When I first reached out to Peshawar Food Diaries (PFD) on Facebook, I thought the group was simply a platform for promoting food businesses in the city of Peshawar, Pakistan. Little did I know that I was approaching a group of people with the most hospitable hearts!
Getting to know the people behind PFD restored my faith in humanity. I hope that by reading this article you, too, will feel inspired.
PFD took root in 2014. A visionary gentleman by the name of Roomi Sohaib sensed the need for a platform where residents of Peshawar and elsewhere could be introduced to local, national, international and even home-based eateries. Since then, the group has grown significantly. At last count, there were well over forty thousand people associated with it.
The group sees an average of 250-300 posts a day which alludes to the fact that members are very active and interested in engaging one another. As expected, many of the posts constitute restaurant reviews while others are photos of home-cooked food submitted by members.
Mehvish Sethi is one of the administrators for PFD. Says Sethi, “Although we started out as a local avenue, we are already known far and wide, thanks to social media. In fact, people from far stretches of the globe write to us regularly, thanking us for linking them to good quality authentic cuisine. Many of them have not been back to Peshawar in decades. They share nostalgic posts about their once favorite hang-outs and take pride in being associated with us!”
Sethi first joined PFD as a member. Noticing her active interest in providing valuable feedback on area restaurants, Roomi Sohaib invited her to become an administrator.
“None of the team members are associated formally with the food business,” stated Sethi. “In fact, we are all established professionals in fields other than the food industry. It is our sheer passion for food, however, that has brought us together.”
Judging by how much progress the group has made in such a short span of time, it is quite apparent that their skills and personalities align perfectly well.
“In the beginning, we reached out to local businesses and offered to write reviews about their operation,” stated Rameez Anees, the co-administrator of PFD. “As our membership as well as reputation grew, businesses started reaching out to us.”
Rameez Anees holds a master’s degree in business management from the United Kingdom. He works in the manufacturing industry and manages his family business.
One of the reasons PFD is popular is that adequate thought has been given to organizing content.
“From the start, the group’s members have zealously posted recipes for their favorite meals which gave me the idea of creating a recipe section,” said Sethi. “We now have around ten different folders with loads of recipes. Having content properly organized this way is considered very convenient by our members who often put the recipes to test.”
As posts became abundant, Sethi also created the ‘PFD Directory’ that lists all the area restaurants and home-based eateries. The directory contains files such as menus and contact information.
“I manage the home-based start-ups,” added Wahaj Anees, who is one of the moderators for PFD. Anees is a dental surgeon by profession. He also runs a charity called ‘Feed Humanity,’ which focuses on reducing food wastage.
“I joined in April of this year,” smiled Anees. “I am a foodie at heart. I love food and feel fortunate to be in a position where I can provide honest reviews of the newest joints.”
Anees is supported in his efforts by Parsa Komal, who is based in the United States. “I help Wahaj in coaching women to better navigate the culinary business scene,” said Komal. “Although I live far, I am still able to create and update lists of businesses all over KPK. I contact them, update our database and provide much-needed tactical support.”
The home-based segment of the food industry has witnessed an explosive growth in the last few years, thanks to the modern marketing efforts and guidance provided by the PFD team.
“When we first started out, our focus was entirely on established businesses,” said Wahaj Anees. “As time went on, we realized there is a commercial segment that has largely remained untapped due to a sheer lack of opportunities.”
Women in Pakistan play a key role in the workforce but, compared to other progressive countries, the number of women who formally work outside the home is still marginal. That is changing slowly but surely. PFD has provided these women a new avenue to earn an income.
“About 90% of the home-based start-ups are owned by women,” stated Anees. “The fact that these people can work from the comfort and privacy of their homes and cater to thousands of families’ needs has resolved many issues. I work with these individuals and guide them on how to set up their business. The fact that PFD has such a huge following has eased on them the burden of marketing and advertising as well.”
“Initially, we allocated three specific days for businesses to advertise their ventures through our group,” mentioned Sethi. “However, seeing the heightened interest in exploring home-based culinary opportunities, we decided to introduce the ‘PFD loop,’ whereby these small start-ups can use our platform to get the word out several times during the month.”
Wahaj Anees interacts heavily with start-ups and is always thrilled to see results. “We have seen so many new businesses coming up with some amazing offerings. There has been a tremendous growth in the food industry which is a great source of encouragement for us as well as others!”
“The outcome has been nothing short of amazing,” gushed Roomi Sohaib. “The home-based business segment has benefited a lot of women. They are independent and are able to contribute to society in ways they had never envisioned before and that makes me very happy!”
“PFD is not just a food group,” explained Gulminah Adnan. She is also an administrator of PFD and holds a master’s degree in International Relations. “We have lifted the image of KPK in all aspects, whether it has to do with the promotion of regional traditional cuisines on a broader level or laying the foundation for prosperity so that people in the food industry have the support necessary to succeed.”
Muhammad Muzammil, also an administrator for PFD, is a telecom engineer by profession. His love for all things food led him to join the group three years ago. “I love being able to navigate the foodie scene in Peshawar, which has seen tremendous improvement over the years,” said Muzammil. “I think the power of social media cannot be overlooked when it comes to explaining this change.”
“Every Pathan agrees that hospitality is in the very fabric of our culture,” beamed Adnan. “We serve to extend our hospitable traditions through events that accurately reflect our rich heritage. Social media has played a crucial role in allowing us to meet this challenge.”
“We have leveraged the power of social media to spread the word very easily and quickly,” beamed Sethi. “The results are simply astounding.”
PFD has devised a fair manner in which reviews are noted.
“We have a rule called ‘negative review handling,’ whereby all the eateries that want us to promote them get the opportunity to fair reporting,” explained Wahaj Anees. “If we receive a negative review regarding their food and/or service, we contact the business right away and extend to them the opportunity to resolve the issue.”
“Often times, the business will offer the reviewer some form of compensation which remedies the situation,” added Rameez Anees.
Mehvish Sethi reiterated the fact that the rule of fairness is adhered to strictly by their group. “We have a trusted group of reviewers who are dedicated to posting honest reviews. Tarnishing a business’s well-earned reputation is not tolerated. In fact, we consider a review to be an opportunity for the business to improve and prosper.”
“In the same token,” spoke Wahaj Anees, “we do not cover up negative reviews. Customers have the right to be certain that their money will buy them quality.”
PFD has found tremendous success in planning events around the city. “Our first event was a food carnival at Shiraz Gathering,” said Rameez. “It was a huge success.”
Encouraged, the group partnered with sponsors and produced Chand Raat at the Ladies Club in Peshawar. That event, too, was well attended.
“We are currently preparing for the 7UP Fiesta which will take place in Peshawar on the 9th and 10th of December,” added Rameez. “We expect a major turnout, the likes of which has never been experienced in our city before.”
“We have about twenty home-based businesses that will be setting up stalls at our upcoming 7UP Fiesta event,” added Gulminah Adnan. “There will be three separate pavilions at the event, one each for organic food, cultural food, and branded food. The organic food pavilion will provide healthy and organic choices to the public. The cultural pavilion will give people the opportunity to sample authentic cuisine that is the hallmark of KPK. The branded food will introduce Peshawar to international cuisine and will help elevate the local food industry further. Our hope is that when more people experience these choices, demand – and subsequent revenue – will grow and the industry will take notice.”
Umair Rahim, the Brand Director for PFD, is working closely with Gulminah Adnan in order to raise brand awareness in Peshawar. “My work at PFD involves handling announcements,” explained Rahim. “Currently, I’m heavily enmeshed with area businesses. I’ve worked tirelessly to bring them on board for our 7UP Fiesta event.”
Usaid Sethi is the founder of E-Marketing and is an engineer by profession. He takes care of the digital as well as outdoor marketing for events. Usaid Sethi has extensive experience in event management and digital marketing on the national level. “I have rallied support from educational institutions, specifically campus ambassadors, so that we can have the maximum number of people attend our event,” he said. “We hope to see a turnout of twenty-thousand people!”
Gulminah Adnan added,“We plan to have non-food stalls as well where vendors will exhibit products such as clothes and face-painting. This will give entrepreneurs, in particular, the opportunity to gain publicity.”
Since 7UP Fiesta is a family event, PFD will have activities to keep little ones entertained too. “There will also be a children’s area for kids of all ages to enjoy,” smiled Adnan. “We have made arrangements for a jumpy castle, a trampoline, train and other rides, as well as a few toddler-based activities.”
Even though Parsa Komal is overseas, she’s playing a crucial role in organizing the upcoming 7UP Fiesta.
Explained Komal, “I took the lead in recruiting home-based culinary entrepreneurs. I informed them about our expectations and led them through the process of signing up. Wahaj Anees is managing the cultural aspect of the event as it involves more hands-on organizing.”
“I can easily track down someone from Charsadda to provide ‘ghatay rujjay,’ or have the famous Jaleel from Peshawar supply his ‘chapli kababs,’” laughed Wahaj Anees. “I’m on the ground, here in Peshawar, and have better access to vendors.”
Future events include cultural shows that feature the native Khattak and Afghan Attan dances, cultural and art shows, cooking competitions, bonfire, and musical entertainment.
Organizing events, providing fair reviews and creating work opportunities for women are not the only contributions of PFD. In fact, these fascinating young men and women are heavily involved in charity work.
“We are fortunate that we can provide for our families’ every need,” explained Roomi Sohaib. “We strongly believe in sharing some of these blessings with those less fortunate.”
The group takes pride in being able to provide food to the needy. Said Sohaib, “We heavily support our effort called ‘Peshawar Dastarkhwan’ through which we serve food to close to three-hundred people in Peshawar several times a week.”
“Our administrators and members raise funds internally so we can make sure that we help as many people as possible,” added Rameez Anees.
The group has been serving up Peshawar’s poor for the last two years. I was touched when I found out about the team’s dedication to reducing poverty but then a reminder quickly seeped into my heart: the people of my birthplace, Peshawar, are known worldwide for their hospitality and charitable efforts. Giving is in our blood, which is a far cry from the image of bombs and bloodbaths associated with our culture. The truth of the matter is that we find the utmost joy and comfort in giving from the depths of our hearts to those in need.
“PFD admins and members regularly visit the Dar-ul-Alfal orphanage where we spend time with orphans,” smiled Rameez Anees. “We recently arranged a couple of parties there which the children enjoyed. For their comfort, we have donated furniture such as cupboards, shoe racks, etc., that will ease their lives a bit, we hope.”
In a city riddled with instability, these incredible men and women have lit a path so bright, new and inspiring, it is unprecedented and truly commendable!
So what keeps them going?
“Our team,” replied Sohaib. “We have become a family, now. Our members are our strength. I want to thank them for trusting my vision, and for striving to benefit our community. This is what keeps us going.”
PFD has big plans for the future. “We want to take this group to the next level,” vowed Rameez Anees. “We want to promote local cuisine internationally so entrepreneurs can showcase their talents globally some day. Peshawar is blessed with an abundance of talent but there is a strong need to guide and polish the food industry.”
We are absolutely certain Peshawar Food Diaries will have no trouble in not only meeting but exceeding their goals.
Mia Bergstrom says
What an innovative way to help people. This is such an interesting and beautiful company that seems to reach far beyond food reviews.
Seema Khan says
Thank you for your comment, Mia. Indeed, it was lovely getting to know the team behind PFD. They’re doing a phenomenal job in lifting the community. The difference they’re making is truly inspiring!
roxy says
what a motivational group of people. 🙂
Seema Khan says
Yes! These young people are a real beacon of hope 🙂