Founders, Noushe Joon
When it comes London cuisine, Persian food remains somewhat overlooked. Rea, Mo and Ashkan, the three faces behind Noushe Joon, are hoping to change that.
The new food delivery service aims to put Persian food firmly on the map — not only through dishes inspired by the honest home-cooking of their families, but by promoting and informing diners about the flavours, ingredients, health benefits, and customs surrounding the cuisine.
Founders, Rea Shahroudi and Mo Ali Shirazi have extensive experience within the start-up, food, and hospitality industries; Shirazi working in many high-profile roles internationally, including as chief executive officer of Austur, a nightclub in Reykjavik, Iceland; and Shahroudi working in senior marketing and entrepreneurial roles across multinational businesses such as Uniliver, and John Lewis.
Behind the scenes is head chef, Ashkan Ashtari, who has worked in a number of renowned London restaurants, including The Ladbroke Arms in Notting Hill, Rök in Spitalfields, and The Havelock Tavern in Brook Green.
A menu boasting dishes to suit every palate: subtle and elegant loobia polo, the comforting flavours of gheymeh, and firm favourite, tahchin, will soon have diners questioning why Persian food is only on the cusp of entering Londoners’ homes.