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://specialtyfoodmagazine.epubxp.com/i/235863
startup spotlight In this new feature, we pair a new company with a panel of industry veterans to get pressing questions answered. Monsieur Singh Lassi BY DENISE PURCELL AND SUSAN SEGREST M Teaming with friend Bonnie Saran, owner of Little Spice Bazaar, a spice and tea shop in Mount Kisco, N.Y., Gera began an in-store lassi bar offering drinks in 10 flavors, including mango, rose and almond. He next launched a lassi cart on the streets of New York. Just 29 days after its debut, Monsieur Singh was nominated for a Vendy Award, garnering media attention. Positive reviews from local food blogs followed, plus mentions by Martha Stewart and chef Marcus Samuelsson. Gera went on to develop a frozen probiotic yogurt retail line with two flavors: mango lassi, with Indian mango, mint and ginger; and honey lemon lassi, with honey, lemon and mint from India. The frozen lassi is available in pops, pints and 4-ounce cups. Today, Monsieur Singh lassi is sold around New York City, including Smorgasburg, an outdoor food market; Foragers, a specialty food retailer; and most recently, Whole Foods Market at New York's Tribeca location. Gera is looking to expand to more stores in New York, including online grocers like Fresh Direct, and has an eye on the West Coast and U.K. markets where Indian food is popular. Here, Gara asks four questions he has as a new company to a panel of veteran specialty food producers. PHOTO: KARAN GERA onsieur Singh chef and founder Karan Gera got the idea for offering a line of lassi while working as a brand strategist for a yogurt company. He began to think of lassi as "yogurt made healthier" because of its mix of herbs and spices. "Ayurveda [a 5,000-year-old wellness practice] recommends that when blending fruit and yogurt, consume them with digestive herbs and spices," he says. THE STARTUP: Monsieur Singh Lassi monsieursingh.com Owner: Karan Gera Product: Frozen lassi Founded: October 2011; first product sold February 2012 Location: Pfizer building in Brooklyn, N.Y., a culinary production facility for small food companies No. of employees: 2 Dave Hirschkop Julie K. Jeremy Jane Riddick-Fries Sanjog Sikand Dave's Gourmet Native Kjalii Foods, Inc. Feridies Sukhi's Gourmet Indian Foods 116 ❘ SPECIALTY FOOD MAGAZINE specialtyfood.com PHOTOS: COURTESY OF INDIVIDUAL PRODUCERS THE PANEL