Creating a Stir

About 12 years ago, Yumna Jawad decided she wanted to learn to cook well. A graduate of the University of Michigan’s business school, Jawad, a marketing research manager, had been working in her chosen field for a number of companies as a contract consultant. “I’d get a project, complete it, turn it in, and move on to the next project,” says Jawad, who was born in Africa and moved to Dearborn as a young child.

She says that working in the field of marketing research gave her great experience in a variety of subjects, yet she sensed that there was something else waiting for her.

Jawad recalls that she would often watch her mother, Amal Mackie, closely in the kitchen as she diced, chopped, and whipped up delicious Lebanese fare like hummus, tabbouleh, falafel, and shawarma, along with classics like kibbeh. Eventually, a lightbulb went off.
“I’d had a baby six months previously, but I wanted to get out there and try to share myself and be the subject, relating to cooking, (and I realized I wanted) to create a public forum on Instagram with the eyes of strangers watching me,” the Grand Rapids resident says. She kept her research job part time, until the summer of 2014, and then decided to jump into the world of social media as a content creator.

In no time, Jawad was posting her healthy-food-with-a Mediterranean-twist recipes on Instagram. An overnight success, today the home chef is a full-time entrepreneur, social media content creator, and recipe developer. She also founded overnight oats brand Oath Oats. As the creator of the popular Feel Good Foodie brand, with more than 10 million (4.7 million on Instagram) followers on her social media platforms, she shares “healthy-ish” recipes with feel-good ingredients.

“I just needed to pave my own way and figure it out on my own,” says Jawad, who believes that if you’re passionate about something, you’ll figure it out.

About a year ago, she published a cookbook, “The Feel Good Foodie Cookbook.”

An agent contacted her to write a book, but Jawad told her she was too busy and would put the idea on the back burner. She recalls being told, “Yumna, no one wants a cookbook created by someone who’s not busy. They want to buy a cookbook from someone who is killing it!” That convinced her to do a book. She ended up working with Penguin Random House, which was a fan of Yumna’s recipes and expressed interest in having her create a book with whatever recipes she wanted.

“They allowed me to use the exact amounts of salt, as so many today want you to say, ‘salt to taste!,’ ” Jawad says with a laugh. Her “Feel Good Foodie Cookbook” features everything from white zucchini pizza with garlicky labneh to tomato rice pilaf, harissa-grilled shrimp skewers, and seven spice roast chicken & pomegranate potatoes. “They’re unfussy, healthy meals that are enhanced by Middle Eastern flavors,” the author says.

The busy entrepreneur has her food career down to a science. On Monday, Jawad tests eight recipes, which she retests until she’s satisfied with them. She publishes two of those recipes per week on her website. On Wednesday she makes three videos that she shares the following week on social media platforms.

“I could create a to-do list that doesn’t end, but I have to set boundaries. I love that I’m available for my kids,” she says.

Lest one think she’s just cooking, the answer is a resounding no! Jawad has a team that includes copywriters, an SEO manager, and more. “For recipes to be found, say, on Google, you have to write some 200 words to explain it,” she says, noting that her copywriter can take her ideas and express them in words for that very purpose.

Change is inevitable, as Jawad navigates food trends and what followers want. “People are so casual now and don’t want videos (that are) ultra-processed and finished; they want it to be more like you’re Face-timing with your sister,” she says. As a result, she no longer uses a videographer; it’s just Jawad, her iPhone, and her tripod, and each recording is 30 seconds or less.

“Before, this all was about what I wanted — but now that I know I’m a business that serves people, I have to focus on what customers want. Often, that might mean they’re sitting in a carpool lane waiting, so they look on their phone to see what Yumna is making.”

Her posts have changed, too, and are much shorter and more simplified than they once were. “Everything was too involved,” she says, sharing that her website users and Facebook friends do not have the same demographics as her Instagram followers. “Yes, there’s some overlap,” she says, “but Instagram people are busy and can follow a recipe without having to print it out. They get the gist of it.”

As for topics, she no longer shies away from what might be considered too simple. “People want to learn something as basic as how to scramble eggs,” she says.

This fall, Jawad and her husband, a cardiologist at Corewell in Grand Rapids, and their two children, now 14 and 12, are looking forward to their annual apple-orchard visits. And there’s no shortage in Michigan of apple-picking destinations. They’re especially plentiful in the Grand Rapids region, thanks to the role Lake Michigan plays in moderating the climate. The lake effect results in milder winters and cooler summers, creating ideal conditions for apple trees to thrive.

“Apple-picking is a great Michigan thing to do,” Jawad says. “We go every fall.” She’ll make apple pie and apple crisp, which is “so easy, but feels like a truly elegant dessert.” She’ll also whip up cookies, muffins, and oatmeal cups with the apples. “And don’t forget, you can use apples in savory recipes, too, like with walnuts on kale or in an apple slaw. You get the tart with the sweetness.”

Favorite orchards include Robinette’s Apple Haus & Winery and Farmhaus Farms, both in Grand Rapids, and Frugthaven Farm in Greenville.

“I prefer apples that we also snack on and my family loves, like Honeycrisp. They’re crispy, lightly sweet, and tart.”

More Information:
Visit Yumna Jawad’s website at feelgoodfoodie.net.

Follow her on Instagram at feelgoodfoodie.

You can purchase “The Feel Good Foodie Cookbook” on Jawad’s site, Amazon, or wherever books are sold.

Preparation

Preheat oven to 350 degrees. Spray a 12-cup muffin pan with nonstick spray.

In a large bowl, whisk together the oats, cinnamon, baking powder, and salt. Add the milk, applesauce, and maple syrup, and stir until well-combined. Fold in the chopped apples and pecans, then transfer the oatmeal mixture into the prepared muffin cups, filling all the way to the top. The batter will seem a little wet, but this is normal. Bake for 30-35 minutes, or until the edges are lightly browned and the top is set. Allow to cool completely in the muffin tin before serving.

Tips for Success

You can freeze the baked oatmeal cups for up to three months. To reheat, thaw in the refrigerator overnight and then reheat in the microwave for 30-45 seconds, or in the oven at 350 degrees for five minutes, until warmed through.

For best results, follow the recipe as is. However, here are some common substitutes that would work well in this recipe: You can use any kind of milk you like, dairy or non-dairy; and you can replace the maple syrup with any other liquid sweetener, like honey or agave syrup.

Preparation

Preheat oven to 375 degrees. Grease an 8-inch square baking dish or 7-inch x 11-inch baking dish.

Place the apples into the greased baking dish and add the sugar, lemon juice, and cinnamon on top. Stir and set aside. In a small bowl, combine the oats, flour, brown sugar, pecans, cinnamon, and salt. Cut in the butter using a fork or your hands until the mixture resembles coarse crumbs. Sprinkle the crisp topping mixture over the apple mixture. Bake until the crisp topping is golden brown and the filling is bubbly, about 35-40 minutes. Allow to cool for a few minutes. Serve warm with a scoop of ice cream, if desired.

Tips for Success

Store any leftovers in an airtight container. They will last about three to four days in the refrigerator.

Freezer Instructions: After baking the apple crisp, allow it to cool completely, then cover it with two layers of aluminum foil. You can freeze it for up to three months. When you’re ready to bake it, thaw it overnight in the refrigerator and warm it at 375 degrees for 15-20 minutes, or until heated through.

Make Ahead: You can make the topping ahead of time, but add the butter right before baking.

Substitutes: For the best results, follow the recipe as is. However, here are some substitutes that will work well: For the flour, you can use almond flour, gluten-free flour, or even all-purpose flour. Oat flour keeps it gluten-free and light. For the butter, you can use a vegan butter stick or coconut oil. You can leave the pecans out completely, or use walnuts or almonds.

Preparation

Preheat oven to 375 degrees. In a large bowl, combine the sugar, lemon juice, and the apples.

Let stand for 15 minutes. In a second bowl, combine the flour, nutmeg, and cinnamon. Line a 9-inch pie plate with one of the pie crusts, allowing it to droop over the edges slightly. Drain the sliced apples in a colander, add the flour and spice mixture, toss to combine, and evenly spread the apple mixture in the bottom crust. Place the second pie crust over the apple mixture and gently press down, to ensure it is sitting well on top of the apples.

Use a knife to cut a hole the size of a quarter in the center of the crust to allow the steam to escape. Trim and crimp the edges. Brush the top of the pie with the whisked egg. Place the pie in the preheated oven on the baking tray for 35 minutes. Rotate the pie and reduce the heat to 325 degrees, then bake for an additional 25 minutes. Remove from the oven and place on a cooling rack for one hour before slicing.

Tips for Success

Store any leftovers in an airtight container. They will last about three to four days in the fridge.

To make it vegan (granted your pie crust is vegan), simply use the drained pie juice liquid to brush the top of the pie crust (or you can use almond milk).

Preparation

Preheat oven to 350 degrees. Line a 12-cup muffin pan with parchment paper liners.

Combine all dry ingredients (flour, sugar, baking powder, baking soda, spices, salt) in a large bowl. Whisk to evenly distribute everything. Make a well in the center of the flour mixture. Add the eggs and yogurt to the well. Whisk eggs into the yogurt, incorporating as little flour as possible. Add the applesauce and lemon juice to the yogurt and eggs. Whisk to mix, slowly incorporating in the flour.

Mix only until everything is incorporated; some lumps may remain. Overmixing will result in tough muffins. Gently fold in apple pieces. Scoop the batter into the paper liners, filling to the top or slightly heaping. Bake for 25-30 minutes, until a cake tester comes out clean and the muffins are lightly browned.

Tips for Success

Store any leftovers in an airtight container for up to three days. Place a paper towel under them to absorb any moisture. They’re best served warm and the same day.

Substitutes: For best results, follow the recipe as is. However, here are some common substitutes that would work well in this recipe: Substitute the Greek yogurt with milk; substitute the egg for a flax egg, to make it vegan; substitute the coconut sugar with any other granulated sugar; substitute the applesauce with butter, coconut oil, or any neutral oil. To make this gluten-free, use an all-purpose, gluten-free flour mix. Do not substitute only almond flour or only coconut flour.