Cook Like a Chef with New York Shuk

Q: Where did you meet–was it in culinary arts school?

Ron: When my obsession with food turned into a full-blown culinary career, I was adamant about supporting my passion with the technical skills necessary. Culinary school was the first step, but it was the 14-hour days working the line in restaurants that truly built the passion, grit and determination needed to run our small business. I met Leetal while working at one of those restaurants; she was in the pastry department while I was a sous chef. The rest is, well, history.

Q: Given that both of you have a rich Israeli heritage, are there any other Israeli chefs, restaurateurs, or business owners that inspire the two of you?

Leetal & Ron: Tzurit Or is a pastry chef and the creative force behind Tatte Bakery & Café located in the Greater Boston area and Washington. Husband and wife team Genevieve Gergis and Ori Menashe are the owners of the beautiful restaurants Bestia, Bavel and Saffy’s located in Los Angeles, CA. Michael Solomonov and Alon Shaya have done tremendous work in putting Israeli cuisine on the map in the USA.

Q: Mediterranean cuisine and flavors are quickly gaining traction in mainstream food culture. What does Mediterranean cuisine mean to the both of you?

Leetal: For us, Mediterranean cuisine is all about simplicity and vegetables. During summer, a plate of sliced fresh tomatoes, grilled halloumi, a sprinkle of za’atar, olive oil, and fresh bread embodies that perfectly.

Q: How would you say your take on Mediterranean cuisine differs from other Mediterranean chefs?

Ron: We mostly focus on our family recipes, both past and present. That is what sets us apart from other chefs.

Q: What made you both want to start NY Shuk? What does NY Shuk mean, both literally and to the two of you?

Ron: When we moved to NYC from Israel, we couldn't find high-quality Middle Eastern pantry staples. We felt the need to use our cooking experience to make products that represent the Middle Eastern culinary culture we grew up with, but also to be proactive in keeping our food traditions alive.The word 'shuk' means 'market' in Hebrew, and for us, the market represents the center of a community—the meeting point where commerce and culture come together. We try to bring this communal energy to everything we do.

Q: Why was starting NY Shuk important to you?

Ron: We truly believe in the power of a good home-cooked meal. Our mission is to help fellow home cooks create easier and healthier food, while bringing the Middle Eastern flavors we love so much to their kitchens. I'm a big believer in properly stocking your pantry because you can whip up anything on a whim–even when you have nothing in the fridge and going grocery shopping is the last thing you feel like doing. For example, a simple tuna salad made with canned tuna and mayo is upgraded with rosy harissa. When you taste it, you’ll feel like you've cheated the system–it's that good!

Q: What was the inspiration behind your Golden Tahini With Grilled Zucchini, Herbs and Pine Nuts recipe?

Leetal: We love vegetables, but they often take a back seat, especially in BBQ season and we wanted to change that. Grilled vegetables deserve to be front and center, and this showstopper of a zucchini dish does exactly that. The lemony, herby and nutty flavors come together beautifully.

Q: What are some staples or must-haves in your kitchen when making Mediterranean food?

Ron: Our range of products are truly the cornerstone of the food we cook and key to creating the flavors of the Mediterranean. Za’atar, sumac, shawarma, preserved lemon paste, harissa, matbucha, alongside olive oil and tahini, and you truly have yourself a winning pantry.

Q: Do you have any kitchen hacks or special techniques you all can share with us?

Leetal: Our products were born to be the ultimate 'kitchen hack!’ For example, our Preserved Lemon Paste is an umami flavor bomb that adds another dimension to any dish it touches. There is literally nothing you can't use it on that won't be enhanced by a dollop of Preserved Lemon Paste. The holy combo of Preserved Lemon Paste and olive oil serves as the base for every salad dressing we make. Even a simple green salad is boosted by the bold flavors of preserved lemon. For serial salad eaters like us, there's joy in having this staple in your pantry and being prepared for your next salad. The biggest hack of all is that it’s a paste. Normally, you’d have to chop up whole preserved lemons or run them through the food processor. We removed all that work for home cooks.

Q: With the success of the NY Shuk product line and virtual cooking classes, how do you see NY Shuk expanding in the future?

Leetal: It's great seeing our products resonate with a lot of people out there. Most are still not familiar with our range of flavors and the education component of our job is crucial for its success. We believe in the power and beauty of these ingredients to help make your life in the kitchen easier and more flavorful. We will continue to share them through our recipes, online classes, and, hopefully, by adding more products that can support that mission.