Introduction: For over three decades, Bateel International has redefined the luxury food segment by transforming a humble fruit into an indulgent confectionery.
As a gourmet date grower, producer and retailer, the company offers much more than a culinary experience – it invites consumers into a world of rich heritage and refined tastes.
In this exclusive interview with The Moodie Davitt Report Senior Reporter Ameesha Raizada, Senior Commercial Director Bilal El Kurjie discusses how Bateel is addressing the increasing demand for health-conscious, premium gifting in today’s market.
The company is preparing to showcase its latest product and packaging innovations at its booth (Blue Village, C3) during the upcoming TFWA World Exhibition in Cannes.
Reflecting on the company’s storied history, Senior Commercial Director Bilal El Kurjie is clear: Bateel is more than a purveyor of dates. “For decades, Bateel has solidified its unparalleled legacy as the world’s only gourmet date grower, producer and seller.
“By leveraging the versatility of this revered ancient fruit, Bateel created a luxury retail experience through Bateel Boutique, launching an entirely new market for gourmet dates and date products.”
Building on this success, the company has introduced a modern café concept called Café Bateel. It also launched Bateel El’an, where quality ingredients are featured in gourmet Mediterranean dishes and beverages, all curated by award-winning chefs.
Bilal’s own journey with the company began nine years ago, during which time he helped spearhead Bateel’s global expansion.
He says: “I am proud to have played a pivotal role in the company’s global growth and network expansion. “I have the privilege of working closely with the Bateel team, driving the company to new heights in franchise operations, travel retail and shop-in-shop concepts across the world.”
Today, the company operates in over 29 countries, with an ever-growing presence at key airports and leading department stores worldwide.
Bilal remarks: “We have recently launched the franchise for our food & beverage concepts and are working in partnership with key concession operators such as Lagardère Travel Retail, SSP Group, Emirates Leisure Retail, Avolta and Gebr. Heinemann.”
At this year’s TFWA World Exhibition, Bateel is eager to showcase its latest innovations. Bilal says: “Visitors will get the chance to experience our unique products, including our premium packaging. Guests will also have the opportunity to taste our gourmet dates.
“Our aim is to engage with industry players and establish new partnerships that will enable us to grow even further in the travel retail sector.”
The modern shopper
The luxury food and confectionery market has seen notable shifts in recent years, primarily driven by consumer preferences for health, sustainability and ecommerce.
Bilal explains that Bateel is geared for these changes: “Bateel finds itself well-positioned for behavioural shifts as these factors have been our foundation pillars for the past 32 years.
“We offer our clients bespoke experiences and are committed to sustainability, on top of promoting organic and healthy living.”
He further highlights Bateel’s investment in the digital world, with a bespoke ecommerce platform and fulfillment centres in Europe and the USA to enhance service for online customers.
“Our virtual presence has allowed us to maintain a premium customer service experience online while ensuring fast and efficient delivery.”
The increasing demand for premium gifting also presents an opportunity for Bateel, particularly in travel retail.
Bilal emphasises that Bateel dates are more than just a luxury item – they’re a symbol of thoughtful, sustainable gifting.
“We offer a unique alternative to traditional confectionery. Our premium organic dates are recognised as a superfood, providing an indulgent yet healthy choice for consumers.”
At the heart of Bateel’s success lies its commitment to quality and sustainability. Bilal says: “Our farms are located in Al Ghat, Saudi Arabia, an area famed for its ideal climate, rich soil and sweet water – perfect for growing dates.
“We pride ourselves on offering 100% organic dates, grown with the highest sustainability standards using state-of-the-art farming methods and proprietary cultivation technologies.”
This fully integrated supply chain – from farms to retail operations – ensures that every step of the process from harvesting to customer delivery is controlled by Bateel.
Bateel Creative Director Ajit Indulkar delves into the inspiration behind the brand’s intricate packaging designs
Telling the ‘Bateel story’
Bateel’s foray into travel retail began 20 years ago with its debut at Dubai Duty Free. Since then its presence in this channel has grown significantly.
Bilal notes: “Bateel’s partnership with Dubai Duty Free (DDF) has been pivotal for our presence in both travel retail and international markets. We are currently leading the delicatessen category at DDF.”
In terms of consumer targeting within travel retail, Bateel aims to attract affluent individuals and gift shoppers seeking unique and high-quality products.
Bilal explains: “Our target consumers are those who appreciate fine foods, value exclusivity and are willing to pay a premium for superior quality and distinctive experiences.”
The company collaborates with retail partners to create custom merchandising solutions and display units that tell the ‘Bateel story’, enhancing the appeal of the fine food and confectionery category for travellers.
According to Bilal, a good travel retail partnership involves a partner who shares the company’s vision and believes in its mission to bring something innovative and healthy to the customers.
He says: “Bateel is a unique addition to any travel retailer’s portfolio. Our premium organic dates are a recognised superfood, offering confectionery that is indulgent and has health benefits.”
The company has developed several strategies to engage its target audience, including presence in high-end retail boutiques and premium locations, strong branding and positioning, luxurious packaging, content marketing and storytelling, exclusive events, tasting sessions and digital marketing.
Looking ahead, Bilal sees digital transformation as central to the future of luxury retail.
He says: “Digital transformation is reshaping how brands connect with their clients, enhancing shopping experiences and giving them access to a global clientele.”
Bateel is preparing for this shift by investing in cutting-edge digital platforms and expanding its ecommerce presence.
“We are focused on delivering seamless omnichannel experiences, ensuring that we remain a leader in the fast-changing luxury market.”
As Bateel continues to grow, one thing remains certain: this gourmet date brand is offering a sweet yet healthy alternative to traditional confectionery, elevating the fine foods category in travel retail. ✈
All images courtesy of Bateel International
