Amboora, founded by Nadia Hamila, introduces innovative North African food products to the UK market. Nadia spotted a gap in the market for Moroccan cuisine and since then, Amboora has transformed from solely being a food business into an inclusive platform that educates and inspires.
Nadia, a London-born foodie of Moroccan and Tunisian descent, loves nothing more than to share new flavours and culinary secrets with you – all unearthed from her rich cultural heritage. She discovered the magic of Morocco during childhood visits to Tangier, a city where the glittering Atlantic ocean meets the turquoise Mediterranean.
A nexus for many cultures, with a history tracing back to 5BC, Tangier was a playground where the young Nadia explored and dreamed. Shady mosaic courtyards, the medina’s ochre alleyways, and houses filled with curious foods left a powerful impression. You could even say Amboora was born on these streets, many moons ago.
At 15, Tangier was replaced with Marrakech: a vibrant hub of food, fabric, aromas, music and gardens. It was here, amongst the hustle and buzz of the souks, with the majestic Atlas Mountains serving as a backdrop, that Nadia discovered an untapped culinary world.
Tagines packed with olives, lamb and lemons smoked away in private kitchens whilst freshly squeezed orange juice, perfumed and delicious, could be drunk on any avenue. After sunset, in the Jemaa El Fna, Nadia watched sweet treats being traded, vegetables barbecued in aromatic pastes, and breads served hot out the oven.
All of these experiences inform Nadia’s cooking to this day and demonstrate how her desire to prepare, serve and share contributes to a wider social initiative. Amboora is a brand born from food discovered in childhood, and treasured in adulthood. Named in honour of her daughter, Amboora (the Arabic nickname for “Amber”), is more than a business, it’s a platform with a heartfelt mission to ensure Amber is proud of her heritage, and educated about her ancestors’ Moroccan cultural practices. Nadia intends that while Amber learns and embraces the culture, so will you.
Join the journey of learning, sharing and eating delicious food today. Try Amboora, spices with a flavour so divine it’s OK to say “Bon Appetit” or “Bsaha” (بالصحة) before you’ve even tried it!