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Persian delivery business launches in London

Noushe Joon, a new Persian food delivery brand has just launched, offering Londoners the opportunity to enjoy authentic recipes adapted to modern palettes.

Initially, the delivery is covering Chelsea, Battersea, Pimlico and Clapham, with a view to extending across London.

Rea Shahroudi (pictured centre) and Mo Ali Shirazi (left) are the pair behind the business, which aims to make Persian cuisine more accessible by delivering it directly into people’s homes.

The recipes and dishes on the menu have been developed by head chef, Ashkan Ashtari (right), who has worked in a number of high-profile London restaurants, including The Ladbroke Arms in Notting Hill, Rök in Spitalfields, and The Havelock Tavern in Brook Green.

Working closely with local suppliers, the business aims to elevate authentic recipes, using fresh, seasonal ingredients sourced from sustainable producers.

It will also profile the flavours, ingredients, health benefits, and customs surrounding Persian cuisine. Menus have taken much of their inspiration from recipes shared through generations of Persian families.

Dishes on the Noushe Joon menu include ‘tahchin’, which is saffron and yoghurt layered rice with corn-fed chicken thighs, under a crisp crust, topped with pistachios and barberries; and loobia polo, a hearty rice dish layered with succulent cuts of lamb, green beans, and a rich aromatic tomato sauce.

Delivered in biodegradable packaging, Noushe Joon will put Persian culture at the heart of its offering, sharing the story behind each dish on the menu.

Both Shirazi and Shahroudi have extensive experience within the start-up, food, and hospitality industries. Shirazi has worked in many high-profile roles internationally, including chief executive officer of Austur, a nightclub in Reykjavik, Iceland, and director of Mister Pumpernink, a longstanding restaurant in Holland Park.

Shahroudi, who has extensive entrepreneurial and digital marketing experience, has worked across numerous multinational businesses including Uniliver and John Lewis. She also founded InnIran, a short-stay accommodation platform targeted at Europeans travelling to Iran.

Shahroudi commented, “Persian food is becoming increasingly popular, and awareness of the cuisine is growing by the day. However, when ordering food at home, people are less inclined to look for Persian options. We’d like to change that and make it more widely available.”

Shirazi added, “We know that the pandemic has changed eating habits and more people are now choosing to explore different cuisines and food formats, so we feel that the time is right to bring a new offer to the market.”