- 29 Jan 2025
Located in the heart of Al Salt, Asma’s Healthy Products isn’t just a food brand, it is a celebration of resilience, innovation, and the power of community. Founded by the inspiring Asma Al-Weshah, this local business has grown from a humble, home based project into a beloved producer of gluten-free and traditional treats. Asma’s story is one of passion, perseverance, and an unwavering commitment to delivering the highest quality products to her customers
A Bold Leap Into Entrepreneurship
In 2016, Asma found herself at a crossroad. Although she had qualifications as a nutritionist and in food manufacturing, job opportunities were limited, and she refused to wait for a chance. With a deep passion for nutrition and food, she decided to take control of her future. Asma enrolled in food manufacturing courses at the Women’s Union in Salt and began experimenting with jams and cheeses in her own kitchen. This was the spark that ignited what would become Asma’s Healthy Products. Word quickly spread, and in just two years, the demand for her products grew beyond the limits of her home kitchen. She took the next step, establishing a small workshop to turn her dream into a thriving reality.
Growing a Local Success Story
Today, Asma’s Healthy Products is much more than just a one-woman operation. It’s a vibrant business that employs a dedicated team, including four full-time staff members and ten part-time workers, many of whom are women and youth from the local community. Asma works closely with local farmers to source fresh produce, including fruits and vegetables. She also partners with women who cultivate thyme, purchasing their leaves and processing them at our facility. Additionally, she collaborates with sheep farmers, sourcing milk to craft cheese and yogurt on-site. This local sourcing not only supports Asma’s commitment to excellence, but it also helps empower the community by creating valuable jobs that contribute to the local economy. The business has become a source of empowerment for women in the community, offering them jobs that support their families and contribute to the local economy.
Building a Better Future Together
Asma’s vision goes beyond running a successful business; it’s about making a positive impact. By working with local farmers and providing job opportunities for women and youth, she’s helping to create a sustainable ecosystem that benefits everyone. Her collaboration with the CERA Project was a game-changer, providing her with essential tools and equipment like a vacuum sealing machine, tahini production equipment and a machine to make fresh peanut butter. With these upgrades, Asma has been able to increase production, maintain top-quality products, and boost her presence at exhibitions all while staying true to her commitment to preservative-free, wholesome foods.
Just one week after receiving new equipment, Asma showcased her products at an exhibition in Amman, using live demonstrations of her additive-free tahini and peanut butter production process to captivate and build trust with customers. This hands-on approach not only enhanced sales but strengthened her brand’s connection with her audience.Beyond the operational improvements, Asma’s participation in the CERA Project opened doors to valuable business opportunities. Through events like the Walaa Exhibition, she expanded her professional network, connecting with potential collaborators and gaining access to new resources and materials. These partnerships not only enhanced her product offerings but also provided insights into potential export opportunities, setting the stage for future growth.
From Local Roots to Global Ambitions
Expanding Product Line and Commitment to Quality
The company currently offers a diverse range of approximately 20 products. What began with a single item—jams—has since expanded to include pickles, cheeses, syrups, thyme blends, peanut butter, tahini, and more.
All of the company’s products are licensed by the Jordanian Food and Drug Administration, with several receiving certification from the Standards and Metrology Organization for being free of preservatives and additives. The most popular items in their lineup are cheeses and makdous (stuffed eggplants). In addition, the company creates “family breakfast packages” and gift sets that feature a selection of their products, which are particularly popular during holidays and as gifts for expatriates.
Marketing with Heart
What truly sets Asma’s Healthy Products apart is the personal touch. Asma doesn’t just sell products, she shares her story and connects with her customers. At exhibitions, she brings her products to life by grinding tahini and peanut butter live, allowing people to experience the magic of her food-making process firsthand. Social media plays a big role too, with creative content and seasonal gift packages keeping her customers engaged. Asma’s daughter, a social media expert, has been an integral part of driving the business’s online presence, ensuring the brand stays connected and relevant. In 2024, Asma was honored with an award for her outstanding contributions to home-based businesses, further solidifying her role as a community leader and inspiring entrepreneur.
The Sky’s the Limit
Asma’s journey is proof that with determination, passion, and a commitment to quality, anything is possible. From a small kitchen to a growing business, Asma’s Healthy Products is poised for even greater success. With new equipment, a strong local network, and a vision for global expansion, Asma is ready to take on the world while continuing to support her family and uplift her community.
For more information about the CERA project: CERA: Corporate Entrepreneurship Responsibility Alliance – Leaders International