UAE-Based BloomSpoon Is Reimagining Everyday Sustainability

Mostafa Khattab didn’t set out to reinvent cutlery. But somewhere between a career in sustainable finance and a desire to connect more directly with people, the founder of BloomSpoon—a UAE-based greentech startup that’s turning everyday objects into entry points for greener habits—landed on a simple idea with transformative potential: what if a spoon could grow basil? 

“I come from a background in banking, where I was deeply involved in sustainable finance,” Khattab tells Inc. Arabia in an interview. “Working on projects that supported green energy and sustainable development was eye-opening—it gave me a front-row seat to how powerful business can be as a force for good. But at some point, I felt the urge to create something tangible on my own, something that allowed me to connect directly with consumers and make sustainability feel simple, effortless, and accessible.” 

That urge led to BloomSpoon, whose key offering is currently plantable cutlery—these are reusable spoons and forks which, besides being made from wheat straw (a byproduct of wheat harvesting, which is a sustainable, renewable resource), also contain herb seeds in the handle. Once the cutlery reaches the end of its use, users can then plant it in soil to grow herbs like basil or mint. 

Founded in Dubai in 2023, BloomSpoon gained visibility—and funding—after landing AED800,000 (US$218,000) as an investment in exchange for 49 percent equity from Toufic Kreidieh, co-founder and Executive Chairman of the UAE-based off-price retailer Brands for Less (BFL) Group, during the third season of the popular entrepreneurship-themed reality television show, Shark Tank Dubai. 

Founder of BlomSpoon Mostafa Khattab. Courtesy of Bloomspoon.

Now, the concept behind BloomSpoon’s distinctive offering didn’t come from extensive brainstorming sessions or market research—it arose naturally from Khattab’s own daily routine.

“I began observing my own habits, and I noticed how often I used cutlery at least three times a day,” he recalls. “That was my ‘aha’ moment: what if I could turn something so ordinary into something meaningful? That’s when BloomSpoon was born.” 

So, instead of starting with a product idea, Khattab started with a question: how could sustainability fit naturally into people’s routines, without requiring them to change their behavior? “I wasn’t looking to reinvent consumer habits or push an eco-agenda with guilt,” he says. “Instead, I wanted to meet people where they are, offering them something they already use every day, like cutlery, but with an added value that sparks curiosity and encourages change in a positive and effortless way.” 

BloomSpoon’s seed capsule technology is far more than a clever marketing twist—it’s a carefully crafted innovation rooted in genuine functionality. Each piece of BloomSpoon’s wheat straw cutlery includes a small, water-soluble capsule embedded in its handle, containing seeds of herbs like basil or mint. When planted in soil and watered, the capsule gently dissolves, enabling the seeds to sprout naturally. Yet, behind this seemingly effortless simplicity lies months of meticulous research and development.  

“The main challenge was striking the right balance between durability and plantability,” Khattab explains. “On one hand, we needed the cutlery to be durable and reusable, with the feel and strength of a conventional utensil. On the other, we had to integrate a planting mechanism that didn’t compromise that functionality. Finding that balance took months of trial and error, especially when working with wheat straw, a natural material that behaves very differently from plastic.”  

“The capsule itself posed its own design puzzle,” Khattab continues. “It had to be water-soluble, food-safe, and durable enough to remain intact during usage, but still dissolve easily once planted. We experimented with different seed types, melting points, and capsule shapes before landing on a formula that worked reliably.”

Courtesy of Bloomspoon.

He adds that wheat straw was chosen not only for its sustainability, but for its longevity, with the result being that BloomSpoon’s cutlery can be reused for up to five years. “It’s our way of promoting a reusability mindset, using a product to its fullest before replacing or recycling it,” Khattab notes. 

From its early stages, the concept struck a chord with consumers looking for practical, everyday solutions. Khattab recalls testing the waters through local pop-ups and listening carefully to feedback. “We tested demand through a combination of pop-ups and consumer feedback, and the response was overwhelmingly positive,” he says.

Plus, with the UAE’s nationwide ban on single-use plastic bags already in effect and a wider restriction on plastic tableware set for 2026, Khattab saw clear alignment with national sustainability goals. “There’s a real appetite for alternatives that are practical, innovative, and aligned with UAE national goals,” he adds. 

But BloomSpoon hasn't stopped at just making plantable cutlery—it has since expanded into plantable pencils and bamboo toothbrushes, as well as cork and terracotta grow kits. “We aim to make sustainable living effortless for consumers,” Khattab states. “We wanted to go beyond just reducing single-use plastic. That’s what inspired the launch of our grow kits.”

Designed specifically with everyday convenience in mind, BloomSpoon’s grow kits offer an approachable, no-fuss experience, even for absolute beginners. Each kit includes coco peat soil discs made from coconut husks, ensuring a clean and easy setup. According to Khattab, the team was deeply intentional about the usability and sustainability of all of their grow kits.  

“Our goal was to empower people to grow their own herbs and food, right from their kitchen counter,” he says. “This not only cuts down on the plastic packaging that comes with store-bought herbs, but also helps reduce food waste, because you harvest only what you need, when you need it. We chose materials like cork and terracotta intentionally. They’re not only sustainable but also reusable, and making the most of any product is a mindset we strongly promote at BloomSpoon. Whether it’s through our cutlery or our grow kits, we’re always looking for ways to inspire small shifts in daily routines without compromising on ease or practicality.” 

Courtesy of Bloomspoon.

Khattab’s appearance on Shark Tank Dubai gave the startup a definite boost, but it was the alignment with Kreidieh’s retail acumen that made the partnership click. While Khattab didn’t detail the behind-the-scenes negotiations, his pitch clearly resonated with Kreidieh’s vision for sustainable mass-market innovation at BFL Group.

And now, with the investment in hand, BloomSpoon is gearing up for its next chapter. “We’re always evolving to make sustainable living feel more natural and inspiring,” Khattab says. “We’re exploring new product lines that stay true to our vision, simple and functional.”  

One priority, Khattab reveals, is social sustainability. “We're also focusing on the social side, currently working with local artisans to co-create products that celebrate their craftsmanship with a green twist,” he shares. “It’s our way of blending tradition with innovation, making sure every product has a story to tell.”

A B Corp certification—a global certification awarded to companies that meet high standards of social and environmental performance, transparency, and accountability—is also in the pipeline. “It aligns perfectly with our values and long-term vision,” Khattab says.  

And even as the company scales, Khattab insists on grounding impact in tangible outcomes, and the team is committed to planting one tree with every order it secures through a collaboration with the Barcelona-based environmental organization Tree Nation.

“They manage multiple reforestation projects globally, but we’re especially committed to supporting their ‘Plant to Stop Poverty’ initiative in Tanzania,” Khattab shares. “This project empowers rural communities through agroforestry—helping combat poverty and climate change while securing food and income and restoring local ecosystems. Operationally, Tree Nation makes things seamless for us. Their team provides detailed verification quality score (VQS) reports and on-site verifications, allowing us to track both the environmental and socio-economic impact of every tree planted. Their transparency and robust standards make it possible for a small team like ours to deliver real, measurable impact at scale.” 

Courtesy of Bloomspoon.

As BloomSpoon now looks to grow its product range and deepen its impact, Khattab is taking a steady approach—focusing first on strengthening the brand locally, before expanding abroad. “Right now, our main focus is on deepening our roots in the UAE,” he tells us. “That said, we do ship worldwide, and we’re seeing growing interest from eco-conscious consumers across different regions. The demand is definitely there, and when the time is right, we’ll be ready to grow globally.” 

BloomSpoon may not have officially unveiled new collaborations yet, but behind the scenes, Khattab and his team are actively cultivating potential alliances. He describes their approach as intentional and community-focused.

“We're exploring partnerships with like-minded organizations across sectors, from local artisans and eco-conscious brands to educational initiatives and community-based projects,” Khattab says. “For us, it’s about creating value that’s both environmental and social and working with partners who share that vision.” 

Looking five years ahead, Khattab isn’t chasing exit valuations or headline-grabbing expansions.

“Success, for us, is about impact,” he says. “We want to be in homes, schools, and businesses, helping people adopt sustainable habits effortlessly. But beyond product reach, we aim to build a brand that reshapes mindsets where sustainability is not a sacrifice, but more of a lifestyle upgrade.” 

So, what’s Khattab’s advice for founders hoping to do the same? “Start with purpose, but design with people in mind,” he replies. “Purpose-driven startups in this region have the advantage of building with circular economy principles from day one, thinking beyond just selling a product to creating something that lives on, reuses, or regenerates. In a region where climatetech is still emerging, it’s crucial to stay practical and build for long-term impact.” 

Pictured in the lead image is BloomSpoon founder Mostafa Khattab. All images are courtesy of BloomSpoon.

This article first appeared in the June 2025 issue of Inc. Arabia magazine. To read the full issue online, click here.