Chef Sadam Emad is admired for his innovative approach to Middle Eastern cuisine. As a TV chef on Roya TV, he creates extraordinary dining experiences that blend traditional flavors with modern techniques. In this interview, we explore how he is shaping the culinary scene in Jordan.
What have been the greatest highlights of your career?
Having my own cooking show on Roya TV helped me gain influencer status and reach over 238,000 followers. Recently, I launched my pop-up kitchen and collaborated with top brands, renowned hotels and embassies. Indeed, these collaborations allowed me to share my culinary creativity with a broader and more diverse audience. As a result, these experiences have been incredibly rewarding and fulfilling, enhancing my career growth significantly.
What differentiates a TV chef from a traditional chef?
A TV chef combines culinary skills with charisma and effective communication, enhancing their appeal. Consequently, engaging and entertaining the audience is crucial. Moreover, maintaining the quality and creativity of the dishes ensures the experience is both educational and inspiring for viewers. While a regular chef focuses primarily on creating exceptional dishes in the kitchen. Additionally, TV chefs often influence food trends and showcase their personality, reaching beyond the restaurant setting to impact a wider, more diverse group of food enthusiasts. This public presence demands a unique balance of cooking skills and media savviness.
How would you describe the food scene in Jordan and what are the culinary preferences of Jordanian consumers?
Jordan’s culinary scene is vibrant and evolving, blending traditional flavors with modern techniques. There’s a growing appreciation for innovative dishes that respect Jordanian heritage. I believe this to be a sign of a promising future for the country’s gastronomic landscape.
As for Jordanian consumers, they appreciate hearty, flavorful dishes that reflect their rich culinary heritage. While traditional foods like mansaf and maqluba are favorites, there’s a rising interest in healthier options and global cuisines, especially among the younger generation.
What are your plans for the future?
Launching my pop-up kitchen has been a significant milestone in my career, enabling me to collaborate with amazing brands like Brunies at St. Regis. At St. Regis, I run my pop-up brunch, creating memorable experiences for guests. Additionally, working with Cozmo has allowed me to incorporate their products into my culinary creations, enhancing the overall dining experience.
Furthermore, collaborating with the Thai embassy has been an incredible opportunity, as it enabled me to share my culinary style with a larger, more diverse audience. Soon, I will launch supper club experiences in some of Amman’s most beautiful spots. These events will offer guests a personal connection to my cooking while allowing me to experiment with Middle Eastern flavors in innovative ways.
Moreover, I am excited about the possibility of opening my restaurant soon. This will provide an opportunity for more people to enjoy my food regularly. Overall, these experiences have been incredibly rewarding, contributing to both my personal and professional growth.
