Melissa's enjoying collaboration with author-chef
Melissa's enjoying collaboration with author-chef
Melissa's/World Variety Produce in Los Angeles is collaborating with a famous chef, restaurateur and cookbook author who utilizes many specialty items in her recipes and dishes.
Zov Karamardian said that all indications now lead to Middle Eastern cuisine being the next major food trend in the United States.
Zov (as she prefers to be called) founded Zovs Bistro in Tustin, CA, in 1987. It began in a 1,500-square-foot, run-down shopping center, but has since grown nearly tenfold. The restaurant now employs a staff of more than 100, has expanded to 12,000 square feet, and serves between 800 and 1,200 guests every day. Those who know her and the restaurant say that her success stems from her creativity and her ability to maintain an authentic Middle Eastern theme.
"It fits perfectly with current health and nutrition trends," said Zov. "Many of the products typically used in recipes from this region of the world are included on the list of 'super foods' that nutritional experts and health advocates say have beneficial qualities. Among the items commonly associated with the Middle East are whole grains, such as bulgar and couscous. But the fresh produce category is equally important. Dishes call for a lot of tomatoes, eggplant, onions, dates, raisins, mint, cilantro, pomegranates and numerous items in the produce category.
Zov recently released her first cookbook, Zov: Recipes & Memories from the Heart (2005). In mid-May, she embarked on a nationwide tour, which combined a book promotion and cooking class. Appearances are scheduled at 22 Sur La Table locations across the country. Sur La Table is a national retail chain known for its fine quality equipment for cooks and chefs as well as for its culinary programs.
Cooking demonstrations of the caliber that Sur La Table offers its customers must be the highest possible quality, and that means the ingredients used in the recipes must also be the best available. Zov and Sur La Table have partnered with Melissa's World Variety Produce, headquartered in Los Angeles, to supply the mise en place Zov needs to prepare the recipes.
Melissa's was chosen because it also supplies Zov's Bistro with the fresh produce it uses daily. Zov said that the company is very accommodating, is meticulous in its order fulfillment and offers impeccable customer service. In her book, Zov offers a special thanks to the team at Melissa's "for finding the freshest fruits and vegetables -- even if that means searching the four corners of the earth. When we needed pomegranates, Melissa's found the only two cases available in the United States.
Robert Schueller, director of public relations for Melissa's, said that Zov uses the same list of items at every demonstration.
"As a sponsor of Zov's cooking class, Melissa's supplies all of the produce, herbs and spices, said Mr. Schueller. "We ship the fresh order the day before the class in each city by overnight delivery. Sur La Table supplies the primary protein, grains, oils and other needed products. It is a good collaboration effort on everyone's part. Sur La Table now even sells "Melissa's My Grinders' herbs and spices in its stores.
Zov's supply list from Melissa's includes green onions, lemons, jalapeno peppers, ginger, garlic, shallots, red peppers, red onions, yellow onions, Russet potatoes, leeks, celery, asparagus, several mushroom varieties, eggplant, several berry varieties, teardrop tomatoes, pine nuts, a sizable list of fresh herbs and several My Grinders varieties.
Zov's book tour and cooking class will visit more than 20 cities across the country. The recipes she demonstrates include grilled eggplant and baked olives with rosemary and thyme; marinated flank steaks with ginger, soy and garlic; orzo salad with sun-dried tomatoes; and Kalamata olives and vine-ripened roasted tomato-basil soup. These recipes are all included in her cookbook. She also prepares a berry compote for dessert that includes raspberries, blueberries and strawberries. Although this recipe is not in the book, she said she uses it because it is refreshing in the warm weather, and it is easy to prepare.
"These recipes are not complicated, overly time-consuming or difficult, said Zov. "The demonstrations show how cooks of all levels can enjoy preparing these delicious dishes.
Every food professional knows that Americans can grab and ride a trend stronger and faster than the industry can keep up with it. In the past few years, the produce industry has witnessed a surge in Asian and Latin cuisine trends thats still have potential for lot of growth in all corners of the country.
Middle Eastern cuisine seems to have all the key ingredients that make for a good trend starter, as well as one that survives the test of time and consumption. It consists of healthy food that is easy to source. Most items are not exotic or unusual enough to demand outrageous prices. This will help to make this ethnic food category appealing to foodservice operators and home cooks alike.
If Zov is right about her prediction, produce growers, distributors, brokers and others will likely be soon preparing for the demands to come, and consumers will all be hearing much more about Middle Eastern food in the future.
Zov Karamardian said that all indications now lead to Middle Eastern cuisine being the next major food trend in the United States.
Zov (as she prefers to be called) founded Zovs Bistro in Tustin, CA, in 1987. It began in a 1,500-square-foot, run-down shopping center, but has since grown nearly tenfold. The restaurant now employs a staff of more than 100, has expanded to 12,000 square feet, and serves between 800 and 1,200 guests every day. Those who know her and the restaurant say that her success stems from her creativity and her ability to maintain an authentic Middle Eastern theme.
"It fits perfectly with current health and nutrition trends," said Zov. "Many of the products typically used in recipes from this region of the world are included on the list of 'super foods' that nutritional experts and health advocates say have beneficial qualities. Among the items commonly associated with the Middle East are whole grains, such as bulgar and couscous. But the fresh produce category is equally important. Dishes call for a lot of tomatoes, eggplant, onions, dates, raisins, mint, cilantro, pomegranates and numerous items in the produce category.
Zov recently released her first cookbook, Zov: Recipes & Memories from the Heart (2005). In mid-May, she embarked on a nationwide tour, which combined a book promotion and cooking class. Appearances are scheduled at 22 Sur La Table locations across the country. Sur La Table is a national retail chain known for its fine quality equipment for cooks and chefs as well as for its culinary programs.
Cooking demonstrations of the caliber that Sur La Table offers its customers must be the highest possible quality, and that means the ingredients used in the recipes must also be the best available. Zov and Sur La Table have partnered with Melissa's World Variety Produce, headquartered in Los Angeles, to supply the mise en place Zov needs to prepare the recipes.
Melissa's was chosen because it also supplies Zov's Bistro with the fresh produce it uses daily. Zov said that the company is very accommodating, is meticulous in its order fulfillment and offers impeccable customer service. In her book, Zov offers a special thanks to the team at Melissa's "for finding the freshest fruits and vegetables -- even if that means searching the four corners of the earth. When we needed pomegranates, Melissa's found the only two cases available in the United States.
Robert Schueller, director of public relations for Melissa's, said that Zov uses the same list of items at every demonstration.
"As a sponsor of Zov's cooking class, Melissa's supplies all of the produce, herbs and spices, said Mr. Schueller. "We ship the fresh order the day before the class in each city by overnight delivery. Sur La Table supplies the primary protein, grains, oils and other needed products. It is a good collaboration effort on everyone's part. Sur La Table now even sells "Melissa's My Grinders' herbs and spices in its stores.
Zov's supply list from Melissa's includes green onions, lemons, jalapeno peppers, ginger, garlic, shallots, red peppers, red onions, yellow onions, Russet potatoes, leeks, celery, asparagus, several mushroom varieties, eggplant, several berry varieties, teardrop tomatoes, pine nuts, a sizable list of fresh herbs and several My Grinders varieties.
Zov's book tour and cooking class will visit more than 20 cities across the country. The recipes she demonstrates include grilled eggplant and baked olives with rosemary and thyme; marinated flank steaks with ginger, soy and garlic; orzo salad with sun-dried tomatoes; and Kalamata olives and vine-ripened roasted tomato-basil soup. These recipes are all included in her cookbook. She also prepares a berry compote for dessert that includes raspberries, blueberries and strawberries. Although this recipe is not in the book, she said she uses it because it is refreshing in the warm weather, and it is easy to prepare.
"These recipes are not complicated, overly time-consuming or difficult, said Zov. "The demonstrations show how cooks of all levels can enjoy preparing these delicious dishes.
Every food professional knows that Americans can grab and ride a trend stronger and faster than the industry can keep up with it. In the past few years, the produce industry has witnessed a surge in Asian and Latin cuisine trends thats still have potential for lot of growth in all corners of the country.
Middle Eastern cuisine seems to have all the key ingredients that make for a good trend starter, as well as one that survives the test of time and consumption. It consists of healthy food that is easy to source. Most items are not exotic or unusual enough to demand outrageous prices. This will help to make this ethnic food category appealing to foodservice operators and home cooks alike.
If Zov is right about her prediction, produce growers, distributors, brokers and others will likely be soon preparing for the demands to come, and consumers will all be hearing much more about Middle Eastern food in the future.
