( CNN ) -- French baguettes and pastries are n't the traditional bread of choice in the Middle East . But a bakery opened by a one of the region 's foremost gourmet food companies is aiming to change that . Saudi Arabian firm , Bateel , hopes that by providing an international flavor to their offerings they will be able to further entice customers to their branded stores and cafes across the Middle East . The group has certainly come a long way from its early days as a humble date producer . Bateel first started manufacturing gourmet dates in 1992 , adding nuts and chocolate to the traditionally popular fruit and selling them in upmarket boutique stores . `` At that time dates were being sold in supermarkets and souks , '' said Bateel CEO , Ata Atmar . `` But we decided that we wanted to market dates like Swiss chocolates . '' `` We took essentially an agricultural product and turned it into a luxury food item and in the process created an entire new industry . '' A little more than 20 years later and Bateel is now operating in 17 countries with Saudi Arabia and the UAE representing its biggest markets . Drinks , oils and jams have also been added to its product repertoire during this time . `` Surprisingly , dates is not as big of a business for us ( any more ) , '' said Atmar . `` We are now a very much integrated premium food company . About 25 % to 30 % of our business comes from dates . '' To help market its food products the company launched the Bateel Cafe in 2007 , featuring its ingredients on the menu . It also carried on selling its goods through its shops and other outlets like hotels and airports . This carefully calculated strategy of diversification has paid dividends . `` We just signed with Qatar , the new terminal , so in a way the airport is an extension of our retail business , '' Atmar said . `` In the ( Dubai Duty Free ) we are the number one food market here ... so there is a major presence . '' Atmar says Bateel has seen 20 % to 30 % growth in the past five years . But he said that this is not enough for what he eventually envisions for the company . `` Outside the Middle East , or outside the Gulf , we are going on a franchise business , '' he said . `` I 'd like to see when you go to Beijing , you say it 's time to go out and have a cup of coffee and you say 'oh , there 's a Bateel here , let 's go to Bateel . ' Just as you do that in Dubai or Abu Dhabi . '' Perhaps this is the next stage of the Bateel story , transforming a homegrown Middle Eastern group into a truly global brand .
CEO is a Saudi gourmet food company founded in 1992 . Company started by selling dates but now has numerous food products in its portfolio . CEO says aim is to become major international brand .