Hook
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This woman had a pregnancy craving, and caused a global pistachio shortage. In 2021, Sarah Hamouda is pregnant in Dubai craving one dessert: Kunafa, the crispy pistachio pastry inside a chocolate bar. Nobody sells it. So after her office job, she starts making it herself. She wraps every bar by hand at midnight. Kids underfoot and calls the company Fix. For two years, Fix sells six or seven bars a day on a delivery app. And Sarah keeps wrapping anyway. Then one December night in 2023, a stranger films herself eating one in her car. The video is 90 seconds of crunching and 126 million people within an hour, 30,000 orders. She thinks the app is broken. Every chocolate maker would chase every order. But not Sarah. She hires a tiny team, 500 bars a day, dropped at 5 PM. They sell out in a minute. And the harder the bar is to get, the more people film it. Then the giants arrive. Lindt sells its own copy at double its normal price. And supermarkets ration it, two bars each. Copycats fill shelves worldwide. And everyone calls them "Dubai Chocolate". Within a year, America's pistachio stockpile falls 20% and prices jump 35% worldwide. Sarah finally quits the office job. And today, Fix ships to 100 countries. $22.0M of Sarah's bars.