Woman and Job: Wieneke Hoorn

If I were Hans Klok, I would fear for my life, because Wieneke Hoorn can conjure even better than he can. Give that woman an empty space and in fifteen minutes it will be transformed into a stylish dining room. Wieneke Hoorn is a caterer and recently cooked for Amayzine, where I gathered a group of particularly lovely women. It was delicious, it was fun, it looked beautiful, and it was cleaned up within a minute.

Wieneke, you breathe food. Every time I spoke to you, you were back in Normandy buying butter or climbing an Italian hill to score the last bottle of the best olive oil. Have you always had that?
‘As long as I can remember, I have been involved with food and drink. The first photos of me are already with a ladle or a whisk, or sitting on a stool in my grandmother's kitchen. Food and drink come so naturally that it is present in every facet of my life. I indeed base a lot of my choices on where I can eat well, drink well, and enjoy, haha!’

How did it come about that you started your own event agency? Besides providing delicious food, you really deliver a full experience. You create menus, choose the perfect playlist, take care of the table setting and the dishes, and also clean everything up. Where did you acquire all those qualities?
‘It's not that I started very consciously A Culinary Affair I began. After a few years at Hotel School, I accidentally ended up in a restaurant in the south of France with two Michelin stars. Upon returning to the Netherlands, I worked at restaurants and catering companies. When I was looking around me, I realized that I could probably earn more money if I did this for myself instead of as a freelancer. Initially, I only cooked dinners for friends and family. Then it turned out that there was also demand for staff, linens, tablecloths, rental materials, and styling. It has grown very organically, and that has meant that I have learned a lot autodidactically and through trial and error. By now, it is indeed a full-fledged culinary event agency where we can take everything off the hands of the clients. Although it has sometimes been very tough, I am happy with the path I have chosen and the way I have built my business.’

What I haven't told the readers yet is that you look amazing and have very good taste. I have the feeling that there is also a fantastic mother behind you who has pushed all sorts of things into you with that little spoon.
‘My mother and grandmother were funny enough not as obsessed with food as I am, but they did enjoy cozy dinners and organizing family gatherings and festivities. The whole family naturally loves good food and drink, but no one works in hospitality or spends endless hours in the kitchen enjoying it. Fortunately, they do enjoy that I love it so much.’

By the way, can you share your four favorite dinner playlists? Thank you!
‘Soul Cuisine, Wine Bar, Wine & Dine, and ABBA (for after dinner, haha)’

It's wedding season, so it's crazy at your place. What does an average workday look like at, for example, a wedding?
‘I often say that organizing events, and thus also weddings, is 75% mise en place and 25% damage control. This has to do with the fact that all ideas, wishes, details, menus, diets, and the look and feel of an event are all thought out and planned in advance. On the day itself, it is therefore a matter of putting the final touches and addressing any variables, such as the weather, unexpected problems with staff or transport, or on the client's side regarding no-shows, add-ons, or last-minute requests. I always try to be present during the setup for quality control. After that, the fantastic team of chefs, event managers, serving staff, and bar staff takes over.’

How many hours do you work per week?
‘An average workday can be very long. I always make sure to be in the kitchen by 8:00 AM, and I usually finish between 6:00 and 7:00 PM. If I exceptionally spend the whole day at an event, it can indeed last from 8:00 AM to, for example, 10:00 or 11:00 PM, but these are now exceptions. This is not a sustainable way of working; it is mentally and physically demanding work, and it impacts your body and mind when you have to perform under constant stress.

My workweeks vary from 30 hours a week to 90 hours a week during the busiest periods. What makes it bearable is the fact that I derive a lot of joy from my work most of the time. It often also happens on weekends. I don't think I've had a regular five-day workweek since I was eighteen. And that's fine because that's a very conscious choice I've made.’

Did you imagine as a little girl that you would pursue this profession?
‘To be very honest, I don't think I ever expected to run a full-fledged business myself. What I always had as a little girl was being involved with food, drink, and taking care of people. And I can express that with A Culinary Affair.’

What education have you followed and did you benefit from it?
‘I attended Hotel School here in Amsterdam, at the International University for Hospitality Management. I did that for two years and then I stopped. I couldn't focus on subjects like Human Resource Management and Finance because I have severe ADHD. In those two years, I did build a network from which I still know my best friends 18 years later. And on a business level, I have a lot of nice people with a lot of knowledge around me.’

What advice would you give your younger self?
‘You are good enough.’

Are you the type that separates work and private life or does everything flow together?
‘Everything flows smoothly into each other. For example: when going out to eat, it is often with people I know from the hospitality industry, and at the same time, I get ideas for dishes that we could implement in our kitchen. If I taste a good bottle of wine at a restaurant or an event, I save it and see if it is realistic to purchase it. What flows from work to private life is that I get the chance to work with clients, colleagues, and partners, with whom there is a connection and from which friendships arise. And all of that under the umbrella of gastronomy and a love for all the good things in life.’

Always reachable or type ‘two phones and Monday you’re the first’?
‘In principle, I am always reachable, but I have become much better at setting boundaries.’

What do you wear on a workday?
‘I prefer to wear jeans, All Stars or Adidas Sambas, and a black or white men's T-shirt. For example, I never wear rings or bracelets, and my watch is waterproof because I am running around or busy nine out of ten times. Then the rest just gets in the way. By the way, during dinners or parties, it is actually very much the other way around; nice outfit and preferably a pair of Aquazzura heels. Because I like to wear very small dresses when the occasion arises, friends often call them my napkins because of the size, haha!’

Do you think about perfume and hairstyle? I can imagine that you take into account the role you fulfill that day.
‘I love the perfumes from Skins. I currently have two: Neroli Oranger from Matiere Premiere and Eau Rose from Diptyque. As for my hair, out of habit, it is often in a bun, because first of all, I don't want hair flying around on the table or in the food, and secondly, I don't feel like working with my hair in my face.’

We know it: talking about money is not chic, but it is nice for the next generation to know what this work roughly pays. So can you give a rough indication of which segment you are in? Are we above or below the Balkenende norm?
‘I pay myself a salary that is market-conform, the rest stays in the company. If I want to sell at some point, then that is of course a different story.’

And another point of attention; being a woman. Have you experienced a glass ceiling? The idea that you had to prove yourself more? Or do you perhaps benefit from being a striking presence in your industry? I can imagine that people enjoy having you around.
‘There is definitely a glass ceiling, and especially in the professional kitchen, women often experience different circumstances than men, such as sexual, physical, and verbal harassment. I am talking about 18 years ago, and although I haven't worked in Michelin kitchens for a while, I hope the situation is different now. But I am not holding my breath. Regarding the glass ceiling: as a business owner, I certainly think about that. It is often assumed that you have less knowledge. I am often passed over at an event with the question: “Sorry, but where is the manager or the chef?” That often leads to some chuckles from my team when I am referred to.’

Has there been a moment in your career that has been decisive for your career? Where you were quite proud of your action in hindsight?

‘One of the most important moments of last year was the funeral of Erwin Olaf. In five days, food and beverages, a satellite kitchen, and staff had to be provided at the Westerkerk for 1600 people. This was a huge challenge and a turning point for me. It showed me that when I needed my team and suppliers, everyone was so focused on supporting each other to achieve a good result that I realized I could achieve much more than I thought and be successful, driven by a sense of ‘achieving things together.’

And, how can you be booked? Do you also cook for smaller groups and what should I think of approximately? Suppose I want you to prepare three courses for a group of ten girlfriends…
‘In principle, we at A Culinary Affair accept events from 30 to about 600 people. Our focus is on both corporate and private events, where our strength lies mainly in providing receptions and dinners, weddings, and all-day events. This can be at a venue we have arranged or (especially privately at garden parties and anniversaries) at clients‘ homes. Besides the gastronomic aspect, staff, and styling, we also offer ’the extras’, such as a piano bar or an oyster man and champagne carts, silent disco, and light/sound/DJs.

We cannot underestimate the preparation time and costs, which is why it only becomes profitable at these numbers. For smaller groups and, for example, cooking and wine courses, we also offer options in our private dining in Amsterdam.’

What I am very curious about… When are you going on vacation after the wedding season and where are you going?
‘I don't really go on vacation during the summer holidays because I find it too busy. In September, I am going to Nice for a week. I used to always go to France and the Côte d’Azur with my parents, and secretly I hope to buy a little apartment there in a few years. Furthermore, I am going to Ibiza for a week in October. I go there regularly, and during Covid, because we couldn't work here in the Netherlands, I stood behind the Josper (wood-fired oven and grill) at Jondal. I promised that I would come back to work there for a week this year. I really enjoy that, and it is a combination of seeing friends, cooking, and going to the beach.’

Image: @wienekehoorn