dishes accessible to anyone and everyone. At Sababa Foods, we bring authentic and high-quality Middle Eastern flavors to modern kitchens, offering convenient and nutritious meal options for families and food lovers everywhere. Sababa Foods is committed to creating delicious, easy-to-prepare, and wholesome Middle Eastern-inspired foods that appeal to today’s fast-paced yet health-conscious consumer.

Who are your customers?

We sell wholesale to retailers as well as direct to consumer via our website and Amazon. Our target audience includes: Health-conscious millennials and Gen Z who value nutritious, easy-to-prepare meals. Busy professionals and families seeking quick but delicious meal solutions. Food enthusiasts who are looking to expand their culinary horizons with new, exciting options. Vegans and vegetarians: Our current offerings cater to plant-based diets. Consumers with dietary restrictions: Our current offerings cater to gluten allergies and kosher-style diets.

What was your background prior to starting your own business?

My background is in hospitality and marketing (events and partnerships). Most recent positions include Experience Director at member-based club Velocity Black and real estate developer Related Companies.

What made you take the leap to start your own business?

I've always wanted a career based in food as it's a passion of mine (cooking, hosting, eating, etc.) and I made the leap after working in corporate for over 10 years. I came up with the idea while I was on maternity leave with my son and worked on the idea for about a year before leaving my corporate job. I wanted more flexibility which inherently comes with being your own boss but it also presents it's own challenges since there is never an "off" button.

Did you always know you wanted to be an entrepreneur?

Yes! But I felt that I had a lot to learn and experience before going out on my own, which I feel my prior experience helped immensely with. I toyed with the idea of a couple of other businesses before landing on this one since the business plan seemed to be a viable one.

Take us back to when you first launched your business; what was your marketing strategy to get the word out and did it go as planned?

When we first launched our business, the strategy was to do with in cohesion with being in our first brick and mortar location. We did a heavy influencer campaign where we'd gift our product in hopes for some shout-outs. We focused on marketing via social media with a mixture of original content including reels and recipes to showcase our product. We also cultivated an email list to launch a newsletter. We said yes to so many events where we'd have an in-person presence and get the word out. We got lucky and had some press which helped immensely with building our community.

What is the biggest challenge you have encountered along the way so far and what have you learned from it?

The biggest challenge is that the to-do list is never ending! Even when you've crossed items off your list, there are always improvements and so much more to do. It's hard to stay laser-focused as a one-woman show when you're needed in Sales, Marketing, Operations, Finance...it's hard to know what to prioritize (and when) and staying focused on the long-term goals can be a challenge when you're always trying to tackle the immediate.

What accomplishment are the most proud of to date in your business?

We're most proud of launching our product, Saturday Sauce, and all the steps it took to get there from commercializing the recipe to hand-drawing the label art. I get to honor a family recipe and my tradition and culture, and share the food that I love with others, which is incredibly rewarding. Seeing the reviews and reorders come in makes all of the hard work worth it.

Do you have any recent wins from the last year that you'd like to celebrate with our community?

After doing many in-store tasting events, we've gotten some feedback that our original "slightly spicy" Saturday Sauce is too spicy for heat-sensitive folks or for kids, so we recently released a mild sku and we're really proud of launched a second variation less than 6 months after launching.

What's next for your business? What can we expect to see over the next few years?

We hope to be a brand that carries lots of different Middle Eastern Pantry essentials, so we hope to release lots of new products.

What is your top productivity tip? 

I like to utilize the notes app for to-do lists. I also like to utilize my calendar so that everything is in there. I always try to reconfirm and follow up as well.

On the flip side, how do you avoid burnout?

I'm still figuring this out! I find myself working every night until midnight because the to-do list is endless, but at this time I'm also enjoying it because I am doing what I love. As the business grows (both in size and age) I'll need to learn how to navigate that to avoid burning out.

What is your approach to work-life balance / integration?

Still trying to figure that out since I started my own business, but having young kids (4 and 1.5) forces me to disconnect from work so that I can stay present when I'm with them.

What is one thing you wish you had known when you started your Entreprenista journey?

That there are so many people willing to help, and all you have to do is ask.

When hiring, what is your go-to interview question?

I like to ask people what their idea of the role I'm hiring for is and hear what they think a day on the job would look like. I also like to ask a question that demonstrates their problem solving, like how they'd navigate an adverse situation.

Are you a Mamaprenista? If so, please share your best advice for simultaneously managing a business and a family

Sure am! It's challenging juggling all things home and motherhood but the support of family and friends is everything (along with paid help whether that be school or a babysitter). I accomplish the most amount of work when I leave the house, so that separation is important for working efficiently when possible.

What's the one app on your phone you absolutely cannot live without and why?

Sadly it's becoming Instagram! So much happens on social, whether it's learning about a new event or outreach from a potential partner, so I find myself on this more and more often.

What is your favorite business tool or solution and why?

Google Workspace! My central point for all things email, calendar, Drive...

What advice do you have for aspiring Entreprenistas?

Create a business plan complete with projections and a marketing plan before starting your business. You might go through a few before landing on one that seems like a win!

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