Barbara Walters chats with Forward Syria
Swaying between art and seduction
Discussing monetary policy with the man in charge
Where the earth screams in horror
02/13/2011 - Issue 48
New market for health and nutrition
After graduating in Dietics and Nutrition from McGill University in Montreal, Racha Najmeh returned home to Syria where she recognized an opportunity to make real positive change in Syrian lives. With iron will and clever marketing strategies, the director of the Biocalories Nutrition and Wellness Center says the business is thriving.
You are just over one year old in the business scene in Syria. How has it been so far?
After graduation, I was working at the Montreal Children’s Hospital in pediatric nutrition and I realized that my impact and input could be much bigger in Syria than in Montreal. The idea of the clinic came from the realization that while Montreal had been a fantastic learning experience, this was a new field that I could introduce to Syria. I returned to Damascus in June 2008 and opened the business in November 2009. We have a clinic in Malki, where we offer full nutritional services, not just weight loss and weight gain, but moral support, nutritional consultation and food catering. We have meal plans and a kitchen where we prepare balanced, tailored meals that we deliver to clients. We make our own breads, catering for all people, including those with Celiac disease or certain intolerances. It’s very individualized.
What was the hardest thing about starting up a business in such a young industry?
I have to admit that when I first started, I didn’t know how to proceed with regard to marketing. It really wasn’t my field and it was a completely new concept. I opened the clinic without any actual advertizing at all. Instead, I decided to do a lot of indirect marketing to build my profile. I write about health and diet for magazines and I have my own radio programme on Arabesque radio. I also work at the hospital and have the opportunity to do follow-up work with patients, so that is also good exposure.
How has the market changed since you started?
Since I opened I do think Syrians have become more health conscious.
People are more aware of the role of nutrition in preventative health diseases and cancers. I think the exposure to Lebanese TV and radio has helped drive that awareness. The Lebanese have always been very health and image conscious.
The other thing is that there tend to be more internationally trained doctors here now. Worldwide there is a trend towards a more holistic approach to health and medicine. So the younger doctors are coming back having worked in a team that included a nutritionist, a physiotherapist, etc, so they have more awareness of diet in overall healthcare.
On the whole, I think Syrian cuisine is quite healthy, because we eat a lot of vegetables and we cook in oil more than in animal fats now. We also eat a lot of legumes – broad beans, kidney beans, lentils which are very healthy.
But there is a misconception that because we are using unsaturated fats, then it’s good for you. The reality is that our diet is still too high in oil.
There are a couple of other clinics offering similar services popping up now, but none that offer the same full service that we do.
Since we opened, the number of clients has more than tripled, which tells you a lot.
The other thing is that more and more men are starting to look after their health. When we started they were mostly dragged along by their wives, now they come of their own accord. The ratio now of women to men who visit our clinic is about 60:40.
What about staffing? Did you need to train staff?
We currently have three people on the team at the clinic. I do all the consultation and then we have one person looking after the kitchen and one person looking after the cellulite treatment, which is very popular.
In the kitchen, we have six people, who have been specially trained in cuisine preparation.
What is the most satisfying thing about the business?
The nicest thing is when people tell me that they wait for my shows and read my work. It keeps me motivated to give more. The other thing is when people come in and tell me that someone has noticed that they look better, that they have lost weight. It really works.
