At a bustling food convention in Newark, Adam Ali showcases the gourmet honey, dates, and jams his father founded. As Date Fusion expands online and beyond, the brothers are determined to build a national brand.
By: Thomas Paul LaRose
The scent of honey and fruit clung to the air as Adam Ali, a student at CSI, has carefully arranged jars of jam on a table at the Robert Treat Hotel in Newark, New Jersey. The buzz of the Middle Eastern food convention surrounded him, but Ali stayed focused, greeting each person who approached with a smile and a background of his business.
“My father started the business 25 years ago,” Ali said. “It was his dream to hand it over to us one day. He built the foundation, and it’s our job to build the skyscraper.”
Ali works in sales for a company called Date Fusion, which is based on quality gourmet foods started by his father, Walid Ali. The company specializes in honey, dates, dried fruit, and jams. The business has become a favorite among those seeking refined, high-quality products. Now, Ali and his brother Kareem Ali are determined to take it further.
For five years, the brothers have worked hard together, through thick and thin, learning the ropes of sales and growing the business. Their connection is obvious, built not just on family ties but on the same vision: making Date Fusion’s products easier for people to find and enjoy.
“We’ve started to take the business online,” Ali said. “We created a website that anyone can use to buy our gourmet food. It’s called Datefusion.co.
At the convention, Ali brought the company’s story to life with every conversation. He described the flavors of their honey with a sense of understanding, intelligence, and joy for what he does. He explained how each jar and box of dates was handled with care.
People listened, and due to his remarkable sales pitch and negotiation tactics, he was able to land the sale. But it did not stop with just one. It quickly grew to more then was even predicted to be sold that day.
He almost sold his entire stock. Even after that, the line kept on building up, filling with people. One thing was true above all, Ali was standing on a proverbial goldmine.
Growing a small business is not easy. Ali admitted that the competition in the gourmet food world is intense. But he stays motivated by his father’s vision and the responsibility he carries regarding the family business.
Ali dreams of seeing Date Fusion products on store shelves across the country. Building the website was a big step, but he knows it is just the beginning.
By the end of the convention, more orders had been placed. Interest in the product was more than evident. As he packed up, he reflected on what keeps him going.
“This isn’t just a business,” Ali said. “It’s our family’s legacy. Every jar of honey, every box of dates holds years of hard work and love.”
Walking out of the convention hall, it is more than evident that Ali’s journey is only getting started. With Kareem by his side and their father’s legacy behind them, the Ali brothers are ready for whatever comes next.
