Noma launched their direct-to-consumer food products line in February with a smoked mushroom garum. Their vegan spin on a traditional fermented fish sauce is the first release from Noma Projects, the famed restaurant’s product line for home cooks. That garum, retailing for $24 per 250cl bottle, sold out in a day.
“At Noma they’ve turned to koji and mushrooms instead of fermented fish to create their umami-rich smoked mushroom garum. It’s not as intensely salty as some other garum-adjacent products, and the aroma and flavor reveal subtle smoke and mushrooms,” writes Florence Fabricant of The New York Times.
Noma Projects — which launched last year — will include more pantry projects and community-based initiatives in the future, said René Redzepi, chef and co-owner of the Copenhagen-based restaurant. He hopes Noma Projects will him make more money. Noma has hovered around a slim 3% profit margin ever since opening 18 years ago.
Read more (The New York Times)