Meet the Producer: Bahram Shirazi, Founder/President Q.bel Foods LLC

Creator of Q.bel Chocolate Wafer Rolls, a line of all-natural confections, Bahram Shirazi had never even heard of all-natural foods when he got married 14 years ago. Thanks to his wife Isabel, and his desire to give his sons a less-processed chocolate snack for school, he was inspired to create these healthful treats in 2009. They took off as soon as they hit the market. Some call them “the sophisticated Kit Kat,” and yet they uphold the company’s mission, printed on every package: “Be True. Be Honest. Be Good.”

With a quick start through Whole Foods Markets, Q.bel Wafer Rolls have expanded to other major retailers in the health and natural foods industry. Since its launch, the company has sold more than 1 million chocolate bars—and attained the top rank in the “All-Natural Chocolate Wafer” category. Free of hydrogenated oils, trans fats and other artificial additives, Q.bel Chocolate Wafer Rolls have a creamy filling and a rich Belgian chocolate coating and are available in Dark Chocolate (52 percent cacao), Milk Chocolate (36 percent), Peanut Butter Milk Chocolate, the vegan Double Dark Chocolate (70 percent) and Mint Dark Chocolate. –Denise Shoukas

Shirazi shares more with foodspring.com:

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What is your favorite flavor in your line?

It’s like asking me which of my two boys I love more.  I love them all and I go through stages of loving one more than the other.

Who is your culinary idol and why?

Probably my mother. Growing up, the smell of her cooking was intoxicating. She made the most basic food taste heavenly. Today I probably wouldn’t want to know what she put in it, but it was delicious. She was a great cook.

What’s your guilty food pleasure?

Chocolate, cookies and ice cream. Unfortunately, I love them all.

Best meal ever?

When I was growing up, I probably had the same meal five nights a week: schnitzel (veal, not pork) and French fries with ketchup. It’s the best comfort food in the world. I guess I would still call it my best meal. Today I would probably also chase it with some Q.bels and milk as dessert.

If you weren’t making healthy snacks, what would you be doing instead?

I would probably pursue a career in singing. I love to sing but I have a terrible voice, so there you go! Q.bel better make it big.

Aside from your products, what three items can you always find in your kitchen?

My wife, dishes and garbage. And that’s the truth.

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