Samuay & Sons is located in the Isan region (north-east) of Thailand in the city of Udon Thani. Founded in 2014, the restaurant focuses on traditional Thai cuisine re-created using the twists and turns of modern technique. Samuay & Sons believe that cuisine itself is a rich form living history and Chef Num is fascinated by the challenge of bringing the past to meet the present in order shape the next chapter of Thai cuisine.
Chef Num follows a philosophy of discovering forgotten foods and plants from by gone eras and brings this passion and curiosity back to the tables of his guests. 80% of the produce used by Samuay & Sons is grown in the local organic farm, and the remaining foods are found from many sources such as foraging in special educational events held across different parts of Thailand.
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The Chef & the Brigade
“Each day I learn more about local ingredients from the Thai biodiversity, and at the same time I gain more knowledge about the importance of our local wisdom. I am inspired by the nature that surrounds me, which in turn creates each the dish that tells its own individual story. This is my philosophy of cooking.”
That was almost decade ago in U.S.A, where he worked his way up from culinary school to some of top restaurants in San Francisco. He then returned to his motherland to learn more about Thai cuisine. Opening a restaurant outside of a big city, Chef Num began to see and focus upon more of the true elements within nature and the environment, also allowing him the time to crystallize his vision regarding the style of cooking he wished to create
Welcome to Isan
Though Thailand’s largest region with 20 different provinces, the northeastern area of Isan is also the country’s least visited region. While foreigners flock to Thailand’s capital of Bangkok, the tropical southern islands or mountainous north, Isan tends to get overlooked yet offers a wealth of distinct cultural customs and traditional cuisine that still live on to this day. Other parts of the Land of Smiles have ridden a wave of modernisation or globalisation, but Isan remains primarily rural, offering a relaxing holiday destination where travellers can catch a glimpse of the past while still enjoying staying in an Isan boutique hotel or Isan resort.
Pronounced ee-san and also written as Isaan, Isarn, Esan or Esarn, the word “Isan” comes from the ancient Pali language for the word “northeast.” While the term is used to described Thailand’s entire northeastern region, discerning travellers will soon find that many different destinations, indigenous peoples, highly localised dishes and even various dialects make up the area with no two parts of Isan exactly the same.
Green market, Slow food youth network and Food for change
Started 2 years ago with the opening of the restaurant
Goal: to spread the information about organic farmer community in our neighbour. To make the farmer proud of their products and share them the knowledge. To represent all the indigenous wisdom in our country. We work closely with the farmers and cook their produce with care by minimize the waste. Some time we participate field trip to do workshop with them and present the dish to the public. Being as a part of these movement: we have gain more attention from public tremendously. People understand about our agriculture situation in Thailand more than before. By using only local produce to the guests in my restaurant and tell them the story where it come from, they understand the message that we send it to them. Green Market, Slow Food Youth Network and Food for Change.
In conjunction with the opening of Samuay & Sons in 2014, Chef Num launched a series of educational and support movements throughout Thailand in order to share knowledge and represent the vast indigenous wisdom within his country. His goal was to help spread the information practised within his local organic farming community to his neighbours, and by doing so, make farmers proud of their products and continue to share and expand their knowledge. Samuay & Sons work closely with the farmers and cook their produce with extra care to make ensure they minimise waste. They organise participative field trips and workshops with the farmers and present the dishes to the public.
These movements have gained tremendous public attention and provided a platform for people to better understand the challenges of the agricultural situation in Thailand. By using only local produce guests in the restaurant are educated with the story of where their food comes from, and the indigenous wisdom surrounding it.
“Samuay & Sons deliver contemporary Thai cuisine with a deliciously creative twist that draws upon the past for inspiration. Hidden away in Udon Thani, the menu is focused upon the north-eastern cooking traditions of the Isan region, using local and organic seasonal ingredients many of which have offer healing benefits and follow the Chef’s belief that food is medicine.”
Kim, the discoverer.
Time zone: (GMT+07:00) Bangkok
Currency accepted: THB
Credit cards accepted: Visa, Mastercard
Electricity voltage: 220V
Electricity plug type:
CONCIERGEYour concierge is ready to assist you with planning and completing your reservation, contact them on firstname.lastname@example.org
ACCESSAbout ten-minute drive from Udon Thani city centre. About 600 m from Ban Huay fresh market on Phonpisai Rd.
CONTACT133/25 Phonpisai rd. Mhagkhange Udonthani 41000
133/25 ถนนโพนพิสัย ตำบลหมากแข้ง อำเภอเมืองอุดรธานี จังหวัดอุดรธานี 41000 , Thailand
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