We caught up with the brilliant and insightful Rubab Waheed a few weeks ago and have shared our conversation below.

Alright, Rubab thanks for taking the time to share your stories and insights with us today. We’d love to go back in time and hear the story of how you came up with the name of your brand?

Naming something—especially a brand—is no easy task, right? For me, Babo started as a way to explore food, traditions, and the deep longing for community. It’s also what my family and friends have always called me—so much so that it’s practically my first name now!

But Babo is more than just a name. It’s a mystical, almost legendary figure that represents the women in my family—their strength, resilience, and the way they nurture their families with love, wisdom, and, of course, incredible food. Inspired by Al Buraq, Babo (the icon) embodies culinary magic, bringing comfort and connection to every meal.

My journey with food has been shaped by my life experiences—growing up in the Gulf War, navigating the challenges of the pandemic, and always finding solace in the power of a shared meal. Food has been my way to reconnect, heal, and create moments of joy.

Babo’s Kitchen is a tribute to the OG sisterhood—Naanis, Ammas, Khalas—women who stood as the backbone of our families. Through their unwavering care, they didn’t just feed us; they fortified us for the world. Every product we create honors their legacy, bringing the same love and nourishment they poured into every dish.

So when you enjoy something from Babo’s Kitchen, know that it carries generations of warmth, resilience, and a little bit of magic—just like the women who inspired it.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

Food has always been at the heart of my life, shaping my earliest memories and sense of belonging. My first experience of people coming together around food was during Eid at my grandmother’s home—family, cousins, and friends gathered around a big table, sharing a feast filled with laughter, storytelling, and love. Same year a few months later, in a starkly different moment, I witnessed the same power of food during the Gulf War, when my family, like many others, became refugees. In the midst of fear and uncertainty, a group of locals brought us food, and for a brief moment, even in war, we found comfort and community in a shared meal.

I grew up in Pakistan, where food wasn’t just nourishment—it was love. Preparing meals with family and friends was an act of care, something encouraged, appreciated, and deeply celebrated. I was always surrounded by incredible cooks, and I relied on the women in my family to bring their time-tested recipes to life.

When I moved to the U.S. and eventually built my own family here, I found myself longing for that same sense of connection. By the time we settled in California, I started cooking not just to feed but to recreate the feeling of home. Blending the flavors of my past with the ingredients of my present, I found a new way to celebrate tradition while embracing where I am now. What began as personal nostalgia has grown into something bigger—a way to build community, honor heritage, and bring people together, just as food always has.

Babo’s Kitchen began as a catering business and grew into the CPG space, bringing cherished family recipes to modern kitchens. Our shelf-stable products offer both nostalgia and comfort, available online and through select retailers in the Bay Area and East Coast.

We’re passionate about community—offering corporate cooking demos for companies like Pinterest, Meta, and Gusto, and working on a collective where people can gather, share a meal, and connect.

As a small business, we prioritize quality and thoughtful craftsmanship. We’re looking to expand into new retail spaces and collaborate with partners who share our vision. If that’s you, let’s connect!

Any advice for growing your clientele? What’s been most effective for you?

It might sound cliché, but growing a clientele isn’t just about selling—it’s about building trust. Sharing your story, staying true to your identity, and remembering why you started in the first place creates genuine connections. When people see the love and vision behind what you do, they naturally resonate with it.

Don’t be afraid to be vulnerable. Give yourself and your customers grace. In a fast-paced world where human connection is fading, people want to feel seen and heard. So, take the time to listen, to see, and to share—that’s what truly builds lasting relationships.

Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?

One of the biggest lessons I’ve had to unlearn—and something I still remind myself of—is that nothing is personal. As a small-batch business, I pour so much of myself into what I create, but I’ve learned that not every piece of feedback or challenge is a reflection of me as a person.

There will be good days and bad days, and giving myself grace is essential. My focus is always on maintaining quality and upholding the values that matter to me. If something is important, I stand by it. But when criticism or feedback comes my way, I’ve learned not to see it as a personal attack. Instead, I try to listen, acknowledge, and engage in a way that fosters connection.

Building trust and community means making space for different perspectives—even when I don’t fully agree. Keeping calm, hearing people out, and creating an environment where all voices feel valued is what truly strengthens the brand and the relationships behind it.

Contact Info:

• Website: https://www.baboskitchen.com
• Instagram: www.instagram.com/babosconceptkitchen AND www.instagram.com/eatbabo
• Linkedin: https://www.linkedin.com/in/baboskitchen

Image Credits

Portrait by Tanushree Vaidya Photography (www.instagram.com/tanushreevaidyaphotography)
Portrait with cat by Soni Mehra (www.instagram.com/sonimehraofficial)
Panjiri Granola product shots by Andrea Arevalo (www.instagram.com/a.j.a)
Tv Segment shot by Live in the Bay! (https://www.instagram.com/liveinthebaytv)
Photos by Babos Kitchen (The rest of them)