RAXEL — A Return to Our Roots, A Return to Authenticity

My name is Mohammad Hassan Firoozi-Fard.

For many years, I lived the life of a government employee—a life built around routine, stability, and security. Everything had its place, and every month brought a familiar sense of certainty.

Yet, somewhere inside me, something remained unsettled.

It felt as though a part of me was still waiting somewhere else—beneath the shade of the palm trees of southern Iran.

In our land, a palm grove is more than farmland. It is part of a family’s history. For generations before me, my family lived alongside the soil and the date palms. After years away, I finally decided to return to those roots.

I took back our ancestral palm grove, which I had leased out while working full-time, and stepped once again onto the land.

It was hard—far harder than I had imagined.

But the more time I spent among the palms, the more I realized that I had not simply returned to a profession.

I had returned to a part of myself.

But why RAXEL?

When it came time to name this new journey, I looked to the history of my homeland.

RAXEL is a name found in historical accounts associated with the shores of the Persian Gulf and the region of Bushehr. To me, it was more than a name from the past. It carried a sense of place, history, and belonging.

I had returned to my roots, and I wanted a name that was rooted in this very land.

And so, RAXEL was born.

For me, RAXEL is more than a date brand.

It is a story of return.

A return to the land.
A return to the palm.
A return to the farmer.
A return to authenticity.

At RAXEL, we want to build a bridge between the hands that grow the dates and the tables they reach—bringing the authentic dates of southern Iran closer to families across the country, while preserving the story and character behind every harvest.

Perhaps that is why RAXEL means so much to me.

I returned to my roots, and RAXEL is the story of that return.

RAXEL — Authenticity in Taste. Innovation in Packaging.