This started with harvesting the fruit, through to determining the wrapping and the platter which accompanied the product at its outlets.“Bateel is an integrated company and that includes farming, processing, manufacturing, marketing and premium retailing functions,” Sharma said.Kejbou says that about half of the customers coming in so far are familiar with the brand through word of mouth or travels in the Middle East and Europe.

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“All this depends on our processing model, which is not only expensive but also labour extensive.” Sharma said the company had taken as much care with the retail experience and ambience of Bateel Boutiques, as it had with its fruit production.

The boutiques’ interiors are in warm, inviting tones and the rows stuffed with nuts, dry fruits and colourful chocolates are a feast for the eyes.

Nature has blessed the area with sweet groundwater, a fertile soil and climatic conditions is just right for harvesting high quality dates.

Since the dates are produced to exacting standards, it was a given that Al Sudairy would present them as a premium offering.

The company has grown into a specialty provider of dates, chocolates, cookies, biscuits and other food products with 51 shops in 14 countries.

Unusual and luxurious, Dubai-based Bateel has brought its Middle Eastern version of a Godiva Chocolate store to Birmingham.

Saudi-based Bateel, which runs 36 shops and 7 cafés in 16 countries, poised to expand Dubai: Bateel’s success as a business can be attributed to that rare marketing formula: being able to turn a staple food in the local diet into a gourmet experience.

In doing so, Bateel has single-handedly brought about a sweeping transformation in the way dates are perceived by the local populace.

“We are selling one of the most expensive dates around the world because producing such quality is costly.” It’s a quality that is obviously being lapped up by the date connoisseur, as Bateel has recorded yearly growth rates of up to 40 per cent.

The company is owned by Dr Ziad Al Sudairy of Saudi Arabia, who owns a number of date farms in Al Ghat, a town 200km outside Riyadh.

Around the corner, glistening truffles in an array of colors call out to be tried.