Hawa Hassan is claiming space for African cuisines and voices in the food industry. Last fall, the Somali native behind the sought-after condiment company Basbaas released her first cookbook, "In Bibi's Kitchen," which she co-authored with Julia Turshen. Although it's categorized as a cookbook, with each turn of the page, it's clear that "In Bibi's Kitchen" offers so much more than just recipes.

Alongside instructions for making quintessential dishes like kicha (Eritrean flatbread) and imifino (wild greens with porridge), the book features the stories of bibis, also known as grandmothers, from eight African countries that border the Indian Ocean: Eritrea, Kenya, Tanzania, Mozambique, South Africa, Madagascar, Comoros, and, of course, Somalia. “This cookbook was created out of the joy of sharing food and a need for visibility,” Hassan tells Create & Cultivate. “Food connects us all, but the range of food that many people are exposed to in [the United States] is so limited. “ Thankfully, Hassan is changing that.

Below, she opens up about the changes she’d like to see in the food industry, shares how trusting her gut led her to where she is today, and explains why failure is just another step in the process to attaining success.

How were you first drawn to cooking and what is it about the act of cooking and sharing food that inspired you to pursue this path? 

Cooking has always been such a huge part of my life. True comfort is being with my mother in the kitchen. Being able to share that feeling and those flavors with the public is so exciting.

You just launched your first cookbook, “In Bibi’s Kitchen,” with Julia Turshen. Take us back to the beginning—what was the origin story of this cookbook, what inspired you both to pursue this book together, and what sets it apart from other cookbooks?

Julia is someone I had worked on several projects with and I sought her out to help structure my vision. My vision was beautifully formed into the book everyone knows today. Readers will find my book is different from the rest because of the voices it highlights and the cuisine it introduces. 

“In Bibi’s Kitchen” is so much more than just a cookbook. In an Instagram post, you wrote that it’s also a place to “share and tell human stories from people who look like me.” What are your hopes for this book? How are you shifting culture and shaping new narratives through the diversity of African cuisine? Visibility is so key. How do you hope your influence in the food space can make a difference and push your industry forward?

This cookbook was created out of the joy of sharing food and a need for visibility. Visibility of African cuisine and visibility of the best purveyors of that cuisine: matriarchs, grandmothers, women. Food connects us all, but the range of food that many people are exposed to in the United States is so limited. This limited range excludes so many cuisines and so many people. I want to make space for those cuisines and voices where there has never been any room.

2020 presented everybody around the globe with new, unprecedented challenges. How did you #FindNewRoads + switch gears towards your new version of success?

“In Bibi’s Kitchen” was obviously released in the midst of the chaos of 2020, and it may have actually been perfect timing. I wanted the book to be a resource for at-home cooks to explore flavors they hadn’t before. Now, with travel out of the question—and with many people either spending more time in their kitchens or, in some cases, exploring cooking for the first time—they can turn to “In Bibi’s Kitchen” for those new flavors and experiences. “In Bibi’s Kitchen” is coming at a time when people are getting curious and need something new and exciting to look forward to at the end of the day. Seeing posts and Instagram stories of readers’ creations proves that my book has been successful in a new and unique way; a very 2020 way. 

Going after what you deserve in life takes confidence and guts. Does confidence come naturally to you or did you have to learn it? What advice can you share for women on cultivating confidence and going after their dreams? 

I definitely had to find confidence. I didn’t start out doing what I do or being my own boss. I think the best illustration of my discovery of confidence was when I trusted my gut and left modeling behind. I wasn’t in control of my career or who I wanted to be. Trusting my gut and leaving that life behind instilled a huge level of confidence in myself and is what, ultimately, led me to where I am today. 

What is the biggest challenge to achieving success in life both personally and professionally?

Personally, being attached to an outcome. Professionally, systemic racism.

When you separate yourself from your job title and the bells and whistles of your business or career, who are you and what do you like to do? How have you remained true and authentic to who you are?

It’s extremely important for my health, and my happiness, that I stay grounded doing the things I love. I’m always catching up with my godchildren on FaceTime, and I love to stay moving by boxing and taking long walks. 

It’s easy to celebrate the wins, but how do you handle failure or when something hasn’t worked out for you?

Failure is just another step in the process. That’s something that my mother instilled in me from a young age. Whether it be in the kitchen or professionally, remembering that has proved vital to my growth and has made every recipe and project much more relaxing and enjoyable.

If you could go back to the beginning of your career journey with the knowledge you have now, what advice would you give yourself? 

I would tell myself to trust my gut sooner than I did, but I know the journey I went through to figure that out was important to my development as both a person and an entrepreneur. 

Fill in the blanks:

The best career advice I always give is… 

There is always more than one way to skin a cow. 

If there were more hours in the day, I would… 

Work out and meditate more.

The three qualities that got me to where I am today are…  

Integrity, kindness, and the ability to speak to people clearly.

The change I’d like to see in my industry is…  

More people from the continent of African telling stories from their perspective.

My perfect day begins with… 

Hanging in bed with my partner, drinking hot water with lemon, and going for a long walk. 

The craziest thing I’ve done for work is… 

Be in a commercial kitchen overnight for months on end to ensure we didn’t run out of inventory for my hot sauce company, BasBaas Sauce.