Saudi Gazette
Erum Kharkowa, is a Saudi-British homemaker living in Jeddah, who translated her passion for baking into a local business recently.
We spoke to Kharkowa about her love for baking, where she finds inspiration, and the future of her business. “Initially I started baking at home because of my husband who loves desserts. But eating out isn’t healthy, sustainable or the right thing to do on a daily basis or in the long run,” she said. Kharkowa soon gained a loyal following for sweet treats that she baked at home from scratch. She believes the perfect recipe is made with healthy choices and uses a combination of organic, gluten free, natural and vegan products in most of her recipes. Maintaining a healthy lifestyle for someone on the run or for children can be difficult, as you have to go out of your way to find a healthier alternative as opposed to the vast amount of junk food choices that are easily available around the city.
“This is why I took control and started baking a variety at home. My family loved it and I received a great amount of positive feedback from friends as well, which is why I started my own brand and now sell at a local store in Jeddah,” she told Saudi Gazette. “I call it 4kharkowa- which is my family name paired with my favorite number. I am trying to introduce ‘superfoods’ like homemade granola, using ingredients like apple butter without any sugar; bircher muesli, protein bars, hemp seed bites and more to the local market,” she said pulling out a tray of neatly packaged goods. Discussing the pace and scale of change as health trends gain momentum, Kharkowa said she believes in cultivating a healthy lifestyle that lasts as opposed to a ‘quick fix’ that won’t.
“Unfortunately right now this is just a trend but for me it is a lifestyle. For instance, I use a lot of good fats in my food like nut butters, which again I make sure is mentioned on every label along with the ingredients used because I believe we should be truthful and also because they are good for our body. The trick it to eat in moderation. So even if the trends change, I stick to what is healthy and good for your body as opposed to following new diets or fads,” she added. 4kharkowa desserts debunk the myth that healthier foods cannot taste as good as junk food.
In fact, they taste better. 4Kharkowa’s peanut butter cookies and banana muffins give birth to a myth that in fact states quite the opposite. Besides, when you savor something as a treat, it can help you stay satisfied and on track for the long haul. Her desserts are rich in flavor, texture and natural goodness topped off with a dash of love. “I want to now move ahead with expanding the range to local cafes. I love experimenting and creating new concoctions of my all-time favorite desserts. Like this Victoria sponge cake,” she said, turning over to a beautifully plated two-layered cake with an unusual creamy frosting. “It’s a gluten free cake with a homemade chia raspberry jam in the middle and a non-dairy frosting on top,” she revealed said matter-of-factly. Discover more delightful creations on her instagram page @4kharkowa or pick them up at Homegrown market in Jeddah.
