We Have A Sense of Cooking But Don't Have A Sense of Culinary: Celebrity Chef Arif Assaf III Talks About Branding Africa's Food Industry
Berenice Mulubah | 6/23/2015 12:00
Chef Arif: Let me share something about myself before I answer that question. I don't cook unless I feel like cooking. I have to feel it. My skills is a gift from God and it keeps me connected to Him. I am going to use this gift and help develop Africa. We come from greatness. Africa has delicious flavors and spices that deserves world wide recognition. We are passionate in the kitchen but we don't know how to apply business to our passion. We don't see African five star restaurants and Africans competing in world wide culinary competitions with African dishes, because we don't have a sense of culinary. We have a sense of cooking but not a sense of culinary.
The African community needs to come together. We have to show the world that we are not divided, starting with my country Liberia. If we don’t support the Liberian community, we won’t have a community in the next ten years. Individually, we are doing great, collectively, we are not. West Africa is developing and Liberia needs to be a part of this development. My goal is to build an empire. The first step is to take a business trip to Liberia and Ghana within the next year.