The Lust Series - World of KAÏA
Several things excite us, and meeting new people and hearing their stories are at the top of the list. It makes you realise how different and similar we are as human beings and is quite fascinating. When we heard about the high-quality olive oil brand KAÏA, we were instantly drawn to the brand story and its origins. The sense of connection has come up time and time again whilst travelling post-2020, and seeing creators reconnect and set up businesses during uncertainty is the go-getting spirit we want to continue championing. So, The Lust Series is back after somewhat of a hiatus. We are proud to resume with Sarah Ben Romdane, the founder behind KAÏA. Read on to learn more about how she builds a food business and brand in a competitive market whilst honouring her Tunisian heritage.
Where are you from?
I am French/Tunisian; I was born in Paris to a Tunisian father and a Syrian mother.
What is your background?
I studied International Politics and Journalism in the UK before joining the founding team of @mille_world to launch the media with them in 2018. Mille is the first trilingual indie media dedicated to Arab youth culture.
How did World of KAÏA come about?
During the first phase of the Covid lockdown, I felt emotionally burnt out. So in summer 2020, I booked a ticket to Tunisia and what was meant to be a 3-week holiday ended up being a 3-month reconnection with the place I now call home. I asked myself: how can I build a life and career with the purest intention, and KAÏA was the answer. I needed to connect myself to something really tangible, and producing olive oil in Tunisia brought a whole new dimension of purpose.
What inspires you?
The Mediterranean sea and skies and old stories about food and family. I am also inspired by my commitment to social justice and sustainability.
Describe your brand in 3 words.
Mission-driven, community-oriented and joyful!
What do you want people to remember about your story?
That Tunisia is home to a rich culture with beautiful lands and heritage. And that we can all change the world, one step at a time.
We love to travel. Where is your favourite place(s) to visit in Tunisia?
I love Medinas, so obviously, the Medina of Tunis. Sidi Bou Said, La Marsa, Carthage and La Goulette are great in the capital. Outside the capital, I love the Bizerte town and region in the North; the Southern desert around Tozeur is always a good idea. The island of Djerba, too. And, of course, I have a special connection with my family's historic hometown: the Medina of Mahdia.
What's next for your brand?
Growing the business and the team!
