Food has always been a powerful connector. It can bring people together, tell stories, and preserve traditions. “Food is more than just sustenance; it’s a bridge between cultures and an expression of love, resilience, and tradition,” says Ghida Amhaz, Brand Manager at Puck, which announced the Recipe for Change initiative, a Ramadan campaign by creative agency FP7McCann aimed at empowering Lebanese women while celebrating the country’s rich culinary traditions. 

In collaboration with Dubai Cares and renowned food critic Anthony Rahayel, this initiative introduces six traditional, home-cooked dishes created by Lebanese women, which will be featured in top Lebanese restaurants across the UAE and KSA.

The campaign comes at a time when many Lebanese families, particularly women and children, have endured immense hardship following the conflict in Lebanon at the end of 2024. Displacement and loss of homes have disrupted their lives, leaving them in dire need of support. Through this initiative, Puck provides a platform for Lebanese women to showcase their culinary talents while helping alleviate the suffering of affected families.

Running until March 31, Lebanese expatriates and food lovers in the UAE can participate in the campaign by dining in or ordering from restaurants such as Abdul Wahab, Al Safadi, Kaak Al Manara, Manarit Beirut, Habib Beirut, Mosaic, and Karam Beirut. 

Courtesy: Puck

Through the shared love of food, diners are not only introduced to the heart of Lebanon’s flavors but are also invited to support displaced Lebanese families, offering a tangible way to make a difference.

The campaign aims to empower Lebanese mothers—cooking experts who have nurtured generations with their culinary wisdom. “These women are the backbone of their families, and their stories deserve to be told,” says Amhaz. By placing their recipes in restaurants, the initiative gives these women a platform to share their rich cultural heritage while contributing to their home country’s ongoing recovery. 

Courtesy: Puck

Half of the proceeds from each dish sold in the UAE are donated to Dubai Cares, supporting Lebanese families affected by the crisis. 

LONG TERM IMPACT

Beyond providing immediate aid, Amhaz adds that Recipe for Change “not only supports the survival of Lebanese families but empowering them to share their culture with the world.”

Courtesy: Puck

A QR code on the back of each plate unlocks these personal stories. “The QR code allows diners to connect with the personal stories of these incredible women and understand the history behind every bite,” says Amhaz. 

The initiative enriches the world’s appreciation for Lebanese cuisine while creating economic opportunities that uplift entire families. 

Courtesy: Puck

Amhaz says that through Recipe for Change, Puck is giving people the opportunity to be part of something bigger than themselves. “It’s a movement that celebrates tradition, empowers women, and helps rebuild families.”