A lifelong desire to belong. Because who doesn't want to be part of the group? Especially when mouthwatering snacks are on the menu. Picture this: little Kadir, always angling for a bite. But more often then not, I can't join in. I watch from the sidelines at friends' houses. Family get-togethers. Birthday parties. So I roll up my sleeves and get down to business. I study the butchers and bakers in Den Bosch (my hometown). Mum weighs in, and after much trial and error I've got a winning recipe. A totally authentic Brabantian sausage roll with a little extra spice. Irresistible, if I do say so myself. Fortunately, nearly everyone agrees. Today our sausage and frikandel rolls, pizzas and other snacks are sold at supermarkets around the Netherlands and Belgium. Hundreds of thousands of happy snackers make a beeline for my face in the halal section. Fans send messages and stop me on the street to share just how much Kadir's means to them. Because I've made it possible for them to snag a bite and finally feel like they belong. I've come a long way on this journey. But I'll only reach my goal when everyone in the world feels that same sense of belonging. One sausage roll at a time. Happy Halal. For everyone.
I'm known for my big laugh and bigger desire to connect with others. Oh yeah, and I'm always up for a good snack. I'm a hard worker but I keep things halal, of course. Which means making time for family and friends. All these things (and more) form the foundation for Kadir's as a brand. I've turned it into a success story by staying true to myself. With the help of many others along the way, of course.
I've got lots to be thankful for – but life's never been a cake walk. I don't mind, though. I'm better off for all the hard work I've put in. And so are my Happy Halal snacks. Picture this: little Kadir, always angling for a bite of the tasty treat on offer. But more often then not, I can't join in. I watch from the sidelines at friends' houses. Family get-togethers. Birthday parties. I'm one of many: there are over a million Dutch people who don't eat pork. So I get to work. I start my journey by making sausage rolls – a Brabantian classic. I study the butchers and bakers in my hometown. Mum weighs in, and after much trial and error I've got a winning recipe. My first batches of sausage rolls fly off the shelves. I know right away I'm onto something. And the rest is history. Happy Halal. For everyone.
I always know what others will love to eat. It's how I develop new snacks, like my British Sausage and Frikandel Rolls. Both 100% Happy Halal. By now supermarkets are starting to catch on. I fire up the blue Kadir's truck and drive all over the country, handing out samples to customers and store managers. I tell everyone to look for my face in the halal section. When they can't find me, they ask for Kadir's to be stocked. Which is how we make sure our rolls are sold at more locations every day.
Lockdowns mean people stuck at home go looking for snacks like ours. At the supermarkets, business is booming. So I jump at the opportunity and close deals with big-name stores Dirk van de Broek and Hoogvliet. Making my snacks available all over the country. The total number of Kadir's lovers is seriously on the rise.
Selling my sausage rolls in the UK? Heck yes. Our listing with SPAR represents a major opportunity. Belgians (who are famous for their taste in food) embrace my snacks, which tells me something's working. Every day it seems we're breaking our own records. So why not make England the next step on our journey to reaching the whole world?
My snacks are a hometown classic – will the rest of the world agree? My sixth sense says yes. Because Kadir's means everyone gets to belong. And there are definitely enough people out there looking for Happy Halal snacks. At this point I convince DekaMarkt to start selling my products, which means my Frikandel and British Sausage Rolls dance from shelves and all the way up to the north of the Netherlands.
Once again, I listen to my sixth sense for snacks – and I'm glad I do. Because the proof is in the... Bapao Buns. And Albert Heijn, the Dutch supermarket with iconic blue branding, agrees. My Happy Halal snacks are suddenly available in some 400 locations for happy, hungry customers all across the country. And people keep asking me to share my story. I'm recognised everywhere. Kids come up to me on the street: 'You're the guy who makes my favourite sausage rolls!' They smile wide and I high-five them right back.
Things are happening: Kadir's is making people happy – big time. Halal eaters and snack lovers alike. Next up, the brightly branded Jumbo supermarket chain hops on the Kadir's train. My products become available in their stores and online. Every day I hear from people asking about our snacks. Which drives me to keep growing, so the whole world can get in on the action. Because food that's shared tastes twice as good.
This year has been a wild ride. My snacks are hitting more stores, and sales are shooting up. By the end of the year, I can't believe it – we hit 1.5 million snacks sold. We kick off a crowdfunding campaign for our own bakery. We need a place to make all these snacks! The news spreads fast, with lots of media interviews.
We’re launching new snacks. Harira and lentil soup for Ramadan (just like I enjoy with my friends Gokhan and Hamza’s families). We do a live tasting of our new protein sausage rolls at Rotterdam Central Station. But the best part: our very own bakery opens this fall. Ready to make Happy Halal snacks for the Netherlands and the whole world.
I always go for more flavor. It's a Kadir thing! I got it from my mother. She even helped me with the spice mix for our sausage rolls. And now? All my snacks are uniquely spiced. I often get messages from fans who say they never want to try anything else again.
Question? Brilliant idea? I wanna hear it! Email me when you've got a sec.
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