Osama El Sayed has a lot on his plate

Osama El Sayed is not your usual chef. He cooks up dishes for audiences on a Dubai TV show and also works as the so-called "chief flavourologist" for Lays' Flavor Me campaign in the Gulf, which aims to find a new flavour for crisps. Already, public suggestions have included hamburger and jelly beans. Here, Mr El Sayed, the founder and president of El Sage Associates, which produces Arabic-language television cookery shows, cookbooks and culinary consulting services, speaks about a typical day. 5.30am I wake up and after finishing my prayers, within 15 minutes I start working. I usually have a breakfast of juice and a little cereal. Very rarely I exercise; I keep standing for six or seven hours though. 7am I am involved in several projects, such as hosting the cooking show on Dubai TV, and write articles for Zahrat Al Khaleej, a magazine where I answer readers' questions. The cooking show is five days a week, including three days on-air. 8am I get to the studio in the Al Garhoud area and start arranging for the taping scheduled for 1pm. I have a person who buys materials for the show a day ahead. There is a big calendar in my studio with all the details. One day it is on how to make an easy and simple breakfast, and another day it is on how to make and use different types of bread and rolls. 1pm The taping goes on for around an hour. Sometimes I have special guest days when I have around 10 guests in the studio. During the live taping I interact with the viewers. We also get a lot of feedback on Facebook. 2pm After the taping, I take pictures of the food prepared. That's one of my hobbies: taking pictures of food. Later in the afternoon I take care of paperwork and go for meetings for the consultancy job that I do for several companies. One of them involves Lays, where I am the chief flavour consultant. We have several [crisp] flavour suggestions from the public. People ask for strawberry, pesto, barbeque or hamburger flavours, among others. I have to find the flavour that is close to the taste of the region. [The most nominated flavour will be introduced in the market]. I also had to prepare a keynote presentation for the World Association of Chefs Societies conference in Daejeon, South Korea, where I spoke about Ramadan's traditions and cuisines. 7pm I get home and relax reading cookbooks and food photography books. It's very rarely that I cook at home. Midnight It's finally time to go to bed