Amboora was founded by Nadia Hamila, a British foodie of Moroccan and Tunisian descent who saw a widening gap in the market.
Introducing innovative North African food products to the UK market and beyond.
Amboora blossomed from a straightforward food business into a platform that contributes, inspires and educates.
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, Tangiers was replaced by 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!
WHY WE ARE DIFFERENT
We are not only a business, but a platform that educates and inspires you. We feel an immense social responsibility to flip the script on what you think about Morocco, and to stay true to Moroccan culture in our business practices. We are boss when it comes to sustainability, environmental conscientiousness, and truly feel a duty of care to people and the planet. To read more about sustainability and/or our causes.
MAGICAL MOROCCAN COOKING
Every day in Morocco, in gardens fragrant with ripened oranges, older folk pass on a wealth of culinary knowledge. Younger generations learn that mint and olives come from Meknes, zesty lemons from Fez, and the prized spice saffron from a place called Taliouine.
In traditional rustic kitchens, Moroccan mothers teach their children how to cook — tagines, sweets, pastillas and the softest pearls of couscous. Treasured family recipes, carried through the eras, are gifted to eager learners for preparing, cooking and serving.
Amboora captures the essence of these special moments and shares them with the world, delivering delicious products and
recipes that friends and family can enjoy. Named after precious North African amber, a honey-coloured jewel believed to hold a deep connection to the cosmos, this authentic brand introduces bold flavours and intoxicating aromas
FROM SOUK TO THE CITY
Amboora travels far and wide to discover the highest quality ingredients: from the majestic peaks of the Atlas mountains to the vibrant bazaars of the city. North Africa is an untapped treasure trove of the most delectable herbs, nuts, fruits and spices — rich, flavourful, piquant, sweet, and bursting with incredible colour.
With discerning taste and peerless knowledge, the Amboora team select only the freshest ingredients for its range of versatile cooking products. When you serve Amboora, you know you’re tasting authentic Morocco.
Sacred spices such as cumin, cinnamon, coriander, turmeric and ginger add vivacity and depth of flavour, whilst natural sweeteners such as orange blossom and dates act as fragrant palate tinglers.
FOR PREPARING AND SHARING
Moroccan hospitality is an experience to behold. Families and friends gather in community circles to chat, share and enjoy. Tasty tagines, slow-cooked for hours, are a staple of every meal, laced with lemons, raisins, olives, meats and the freshest market vegetables.
Sweets served with mint tea and aromatic coffee are a focal point of daily life, relished by friends when chatting and served after meal times.
Amboora introduces these time-old customs to the modern kitchen, enabling foodies, chefs and connoisseurs to sample and experience them. Thanks to a list of special recipes and an ever-growing product range, you can dazzle with your culinary knowledge and impress every dinner guest.