In Conversation With Citron's Sara Chemmaa, Pioneer In Eco-Friendly Children's Products

While buying products for your child, it is very necessary to be extremely careful about the quality and contents of it. Childrens’ bodies are fragile and require utmost care and consideration. But most of the products of the market are filled to the brim with harsh chemicals and microplastics that will adversely affect the health of your children.

But one UAE-based entrepreneur stepped in to bridge this gap. We sat down with Sara Chemmaa, the founder and CEO of Citron, a sustainable healthy brand tailormade for children.

It has been revealed that Citron was formed to bridge the lack that you felt with your own kids. What was that moment of spark that inspired you to create a brand like Citron?

I was very much inspired by my own family. When my son was small, he was quite the fussy eater and I had trouble finding items that would help him eat properly while at school and on-the-go. When I couldn’t source reliable products that would keep food separate, safe and leak-proof, I decided to start creating them myself.

One of your brand's main focus is sustainability and the conversation around underconsumption is very much dominating social media. As a business owner, how do you see this trend of consumers owning and buying less? Can it be threatening for businesses?

At Citron our priority has always been to create products that are reliable and high quality, so they will last longer. That focus ensures that we are less affected by factors such as lower purchasing powers or underconsumption as our customers know they are getting the best when they choose to spend their money at Citron.

The general public has long since been aware of the harmful impact of microplastics in dailyware. As per you, why is this conversation about sustainability doubly important when it comes to childrens' toys and cutlery?

Safety is of paramount importance when it comes to the products we develop for children. Chemical transmissions and the dangers of microplastics are consistently shown to be more harmful for children, so we consider it our responsibility to make sure our feeding range is free from microplastics and toxic materials.

What are some of the things to keep in mind when purchasing essentials for children? What are some of the labels that parents ought to look out for in products that Citron has gotten right?

As parents we want to keep our children as safe as possible, so there are key things to look out for when shopping for tableware and feeding products. Make sure to choose products that have the fork and knife sign, meaning it is safe for food contact. You should also opt for BPA-free products that are free of microplastics and, where possible, recyclable. At Citron we make sure our products are clearly described so it is easy for parents to understand what they are buying, if you are confused by any labelling or packaging on another brand’s product – it might be best to avoid that item.

As a parent yourself, what are some sustainable practices you incorporate in your daily life to better and more efficiently care for your little ones?

The best practice is to not only opt for sustainable products, but to use them sustainably. We use products for as long as possible, only changing them when they are non-functional and therefore avoiding making unnecessary waste. To maximise the longevity of our product range we include elements like stainless steel which are highly durable and will last a long time.