Ponle Sabor: Chef James Tahhan’s Recipe for Impact
- Tyzza Macias
- Jun 4
- 4 min read
With a media empire, direct-to-consumer kitchen line, and culinary school built for the post-pandemic era, the three-time Emmy-winning chef isn’t just cooking; he’s redefining what a food brand looks like in 2025.
“To get anywhere, you need to be obsessed with results. The journey will never be easy, but if you expect setbacks, you’ll recover faster. Recovery is a strategy.” — Chef James Tahhan
From Personality to Platform
The pandemic catalyzed a shift Tahhan had been quietly preparing for.
“I started noticing that many of my co-hosts and friends in the space were being laid off and facing uncertainty about their future. I always thought that developing your own organization and exploring different areas of business within the culinary world could help mitigate those situations… I realized I wanted to be more in control and not rely on other people’s decisions.”
Rather than stay tied to broadcast, Tahhan leaned into entrepreneurship. Launching a full-scale marketing agency, building e-commerce infrastructure, and creating direct-to-consumer kitchen products tailored to modern enthusiast households seeking tools that fuse tradition with innovation.
The Business of Making Cooking Make Sense
At the center of all his ventures is a thesis: make cooking more accessible.
“We're trying to save time, but in the process, we're filling our bodies with additives, preservatives, hormones, and other harmful substances. The obesity rates continue to rise… We say we don't have time, but we spend hours watching TV. Why not spend 45 minutes in the kitchen, instead of 15, making nutritious and delicious meals that create memories?”
Foodiescuela, launched in 2020, is his answer: a digital cooking school built not for hobbyists, but for busy people who want to learn chef-level techniques from home. With built-in curriculum design and digital content scaled for mobile users, the platform aligns with rising consumer behavior trends.
Utility Meets Identity
Tahhan’s Hedley & Bennett apron collaboration isn’t a side project. It’s a proof point.
“When it comes to working with brands, we like to collaborate with the best of the best. We want to ensure that when we merge our brands, we are elevating each other and serving a common purpose. And I think that's exactly what this collaboration represents.”
“As a chef, one of the most important elements for us is aprons. When it comes to aprons, durability, design, style, and a lifetime warranty are some of the key features that make this partnership amazing.”
“I went back to my roots. The brainstorming process was difficult for me because I wanted to create something meaningful for both myself and the people at home. I chose colors that resonated with my roots, my story—colors that align with my cooking style. The folks at Hedley & Bennett did an excellent job capturing all of these elements and translating them into an apron that we’re all proud of. It was well-received, and we almost sold out in the first few weeks.”
A Media Brand with Operating Arms
What sets Tahhan apart isn’t just his audience (though it’s large and global). It’s his infrastructure.
He’s built a 50-person media and marketing agency, launched restaurant concepts like Sabores, and expanded into consulting, e-commerce, and podcasting with Ponle Huevos, where he offers unfiltered insight into business-building and burnout.
“To get anywhere, you need to be obsessed with results. You need to constantly think about them. The journey will never be easy—it’s intense, and you will face obstacles, setbacks, and betrayals. If you expect these things not to happen, you’ll be heartbroken when they do. But if you prepare yourself mentally for them, you won’t be surprised when they come. You need to recover quickly. The longer you dwell on setbacks, the less time you have to take action and move forward. Recovery is a key part of entrepreneurship, and having a strong mindset is essential to overcome challenges.”
The Cultural ROI of Cooking
His YouTube series Cocina Mundial con Chef James is designed with that in mind: global recipes, local ingredients, and actionable storytelling.
“Growing up in a multicultural environment, I was always surrounded by different nationalities and cuisines. Coming from a Middle Eastern family and living in a country mostly populated by immigrants from Europe, I was exposed to a rich variety of cultures and foods. That’s what Cocina Mundial is all about: showcasing food memories and showing people that you can travel through food, even from home.”
“For instance, you can host a Spanish night, cook Spanish food, and pair it with Spanish wines. By breaking away from the monotony of doing the same thing every day, we live better, eat better, and have more fun.”
What’s Next
Asked what success looks like in five years, Tahhan is blunt: scale with meaning.
“I want to continue expanding my work and create a legacy that resonates with future generations. I want to be remembered as someone who cared for people and humanity, using food to make the world a better place. Food can bring smiles and is directly linked to happiness. I want that message to stick.”
“My goal is to make food easier to understand, easier to prepare, and to encourage people to cook more at home. Our kitchens are where we create memories with our loved ones, and I want to keep helping people embrace that.”
For Chef James Tahhan, the kitchen isn’t just where meals are made. It’s where heritage is honored, where abuela’s wisdom meets modern hustle, and where every bite tells a story. His mission goes beyond recipes; it’s about reclaiming time, nourishing families, and celebrating the richness of Latinx culture through everyday cooking. In a world that moves fast, Tahhan reminds us to slow down, gather at the table, and cook with corazón. Because in our culture, food isn’t just food, it’s love, it’s memory, it’s legacy.
