The carpet had been rolled out the day before as with any high-profile event.
Only this carpet was not red. It was Persian and magnificent.
The fruit display had been arranged, similar to what one would find in a picturesque Persian bazaar, while the smell of fresh baked bread from the nearby tanoor, a quaint charcoal oven, filled the air.
Musicians fiddled with their exotic instruments - tar, daf, setar, and santoor-
as the ensemble of dancers - costumed like the iconic women in Persian
miniatures - took to their positions in anticipation of the soon-to-arrive
This was not a scene from One Thousand and One Nights. It was not a snippet from
one of Scheherazade's tales. It was the final touches leading to the
one-night-only event called Taste
of Persia by Farhang Foundation, which took place Thursday, September 2, in
Beverly Hills as part of the highly anticipated 9.02.10
The evening, dedicated to honoring the world-class city of Beverly Hills, served
as the opening night of Taste
of Beverly Hills food festival, and featured the culinary delights of such
names as Lawry's, Crustacean, The Peninsula Hotel, and world-renowned
chefs, Wolfgang PuckDrago Brothers. There were also celebrity appearances by Larry
King, the Kardashian-Jenner family, the cast of 90210 television show, as
well as musical performances by Grammy nominee,
But amid the glamour and star power, Taste of Persia by Farhang Foundation truly
stood out peerless. This was due to the simple fact that Farhang Foundation is
not a restaurant, rather it is a non-religious, non-political, and
not-for-profit organization dedicated to celebrating and promoting Iranian art,
culture, and heritage for the benefit of the community at large. As such, Taste
of Persia by Farhang Foundation was not just an exploration of Persian cuisine.
It was an exploration into Persian culture by way of its cuisine. And what
better place or time to celebrate Iranian culture than at an event honoring
Beverly Hills, a city home to a large Iranian-American population.
Volunteers, donning turquoise wraps by designer to the stars, Ina
Soltani, offered visitors uniquely designed Persian food, while explaining
the ingredients in such dishes as Aash e Anar (pomegranate soup), Kookoo Loghmeh (fresh
herbs frittata), Beryooni (a specialty from Isfahan), and many others, that were
a result of the culinary and artistic vision of Ardie Tavangarian who chairs the
Food Festival committee at Farhang.
Visitors dined while enjoying live, traditional Persian music courtesy of the AVA
Ensemble, along with the graceful movements of
Rosa Rojas and her fellow dancers, all in a pavilion decorated with scenic
images of Iran and carpeted with a fabulously large Persian rug.
Food was not all that was being consumed. Featured wines included Darioush, Arya, and Mithra, all three owned and operated by Iranian-Americans. And thanks to Mashti Malone's, visitors were able to finish their meals with bite-sized servings of Persian ice cream. But because no Persian meal is ever truly complete without a hot cup of tea, a traditional Persian tea station along with platters of Persian sweets and treats were on hand outside of the pavilion for guests to enjoy on their way out.
The pavilion never saw a dull moment throughout the evening and was consistently
filled with the happy chatter of visitors, who included Beverly
Hills Mayor Jimmy Delshad, members of the
Kardashian-Jenner family, KCRW radio show host Evan
Drago and Giacomino
Media buzz was also generated as camera crews from various local TV and print
media, such as NBC, CBS and many others, stopped by to shoot footage or take
snapshots of Taste of Persia by Farhang Foundation. Other restaurateurs at the
event also commented on the fine cuisine and presentation that the pavilion
The night was a splendid achievement for Farhang Foundation as one of its founding principles was successfully executed: to celebrate Iranian culture and introduce it to the community at large.
Taste of Persia by Farhang Foundation was made possible by the efforts of the
Farhang Foundation Food Festival Committee (Ardie
Tavangarian chair / creative & culinary director; Farhad
Mohit, co-chair; Bita
Milanian, program director and Dana Farahani, media relations), the support
of many young volunteers representing Farhang's Youth Council, as well as the
generosity of several local businesses including:
Arya Group, Inc.
City National Bank
CBM Special Events
Golden Color Printing
Berbere World Imports
Decorator's Place Corp.
View photo gallery.
... Payvand News - 09/14/10 ... --