Mediterranean Food Brand Adds Online Grocery Delivery e-Tailer, More Than 140 Doors of West Coast Distribution
Afia has now launched at online grocery delivery service FreshDirect, serving the greater New York City metropolitan area. With this new distribution, Afia’s frozen falafel will reach hundreds of thousands of online grocery shoppers in 21 counties.
This latest expansion comes after Afia’s recent West Coast expansions in April and May to key West Coast retailers, including Raleys, Harmons, Lunardis, and Market of Choice. These new partners added 140+ retail locations to Afia’s national distribution of frozen falafel at more than 3,000 stores.
Fresh Direct will carry three varieties of Afia’s frozen falafel, its best-selling Traditional and Garlic & Herb flavors as well as its new and notable Za’atar flavor. Afia’s Za’atar falafel was a finalist for the 2023 Nexty Awards.
“Fresh Direct is a perfect partner for Afia, with their focus on quality and convenience as one of the premier online grocery services in the U.S.,” said Afia President and co-founder Farrah Moussallati Sibai. “Our Traditional and Garlic & Herb falafel have been hits in the New York area, and we’re excited to see shoppers fall in love with the unique and classic Middle Eastern flavor of our Za’atar falafel as well!”
Raleys, Lunardis, and Harmons all carry Afia’s Traditional and Garlic & Herb flavors, while Market of Choice carries those as well as Afia’s unique Sun-Dried Tomato falafel.
Afia has been focused on growing the availability and awareness of its frozen falafel from limited regional distribution in 2020 to wide national distribution. Afia’s falafel can be found at a wide range of retailers including Whole Foods Market, Giant Landover, Publix, H-E-B, Harris Teeter and Wegmans, along with other regional natural and grocery chains and independents. A full list of stores can be found online.
“Independent and regional stores are wonderful partners for growing brands like Afia, and our goal is for Afia to be available in every consumer’s favorite local stores, nationwide,” Sibai said.
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 gluten-free and vegan options, knowing how important these areas are for shoppers. All Afia’s available falafel flavors are vegan, gluten-free, non-GMO, and free from top 8 allergens.
From launch, Afia has been committed to its mission beyond simply being a food company. Since 2020, Afia has donated more than 300,000 falafel to food banks and those in need. In addition to regular donations, Afia supports their local community of refugees through employment and mentorship.
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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 2700 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.
In 2022, Afia was honored by Austin Chamber and SXSW with their A List award for entrepreneurship, Moussallati Sibai was awarded the 2022 Austin Business Journal’s Women in Business award and Austin Inno gave them an Inno Fire Award. 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.