Today we’d like to introduce you to Nawaf Hassan
Nawaf, we appreciate you taking the time to share your story with us today. Where does your story begin?
Food has always been more than just sustenance—it’s memory, tradition, and home. For me, Knafeh is all of that and more. It’s a dessert that carries over a hundred years of history in my family, passed down through generations. In Palestine, we don’t just eat Knafeh on special occasions; it’s a part of everyday life, something you can enjoy in the morning with a cup of coffee, as a mid-day treat, or even as a satisfying dinner. It’s warm, rich, and comforting—a bite of home, no matter where you are.
When I first started making Knafeh in Austin, it wasn’t just about the dessert—it was about sharing a piece of my heritage and bringing awareness to the Palestinian cause. With everything happening in Palestine, I wanted to find a way to contribute, to make an impact in a way that felt natural to me. Food has a unique way of bringing people together, and I saw Knafeh as my way of connecting with the people of Austin while also sharing the story of my homeland.
My journey began humbly, with a simple two-burner propane stove in my garage. I started popping up at different events across Austin, sharing Knafeh with anyone willing to give it a try. What began as a small initiative quickly grew as people connected not just with the flavors but also with the story behind them. The warmth and hospitality I’ve experienced in Austin have been incredible, and I’m grateful for every conversation, every shared plate, and every person who has taken a moment to learn about Palestine through this dessert.
Now, I continue to bring Knafeh to community events, particularly fundraisers that support the cause. Every bite tells a story, and every event is an opportunity to spread awareness in a meaningful, personal way. For me, this is more than just a business—it’s a mission. I want people to experience the taste of Palestine, to understand its richness, and to feel its resilience.
Austin has shown me that food can be a bridge—a way to educate, connect, and support a greater purpose. I am proud to continue sharing Knafeh with this community, and I look forward to seeing where this journey takes me next.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Like any new venture, the road hasn’t been entirely smooth. I only started this journey at the end of November 2024, so I’m still in the early stages of building and growing my business. While the response to Knafeh has been overwhelmingly positive, one of my biggest challenges has been figuring out the best way to consistently present my product to the people of Austin.
Since I operate as a pop-up, there’s always the question of where and when I’ll be serving next. I want to make it as easy as possible for people to find and enjoy Knafeh, but without a fixed location, that can be a challenge. I’ve been working on ways to improve visibility—whether through social media, collaborating with local businesses, or finding recurring events where people can always expect to find me.
Another challenge has been scaling up while maintaining the integrity of my family’s recipe. Knafeh is a labor of love, and I want to ensure that every plate I serve carries the same warmth and authenticity as the ones my family has made for generations. As I look toward expanding, possibly into retail or distribution, I know that maintaining quality and tradition will always be my top priority.
Despite the challenges, I’m excited for what’s ahead. Every struggle is just another step in refining this journey, and Austin’s support has made it all worth it. I look forward to continuing to share the taste of Palestine, one plate of Knafeh at a time.
Thanks – so what else should our readers know about your work and what you’re currently focused on?
My background is in civil engineering, and I’ve been deeply involved in the renewable energy sector since 2015. Currently, I serve as an engineering manager for a renewable energy construction and development company, where I specialize in overseeing the technical execution of large-scale solar projects.
What sets me apart is my ability to bridge the gap between engineering and real-world execution, ensuring that projects are not just designed efficiently but also built with precision and long-term viability in mind. I take great pride in the amount of green energy I’ve helped deploy over the years—knowing that my work directly contributes to a more sustainable future.
Beyond the technical aspects, I’m passionate about innovation in renewable energy and continuously seek ways to improve efficiency, reduce costs, and push the industry forward. My experience spans projects of various sizes, from small-scale distributed generation to utility-scale solar farms, allowing me to bring a well-rounded perspective to every challenge.
At the core of my work is the belief that renewable energy is not just an industry—it’s a movement toward a cleaner, more resilient world.
What sort of changes are you expecting over the next 5-10 years?
The food industry is evolving rapidly, and over the next 5 to 10 years, I see a major shift toward innovation in food production, ethical sourcing of ingredients, and sustainability. As someone bringing a traditional dessert like Knafeh into a modern food scene, I recognize the importance of balancing authenticity with the industry’s changing landscape.
One of the biggest trends I see is the push for more energy-efficient food preparation. Traditional methods, like the way Knafeh has been made for generations, can be time- and labor-intensive. As I continue to grow my business, I want to explore ways to streamline production while staying true to the original taste and texture. Whether it’s using more efficient cooking techniques, refining my ingredient sourcing, or investing in equipment that reduces energy consumption, I want to ensure that my process aligns with the future of food production.
Another key shift is the focus on ethical sourcing. Knafeh is a dessert deeply rooted in Palestinian culture, and I want to make sure that the ingredients I use—like high-quality cheese, semolina, and pistachios—are sourced responsibly. Supporting fair-trade and sustainable suppliers will not only elevate the product but also align with the growing consumer demand for transparency and integrity in food sourcing.
Finally, minimizing waste is a huge priority. As I continue refining my pop-up model and hopefully expand into retail or distribution, I want to implement strategies that reduce food waste, optimize portioning, and use eco-friendly packaging. In the end, making Knafeh isn’t just about selling a dessert—it’s about sharing a piece of culture in a way that is mindful of the future.
The food industry is changing, and I see it as an opportunity to innovate while keeping tradition alive. I’m excited to see where this journey takes me and how I can continue bringing the rich, homey taste of Knafeh to more people in Austin and beyond.
Contact Info:
- Instagram: https://www.instagram.com/knafe.atx/
- LinkedIn: https://www.linkedin.com/in/nawaf-hassan-29403593
Image Credits
https://www.sawsanwilliamsphotos.com/
