Jewish delis are evolving for modern consumers, offering plant-based alternatives to lox and pastrami.
“We’re literally saving the Jewish deli. We’re giving it the modern twist that’s desperately needed to stay delicious and relevant to a growing segment of the population,” said Jenny Goldfarb, the founder and CEO of Unreal Deli. Goldfarb’s plant-based corned-beef-pastrami hybrid attracted an investment deal on SharkTank, and today it’s available in 2,200 grocery stores.
Though Jewish cuisine is known for being heavy on meat, vegetarian food has a part in Ashkenazi culture, notes Jeremy Umansky, chef at Larder Deli in Cleveland. He points out that kashruth (kosher dietary laws) and periods of poverty meant Jewish cuisine always included vegetarian recipes.
The food at Larder — which includes vegan and vegetarian dishes — is put through the same process as animal-based items. Umansky cures mushrooms with salt and koji for a smoky, savory flavor and meat-like texture.
“It’s all about the method and technique behind the production of those foods,” Umansky said. “You know, going back and looking at things and seeing that there is historical precedent for this.” Pictured, a selection of vegan Jewish deli fare at Ben & Esther’s in Portland, Oregon.
Read more (Insider)