About MOIMA
For people who love delicious cuisine, MOIMA offers the finest authentic Arabic food. MOIMA’s products are of the highest quality – based on original recipes and the best ingredients refined over thousands of years in Arabia, and perfected at home in Hamburg, Germany. MOIMA turns traditional, finest recipes into food products that can be easily prepared by everyone.
Our vision
To bring joy to everyone who loves delicious and healthy food.
It began as a quest for recreating a beloved and traditional Arabian dish in our family home in Hamburg, Germany. Now it has become our vision, to share our mother’s secret recipe for creating the finest Falafel with others, bringing families like our own that same authentic taste of fresh homemade Falafel (and of course the joy that comes with it)!
Our mission
To make the finest Falafel.
Falafel is a traditional Middle Eastern dish that is widely enjoyed both in the Middle East and abroad as a popular street food as well as part of fine cuisine. Falafel is thus a highly versatile food that people can prepare and serve in a number of ways, for instance, like a sandwich in a pita or in laffa bread and topped with hot sauce, tahini sauce or yoghurt and salad (Siciliano-Rosen). Falafel is also an excellent “stand-alone side dish”, or it can be served as an hors d’ouvre and “part of an assortment of appetizers called a meze” (Raman). These delightfully crispy and crunchy Falafel balls have long been eaten for breakfast in the Middle East, often to complement other popular Arabian breakfast foods, like Hummus, Foule and Zaatar Manoushe, and all must be eaten fresh for optimal flavor. But making Falafel from scratch is time consuming, from soaking the chickpeas overnight and then grinding them to a fine paste with selected herbs and spices in the morning to shaping the dough into balls and frying them in hot oil. Most people therefore prefer to simply buy the Falafel from a local restaurant or street vendor. In contrast to the Middle East, however, like in Germany or even Europe as a whole, the restaurants or steet vendor lost the authentic and exquisite taste of Falafel.
That is where MOIMA’s dedicated mission comes in. MOIMA Falafel Mix helps facilitate this laborious procedure, and after years of hard work and fine tuning ‘Mama’s Falafel recipe’, everyone can prepare and enjoy Falafel with minimal effort in no time. Simply mix our MOIMA Falafel Mix with water, and set aside for 45 minutes; shape the dough into balls, and fry for 3 – 4 minutes, and you’re done! No soaking, no pealing, no grinding. It’s super fast and simple. MOIMA Falafel balls are tantalizingly delectable, original, and compete with the best Falafel in Arabia. This quick and easy recipe mix is ideal for home, parties, camping and even catering. Try it out yourself!
Our values
MOIMA offers quick and simple authentic recipes for preparing delicious traditional Arabian cuisine. We strive for a even better taste by selecting the highest quality ingredients for our products. Meticulous operations at all levels ensure the high quality of our products and of the MOIMA experience, while taking responsibility towards our customers, partners and the environment.
We value transparency, key characteristics of the dedicated people at MOIMA, who are forever faithful to their partners and to one another. We promote happiness through a friendly smile and empathy, and of course by celebrating healthy and delicious food. We dearly value a good health, which is why we have created a product that is both, wholesome and delicious. Chickpeas, the main ingredient in Falafels, has numerous health benefits. Falafels prepared with our MOIMA Falafel Mix can be part of a healthy family meal (Raman), be it breakfast, lunch or dinner.
Our story
MOIMA’s products are of the highest quality – based on original recipes and using the best ingredients refined over hundreds of years in Arabia and perfected at home in Hamburg. Our family has always loved Falafels! Growing up in Germany, however, we could only enjoy our favourite Falafel dishes during the summer holidays while visiting relatives in Jordan. Back home in Hamburg, we could never find any shop or restaurant that prepared delicious Falafel. In fact, what was available tasted quite awful! This is still the case today, and this is precisely why we decided to take the initiative and make a change. MOIMA products are different from the rest because they have a few extra ingredients: the unforgettable taste of a rich, time-honoured Arabian heritage and a dedicated mother’s love and care.
Welcome home to MOIMA!
Testimonials
“MOIMA’s falafel are a dream, made according to their own original recipe, taste so delicious that you can eat several at once. I look forward to it every time when we buy them.
“I have to honestly admit that after initial skepticism I was more than pleasantly surprised! These falafel are prepared quickly. Very tasty and authentic!
“You bite into a crisp, golden-brown layer and get into the soft, aromatic inside of the falafel, which causes a taste explosion thanks to the successful mixture of spices.