People who cooked on Tv programs made it sound as if cooking was about inspiration, originality, and creativity. Their favorite word was “experimenting.” Ella disagreed. Why not leave experimenting to scientists and quirkiness to artists! Cooking was about learning the basics, following the instructions, and being respectful of the wisdom of ages. This extract from Elif Shafhak’s novel “The Forty Rules of Love” perfectly conveys our Idea of cooking. We see ourselves as artisans of taste. Respect is everything for us. We respect history, tradition, environment and, last but not least, we respect our customers. Our knowledge comes from memory. It is the knowledge of generations of mothers and grandmothers cooking in the silence of their kitchens for their beloved ones.