WOMEN IN FOOD: Noreen Wasti
Meet Noreen Wasti, undoubtedly one of my favourite foodies on the internet. Her food creations are incredibly emotive, so lovely and always leave me feeling some type of way. The way Noreen gracefully plays with colours, flowers and beautiful whole ingredients is so artistic. She’s cultivated a unique style - I always know a Noreen photo when it pops into my feed. So thrilled to introduce you to this beautiful creator!
“I am a food content creator based in New York City. My work spans content creation, recipe development, food styling, writing, event curation, and more. Food and cooking is at the core of everything I love and do. My multicultural background and perspective is very much a part of my approach to cooking, aesthetics, and styling. I love to cook, eat, and share that love with others through storytelling, compelling content, and beautiful imagery.” - Noreen
Catch her beautiful, beautiful work over at:
http://www.nonisplace.com
@noreenwasti on instagram
noreen@nonisplace.com
Tell us a bit about your upbringing.
I grew up in a very quaint, tiny town in Rhode Island, surrounded by a lot of nature which was so
lovely. I’m a first generation American as my parents immigrated to the US from Pakistan. I went to
undergrad in Rhode Island, grad school in Chicago, and lived in Dubai as well. I am now based in
New York City.
What type of food philosophy did you grow up around?
It was definitely one centered around hospitality and bountifulness. My parents were gracious hosts
and loved entertaining. The house was known as “the haleem house” as they would spend two days
preparing a comforting Pakistani stew known as haleem for all of their friends. There was always so
much and probably too much food on the table even for just a small amount of guests. As children
we were exposed us to different foods, cuisines, and cooking styles which has greatly impacted the
way I approach food now as an adult.
Describe where you live.
I’ve been in New York City since 2019 and currently live in the Clinton Hill neighborhood of
Brooklyn. I love this area of the city.
Tell us a little about what you do.
A whole lot of everything. Content creation, recipe development, styling — all food related. I mainly
use the online sphere as a platform for content, projects, ongoing work, and collaborations.
What led you to a career in food?
I always cooked and loved sharing my food with others, I just didn’t know a home cook could
actually have a career based on it. I used to work in a totally unrelated field and had a food blog on
the side, which I used as an online journal to share recipes. That phased into posting on Instagram
from where I started to get noticed by a few brands. Eventually that organically translated into
projects, collaborations, and ongoing work. I am definitely still figuring out how to grow and what I
want my next steps to be.
Top 3 things you love about what you do?
Freedom to express creativity. Visual inspiration. Lots of good food to be enjoyed.
What’s been the most challenging part of getting to where you are now?
I’m a freelancer, which means there is no consistency in my work. Some months are a fully packed
schedule and others are extremely quiet. Also, no benefits — I’m completely on my own when it
comes to things like health insurance, which truly sucks. I’m at a point where I’m trying to figure out
if I need more structure for growth and stability.
An object in your kitchen that brings you joy?
A collection of antique teaspoons my Mom gave me recently.
You’re hosting a dinner party. What's on the menu?
A big spread nibbles to snack on like dips, cheese, and crudo. Whole stuffed fish as a main. An herby
green salad and crispy potatoes on the side. Salty chocolate cake for dessert. Wine.
Favourite music to listen to while cooking? Favourite podcasts?
Ella Fitzgerald, SZA, The Beatles.
Point of Origin. The Daily.
What’s a song that means something to you?
“In My Life” by the Beatles sends me on an emotional spiral.
Where can you be found when you’re not in the kitchen?
On a long walk in my neighborhood or Union Square Greenmarket.
Take us on a trip down culinary memory lane and tell us about your most memorable eating
experience. Describe the scene. (Where were you? Who were you with? What were you eating?)
Beirut with my husband, in a tiny alley eating the most amazing spicy Armenian lahmacun (meat
pies) from Ichkhanian Bakery. We kept going back in and ordering more, I could have easily eaten
ten.
What cookbooks / food blogs do you find yourself returning to again and again?
Falastin, Ottolenghi Test Kitchen Shelf Love, Salt Fat Acid Heat, Joy of Cooking.
Favourite non-food related book?
The House of Sand and Fog.
What does your perfect morning look like?
I make my morning coffee as soon as I wake up, it’s a daily ritual I cannot part with.
What’s one of your simple pleasures?
Warm bread and salted butter.
What’s your favourite vegetable?
Artichokes.
Tell us about an accomplishment you’re proud of.
My role as the Chef in Residence for Brightland Olive Oil.
Aside from food, what do you feel passionate about?
Antique hunting and collecting. Coffee. Local Produce. Social Justice Issues.
Who are your biggest inspirations in the food world and why?
Honestly the everyday cooks. People who cook for their families and communities, preserving their
sacred ingredients, recipes, and techniques.
If you could live anywhere in the world, where would it be?
When I didn’t live here, NYC was my answer and I think it still is. I would love to experience living
in Japan for a couple years though.
In a different life, what line of work could you see yourself in?
An academic or doctor.
A recipe / dish that holds a special place in your heart?
Anything that was my Dad’s favorite, we lost him unexpectedly in 2020, so I try to honor his
memory with his most loved Pakistani dishes — nihari, channay, kebabs.
Favourite local coffee shop? What are you ordering?
La Cabra, Drip, Black Fox, Rubber n’ Road, Coffee Project.
Ideally a 6 or 7 ounce espresso with milk.
Favourite local restaurant? What are you ordering?
Living in NYC this is impossible to answer, but some of my current favorites are: Hart’s, Rolo’s, Leo
Sourdough, Birrialandia, Ayat, Abuqir, Sobre Masa, The Four Horsemen, June Wine Bar, the HiHi
Room, Oxalis, Tong, Milu, Yellow Rose, Mel the Bakery. I could go on forever. If there is crudo on
the menu, I’m ordering it!
What’s one of your non-negotiable self-care practices?
My daily coffee ritual 100%. It’s my favorite moment of the day.
Tell us one odd thing we don’t know about you.
I’m a Gen-Z wannabe and obsessed with TikTok and really bad reality television.
What are the top 3 things on your bucket list?
Not a bucket list type of person, but I really want to:
1) learn more about complex baking and patisserie
2) get better at brewing coffee
3) learn how to grow herbs and edible flowers at home *successfully*
What are you excited about right now?
Spring! It’s freezing right now in NYC and I can’t wait till the flowers start blooming again.
Best piece of advice you’ve been given on life, business or cooking?
On life - there are no wrong decisions if you made the decision that felt right at the time.
On business - the more you do, the better you’ll understand what you love and what you hate.
On cooking - more is more.
