In a significant recognition of innovation and entrepreneurship, His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai and Vice President of the Council of Ministers, has awarded the “Dubai-it” Award to “Fix Desert Chocolate.” This accolade celebrates the successful transformation of a home-based idea into a global business, making a remarkable impact in the chocolate sector and establishing a new category known as “Dubai Chocolate.”
Celebrating Local Innovation
During the announcement, Sheikh Hamdan remarked, “We declare the awarding of the Dubai-it Award for commercial projects to Fix Desert, which has introduced a new product to the world under the name ‘Dubai Chocolate’.” He highlighted that entrepreneurs Sara Hamuda and Yazan Al-Ani started their venture from a home in Dubai, achieving global reach and impressive growth within a short period. “Chocolate sales featuring the Dubai recipe have surged by an astonishing 1,234% in just one year,” he added.
Impressive Growth and Global Reach
Since its inception, Fix Desert Chocolate has rapidly gained popularity, reaching over two million customers within just 15 months and selling more than 6.5 million chocolate pieces. The “Dubai Chocolate” product has become one of the most searched items on global search engines, accumulating 13.8 billion views in just three months. The brand has extended its market presence to over 100 airports worldwide, showcasing the international appeal of the product.
A Milestone in Chocolate Industry
The project’s rapid growth and unprecedented success reflect the essence of Dubai’s philosophy of action and efficacy. The journey from a modest home project to a thriving global enterprise exemplifies Dubai’s commitment to fostering innovative ideas and empowering entrepreneurs. As Mohammed Abdullah Al Gergawi, Head of the Executive Office of Sheikh Mohammed bin Rashid Al Maktoum, stated, “One project can transform an entire sector, alter demand trajectories, and prompt major global companies to innovate.” The Fix Desert initiative has effectively illustrated this potential.
Cultivating a Culture of Achievement
Sheikh Hamdan noted, “We celebrate the ability of ideas to create new opportunities and stimulate global economic sectors. The Fix Desert experience affirms that Dubai offers projects—no matter how small their beginnings—the chance to make a significant impact. From Dubai, an idea can reach millions and open up new avenues for an entire sector to grow.”
His Highness Sheikh Mohammed bin Rashid Al Maktoum launched the “Dubai-it” initiative, embodying Dubai’s working philosophy focused on achievement, dedicated effort, and the quick realization of ambitions into tangible accomplishments. The initiative aims to instill a culture of achievement within institutions and companies, establishing a sustainable, high-quality framework based on speed and effectiveness.
The Dubai-it Award
Under the directive of Sheikh Hamdan, the “Dubai-it Award” was inaugurated as an annual accolade to honour those who exemplify Dubai’s ethos of achievement. This award recognises individuals, projects, institutions, and companies that have successfully transformed ideas and aspirations into concrete, impactful outcomes, reflecting Dubai’s working philosophy through tangible actions and projects.
Sheikh Hamdan bin Mohammed:
- Sara Hamuda and Yazan Al-Ani have embarked on a journey from a home-based project in Dubai to a global impact.
- Products named “Dubai Chocolate” are now sold around the world, including in over 100 airports.