Food is my passion and I started my food journey with recipes development and food consultancy. I worked with lots of FMCG’s and restaurants providing uniquely different service. 

Recipes Development

I developed over 3000 of recipes over the past 10 years, hundreds of which  I launched under my brand WasfaSahla in 6 published cookbooks, while many others were created specifically for the online magazine, which was the first Woman’s Portal and Cooking specific portal in the Middle East.

In addition to this, recipes were created specifically using client products, such as Maggie,  President cheese,  Kiri cheese,  Sumbulah and Sadia Chicken

It is always a challenge to find new, creative ways to use the vastly different products, in different cuisines, but it is a challenge that I relish and continue to reinvent recipes using specific client products.

Cookbook and Booklet Development  

When you work on a cookbook or a booklet it is not just about recipes, It is a process of creating a theme dependent on the occasion the book will be published for and or the target group it is intended for. In addition to this creating a structure for the book, including content specific sections is of paramount importance. Of course then creating and researching the recepies that need to be developed for the publication. 

Product Development

My role here is to work with FMCG R&D department in developing new products.  This is especially fascinating, when the creation of the home made recipe is transformed into product, creating the standards for testing and tasting cycles right up to product launch. I have previously worked closely with Uniliver in developing their “béchamel mix” and President in developing their "block cheese".

Restaurant Concept and Menu

I worked with restaurant owner in developing menu concepts for the restaurant as well as developing the menu itself. Including creating restaurant signature dished in co operation with the Executive Chef.

I also consult on  serving method and plate styling and support in training the culinary team on the specific food presentations.