(Austin, Texas, May 18, 2022) – Afia, a Mediterranean food company driven by a mission to make food powerful, launches at Harris Teeter and Giant Landover this June, adding another 250+ retail locations nationwide. With these new partners, Afia’s frozen falafel will now be in the freezer section of more than 2,000 stores nationwide.
Harris Teeter and Giant Landover will carry Afia’s two best-selling frozen falafel flavors, Traditional and Garlic & Herb in the freezer section.
Afia has been focused on increasing availability and awareness over the last year, fueled by their first round of investment in 2020. In 2021, Afia grew retail distribution by +250% by signing on several new partners. Afia’s retail availability includes Publix, Sprouts, H-E-B, Natural Grocers by Vitamin Cottage, and other regional natural and grocery chains. A full list of stores can be found online.
“Our goal is to double distribution again in 2022, and thanks to these new retail partners, shoppers will be able to purchase our most popular falafel throughout the Mid-Atlantic, a new region for us,” said Co-Founder and President Farrah Moussalati Sibai. “They believed in us immediately and truly have been so supportive of Afia. I am confident that customers will be hooked as soon as they try our healthy, delicious products.”
Founded in 2017, Afia has worked to change the perception of Mediterranean food and the frozen food aisle. They set out early to introduce authentic recipes with a modern twist – and prioritized quality. Afia uses only whole ingredients, free of any preservatives and additives. Everything Afia produces is to Halal standards, and they made careful consideration to introduce several gluten-free and vegan options, knowing how important these areas are for shoppers. Both products carried by Harris Teeter and Giant Landover are vegan, gluten-free and non-GMO.
From launch, Afia has been committed to its mission beyond simply being a food company. In addition to regular donations to local food banks, Afia supports their local community of refugees through employment and mentorship.
# # #
Afia, which means “to your health” in Arabic, is a Mediterranean food company headquartered in Austin, Texas, driven by a mission to make food powerful. Co-Founded by Farrah Moussallati Sibai, who had resettled in Texas after enduring great personal tragedy and loss in Syria, Afia’s products infuse the meals of her past with modern flavors.
Using her mother-in-law's little black book of old Syrian family recipes, Moussallati Sibai began selling Afia’s signature frozen falafel and kibbeh at one farmers’ market in 2017.
Afia now offers six different SKUs at more than 2000 retail locations nationwide and online.
Afia proudly became one of H-E-B’s Supplier Diversity Supplier of the Year award recipients and a Chobani’s Incubator brand, both in 2019. The brand was also recognized by the Greater Austin Chamber of Commerce with the Greater Austin Business Award for Best Consumer Product in 2021 and Progressive Grocer’s Impact Award in 2021.
Afia is dedicated to nourishing the community through more than food through regular donations to local food banks and by supporting their local community of refugees through employment and mentoring. For more on Afia and their mission, visit afiafoods.com or follow @afiafoods.
Lori Lefevre Wells, firstname.lastname@example.org, 917.627.0803