About Us
“I want to prove to everyone that healthy, natural food is delicious, enjoyable, and within everyone’s reach.”
One message kept repeating in my mind for years — and it’s where the NOLMA story begins.
NOLMA is a name composed of two names — Noura and Salma.
Noura
Our mother, and the inspiration behind the NOLMA brand — the woman who taught us everything we know about healthy eating.
Salma
Our grandmother — forever our role model in strength, determination, and authenticity.
It all began in childhood.
The idea of NOLMA began in childhood. We grew up in a home where food, where it came from, and organic farming were at the very center of daily life. Our mother, Noura — may God protect her — taught us something every day about healthy alternatives, how to choose the best, and why variety in food matters, long before healthy eating became a passing trend.
That sparked in me a passion for cooking and for learning through professional courses, and then for studying clinical nutrition and medical sciences to one day become a dietitian. The years went by as I worked in management consulting, but I always wanted to share my passion and knowledge of nutrition under one message that kept repeating in my mind: “I want to prove to everyone that healthy, natural food is delicious, enjoyable, and within everyone’s reach.”
And from there, the story began in 2014. I left my management career to found, together with my sisters, a small company known as Health Couture — producing, in a small kitchen, natural products free of refined sugar, hydrogenated oils, and artificial ingredients; products that competed with imported foods and suited the local palate, using flavors and ingredients from Saudi Arabia and the region.
From a small kitchen to an automated factory.
As our products spread, we saw how important it was to hold awareness and educational workshops about healthy food and to correct common misconceptions — which led me to deliver more than 500 workshops across the Kingdom, in companies, institutions, and ministries.
After several years, demand for our products grew and the time came to expand. We decided to take a big step, aligned with the goals of Saudi Vision 2030 — growing from a small kitchen into an automated factory, where we raise our production capacity, stand as a source of pride for Saudi industry, and reach local and global markets under the NOLMA brand.
Honored for Women in Manufacturing.
NOLMA founder Maha Al Jawini received the MODON Excellence Award for Women in Manufacturing, presented by H.E. Bandar Alkhorayef, Minister of Industry and Mineral Resources — a recognition of the NOLMA team's commitment and of JEEM Food Manufacturing's role in Saudi industry.
