The Growing Seed of Amman


The changing lifestyles of Jordanians have recently grabbed the attention of a young entrepreneur who had the courage to take on the relatively untapped world of sustainable, healthy living here in Amman. The Brooklyn-inspired shop, with its simple yet eye-catching, natural interiors, reflects the vision of Mosaab Mustafa, the founder and owner of Seed. Established in 2013 after extensive research, planning and concept design, Seed was able to serve its first customer in January 2014. With its clean, fresh and healthy approach, Seed has been one of Amman’s most popular attractions for the past year, with a growing menu that offers nutritious, energizing and vitamin-packed food that tastes good too.


“I moved to Jordan recently to find out that the way people are living in Amman is changing. People are being more active, workout more frequently and are learning about health and their bodies. It’s the information age and people are getting the information they need. Now they need the tools to use that information effectively,”  Mosaab explains. After finishing his Masters Degree in Organizational Change Management in New York City, he decided to leave his work at a consulting firm and head to Amman. “It felt like the right place and the right time to plant this Seed. I just hoped that it would actually grow!”

The items that Seed serves are the product of hard work and intensive research, continuous trial and error and the input of more than one palette. Most of the larger food item recipes including the salads, soups, and wraps are developed by Mosaab’s mother, Amal Al-Qaq Mustafa, along with the chef in-charge. The juices, smoothies, and snacks as well as the upcoming breakfast and dessert items are created by Mosaab and the general manager his cousin Raneem. “Recipe development is one of the core and most important stages when it comes to adding new items to our menu,” says Mosaab. “We don’t put anything out there that we don’t genuinely think is very healthy and very tasty. We want our customers to get exactly what they pay for: freshness, cleanliness, nutrition, and a delicious taste that doesn’t make you feel like you’re on a diet.” Their seasonal and ever-changing menu needs time, patience and creativity to come up with – they have to carefully combine the science of healthy eating with the need for great flavor. “We take a lot of feedback from a lot of different people, and that has been very important to the success of our menu so far.”

As the seasons change, Seed menu changes accordingly to use the local produce available in the market. “We try our best to use what the local market can provide us with in each season – we do our best to support our community and affect it positively.” explains Mosaab. With this approach in mind, Seed has been able to introduce their soups this past winter. “We have thought of all the beautiful winter produce that Jordan provides, and we decided to launch our soup line to allow us to use such amazing flavorful vegetables in a warm and delicious way. With spring and summer approaching, we are developing new menu items that will make our customers feel good in those seasons. I’m most excited about our breakfast items, which can actually be eaten any time of the day. They are sweet and delicious!”


The founder’s background in Organizational Change Management has enabled him to create a healthy working environment at Seed that can be felt right away when you walk in. The warm and the professional treatment the staff provides has enabled Seed to maintain an impressive database of returning customers. “The best compliment is when you see a customer coming back again and again – nothing makes us feel better than that! That means we’ve done our job – we gave the customer not only what they want, but also what they need.” says Mosaab. This mindset has enabled Seed to recently cross Jordan’s boarders and reach the gulf area, where their first shop in Bahrain is to open in less than one month. “We have been blessed enough to maintain our business in Jordan and to franchise our brand in the Gulf area. Hopefully you’ll see a lot more of Seed in 2015, and that we’ll continue to grow, change, and give more and more customers the food they need to live their best lives.”

Visit Seed at their Abdoun shop between 8:00 AM- 10:00 PM weekdays and 10:00 AM- 10:00  PM weekends

*Pictures courtesy of Seed


Seed Amman


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