Safta Cook is my catering business which brings authentic Mediterranean cuisine into homes and businesses through a ‘Friday Night Dinner’ concept. Born from a passion of healthy, homemade food in a time where social connection was absent, Safta Cook was launched during lockdown in a socially distanced way. Having established a new client base, I drove the business from strength to strength, securing a commercial kitchen less than six months post inception in response to growing demand. Three years later, Safta Cook has a far reaching and loyal customer base, all of whom I have maintained a personal relationship with. It has expanded to private catering events, regular market stalls and bespoke parties for HNWI’s.

As an NPD Chef I develop all new product ranges to increase profitability in line with target costings. I take an active part in negotiating and collaborating with third party suppliers to maintain quality and cost, create new links and maintaining relationships with key suppliers. I am in charge of delivering and training of production units to ensure smooth product launches and consistent quality control of the products and reducing customer complains. Working towards improving systems and processes to ensure smooth running of product lines and collaborating with team and suppliers to increase efficiencies across the business.

Leading and managing my own business in Tel- Aviv, including creating the vision and mission statements, creative look and feel, full business plan and securing finance. I have employed more than 30 staff members, managed the day to day operation, P&L, accounting and strategy. Working in high pressure, fast changing environment, with restraints and ongoing competition.

I was part of the team that opened the hotel following a six month period of staff recruitment, creative design and menu development. As an Executive chef, I was responisible for the five different food outlets and the management of all the corporate events and weddings that took place in the hotel.

Managing the opening of ‘Scala’ restaurant in the David Citadel five-star hotel in Jerusalem.Planning and delivering high profile, exclusive project-based events.