OUR DONUTS ARE ICONIC. BOLD. LIKE ALL HEROES!

WHAT MAKES OUR DONUTS SUPER?

Our sourdough and the process in its creation is what puts the oh! in our donuts. Everything about our heroic donuts stands against the nemesis of pre-mixed commercial doughs dispensed straight into the fryer.

The slow fermentation process of the sourdough “starter” gives our donuts a spectacular flavour and texture. Airy but chewy – not only do they taste GOOD – but they are good for you too! Just like other fermented foods, sourdough is a gut-healing food because it provides the body with beneficial bacteria. It is also more easily digested due to the fermented grain’s nutrients being more readily available for digestion.

Each donut we bake has a maximum 1-day shelf life and we bake fresh, from scratch, every day without any preservatives and additives

Our attentive handmade process takes time. The love and attention that goes into our dough and baking process is what leads to the iconic texture of our sourdough donuts.

We Provide The Most Authentic And Unparalleled Coffee Experience

Our award-winning coffee beans are sourced from the finest farms in Colombia, known for producing some of the world’s best coffee. Our beans are single-origin, meaning they are sourced from a single farm ensuring a unique and consistent flavor profile. We believe that coffee should be enjoyed in its purest form, which is why we only use the highest quality beans, carefully roasted in the UAE to bring out the best flavour. Whether you’re a coffee connoisseur or just enjoy a good cup of joe, we guarantee that our Colombian coffee will exceed your expectations.

The Founders

S hahram Massoumi Co-founder

A seasoned entrepreneur with over 20 years of experience in international business, strategic partnership, international business development, negotiation, management consulting, risk management, project management and operational auditing.

He is the founder of 3 successful businesses: Colombian Exotic Coffee DMCC, HERE-O Donuts, and Xue Coffee Roasting & Packaging LLC.

He is a highly respected business leader and is known for his innovative thinking and ability to get the best out of people. He is a passionate entrepreneur who loves what he does, and is always looking for new opportunities to grow his businesses and help others succeed.

Shahram speaks Dutch, English, and French.

Matthew Firth Co-founder

An entrepreneur by inclination. His enthusiasm for the business in which he grew up is palpable and he enjoys researching, visiting and assessing the latest trends and concepts.

His specialties are idea and concept creation, marketing, personnel and people management, with experience in multi-regional portfolio management.

He is a well-liked dynamic leader with a supportive, yet demanding management style backed up by solid analytical abilities, excellent judgment, keen business acumen, diplomacy, and professionalism.