Specialty Food Magazine is the leading publication for retailers, manufacturers and foodservice professionals in the specialty food trade. It provides news, trends and business-building insights that help readers keep their businesses competitive.
Issue link: https://www.e-digitaleditions.com/i/165618
EDITOR'S LETTER Why the World Needs Another Specialty Food Product U nless you're there in person, it's easy to view the sofi Awards ceremony as little more than a handing out of trophies for winning products. But this year's event was a live example of the intangibles behind those products—the craft, care and joy, in the words of the Specialty Food Association's new brand—as well as the pride, community and humor that drive their creators. It is that passion that prompts companies to answer yes to the question, "Does the world need another product?" contends acclaimed chef Marcus Samuelsson, the keynote speaker of the 2013 awards ceremony. Samuelsson noted he felt the same when opening his latest restaurant, Red Rooster Harlem. New York City did not literally need another restaurant, but to Samuelsson, the eatery was critical because his vision had deeper meaning. "Food is a part of Harlem's story because of its different cultures," he said, pointing to the neighborhood's history of Spanish, Italian, Dominican, Mexican, Puerto Rican and African populations. "Most restaurants that open in Manhattan are below 96th Street. This was a chance to change that and bring something different in terms of value and storytelling to Harlem." Value and storytelling were concepts Samuelsson applied to changing the way his native Ethiopia, and Africa in general, is perceived with his new Ambessa tea line, made in collabora- tion with Harney & Sons. Wanting to change the conversation that the world has with Africa "to one that is more adult, the way we deal with Europe and Asia, rather than one of donating money," Samuelsson saw a product that could make that connection with the public more than education and discussion could. "If you can enjoy an African tea at home, it changes how you value Africa," he said. Sharing the story of the journey to create a product—and relating it to larger issues—came out in other speeches during the evening. While accepting the sofi for Outstanding Food Gift for the Manhattan Rooftop Honey Flight, Zeke Freeman, owner of Bee Raw, spoke of the decline of the honeybee population. "It's important to remember that blueberries, apples, melons, broccoli wouldn't exist without bees. What are we doing to solve the bee problem?" said Freeman, whose company recently launched the Save the Bees fund. Jeni Britton Bauer of Jeni's Splendid Ice Creams, winner of Outstanding Product Line, summed up the sentiment of the specialty food world: "We don't see ourselves as a product line," she said. "We're a community of people trying to do the right thing and make better ice cream today than we did yesterday." A community helping its members is what Samuelsson experienced coming to the States with $300 in his pocket and writing letters to people he believed were influential enough to help him get his break as a chef. "The first letter I wrote was to Oprah," he said to laughs. "The second was to David Letterman. "Eventually, I hit on the person who got me in," said Samuelsson, who encouraged everyone in the room to work together and with other exhibitors and buyers. "You don't know who will open that door for you." Denise Purcell Editor, Specialty Food Magazine dpurcell@specialtyfood.com facebook.com/craftcarejoy HAVE A COMMENT? Visit specialtyfood.com/dpurcell/newproduct. SEPTEMBER 2013 1