Since the early 1980s, Chef Ayoub has been roasting nuts to perfection, by hand with artisanal craftsmanship. His first store was a humble 200ft², hidden away in an underprivileged area of Tehran, Iran. It wasn't long before he had a line-up of customers outside his store from across the city. Today, we set out to bring his craft to people across the world, and carry on the tradition.
There is an art to roasting a product using unique flavours, while maintaining a natural essence. Although the industry we are in has a rich history, and Chef Ayoub has always respected that, he has maintained a personal mandate to never stop innovating and to develop his own style.