I met Bassam Sharaf a few months ago. He had a stall where people were queuing up to try his foods. They weren't just trying them; but they were lingering, talking about them and then buying them to take home. The Sharaf mixes empower everyone to make Falafel, and other items, with less effort, without sacrificing how it should taste! 

Check out this interview style article about Sharaf Foods.