Born and raised in Israel, after 10 years of building a career in the fashion industry, Hila Krikov and her family moved thousands of miles away from home to start life in the US. In her home in Lubbock, Texas, Hila found a new passion for her childhood flavors, as cooking Israeli food gave the family a deep sense of home and sharing it with their neighbors helped them make new friends.
When the family later moved to the Northeast, Hila started to sell tahini-focused creations at farmer’s markets. Her mission was to introduce Eastern Mediterranean's sweet staples to the local consumers and to encourage them to add these nutritious snacks and desserts to their arsenal of sweets. Over the past five years, the brand grew and refined its selection, and products became available in retail stores. However, its initial mission, to offer indulgences that provide comfort and a sense of well-being at the same time, has never changed.