Farah Sawaf is an increasingly recognized and respected consultant given her multi-faceted involvement across the UAE’s vibrant and ever-evolving culinary scene. A mother of three young boys, this dynamic mumpreneur founded Soul Communications, a lifestyle-oriented PR consultancy specializing in the Food & Beverage sector. Farah established Soul in 2010 with the express intent of fusing her twin passions of cuisine and entrepreneurship. In essence, she works hand-in-hand with client stakeholders to deliver value across the culinary spectrum, from supporting a young chef striking out on their own with an independent concept to expanding a food distributor’s access into a more defined mix of customer segments to developing child-specific menus.

Farah\’s culinary consultancy has received widespread exposure across the UAE’s media spectrum. She is a regular contributor to many recognized titles, inspiring entrepreneurs in general and women in particular to get creative and differentiate themselves in this hyper-competitive F&B sector. Farah has personally interviewed a host of celebrity chefs, including the Adria Brothers, Nobu, Jun Tanaka, Bobby Chinn, Atul Kochhar, and Richard Sandoval, among others, on behalf of local, regional, and international publications.

On a daily basis, Farah’s activities demonstrate that cooking up a storm in our contemporary world is indeed possible, no matter how chaotic one’s life may occasionally be.About Soul

Soul Communications is a down-to-earth PR consultancy that has specialized in catering to the UAE’s ever-changing F&B, Tech, and Lifestyle landscape for the past 14+ years!

Driven by a passionate team of professionals from multicultural and professionally diverse backgrounds, the team at Soul strives to deliver unique narratives through digital and editorial strategies.

Soul is not a corporation that offers cookie-cutter solutions with minimal attention. We take pride in being humble, detail-oriented, hard-working, and above all…Soulful.

From our relationships to our ideas, our pitches, and our results, you will find a team that is truly devoted to creating magic…with PR. With an increasing number of clients embracing Soul\’s humble yet original approach to communication, the consultancy finds itself on a path of continued growth and success in its 15th year.

What started with Farah Sawaf\’s vision in 2010, fueled by her love for food and a desire to infuse genuine \’soul\’ into a corporate-dominated PR scene, has flourished into a diverse team of women from across the globe. Each team member contributes their distinct insights, creativity, and zest, but most importantly, they share a common commitment to delivering results for clients in the dynamic F&B sector. Soul\’s dedication to putting clients first, combined with its meticulous attention to detail and customization for every client, has allowed the agency to consistently stand out in a very noisy market.

When it comes to global businesses, Soul\’s dedication to fostering long-term relationships is evident in its ongoing partnership with Deliveroo, now in its eighth year. This partnership has seen a variety of successful campaigns in the last year alone, including but not limited to launching Deliveroo Shopping, the company’s most significant vertical expansion yet, which most recently partnered with KAYALI by Mona Kattan to become the first aggregator to offer the luxury fragrances on-demand. Soul’s execution of multiple initiatives under Deliveroo’s Full Life initiative, designed to tackle food insecurity, has also resulted in donations of over AED 1 Million through a strategic partnership with Emirates Red Crescent. Under Full Life, Soul also executed a Food Waste Awareness Campaign with ‘Lyn’s Food Adventure,’ designed to educate children about creative ways to reduce food waste – a campaign that won at the 2023 MEPRA (Middle East Public Relations Association) Awards. Soul has also welcomed new members to its client family, such as Uchi, a one-toque Gault&Millau awarded gem in DIFC, supporting their launch with unparalleled and personalized creativity. By championing cost-effective campaigns, Soul ensures that clients can witness the tangible outcomes of their investments.

Soul continues to take pride in representing homegrown brands, including standout names like The Girl and The Goose, Pitfire Pizza, Allo Beirut, Couqley, and Lila Taqueria. These partnerships have woven Soul into the very fabric of what UAE’s local F&B scene has to offer and help the team ensure – on a daily basis – that clients are positioned for success. Over the past year, Soul has been instrumental in steering clients through expansions both locally and regionally. The team successfully led Epik Food\’s venture into the Saudi Arabian market and continues to lead strategic communications for further expansion plans in the pipeline for its portfolio of 100+ brands. Furthermore, they have worked closely with Chef Shaw Lash to launch her beloved Mexican eatery Lila Taqueria\’s second outpost, Lila Molino, in the lively Alserkal Avenue. Another milestone project has been the expansion of Michelin Bib Gourmand awardee seafood restaurant, Ibn Al Bahr, to a new location by the Creek alongside the award-winning Black Spoon Group. The team’s relentless pursuit of innovative solutions also shined through their work for Pitfire Pizza’s first licensed location in Dubai Hills.

The human-centric approach underscores Soul’s commitment to delivering results that resonate on a personal level, keeping the agency and its clients at the forefront of Dubai’s dynamic landscape.

In addition to Soul\’s commitment to F&B clients, the company remains deeply engaged in community initiatives. As a Palestinian founder, Farah Sawaf actively contributes to empowering her community through Soul\’s involvement in meaningful projects. Soul has played a pivotal role in organizing events for The Little Wings Foundation and raising funds for the ongoing crisis in Gaza. Soul also facilitated Washmen’s donation campaign for Gaza through Emirates Red Crescent, donating over AED 250,000 to Tarahum for Gaza. Not to forget, Soul worked closely with local favourite Cinema Akil to organize their largest Reel Palestine Festival to date in January 2024.

For anyone who has collaborated with Soul, the most striking aspect of their work ethic is the team\’s dedication to elevating their clients, all while adopting a humble stance about their achievements. In an F&B landscape overwhelmed with continuous posts and a culture of self-promotion, Farah has skillfully crafted a sustainable PR business that opts for a markedly low-profile approach. She and her team allow the agency’s results to stand as the sole testament to their success and expertise.

Nearly 15 years in, Soul continues to champion the importance of adding a personal touch to everything. Farah and her team are only warming up. With an array of thrilling launches, campaigns, and innovative ideas on the horizon, Soul is all set to make 2024 bigger than ever before. We are confident that Soul\’s unwavering commitment to achieving client goals, along with its genuine dedication to fostering enduring, collaborative relationships across the industry, will guarantee its success for years to come. Farah and the team\’s charm, passion for food, and sincere enthusiasm for communication definitely won’t hurt their cause!