Sharjah: To the utter delight of food-lovers and cooking enthusiasts in the UAE, ĀŜĀ spices is now open at Souq Al Shanasiyah, in the heart of Sharjah, offering an exotic and organic mix of traditional spices from across the world.

 ĀŜĀ spice shop, founded by Julian Amery, was inaugurated over a two-day event, which took place on Thursday and Saturday, that is, 21 and 23 March, 2019, in the presence of a curious lot of attendees, who explored numerous ways to use spices in their foods and make their mealtimes more inviting.

The opening event started with Julian Amery’s opening speech during which he shared his journey that began with leaving London and an established 20-year career in the restaurant business to embark on a solo, overseas trip, heading East. 

A myriad of recipes with ĀŜĀ spices at their heart prepared by Master Chef Majed Al Sabagh and Chef Badya Kheraldeen were sampled by the event’s attendees, who treated their taste buds as well as their eyes in a theatrical presentation of live cooking by the master chefs.

Khalid Deemas, General Manager of Heart of Sharjah, says: “Heart of Sharjah is known for its various outlets and brands. Our latest addition to Souq Al Shanisyah, which is ĀŜĀ Spices, is a great haunt for culinary enthusiasts, where they will be able to shop a great variety of fresh spices and organic herbs sourced from around the world. We look forward to welcoming Heart of Sharjah visitors to our newest aroma-filled attraction, ĀŜĀ Spices.”

Master Chef Majed Al Sabagh, who is known for his culinary proficiency, said, “ĀŜĀ is a brand in itself and it is a matter of great delight that the shop is coming to Sharjah. It brings in fresh and organic spices from around the world and it will undoubtedly beckon the attention of food aficionados. The shop offers a variety of handpicked spices sourced from different geographies and cultures, blended with the travel experience that Julian has gained over the years, and directly sourced from primary producers.”

“The live-cooking session aimed at exploring the magic of spices, so that the attendees could learn how to use these ingredients and make cooking more than an eating ritual – a new experience every time,” he added.

Another session was organised by Chef Badya Kheraldeen on the second day of the event, wherein she shared her tempting sweet recipes with the audience with a twist of the spices from the ĀŜĀ spice shop.

she said, “The menu that I selected for this event featured detailed course-wise compilation of authentic recipes, fine-tuned with the best spices, to create delectable traditional sweets as well as contemporary dishes. The session was for a better understanding of food and the impact that the right amount and the right selection of spices can have on your meals.”

ĀŜĀ spice shop at Souq Al Shanasiyah, aims to rejuvenate kitchen menus by offering a rare variety of spices and herbs to the people who are looking to add a tang and aroma to their everyday food. As more and more people show their keenness to explore fresh, innovative and exciting ways of using spices, ĀŜĀ spice shop is a worthy addition to the culinary scene of Sharjah, and the UAE.

The shop will not only sell spices, but it will also assist in making the consumers understand the benefits and the cooking-effects of each spice available, their origin, the cuisine they are used in, and the details of their quality and pricing. Apart from a wide range of appetizing and aromatic spices the store also offers spices that come infused with herbs and tea.

Whether you are a food-aficionados, a home-cook, an aspiring chef, or just someone looking to discover spices from around the world – the ĀŜĀ spice shop is a must visit.

-Ends-

© Press Release 2019

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