THE GENESIS OF BELOVED

Throughout the centuries dates have been an economic and cultural metaphor for countries in the Middle East. With its annual harvest of 360,000 tons, Omani farmers cultivate over 250 varieties; visit any home or office in Oman and there will be an offer of dates and coffee. It is from this heritage of hospitality the idea for Elixir was born.

We began as a consumer brand with one mission: to champion the date fruit. We are now a leading UK date ingredients supplier, taking collaborative partnerships one step further by offering bespoke solutions, technical expertise and market insights.