Goal: Publishing the first cookbook in the Middle East by restaurateur and master chef, Marco Pierre White

Challenges: Recipes containing pork and alcohol, creating the risk of censorship and limiting the audience

Solutions: Collaborated with award-winning food writer James Steen to expand the book's reach, providing suitable alternatives for the potentially large Muslim readership 

Goal: Publishing a canonical cookbook on Iraqi cuisine

Challenges: Breaking stereotypes of Iraq through the unifying tradition of food

Solutions: Recipes were linked with personal stories, revealing a deeper human dimension to the Iraqi narrative; the book quickly became a bestseller

Goal: Publishing a Dubai-centric cookbook from a first-time author

Challenges: A broad range of cuisines lacking a unifying link

Solutions: Developed a ‘fusion food’ concept, highlighting Dubai's multicultural culinary landscape