joule; A business for food health from the heart of a reverse migration

Nima Hosseini, the other founder of the Joule startup, who completed her graduate studies in Vancouver, Canada and was the founder of several prominent brands in the food industry, defined the story of Joule’s launch as follows: “Joule was launched in 1997 and seriously entered the world in 1999. It became a startup. We wanted to create a culture of healthy eating. The food industry has a wide range and the health food industry is one of the new industries that has grown significantly in recent years. Most of the world’s people have realized the effect of food in improving their immune system during the Corona era, but there are still those who prefer delicious food to healthy food, which causes problems for them in the long run.

According to its founders, the focus of this startup active in the field of food is to promote the culture of using healthy food. Nima Hosseini emphasized in this context: “Culturalization takes a lot of energy from a person, and we have gone through a difficult path for this, but finally we were able to form a community of 30,000 people in the last four years.” Hosseini considered the biggest challenge of startups, especially food and lifestyle businesses, to be human capital and said: “If we could attract specialized human resources more easily, our development speed would increase.”

Aylar Makki pointed out that Joule products are not only diet food and added: “Joule products and services are produced with regard to the immune system and health of people. We focus on healthy nutrition and produce foods that are used to prevent and treat diseases. Since Joule foods do not contain oil and salt, they are suitable for patients with diabetes and high blood pressure.” The founder of Joule startup has predicted that the number of users of this healthy food industry startup will reach one million in the next five years. The first physical branch of Joule has been established in Zafaranieh and the founders of this startup want to open other branches in the city and the country in the near future. Joule’s founders have identified the human resource crisis as one of the reasons for the lack of business growth, and they believe that although they have been able to overcome the crises safely with perseverance and consultation with business experts, they are still struggling with the challenge of human capital.

Makki stated that the main goal of this startup is to establish a culture of healthy eating and added: “Although Iranian food is nostalgic and delicious, it is harmful to the body and we want to establish this issue for our audience.” Job creation for generation z is one of the other things that Joule’s founder emphasizes.

Mansour Kalbi, CEO of Joule brand, also pointed out the role of artificial intelligence in this startup and said: “Jole brand has been on the market since 2019 and so far about 30,000 people have received services from this brand. One of our goals is to inform the community of one million people within the next five years. In addition to product services that focus on healthy food, we seek help from experts and consultants in nutrition science and artificial intelligence technology to improve our services.

Prevention is better than cure is not a slogan, it is our mission

Karebi called Joule’s mission to change their eating style or food lifestyle. According to the CEO of this startup, preventing diseases using healthy food is the first step of their mission. The second stage of this mission is to improve the health status of people who are dealing with diseases such as diabetes or blood pressure, and by changing their eating style, they can control their disease. In this regard, he announced: “Our products are prepared based on people’s lifestyles, and each person’s records are measured, from food sensitivities to smoking. Receiving the product is based on the rhythm of the users’ lives, and currently we have been able to use a supplement called Let’s develop artificial intelligence in our activities.”

The CEO of the startup Jool, who was one of the sponsors at the Yalda Summit 2024, pointed out the challenges of transportation in this startup and similar businesses and said: “Our focus is on providing a high-quality product, and our work is well-known compared to our competitors, but we have challenges in the transportation sector that This issue is more evident for providing services to other cities.”

Qarivi stated the mission of Joule startup as education and awareness and emphasizing on changing people’s way of eating, he said: “The language of Eastern culture, specifically Iranian, shows bad nutritional habits. Iranians are also used to consuming less healthy proteins or their food always tastes of salt and oil. “We are trying to introduce new food items to people along with developing knowledge.”

He explained the reason for attending the Yilda Summit event as follows: “Jule’s biggest mission is to change people’s lifestyles; We have to do this awareness and since we consider ourselves a startup, we decided to start this awareness from our community.”

Qalari presented statistics of the food industry and said: “The value of the food industry is 8.4 trillion dollars annually, which accounts for 9% of the global economy. Of this amount, 17% of the entire food industry is related to the healthy food industry, which grows by 30-40% annually in the world, but Iran lags behind the global market of this industry, which shows the great potential that the healthy food industry has in the country.

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