May 2013

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// NEWS

EVENTS

Tri-State Food Expo, New Trade Show to Debut In New Jersey Partners With New Jersey Restaurant Association The Tri-State Food Expo, a new trade show for the burgeoning New York/ New Jersey/Connecticut Tri-State food service and retail food industry, will debut at the Meadowlands Convention Center in Secaucus, New Jersey October 1 – 2, 2013.

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he Tri-State Food Expo will be the first of its kind to exclusively serve the growing food service and retail food and beverage markets across New Jersey, western Connecticut and the New York region including New York City, Long Island and those counties bordering northern New Jersey,” said Bob Callahan, show director. “The early response from exhibitors, buyers, and the region’s trade associations has been very positive, exceeding our expectations.”

Building further interest in the event, is Diversified’s recently confirmed partnership with the New Jersey Restaurant Association (NJRA), an association representing more than 23,000 eating and drinking establishments in the Garden State.

The NJRA’s restaurant and vendor members will benefit from the partnership in special attendee pricing,

and exclusive exhibit space access at the Expo.

“This show is unique and more affordable than most trade events, as we will provide booth furnishings for exhibitors, saving them the expense and inconvenience of bringing them,” said Mr. Callahan. “Holding the event in the Meadowlands Exposition Center also gives us the flexibility to keep visitor and exhibitor costs down. In addition to the turnkey booth package, the facility offers easy access, inexpensive hotel accommodations and ample parking.”

The Expo will be open to qualified retail and foodservice trade buyers.

Buyers must be affiliated with food service establishments, institutional dining, retailers or retail food service. Exhibitors will include food and equipment manufacturers, manufacturing agents and suppliers, food and equipment distributors, dealers, brokers and traders. The Tri-State Food Expo attendee registration will

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be available in June 2013. For additional information on attending, visit www.tri-statefoodexpo.com.

The Tri-State Food Expo is produced by Diversified Business Communications. The Portland, Mainebased trade show producer is also the organizer of several leading U.S. food industry trade events including the New England Food Show (Boston, MA), the Seafood Expo – North America (formerly International Boston Seafood Show) (Boston, MA) and Kosherfest (Secaucus, NJ), in ad-

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// NEWS

HONORS

James Beard Foundation Honors Multiple Award-Winner Andrew Zimmern at Annual Chefs & Champagne New York This summer, the James Beard Foundation (JBF) will honor multiple James Beard Awardwinning TV personality, chef, food writer and teacher Andrew Zimmern at Chefs & Champagne® New York, to be held at the Wölffer Estate Vineyard in Sagaponack, New York.

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he creator, host and co-executive producer of Travel Channel’s hit series, Bizarre Foods with Andrew Zimmern and Bizarre Foods America, will be feted at the Foundation’s annual sumptuous tasting party and fundraiser on Saturday, July 20, 2013. Chefs & Champagne® New York will feature flowing Champagne, the wines of Wölffer Estate Vineyard, Stella Artois® Belgian lager, and culinary offerings from a select group of over 35 fine chefs, many from JBF Awardwinning restaurants.

“I never thought my ‘bizarre’ culinary journey would include a stop in the Hamptons, where I will join the ranks of such prestigious past Chefs & Champagne honorees including Thomas Keller, Wolfgang Puck and Emeril Lagasse,” said Andrew Zimmern. “I am humbled by this recognition, and grateful to be able to give back to an organization so near and dear to my heart with the launch of my collaboration with eyebobs.”

This year’s gracious guest of honor has announced a charitable partnership with eyebobs, a leading U.S. eyewear company specializing in

for the future.”

Chefs & Champagne® New York is considered the East End’s premiere culinary event. Funds raised at the event help support the James Beard Foundation’s wide variety of initiatives, including culinary student scholarships and the organization's annual food conference on sustainability, public health, and nutrition.

A silent auction consisting of fine dining experiences, wines and spirits, cookware, and culinary travel

Main Office: 282 Railroad Avenue Greenwich, CT 06830 Publishers: Leslie & Fred Klashman Advertising Director: Michael Scinto Creative Director: Ross Moody Contributing Writers Warren Bobrow Wyman Philbrook Noelle Ifshin Ryan Condren Andrew Catalano

reading glasses. Launching just in time for Father’s Day, a portion of the proceeds from “The Zimm,” Zimmern’s new style of limited-edition eyeglass frames, will be dedicated to furthering the James Beard Foundation’s mission and programs. "The Zimm" follows eyebobs’s 2012 collaboration with style icon Iris Apfel and the company's 2011 collaboration with Katie Couric.

“An internationally-renowned,

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multiple James Beard Award-winning television personality, chef, and food writer, Andrew truly is one of the most innovative and multi-talented individuals in the food world today,” said Susan Ungaro, president of the James Beard Foundation. “We are thrilled to honor him for all of the work he has done to enlighten eaters around the world, broadening our culinary spectrum and assisting us in making more informed choices

Phone: 203.661.9090 Fax: 203.661.9325 Email: tfs@totalfood.com Web: www.totalfood.com

Total Food Service ISSN No. 1060-8966 is published monthly by IDA Publishing, Inc., 282 Railroad Avenue, Greenwich, CT 06830. Phone: 203.661.9090. This issue copyright 2013 by IDA Publishing Inc. Contents in full or part may not be reproduced without permission. Not responsible for advertisers claims or statements.Periodicals Postage paid at the post office, Greenwich, CT and additional mailing offices. Additional entry at the post office in Pittsburg, PA. Subscription rate in USA is $36 per year; single copy; $3.00. Postmaster: Send address changes to Total Food Service, P.O. Box 2507, Greenwich, CT 06836

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// NEWS

HONORS

New York City Public High School Students Turn Flour Into Gold Last month at the Careers through Culinary Arts Program (C-CAP) New York Awards Breakfast, C-CAP Founder Richard Grausman and C-CAP President Susan Robbins awarded over $450,000 in scholarships and cash awards to 24 high school seniors during the awards ceremony hosted by The Pierre.

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he Waldorf Astoria Hotel Executive Chef David Garcelon was the guest speaker and presented select competitors with The Waldorf Astoria Experience - an opportunity to work in the kitchens of the legendary Waldorf Astoria Hotel, tour the luxury facilities and stay overnight in this landmark New York hotel.

Students from New York City’s five boroughs were among the winners at the event. Local competitor Emily Rojas from Long Island City High School in Queens (and a resident of Brooklyn)

Scholarship valued at $46,750.

The C-CAP Meatless Monday Chili Recipe Contest awarded the second place $3,000 scholarship to Victoria Kitsos from Long Island City High School in Queens. Additional scholarships included: the Elizabeth Alston Scholarship; Chocolate Springs Scholarship; Dr. Patricia S. Bartholomew Scholarship; New York Association of Culinary Professionals Scholarship; C-CAP Junior Committee Scholarship; C-CAP Education Scholarships; and the C-CAP Top Honors Rising Star Mentorship Award,

received the Johnson & Wales University Full-Tuition Scholarship for the Bachelors valued $104,448; Chynna Gonzalez from High School for Hospitality Management in Manhattan (and a resident of Brooklyn) was awarded the Culinary Institute of America (CIA) Full-Tuition Scholarship for the Associates valued at $51,800; Evelyn Velazquez from Long Island City High School in Queens was awarded the Culinary Institute of America (CIA) Full-Tuition Scholarship for the Associates valued at $51,800 and her twin sister, Wendi Velazquez, from Long

C-CAP New York Class of 2013 Scholarship Awards Winners

Metro NYC's top high school chefs were awarded $450k in scholarships from C-CAP

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Island City High School in Queens received a C-CAP scholarship in honor of Tony May, owner of SD26, and matching scholarship from CIA in the full amount of $20,000; Antonio Meyers from Port Richmond High School in Staten Island received the Monroe College Scholarship valued at $48,192; Abimael Collazo from School of Cooperative Technical Education in Manhattan received the International Culinary Center (ICC)

which recognizes a top-performing competitor with “Rising Star” potential, offering a chef mentorship and multiple stage opportunities throughout the student’s college education.

Scholarships ranged in value from $3,000 to $104,000 to attend local culinary schools and some of the most pres-

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// INDUSTRY PERSPECTIVE

WITH FRED SAMPSON

Consumers Really Do Rule For months the major industry stories have been about the economy, followed by waiting for more definitive ObamaCare rules and regulations. Now the focus is on the pending FDA rules dealing with calorie menu posting.

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he big question is who will and will not be covered. That was one of the issues leading to Supreme Court Judge Milton Tingling’s ruling in New York City, whereby he set aside the mayor’s “large sugary drinks” ban. He called it “capricious and arbitrary” because it did not include convenience stores and supermarkets. That is the quandary facing the U.S. Food and Drug Administration.

Margaret A. Hamburg, M.D., Commissioner of the FDA, was quoted as saying “The menu calories is a thorny issue. “ I wonder how the NYC ruling will affect the long-awaited regulations dealing with calorie-count menu posting. For the record, Ms. Hamburg is a former NYC Commissioner of Health. The proposed rules would require all chain restaurants with 20 or more locations, along with bakeries, grocery stores, convenience stores, and coffee chains, to clearly post the calorie count for each item on their menu. Additional nutritional information would have to be available upon request.

The rules will exempt movie theaters, airplanes, bowling alleys, and other businesses whose primary business is not to sell food. Alcohol also would be exempt.

Fred G. Sampson,

President of Sampson Consulting, Inc. fredsampson1@comcast.net

The proposed rules would require all chain restaurants with 20 or more locations, along with bakeries, grocery stores, convenience stores, and coffee chains, to clearly post the calorie count for each item on their menu.

Supermarkets and convenience stores are looking for the same exemptions in the final rules. Representatives from the supermarket industry say it would cost them up to a billion dollars to put the rules in place, and that cost would have to be passed on to consumers. Convenience stores say they will have the same problems.

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Before I proceed, I should also inform you that a bill has just been introduced in Nevada, which would have the same regulations as the proposed FDA rule but would change the 20 units to 10, and therein lays the rub. Remember, this posting rule began in New York City and now is about to go nationwide. Already, one state is

about to reduce the 20-unit requirement to 10. Can five be far behind?

I have on many occasions stated that the Center for Science in the Public Interest’s long-range objective is to have all food service establishments list the calorie count of every menu item, as well as its salt content.

That has not changed.

Nutrition lobbyist Margo Wootan, of the CSPI, said, “Consumer advocates heard the same kind of complaining from the packaged food industry before they were required to put nutrition information on the backs of food items. Supermarkets and convenience stores should be included because they are breaking more and more into the prepared foods business. The supermarket industry is positioning itself as a place to buy prepared items so that you don’t have to go out to eat or cook.”

Wootan stated that a rotisserie chicken labeled with a calorie count at a takeout restaurant should also be labeled at a grocery store.

Scott DeFife, of the National Restaurant Association, said the supermarkets are exaggerating how much it would cost them to implement the rules. The restaurant industry had lobbied for prepared foods in supermarkets and convenience stores to be included, saying they’re selling essentially the same thing. “It’s all about the food, not the format,” DeFife said.

When the no-smoking issue in restaurants was first introduced, most operators said, “When my patrons indicate to me by asking, I will set aside a no smoking section.” That’s exactly what happened; not only a section,

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// EYE

METRO NEW YORK'S FOODSERVICE EVENT COVERAGE

DiCarlo’s Annual Buying Show and 50th Anniversary Celebration EYE was honored to celebrate a very special birthday last month. The trip was well worth the travel to the East End of Long Island for DiCarlo’s Annual Buying Show and 50th Anniversary.

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he two generations of DiCarlo’s have been able to stay ahead of the curve by keeping it local since 1963. With that local focus in mind, the show featured cheeses, vegetables, meats and seafood that were representative of the over 1000 local

DiCarlo's Michael DiCarlo (L) visited with key customers

ingredients that DiCarlo offers its diverse customer base.

The magnificent Inn & Spa at East Wind in Wading River was a spectacular backdrop for DiCarlo’s guests to over 175 vendors to take advantage of ordering discounts, learn about new

(L to R) Design Foods and Pasquale Guarella of Polly-O

(L to R) The East Winds’ culinary team led by chef Didier Lagauzere hosted the DiCarlo show and took the opportunity to tour the event

(L to R) DiCarlo's John DiCarlo welcomed guests including Ale House's Gerard Morgan

(L to R) Vinny Seiter of Port Jefferson's Steam Room and Sabin Meyer's Bob Meyer

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products and taste delicious samples.

EYE visited with notables including Kraft's Doreen MacKenzie, Hormel's Jordan McCray, Brakebush’s Joe Palazzo, Admirations' Beverly Barcelona and Hood’s Bob Fraska. For 50 years, DiCarlo’s commitment to service,

(L to R) Lorna Masterson and Maarten de Breede of Manhattan's Cater to You and DiCarlo's Tony Attanasio

quality and competitive pricing have made it one of the nation’s leading independent distributors. A number of top food service professionals enjoyed the festivities including foodcellar and co's executive chef John Doran, Ryan Peters of Trails End Camp and Picolo's Vincent Farrell. The Holtsville, New York firm is housed in a modern distribution facility with over five million cubic feet of dry, refrigerator and freezer storage space giving them the ability to purchase in large volume and to offer the Metro NY food service operator the highest quality products at the best possible prices.

Heinz's Mike Henneborn (L) made a point to Westhampton Beach Club's Tim Twill and Nadine Kissel

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#2209

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// RESTAURANT MARKETING

WITH OLA AYENI

5 Marketing Mistakes Restaurant Owners Make With the constant uprising of new competition, restaurant owners need to make sure they are doing the right things when it comes to marketing their brand. We have looked into some of the top marketing mistakes that you could be making and how you can fix them.

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istake #1 – Not focusing enough on your brand.

After a long and tiring day of running your restaurant, there is one thing that will always remain – your brand. Your brand is what your customers see, what brings you business, and what separates you from your competitors.

Your brand serves as a promise to your customers. Many restaurant owners make the mistake of participating in early branding then settling the somewhat built-up brand on the backburner. One of the biggest problems is your restaurant losing its identity. Consumers like to feel a part of something and a brand serves as a community to do that. There was a survey done in 2010

by Empathica Inc., a leading provider of Customer Experience Management (CEM) solutions, that showed restaurant brand loyalty remained high despite the economy. The survey reported less visits but that 68% of the consumers remained just as loyal to the restaurants they favored.

Looking for ways to strengthen your restaurant brand? Here are some tips: Be consistent with it. Whether it is your print materials, your logo, or your mission statement – you must send the same message through all channels when it comes to your brand.

Let your customers know what you are about. Are you family-owned? Do you

Ola Ayeni,

Founder of Dining Dialog & myeateria.com ola@myeateria.com

Let your customers know what you are about. Are you family-owned? Do you make your own bread? Let them know why you are different than the next guy. Use your brand where you can. make your own bread? Let them know why you are different than the next guy. Use your brand where you can.

Use your brand as a path. Remember why you decided to open your restaurant and your unique qualities, then run with it. Use your first initial passion for opening your restaurant as a

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guide in everything you do.

Mistake #2 – Avoiding social media.

Social media is an effective (and fun) way to be with your customers at all times. Many restaurant owners find it too time consuming and do not think it produces results in terms of profit-

ability. The benefits of using social media as a tool for restaurants are often overlooked. Social media allows you to engage with your customers at all times. This lets customers know that you are there for them and that they are a part of your business. If they have a suggestion or concern, they have a way to interact with you outside of the restaurant. It is less work for both parties. Social media also gives you the opportunity to advertise your brand, events, and menu information in creative ways. According to a 2011 National Restaurant Association study, consumers that use social media are likely to dine out more and are more likely to be returning customers.

Want to know how to better use your social media pages?

Plan ahead. Post on Facebook between 1pm and 4pm and on Twitter between 1pm and 3pm. Traffic to these sites are highest during these times.

Be visual. Post photos whenever you can with exciting captions. To read how to make your brand more visual, go here. (link) Pay attention to what your customers are saying on these networks. Answer questions and respond to comments as quickly as you can.

Mistake #3 – Opting out of a loyalty program for customers.

Having something to track customer demographics and purchasing behaviors is like gold for a restaurant owner.

Loyalty programs are a great way to track both while showing appreciation to loyal customers. Gathering names and basic demographics help you figure out your target market while birthdays and anniversaries are a great opportunity to make your customers feel special. The best and easiest way

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// Q&A

Sandy Ingber Executive Chef of the Grand Central Oyster Bar & Restaurant

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hat has been the key to the success of the Oyster Bar? Consistency and quality of the seafood that we serve.

Another key element is what I call truth in advertising. People can come here and know that they are going to get exactly what is on the menu.

We are the largest and freshest not the fanciest. Whatever the name of the fish or the source of the oyster they are getting that. We accomplish this by going to Fulton Fish market every day and handpicking all of the fish. I buy 90 percent of the oysters that we serve directly from the farms.

offer a full line of solutions for everyone. It amazes me just how popular a plain piece of broiled fish with a plain vegetable has become. I'm convinced that they invented the New York minute for the Oyster Bar. You can come in and have a sandwich and a bowl of soup and be in and out in five minutes or you can sit and dine for two hours

and everything in between.

Interesting how the fish and seafood dishes of the "Don Draper" years with heavy sauces etc. Lobster Thermador have evolved into fish being the centerpiece of a healthy lifestyle… thoughts?

More so than ever is the importance

In a City like New York, in which the tides of popularity move so quickly, how has the restaurant managed to stay on top of its game?

It helps that we are in a train station with an incredible amount of traffic.

When you combine all the people that come from the outskirts of the metropolitan area, a large repeat business clientele and an ever growing base of tourists who love seafood from Europe and Asia who come to the restaurant because of the world class reputation we have for freshness and quality. The tourists come looking for us when they plan their trips to New York, so it’s a slam dunk.

How have the needs of the Oyster Bar evolved through the years?

Probably dietary. People are much more conscious of what they are eating for both nutritional and allergy restrictions. No starch, no gluten, we

The Grand Central Oyster Bar brass – Vice President Mohammed Lawal, Marlene Brody, President Janet Poccia and executive chef Sandy Ingber – were all smiles as the restaurant celebrated its 100th Birthday last month. Over 250 attended the Grand Centennial Celebration, and 10 percent of proceeds and all silent auction donations went to the American Cancer Society, also celebrating its 100th year

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of the press that fish has gotten. How important the Omega 3's in your diet, how important it is to eat fish two or three times a week. People simply don't eat heavy sauces anymore. We haven't had Lobster Thermidor on the menu in at least five years, I know because I loved it. Keep in mind that even though we are talking about healthy eating, the busiest station in the restaurant is the frying station. So in all these days of health consciousness, you wouldn't believe how much fried food we sell. That's the great thing about our menu, we have everything covered.

Jerry Brody brought the Oyster Bar from bankruptcy in the 70's to an icon, what was his vision and how did he achieve it and how have you continued the legacy?

He walked into a disaster and somehow had a vision of opening a world famous seafood restaurant. He went out and did it. His widow told me that they started by going out to eat at every seafood restaurant within 20 miles of Grand Central. He couldn't believe it every one of them was serving frozen fish. There simply wasn't a fresh piece of fish to be found in the early 70's. He was disgusted and he started by hiring a famous fish buyer to go the Fulton Fish Market. Mr. Brody then headed for Maine with the goal of creating a contact and source for fresh lobster.

He found Atwood Lobster and put a small little guy on the map and he went on to become the largest lobster company in the Northeast. The next step was to source fresh oysters and clams and really learned to use Fulton Fish market to the max.

Do you care that the Fulton Fish mar-

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// NEWS

EQUIPMENT INNOVATION

ITV Brings Innovative Refrigeration Solutions To Metro New York Foodservice Community Total Food Service recently sat down with ITV ’s Vice President of Sales, Robert Weaver to discuss ITV ’s efforts.

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e've all heard about the growth of Spain as a culinary innovator. Has that spilled over into manufacturing with ITV? Spain has emerged as a worldwide culinary “go to” destination with the

wide range and variety of Tapas Bars and renowned Restaurants. ITV has had significant influence on the Iberian Peninsula with the dominant market share of ice machines sold in Spain.

ITV has been in the US since 2009,

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how has the business evolved over the past 3 years?

After several years assessing the North American ice maker market, the owners from ITV’s home office and state of the art manufacturing facility in Valencia, Spain, estab-

lished ITV Ice Makers, Inc. a U.S. based company to be headquartered in Miami, FL. It is here, that we maintain our office, warehouse, service department and administrative personnel.

The Company first entered the market with a complete line of European style cube ice makers as well as a line of flake style machines.

The first goal, set forth, was to establish a Commercial Industry driven, National network of Independent Sales Representatives, throughout Canada and the U.S. This was then followed by adding a network of Foodservice Equipment Dealers & Distributors in the same respective markets. The third goal was to

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// HEALTH & WELL BEING

WITH KARENA WU

Physical Therapy For Metro New York’s Chef’s Aches And Pains When you think of physical activity, the life of a Chef may not come right to mind, but in actuality a Chef ’s life requires standing all day long, with very little time to rest your muscles.

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his means it’s easy to injure yourself in the kitchen. Physical therapist Karena Wu specializes in treating Chefs. From Wylie Dufresne to (WD-50 & Top Chef, Iron Chef ) to Seamus Mullen (Tertulia & Chopped judge) Karena has treated Chefs for conditions like arthritis and general wear and tear from the life of a Chef.

Chef Dufresne sums it up great; "Working in a kitchen for twenty years takes the same toll on your body as being a stuntman.” Point being any sort of respective physical activity is going to do some wear and tear.

“We are lifting lots with our hands, I would bet there's some kind of common problems between almost all Chefs. Lots of bad posture, bending over. I think lifting heavy things takes a toll. We don't have a good history of taking care of ourselves when we aren't working,” noted Dufresne.

When I met Karena Wu, I couldn't even shake her hand my arms hurt so badly. Knee problems, back problems, shoulder problems. This would be the kind of thing (physical therapy) virtually any cook would benefit from." Seamus Mullen states, "I think the biggest problem I have in working in a kitchen is that I stand in the

same position for a long time and then go right home and go to sleep in the same position all night. Standing on one position for 8 hours non-stop over time creates natural compression. Then to go right home and go to sleep, I wake up stiff because I'm in the same position again." "Hardest thing for me working in a kitchen is that you bend over so much. Last week I had an event that wrecked me for a couple days where I couldn't even bend over at all.” Total Food Service sat down with WD-50’s Wylie Dufresen, Tertulia’s Seamus Mullen, and their Physical Therapist Karena Wu to discuss how Karena has helped both Wylie and Seamus and what chefs and restaurant professionals can do to stay fit and prevent injury.

What are the most common injuries that you see with chefs?

Neck and low back pain from chronic posturing and standing all day; Tennis elbow from repetitive stress of whisking, mixing, holding pans/sauté; Shoulder pain from lifting heavy items, OH reaching; Hip/Knee/Ankle pains from slips, missteps, prolonged standing, deep squats and sports play (if they participate).

Seamus Mullen receiving right-lower back and hip traction from Karena Wu

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Diagnoses Cervicalgia,

Lumbago,

Herniated

Physical therapist Karena Wu specializes in treating Chefs. Karena has treated Chefs for conditions like arthritis and general wear and tear from the life of a Chef.

Discs; Lateral Epicondylitis, Wrist sprains; Shoulder Rotator Cuff Tears/ Tendinitis, Labral Tears; Hip Labral Tears, Knee Meniscal/ACL/Ligament Tears, Patellofemoral Pain Syndrome, Chondromalacia Patella, Ankle Sprains, Plantar Fascitis A chef's day can be very stressful. Do you have suggestions for how a chef can stretch or strengthen their core to prevent injuries?

Daily dynamic stretching when on the job to bring blood flow to the tissues/joints, move the muscle tissue. I know they really can’t do much when standing at their station, but when they hit the head and it’s more private, they can do a couple leg stretches. At their station, they can do neck and shoulder stretches (during prep) and hip and ankle active range of motion movements. Continuous postural correction, engaging abdominals to support lumbar spine, utilizing correct body mechanics and THINKING before they just act/react.

You specialize in Joint mobilization, what exactly does that mean?

It is the application of the hands on the bones to produce a passive movement in the joint. Its benefits are that it moves the bone ends passively which allows for segmental mobility and helps loosen the surrounding soft tissue without direct application onto those soft tissues. Having each joint move independently of each other (which is normally how the body should move) is important in avoiding tightness and stiffness and potential injuries. It is correction of the joint dysfunction (very common in complaints of pain and tightness) so that it as well as the overlying tis-

sues can withstand stresses better and be used more appropriately.

What is the cause of those injuries for a chef and how can they be avoided?

Prolonged positioning and lifting/ carrying heavy loads or being put in awkward positions with/without additional load. They can avoid injuries by learning about their proprioception (awareness of the body in space) with postural awareness and knowledge of long-term damage if they think they are invincible. They must think before they move or perform a task.

I think the biggest problem I have in working in a kitchen is that I stand in the same position for a long time and then go right home and go to sleep in the same position all night. Standing on one position for 8 hours non-stop over time creates natural compression.

You offer a couple of different types of Taping. How did those evolve and how can they help the chef?

Became Certified Kinesio Tape Practitioner in 2005 because of my interest in the product and the application and its benefits. The longer I’ve worked, the more I’ve seen patient’s abilities and patient’s limitationsboth physically and psychologically.

We use this as an adjunct when in an acute phase (significant pain or sudden injury) or if they need additional assistance for chronic issues or poor compliance with HEP and avoidance of aggravating activities. It is an adjunct, not something that corrects the underlying dysfunction.

Karena Wu applies a Median Nerve Glide on Wylie Dufresesne

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What is Myofascial release and how does that impact the chef?

It is a type of soft tissue mobilization that affects the fascial (connective tissue with a 3D matrix with no orientation) more than the muscle tissue. Like a massage without lotion.

Anyone can get and pay for a cheap massage. Feels good temporarily but if you don’t correct underlying joint restrictions or fascial restrictions, stiffness/tightness/pain will come back guaranteed. This affects superficial AND deep tissues. Like an over microwaved plate of food with saran wrap. When overdone, it binds down

on the underlying structures, which restricts blood flow, circulation and movement. Release it and there is movement and flow, which allows for better muscle activation and range of motion.

Talk about what a chef can expect to find at your facility in Midtown?

Intimate care from start to finish.

One-on-one hands on application and individualized manual therapy and exercise prescription for home exercise program (HEP), especially taking into account the occupational demands. Exercises in-house are on Pilates equipment and all treatment and exercise have a more holistic emphasis.

Do you take the place of a chiropractor?

No. Chiropractors are healthcare professionals with an emphasis on spinal alignment. They can do joint manipulations on the spine as well as extremities, although in NYS, they are supposed to be limited to the spine.

They also do high velocity low amplitude (HVLA) thrust manipulations (the ‘crack’) versus lower grade mobi-

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// INSURANCE

FIORITO ON INSURANCE

Who Is Working In Your Kitchen? Immigrant Workers, Health Reform, And The Potential For Employer Penalties Recently, major restaurant chains have been forced to close temporarily due to major government crackdowns on illegal immigrant workers. This is a reminder to restaurant operators that the government is closely monitoring this issue. Additionally, The Immigration and Customs Enforcement agency (ICE) has reduced the need for large-scale immigration enforcement actions where employees were arrested.

Bob Fiorito, Vice President of Business Development at Hub International Robert.Fiorito@ hubinternational.com

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he focus instead turned to finding evidence to criminally charge employers. Studies have found that over 700,000 illegal immigrants are currently employed in the restaurant industry today; but what does this mean for you, the employer, especially with all of the recent health care legislation? Debates about illegal immigration, Health Care Reform, and the impact of both can be controversial. However, it's imperative to rely on the facts when exploring this issue in the context of new federal rules.

What is the Impact on the Employer?

Employers must verify that any individual whom they plan to employ or continue to employ is legally authorized to accept employment in the U.S. Some classifications of immigration status automatically provide authorization to work in the U.S. These "lawfully present qualified immigrant" classifications include, but are not limited to: lawful permanent residents, refugees, conditional entrants, asylum seekers, Cuban and Haitian entrants, and family unity amnesty seekers.

Employers are barred from discriminating against work-authorized individuals

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// FURNITURE FOCUS

WITH KEN PERSSON

New Jersey Furniture Maker Continues Tradition of Innovation

H

ow are things at Maywood Furniture?

Maywood has been in business for 90 years and it's hard to believe that I've been here for 30. Between technology and growth of many of the markets we serve, it seems like things are changing faster than ever in the marketplace.

May you clarify what you mean?

A couple of examples might be: how

Ken Persson, Vice President, Sales & Marketing of Maywood Furniture Corp. kenp@maywood.com

many more sizes we are asked to manufacture, including lighter tops and much fancier bases. Another example

might be: how competitive it is with RFQs and then when you finally think you are going to get the order, budgets

are slashed, you get a smaller order and the end-user wants their tables immediately. We do a great job of trying to accommodate all rush orders.

How has your business been so far in 2013?

Not like it was 6-7 years ago, but we are way ahead of last year in every one of our markets, including rental, foodservice, hospitality, and exposition. It does help that we are American Made, probably offer the broadest line of banquet and conference tables in the world, and specified by almost every major hotel chain.

How do you promote Maywood?

continued on page 77

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// FOOD SAFETY

WITH WYMAN PHILBROOK

Determining Your Food Safety Risks & Liabilities How to understand and decrease your vulnerability.

I

n last month’s column I wrote “We are moving more toward risk-based assessments of food operations across the USA.” What does this mean for you the manager/ operator of a food service establishment? How does a regulatory inspector determine your food operation’s risk? As the Person-in-Charge (PIC) you have to

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Wyman Philbrook

Owner of Philbrook Food & Beverage Consulting And Training philbrook_fandb@comcast.net

think and use the critical eye of a regulatory inspector (see last month’s article) and determine what your food safety risks are. Who knows better than you what the challenges of the operation and facilities are? A regulatory inspector uses information supplied to their department and the “snapshot” of visits to your facility by them and previously by others.

An inspector typically will already have a determination about your facility’s risk level based on the following factors: Permits- When a food service operation plans to build or take over a facility there is required information that must be submitted to the regulatory authority. The information is about the type

continued on page 76

// CHEFCETERA

UP CLOSE WITH METRO NEW YORK'S CHEFS

Chef Ronaldo Linares Martino’s Cuban Restaurant, Somerville, NJ Not only is NJ-based executive chef, Ronaldo Linares a reality TV star (Chopped; Chef Race) he’s also a former Marine and ranked mixed martial arts competitor, an endeavor that aids and influences his work in the kitchen.

T

oday, he is CEO of Ronaldo’s Cocina and executive chef of Martino’s Cuban Restaurant; Ronaldo blends his Latin-roots with his passion for food to create unique and tantalizing recipes that express his personal culinary style. His outgoing personality enables him to engage people on a personal level while sharing his love for cooking with them.

What or who inspired you to become a

chef? Where did you study?

It’s going to sound cliché but I will have to say my mom, dad, and my childhood in Colombia inspired my love for food.

I was very lucky to have those influences at an early age. I studied through life; everything that I have learned has been through my last 32 years in this world.

As for where I got my formal training it was The Institute of Culinary Education in Manhattan, NY. There I learned to understand the art of cooking, the

Chef Ronaldo has dedicated himself to working with young people. He will often visit schools, cook with students and talk about the obstacles he overcame. His story of evolving from troubled youth to the Marines and then adulthood is highly inspirational.

reasons why certain ingredients pair well with others. That education really helped me in to wanting to learn more and eventually find my food voice.

Tell us more about Ronaldo’s Cocina, what’s that all about?

Well Ronaldo’s Cocina is my baby, the idea came to me at one of my dinner parties and since everyone always ends up in my “COCINA” kitchen the idea came. It was a chance for me to introduce my Cuban Inspired Cuisine to the people as a private chef. My cuisine falls between my mother’s rustic dishes and my father’s refined cooking.

Another part of Ronaldo’s Cocina is my motivational speaking, doing speaking engagements at RVCC.com and the Educational Opportunity Fund Program.

I also work with HISPA.org, going to middle schools and providing mentorship to kids in inner city areas.

Where does your creative and inspiration come from?

My creativity and inspiration has come from my life, from the first 9 years in Medellín, Colombia, my travels, conversations with chefs, trips to restaurants, and moments in life. I am big on making dishes that bring me back to important times in my life.

In your opinion, what misconceptions

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do people have coming into a chef position?

That is a tough question! Well to become a chef you have to put in a lot of hours in the kitchen, working the different stations in the kitchen, learning the “CHEF” language, putting in the hours, and constantly driving yourself to become better. I mention these things due to the fact that most people get caught up with the glamour of what they see on TV. Those chefs on TV have put in the hours to be there, it is not easy by any means but could be so rewarding when you add the “LOVE” into your work.

What changes in the restaurant industry have you noticed over the years whether good, bad or both?

Over the years Chefs are looking at food with another eye, an artist eye. They are creating some amazing dishes, doing a lot of fusion cooking, adding science into the mix, getting involved with the community, and most important farm to table cooking. We are really making it a must to not only support but also use farm fresh ingredients, grass fed beef, humanly raised pork, and naturally raised poultry. Another great thing that has happened in the past years allowing chefs to shine through the TV screen, this really gives them an opportunity to send their message across millions and be a form of inspiration to our youth.

What are some of your main ingredients you focus on in your Cuban-inspired dishes?

Love using sofritos, taking three ingredients to kick-start my dishes. For example taking Spanish onion, red pepper, and green pepper to make some rustic dishes. Roasting some garlic, then adding green onion, and cilantro stems for a nice soup. That’s why I love Cuban Inspired dishes it allows me to

play across the board with amazing flavors.

You were a sergeant in the U.S Marine Corps where you served as a food service specialist. What did you learn from the experience?

Becoming a U.S Marine was one of my greatest decisions and achievements.

The knowledge gained from those 4 years has helped become the person that I am today. The decision to become a cook was not a popular one with my parents, but it was part of my plan to shape my future. Knowing the discipline, work ethic, knowledge, and leadership that I would gain from making such a decision would help me in the years to come. Three things that I always carry in my back pocket are leadership, integrity, and knowledge always reminds me to stay on track to keep growing.

You also trained as a MMA fighter. Are you currently still active with MMA and how did the experience help you in the kitchen?

This has been a passion of mine for the last 5 years, I have fought a total of 5 times both in the cage and in the Muay Thai ring, resulting in a combined record of 4W-1L. I also compete in grappling tournaments such as (NAGA) North American Grappling Association and have won gold, silver, and bronze.

The MMA gloves have been hung because I got to keep the face good looking and it would not be professional of me to show up on a set with bruises on my face, but I am currently training for a grappling tournament on April 20th in Morristown, NJ. The reason that I got involved in MMA was due to my anxiety; my therapist (which I no longer have) suggested I get involved in something else besides just being a chef.

This was the best advice I have ever received in my life and it has also saved me a lot of money. It made me patient, physically fit, and more aware of what I was eating which cleaned my palate up. I would say MMA has played a part in my Cuban Inspired cuisine and pas-

sion infused lifestyle.

You’re motivated by people, which is a wonderful trait to have in this business. Do you conduct any cooking seminars, speaking engagements, or work with any local fundraisers?

Sí,Sí!!! I do a few things, one of the cooking seminars that I do is called Ingredients For Life. I go to a school and set up a cook along demo, then talk about my life, and relate both to my success.

Speaking about my troubled youth, from my crazy teen years, the Marines, and my adult hood. A story that keeps on growing by each day that passes.

Have a favorite piece of cooking equipment you can’t live without? What do you look for in equipment before you purchase?

To answer the first question I would have to say my $4 peeler, I know not what you expected. The reason I chose such a tool, is because the one that I own is a gift from my wife. That is the first culinary gift anyone has ever given me, so it is a tool that you will find me often using and it pretty much closed the deal. At that moment I knew she was the one!!!

As for what I look at before purchasing any equipment, history of the product, pros, con’s, durability, and how would It fit in the functionality of my kitchen.

Last but not least it has to look good as it stands next to the other equipment!

The restaurant industry has a broad range of foods, what’s your buying approach?

My buying approach is simple, fresh, farm to table, integrity in the product, and that it comes from a safe place. My menus play a big part in my purchases, where I source the foods, and trust has to be the most important aspect of buying.

You were a contestant on The Food Network’s “Chopped” and BBC America’s “Chef Race: US vs. UK”. How did you first get on the shows and what was the experience like? What did you

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bring away from the shows to help you as a restaurateur and executive chef?

Being a contestant on these shows has been very good to me, we are talking about two of the leading networks in television today. Getting on the shows was no easy task, auditions, applications, on tape interviews, making one dish that defines your culinary point of view with only a few hours notice was tricky. Being well prepared helped me a great deal to get through this. I always say, “Life should be adored and lived with all the love in the world. Live your life to be something amazing and as long as you give it your all, then you have done right in this world.”

Chopped gave me more confidence as a chef and really ensured me that my food voice is on the correct path. Being able to do what I did that day was one of the best feelings in my life. The only thing I would love to take back was overcooking the “Chicharron” pork skin. As for chef race I was able to travel across the states, cook amazing

food, take apart a bison, meet the great people of America, and leave dashes of my Cuban Inspired cuisine across the states.

What bit of advice can you offer to young chefs just starting in this business?

Be patient guys and girls, you have the rest of your life to reach your goals.

Learn as much as you can, ask questions, never say “I know”, respect the people in the kitchen, become friends with the dishwasher, and be bold with your food. Always strive to do better each day you unzip your knife bag, create your food with LOVE, and most importantly make a difference with your food. It is more powerful than you think.

Thank you guys for this opportunity and allowing me to share some of my story and hope this inspires some one out there. This coming from a 9-year-old Cuban/Colombian kid stepping out of a plane in the Miami Airport and not knowing what was to come.

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#2616

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// SCOOP Long Island’s DiCarlo Food Service Earns Top Honor Scoop says congratulations to DiCarlo Food Service, of Holtsville, New York, as the company recently received the UniPro Foodservice 2012 Key Distributor Award at UniPro’s Spring Purchasing Conference and annual Awards Luncheon held this year in Phoenix, Arizona. The Award was presented to DiCarlo Foods by Roger Toomey, UniPro president and CEO. The UniPro Key Distributor Award recognizes UniPro member compa-

INSIDER NEWS FROM METRO NEW YORK’S FOODSERVICE SCENE nies for their increased participation in all of the UniPro programs, through purchasing growth, and support of key UniPro sales and marketing programs.

Founded in 1963, DiCarlo Distributors, Inc. is one of the largest independent foodservice distributors servicing the New York Metro and Tri-State Area. DiCarlo Food Service employs more than 240 employees, represents over 500 manufacturers and maintains more than 10,000 SKU’s. DiCarlo Foods joined UniPro Foodservice in 1976. UniPro Foodservice is the na-

Founded in 1963, DiCarlo Distributors, Inc. is one of the largest independent foodservice distributors servicing the New York Metro and Tri-State Area. tion’s largest independent foodservice distribution cooperative, with more than 650 member companies serving the foodservice industry from more than 900 distributor locations. UniPro members serve all segments of the foodservice industry, including independent restaurants, healthcare operations, schools, military bases, and convenience stores.

Mike Isabella Heads to New Jersey The legendary Vin DiCarlo Sr. (3rd-L) and his DiCarlo Foods team were feted at a recent national event in Phoenix

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Scoop hears that Mike Isabella’s has been looking forward to the debut of Mike Isabella’s 14th Street sandwich shop, G, since the toque divulged de-

Mike Isabella heads home with a Jersey sandwich shop

tails and the upcoming menu back in February. Now it looks like Jerseyites in his home state will get first dibs on a similar concept, as a new eatery, G GrabandGo, was just announced for an opening in Edison, New Jersey, this spring. The Washington version is slated to debut later in the summer. Isabella partners with sister Diana Isabella and brother-in-law Rob Wetchkus for the 20-seat spot, which promises to combine aspects of both

Graffiato and the upcoming G. Both sandwich spots will serve breakfast creations such as the Jersey Mac— duck egg, ham, and Muenster cheese tucked between fresh-baked English muffins and a variety of Italian classics like chicken Parm and an Italian hero. Isabella isn’t the first Washington toque to expand to the Garden State.

The Revel in Atlantic City drew Robert Wiedmaier and Michel Richard to set up outposts of Mussel Bar and Central, respectively.

City Tech Student Kristen Battaglia Wins First Annual Junior Pastry Chef Challenge Scoop kudos to Kristen Battaglia, a New York City College of Techology (City Tech) senior majoring in hospitality management, who won the U.S. Pastry Competition’s first annual Junior Pastry Chef Challenge. The competition took place at the Jacob Javits Center in Manhattan during the International Restaurant and Foodservice Show. Student competitors were required to present a chocolate showpiece (maximum 75% chocolate and minimum 25 percent sugar work/decoration) that reflected the theme “Women,” a plated dessert and petit fours. Battaglia beat nine other students from Monroe College and Pennsylvania School of Culinary Arts to take the grand prize. Battaglia de-

scribes her showpiece as, "The vision of a women’s happiness echoed by music." Her petit fours were a rendition of an opera cake which consisted of a chocolate sable cookie on the bottom topped with mocha butter cream, then a layer of almond sponge, a coffee infused ganache and, lastly, a transfer sheet of chocolate on top with a chocolate decoration. For the plated dessert, she made a dish consisting of chocolate mousse, raspberry brulee, vanilla cremeux, chocolate cake and almond sable all covered by a shiny chocolate glaze and topped with a chocolate decoration. Battaglia a resident of Dyker Heights, Brooklyn, was mentored by City Tech alumnus Anthony Smith, who is an adjunct professor at the College. He is the pastry chef at the Cosmopolitan Club and was named 2012 Pastry Chef of the Year by the U.S. Pastry Competition. Battaglia was assisted by Sandy Marin, also a City Tech hospitality management

Battaglia hard at work at the competition

CONNECTICUT NEW YORK

NEW JERSEY

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• • • • • • • • • • • • • •

181 Marsh Hill Road 91 Brainard Road 566 Hamilton Avenue 15-06 132nd Street 1966 Broadhollow Road 720 Stewart Avenue 43-40 57th Avenue 1335 Lakeland Avenue 650 S. Columbus Avenue 305 S. Regent St. 777 Secaucus Road 45 East Wesley Street 140 South Avenue 1135 Springfield Road

IHMRS and BDNY Team To Benefit Sandy Relief The IHMRS show and the bdny event teamed to make a $25K contribution to the Red Cross to benefit those devestated by Sandy.

student. “Professor Smith motivated me to enter the competition,” she said.

“He also gave generously of his time to mentor me. It was a lot of work, but I learned so much. The classes I took in baking, pastry and confectionary at the hotel show also prepared me for the competition. Battaglia, who will be going to Paris for three weeks in June with City Tech’s Thomas Ahrens International Work and Study Program, had been in the College’s architectural technology program for two-and-ahalf years before she took a speech class that changed her career trajectory. “I always enjoyed baking but never thought of it as a career,” she explains. “Both my mom's and dad's side of the family baked and it was just something that I was always around.

As part of the speech class, I made a speech to persuade everyone to make Seven Layer Cookies. My speech pro-

• • • • • • • • • • • • • •

Orange, CT 06477 Hartford, CT 06114 Brooklyn, NY 11232 College Point, NY 11356 Farmingdale, NY 11735 Garden City, NY 11530 Maspeth, NY 11378 Bohemia, NY 11716 Mt. Vernon, NY 10550 Port Chester, NY 10573 Secaucus, NJ 07094 S. Hackensack, NJ 07606 S. Plainfield, NJ 07080 Union, NJ 07083

• • • • • • • • • • • • • •

fessor assumed I was a hospitality management major, but I had no idea the program existed,” she continues.

“I checked it out and that day changed my major to hospitality management.

It was one of the best decisions I ever made!” Battaglia, an Italian American whose great grandparents are from

Dr. Tim Ryan, president of The Culinary Institute of America, announces an increase of $3.6 million in student scholarships

continued on page 56

203-795-9900 860-549-4000 718-768-0555 718-762-1000 631-752-3900 516-794-9200 718-707-9330 631-218-1818 914-665-6868 914-935-0220 201-601-4755 201-996-1991 908-791-2740 908-964-5544 continued on next page

// SPOTLIGHT

HIGHLIGHTING INDUSTRY PROFESSIONALS

Contract Furniture Company Celebrates its 10th Anniversary of Continued Success with P.J. Clarke's Wall Street Installation Gene Trivell, a NYC native and VP with Contract Furniture Company offers up his insight into the company's superior quality products paired with a tremendous commitment to customer service & value.

C

ontract Furniture Company is a comprehensive resource for front of the house seating - both Outdoor and Indoor. Clients appreciate our breadth of product, our consultative services and our value. This allows us to maintain a loyal roster of food service clients locally and worldwide.

Contract Furniture Company’s Upper Broadway showroom affords easy access to city and tri-state clients. Clients can view the industry’s most comprehensive selection of seating - both indoor and outdoor - at www.Con-

tractFurniture.com and enjoy the added resource of setting up a Manhattan showroom visit to see things first-hand. The showroom is a tremendous resource to Tri-State clients. This is where new projects take shape and design ideas come together to meet clients personal taste and budget.

Recent Projects include this months installation focus - the Spring 2013 Clarke’s Standard outdoor installation.

Contract Furniture Company worked with downtown Manager Michael Ferretti, who brings PJ Clarke’s midtown sensibilities to a new casual dining

Contract Furniture brought outdoor dining solutions to the newest P.J. Clarke's location

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setting in the heart of the Financial District. Clarke's goes with Contract Furniture Company’s European Cafe Teak Folding Chairs and Tables for its outdoor space. This classic seating is handsome and functional, solving space considerations by folding up after hours.

Other recent Contract Furniture

Company clients include a Williamsburg outdoor installation that preserves a heritage look while maintaining contract quality resilience to the elements.

Contract Furniture Company is celebrating its 10th Year of Service this Spring. Its resources to restaurants, food service and hospitality clients grows with its expanding client base.

Shop online at www.ContractFurniture.com and schedule a showroom visit today.

With the industry’s most comprehensive selection, great customer service and a personal touch, Contract Furniture Company has your seating needs covered.

P.J. Clarke's Standard's General Manager, Michael Ferretti with Contract Furniture's VP Gene Trivell

#4250

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// EVENTS The Food & Beverage Association Of America On April 15, 2013, The Department of Hospitality Management at New York City College of Technology along with alumni board members Arline Isaacson and Steven Gattullo invited members and guests of The Food & Beverage Association of America to a special dinner reception prepared by our future Celebrity Chef's and Hospitality Executives in the industry. The dinner was creatively flawless.

T

he highlight of the evening was meeting the four 2012 student recipients of the The Food and Beverage Scholarship Foundation and witnessing first hand how far they have progressed with their career studies.

Each one gave an emotional speech, which conveyed such gratitude for helping to impact their lives.

President, Gladys Mouton DiStefano took the time to announce that the Executive Board had agreed to award the College with an additional $20,000.

for scholarship distribution in 2013.

This currently brings the total of $80,000. that The Food and Beverage Scholarship Foundation has donated to NYCCT. Arline Isaacson thanked her fellow officers for helping her be part of "Paying it Forward". "It would have been very difficult to graduate 30 years ago if industry groups like ours had not been so supportive. I hope we will all be invited back when these students become successful and in turn help the next group."

It was all hands on deck as the New York City College of Technology culinary students and faculty teamed to host the FBAA at the annual scholarship event in Brooklyn

Scholarship Recipients Raymond Garcia, Roopesh Seenarine, Linda Luo, Marie Stephen with Board Members Arline Isaacson, Gladys Mouton DiStefano and Steve Gattullo 51 • May 2013 • Total Food Service • www.totalfood.com

// MEET THE NEWSMAKERS

LONG ISLAND

Philippe Corbet & James Orlandi Roots Bistro Gourmand Roots Bistro Gourmand was opened in August 2012 by partners James Orlandi and Philippe Corbet. The duo’s concept revolutionizes French cuisine and gastronomic techniques in a modest bistro setting.

P

hilippe Corbet: Co-Owner and Executive Chef Philippe Corbet is a Frenchtrained chef with over eight years of experience in Michelin-star rated restaurants.

Born in Chambery, France, he attended the Edmond Rostang School in Savoie, France and earned a Diplôme National Du Brevet (BEPC). Upon graduation he continued his studies at Centre de Formation d’Apprentis in Savoie, France where he was honored as class valedictorian. To complete his education he served a two-year apprenticeship in 1994 at Auberge Lamartine in Savoie, France under Owner and Executive Chef Marin. In the years that followed his training in France continued at Georges Blanc in Vonnas Ain, La Bateau Ivre in Savoie, and Auberge Lamartine in Savoie.

In 2001, Corbet moved to Long Island to take a position as sous chef at Stone Creek Inn in East Quogue, NY. After several years at the restaurant and a guest chef position at Oscar’s of Saint James in Saint James, NY he moved to Manhattan in 2006 to take the helm at Bouley. As executive chef for the two-star Michelin rated restaurant, he created and developed daily gastronomic menus. Corbet returned to Saint James, NY to create O’s Food and Wine

The pair will open their first restaurant ROOTS BISTRO GOURMAND in West Islip, NY in August 2012.

How did you two meet?

We meet at O’s Food and wine bar in ST. James. Philippe had been executive chef and partner and had hired James as a sous chef a year before its closing. James had been a long time customer at O’s and was very familiar with Philippe’s style of cooking. They both found that they had a similar view in which a restaurant should operate.

What inspired both of you to become chefs and eventually restaurateurs?

For the both of us I feel it comes down to the love of food and having the ability to be creative on a daily basis. Owning our own place lets us think outside the normal presentations and bring new ideas that in turn create some really interesting and tasty dishes.

Roots Bistro Gourmand was opened in August 2012 by partners James Orlandi and Philippe Corbet. The duo’s concept revolutionizes French cuisine and gastronomic techniques in a modest bistro setting.

Bar (formerly Oscar’s of Saint James) a new take on a small plate and tapas concept.

James Orlandi did not discover his passion for food until much later in life when he and his fiancé traveled to Europe. Upon arrival, they found a culture that had true respect for food.

It was here that he learned fresh quality ingredients mixed with gastronomic techniques and in-house preparations brought out the true flavors of the ingredients. This knowledge of flavor combinations and attentive presentation became his focus. It was at this

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moment that he realized his true calling. After returning stateside, he enrolled in the Institute of Culinary Education in New York, NY and graduated with honors in 2010.

After graduation, Orlandi went on to continue his training at the flagship restaurant Jean Georges at The Trump International Hotel in Manhattan. He met his current partner Philippe Corbet when he took a position as sous chef at O’s Food and Wine Bar. It is his goal to combine his experiences abroad with those in the United States to bring an exclusive perspective to his cuisine.

Why Long Island and not NYC for Roots?

Long Island is the source of many great products, which we try our best to bring forward in our restaurant. We have the ability now to deal with some great farmers, butchers, brewers, and local vendors that provide us the freshest products possible. This also brings a local flair to our food because these ingredients represent our community.

We both love NYC and a lot of our influence comes from the city as well as France. We choose long island because we like the community and the availability to deal directly with local farms, which are only a short drive from the restaurant. We also feel that Long Islanders don’t need to make the drive to NYC to experience great food.

The Roots works with local farms, wineries, butchers and food vendors, which is the first step to sustainabil-

Long Island developer Ken Rogers teamed with Stacey Tapinis of Babylon's House to Home to design the restaurant's interior space

ity. How do you focus on using available ingredients more efficiently rather than eliminating ingredients?

The first step to sustainability is using readily available ingredients based on the season that we are in. The idea of efficiently sourcing these ingredients plays back on the local businesses that we use to provide us these products.

Farmers have no choice but to move with the season, so it just makes sense that our menu would be defined by what is freshly available at that time.

How does Roots revolutionize French cuisine with gastronomic techniques in a modest bistro setting?

The idea of Roots is to strip away with old world dress code, white table cloths, elaborate floral displays, and tuxedoed servers and replacing them with dynamic gastronomy and a lively relaxed atmosphere.

In your opinion, is it important to have a signature cocktail, entrée, appetizer, or dessert on your menu?

No, We feel that moving with the season is the most important. Our challenge each season is to create an interesting menu that is exclusive to that particular year and that season, because no year will be the same, and there are always new ingredients available that will bring on new creations. This is why we also offer chef tastings because once our guests become comfortable

with our seasonally changing menu we are sure they will become interested in venturing into a meal designed specifically for them.

Talk to us about the interior dining space. Work with any local designers and consultants, if so, who? What’s the ambience like? Any challenges in developing the BOH? Yes for our interior space we worked with local developer Ken Rogers, from Rogers Development in Babylon and Stacy from House to Home also located in Babylon. We felt it’s important to bring our local consultants in to help because these are the people who have vested interest in this community. The idea was to strip away all the flair and come back to what a restaurant should be… A place that serves great food and makes people feel comfortable and relaxed. Our design is vintage bistro-barn influence with a modern touch. The BOH was designed by Joeseph Canzoneri, from Canzoneri Development Group in Franklin Square another Long Island local. We are a sponsored kitchen with Electrolux kitchen equipment.

With the help of the two we have been able to create a very modern kitchen with highly efficient equipment.

Your wait staff is always an important factor. Your food could be the best around, but if you have a wait staff that just doesn’t get it, your customers

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won’t come back. How do you go about choosing the right staff?

We are always looking for passionate food people. Experience is a great asset to have but here at Roots our most important factor for our staff is to have passion and respect for what we produce. We provide our staff with training on all our menu items as well as tastings for our dishes, wine, cocktails, and beer. It is important that our staff knows the flavor profiles because that is the only way to truly connect with what we serve here. By expanding passion for food and respect for the ingredients we can better serve our customers and make sure they are interested, educated and above all satisfied with their visit to Roots.

Working with any sommeliers? What role does wine play in your operation and has that evolved over the years in both of your experiences?

Wine is a very important part of our restaurant. Traditionally Bistros are known for their great selection of tasty aaffordable wine. This is what we bring to our wine list. We offer over 60 wines

by the bottle and half of them by the glass. We try our best to introduce new appellations and vintages so that our guests can expand their palates.

What was the most challenging parts of opening Roots?

The restoration of the 100-year-old building was the most challenging. The full restore took about 7 months. Many challenges came up over the building process, but by the end we are very happy with the choices we made. Many of our guests have complimented the remodeling; we even have a live wall!

What advice would you give the next generation of chefs who want to become restaurateurs as well?

Have respect and passion for what you put on the plate. Always leave a clean station, and remember a restaurant doesn’t just serve food. It provides a gathering place for your community and it should be interactive, educational, and always fun.

The restoration of the 100-year-old building was the most challenging.

The full restoration took about 7 months.

QA, from page 26 ket moved out of Manhattan?

No in fact It’s 100 times better. What may have been sacrificed in convenience has been made up with cleanliness to the point that you could eat off the floors. With the temperature controls there, you know you are getting the freshest possible product consistently.

What's your approach to the culinary and food and beverage management team that you've built?

I began as a seafood buyer and expediter and I've been a chef since '96. So with that background, I've been able to broaden the scale of the menu. We increased the amount of oysters and types of fish and at the same time created a new approach to specials that has enabled us to keep up with the times. I'm very much self-taught so I read everything to keep up with trends. That had never been done here before and enabled us to bring the restaurant into the 21st Century.

What is your approach to building and managing your team?

I have two sous chefs, one for the day and one for the night. We have 20 cooks and I'm in the kitchen and on the line twice a week. There's a full size bake shop with two pastry chefs.

There are two full time fish butchers and a full time soup guy.

How has the cocktail and wine segment of the operation evolved? What has survived through the years and what's hot today?

Our general manager serves as the sommelier and coordinates what has turned into a very extensive wine list.

I remember when I first started; the restaurant served white wines only, pretty much California chardonnay exclusively. Today there are all kinds of whites and reds. At any given time, we are offering 60 to 70 different wines by the glass. The cocktail side is fairly simple. Our customers want those

Wu, from page 31 standard Mad Men type cocktails but we mix them with top shelf tequilas and bourbons.

What's your strategy for how you buy food and beverage? Are you out to bid every week or do you look to balance loyalty and pricing?

We go out to bid competitively every week with groceries and produce. I make sure that I have at least three purveyors for everything we buy.

What's your approach to building kitchens?

There's been very little change through the years. We replaced our broilers with Jade's a couple of years ago. We've had a long-term relationship with M. Tucker who have done a great job for us.

Your guys are always promoting the restaurant, what is your approach to marketing?

It’s interesting, with the franchise that we hold to operate the restaurant with Mrs. Brody, we are required to spend five percent in advertising. We've moved towards Internet advertising.

We run ads in both digital and print publications. We run a lot of posters on Metro North trains.

You mentioned franchises, are there other Oyster Bars?

There are two in Tokyo and one at Newark Airport.

Crystal ball, what will The Oyster Bar look like ten years from now?

I don't see major changes in terms of what people are going to eat. They will still be health conscious. The big change will come when the rumored move of the Long Island Railroad coming to Grand Central by 2018/19 happens. That will bring a huge opportunity for us to grow.

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lizations.

PT’s do high grade as well as low grade joint mobilizations. Benefit here is that if someone is acutely painful or extremely stiff, the HVLA might be too traumatic to the joint so a lower grade would be easier for a patient to handle.

PT’s also focus on exercises as well as the hands on joint and soft tissue mobilization. We treat all joints/body parts without the legal restrictions.

We also emphasize specific activities for return to higher level function as well as sports-specific agility drills/ plyometric exercises/balance and proprioceptive activities.

In your years of working with chefs, do they eat properly and if they don't can you help them build a nutrition program to help them get the most out of their day?

Yes and no. It really depends on the individual. If they are constantly trying food and dishes that are full fat and heavier in nature and don’t exercise on top of that, then they’re probably not getting the proper nutrition.

We are not nutritionists. We can refer them to one and we can guide them in the common sense knowledge of eating healthy and in moderation and to research it online themselves.

Our take is that we have to look at the work, psychosocial demands, fixed ideas as well as the patient’s own knowledge base about nutrition and habits and overall health and see what the best method of instruction would be for them.

What's the first step for a chef that would like to find out more?

They can go to our website: www. bestptnyc.com, email us at staff@ bestptnyc.com, or just call us at 212.777.4374.

Wylie Dufrense Questions How did you find out about Karena Wu and the Activecare Team and why?

Karena came in for dinner and noticed I was wearing a brace on my arm. And she said, “You need help!”

She started working on me right then and there and I said, “I’m in!”

What type of therapy or PT do you go through and how has it helped you?

In the 8 years I’ve seen Karena, she has treated me for tennis elbow, golf elbow, 2 torn hamstrings and 2 torn biceps, lower back problems, shoulder surgery, neck stiffness, knee pain, Plantar Fasciitis … and whatever else I’m forgetting or have yet to suffer from. My PT included a laundry list of exercises, which have enabled me to keep working the line after 21 years of cooking professionally.

What are some fitness and wellness tips you’ve learned through Karena Wu that you can share with chefs and foodservice professionals to prevent injuries?

I’ve learned a lot! But probably the most valuable thing she’s taught me that I can do myself is the power and value of stretching. I would say staying limber and fluid at my age is more important than working out with weights.

Do you perform any exercises or stretches before, during, or after work hours to prevent injury?

I try to, yes!

In your opinion, what is the most physical part of your job that does the most damage to your body?

The life of a cook is a long, slow grind.

It is hard over the long haul and it taxes the entire body, from head to toe. So I think if you are in it for the long term, it is about maintenance.

I’d say chefs and cooks are prone to stiffness, tightness, and generally taking very poor care of themselves. But the stretching, the foam rolling, using a heating pad before work and icing down after work… All these things I wish I’d been educated about and

known much sooner. I wish these methods and exercises could have been more voluntary than mandatory. I’d be better off!

Seamus Mullin Questions How did you find out about Karena Wu and Activecare Team and why? I met Karena through my friend Wylie Dufresne, he knew that I had gone through a lot of back pain, in fact I was scheduled to go to Japan on a trip with Wylie, but I ended up having spinal surgery and wasn't able to go. I think that's when he suggested I contact Karena.

What type of therapy or PT do you go through and how has it helped you?

I do mostly core stabilization exercises and mobility work. It has helped me from feeling too locked up during service, made it easier on my back to stand long hours.

What are some fitness and wellness tips you’ve learned through Karena Wu that you can share with chefs and foodservice professionals to prevent injuries?

Mobility! As chefs we stand a lot and most of us aren't standing properly so we end up hunching our back, our pelvis and hip flexors get really crunched up and that in turn causes a lot of low back pain and leg pain.

Karena also encouraged me to get a good kitchen mat for the area I work in. Standing on a concrete floor all day is really tough on the body. Karena has also helped me understand that because I have rheumatoid arthritis, I have systemic swelling throughout my whole body. Movement helps me deal with that swelling, as does mobility work.

Do you perform any exercises or stretches before, during, or after work hours to prevent injury?

On more than one occasion, Karena has stopped by the restaurant dur-

ing service and helped me stretch or gain some mobility if I happen to be feeling particularly bad. I don't know ANY PT practitioner that would do that! I stretch every morning and every night and during service I do standing pelvic tilts and sometimes I'll do some body weight squats if I'm feeling particularly crummy.

In your opinion, what most physical part of your job does the most dam-

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age to your body?

I think the fact that we are standing all day is the most challenging part of the job. It takes a toll on every part of the body, from joints to muscles, there's no way around it. The better our posture and looser our muscles, the easier it is to get through a long day.

I don't know many chefs that DON'T have back problems. Most of us work like dogs in our 20s and 30s and don't

really think about the long-term importance of strengthening our core and developing flexibility and then in our mid 30s we all develop back problems. I try to tell the younger guys to take care of themselves and work on flexibility and strength; otherwise all those long hours will catch up with them inevitably.

Scoop, from page 47 Italy, knows her career plans involve pastry, but isn’t sure exactly what she wants to do. “Owning my own shop is a dream of mine but I want to work for someone else before I think about running my own business,” she says.

CIA’s Ryan Outlines 3 Million Plus Scholarship Fund Jump in Student Scholarships Scoop hears that Dr. Tim Ryan celebrated the college's accomplishments of the past year before more than 700

employees of the college's four campuses on Monday, April 15th during The Culinary Institute of America's (CIA) annual State of the Institute address. Accomplishments included the graduation of 1,051 associate degree students and 381 bachelor's degree students from the college's education programs and importantly, the first graduations of 17 associate degree students from the CIA branch campus in San Antonio, and 33 bachelor's degree students from the branch campus

in Singapore. As part of the college's dedication to providing the world's best culinary degree programs, Dr. Ryan also announced that the CIA was taking bold new steps to make a professional culinary education more affordable for aspiring chefs. " Today I am excited to announce that the CIA is taking a major step forward in our financial aid program for students providing an additional $3.6 million of scholarships for them in the coming year," said Dr. Ryan. "I want to ensure

Partridge At The Knickerbocker (L to R) The Knickerbocker Club's legendary chef David Paulstich took a bow and received the thanks of Partridge Club president Fred Klashman. The iconic Central Park Club hosted its annual lunch for members of the Partridge Invitational club who raise Scholarship funds for culinary programs throughout the Northeast.

that we continually deliver both educational excellence and superior value to our students, and these new scholarships deepen our support for their professional success."

NJ’s Devils Miss Playoffs But Hoboken Baker Scores Scoop saw on Hockey Night in Canada (HNIC) on CBC is, well, a Canadian institution. It's Canada's answer to our

Don Cherry (left) and Ron MacLean of CBC's Hockey Night in Canada posing with the 60th Season cake

Monday Night Football and the broadcast is one of the best produced in the hockey business. So it only made sense that when the iconic TV show needed 56 • May 2013 • Total Food Service • www.totalfood.com

a cake to commemorate the 60th anniversary of Hockey Night in Canada that it turned to New Jersey's own Buddy Valastro. The Carlo’s Bakery owner and star of TLC’s reality series “Cake Boss”.

Valastro worked with HNIC's and the show's sponsor Canadian Tire to create a cake that could be used to celebrate six decades of broadcasting excellence.

Former Devils goaltender Kevin Weeks who is now a commentator on the show flew to Hoboken to tape an onair segment that profiled the creation of the cake. The cake was then driven the 400 plus miles to HNIC's Toronto studio, where Weeks unveiled the cake on the air.

everything changes when the name and face on the packaging belong to Lidia Bastianich and she is delivering readymade meals created in an exclusive partnership with Whole Foods Markets.

Last month Lidia’s Homestyle Meals reached 25 Whole Foods Markets in the Northeast region. The lineup includes a spinach lasagna with chicken Bolognese sauce, chicken breast Parmigiana, lemon chicken, turkey meatballs in marinara, baked penne, and manicotti filled with fresh ricotta, herbs and grated Italian cheese. The single-serving meals, which

Connecticut’s Electronic Payment Systems Offers A Monthly Rebate Scoop sees The MatchRatePlus Service: a unique credit card processing program is now available in the US. Match Rate Plus is the only company that gives the merchant Cash Back from their monthly fees each month. With this program, MatchRatePlus matches a merchants current rate, plus they receive 25% of fees from your own account. Rebates from hundreds to thousands per years can be put back into businesses’ pockets. Merchants will never have to worry about another processor coming in with lower rates, because they will be matched. MatchRatePlus offers free processing equipment, cancellation fee reimburstment.

According to Don Satalino, account rep with MatchRatePlus, not only will merchants enjoy the featured benefits, the matchrateplus program is powered by North American Bancard. North American Bancard is “Best in Class” service with over 20 years of industry expertise that processes over $12 billion annually.

NYC Chef Lidia Bastianich Launches Ready Made Meals At Whole Foods Scoop notes that not many would schlep across the Hudson, taking on traffic and tolls, or trains and taxis for a luncheon serving pre-packed options from a supermarket refrigerator section. But 57 • May 2013 • Total Food Service • www.totalfood.com

actually contain enough for two, will sell for $7.99 to $9.99. Bastianich personally introduced the new line during a luncheon at her flagship Felidia restaurant on Manhattan's Upper East Side. She chatted amiably with guests during the meal. She hopes the prepared options will make life easier for busy moms and others maintaining high food standards while managing hectic lifestyles. She was joined at the table by daughter Tanya Bastianich Manuali, with whom she owns several restaurants, and her lawyer son-in-law, Corrado Manuali, who also

is involved in the business. As there was talk around the table about the terroir of tomatoes and how Bastianich's recipes had to be tweaked to ensure optimum flavor with commercial production, Felidia staff plated and served tasting portions of the new meals. "Our chef followed the instructions on the package," Bastianich noted. “The partnership with Whole Foods has been 10 years in the making,” Bastianich said, and offers her "a vibrant platform" because of the shared goal of presenting foods with high-quality natural ingredients.

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ITV, from page 29 introduce a product line geared to, what is typically referred to as, the North American style of cubes, offering “half dice” as well as “full dice” shaped cubes. This new line was designed to meet all requirements as it relates to energy efficiency.

ITV also introduced a Minimum Advertised Price (M.A.P.) Policy, which is strictly enforced in an effort to support our “brick & mortar” Dealer establishments who provide sales, guidance, support and customer service to the End-User.

What makes the ITV ice cube special?

ITV’s extensive range of ice makers is designed to meet all possible demands, offering many models for different applications. Whether the call is for “soft”, chewable “chip” ice, cubes that chill drinks quickly,

or “gourmet” style cubes for the most discerning of consumers, ITV provides the right type of ice for all needs.

ITV works with 304 stainless, how does that help make a better box?

Stainless steel, in general, is perceived to represent style with an upscale appearance and 304 epitomizes the best grade of steel that money can buy. We at ITV only use 304, nothing less, for not only the appearance but its longevity and durability. It is rust resistant, unlike 430 steel and the fit and “grain” of finish of our quality equipment can be compared with any heating or refrigeration product from anyone in the Commercial Foodservice Industry.

Many dealers and operators are committed to "green and sustain-

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able", how does ITV help the food service professional accomplish that and what does ITV do to help the environment with minimizing waste production and to increase efficiency?

This is a very important question.

In today’s focus on the ecology, ITV welcomes the moral responsibility to help pave the way to achieving a more durable environment from first, the manufacturing process to the efficiency presented to the ultimate End-User. At the factory level, ITV is a totally “green” facility. ITV utilizes solar energy to propel its factory with maximum efficiency and proudly recycles oil, refrigerant gases, excess debris and waste as well as any and all used water of any kind. Our newest ice maker designs, the “SPIKA” series, not only meets the most stringent Energy Star

requirements but are designed to be extremely efficient in water consumption. These units are deemed “rebate-able” in those States & Provinces offering End-User rebates, due to their level of efficiency.

Talk about the ITV warranty and how it stacks up against others in the industry?

ITV’s warranty is comparable with all of our main stream competitors, offering 3 years Parts & Labor on its cube machines with 2 years additional parts on the Compressor & Evaporator and 2 years Parts & Labor on its flake icemaker series with an additional year on the Compressor.

Does ITV make flakers as well as ice

continued on next page

ITV, from previous page cubers?

ITV offers an extensive line of flake ice machines, our “Ice Queen” series, from small under the counter units, meeting the needs of small cafés, medical testing facilities, sports medicine facilities, etc. to large units appealing to supermarkets, fisheries and produce markets. There are specific applications calling for the use of flake ice makers and ITV provides the breadth of assortment to meet those needs.

Sushi has grown dramatically in Metro NYC, how can ITV solve the

Sushi operators need for ice?

Sushi Operators normally require flake ice in order to not harm or damage the texture or skin of fish or anything related to the display of sushi. ITV’s flake “Ice Queen” units produce a “fine” almost dry snow quality of ice, which meets and accommodates those types of needs.

The New York cocktail scene has taken on a life of its own with the ice cube at the center of the growth…. why is ITV the right choice for a cocktail menu?

Whether the call is from those con-

sumers who like to chew ice while enjoying their drink, are in need of a beverage that chills very fast or for those who want to savor their beverage without having the ice melting too quickly, ITV presents the variety of ice for each and every consumer.

In the upscale area, enter the “ALFA” and the gourmet “GALA” series cube that meets the appeal of true connoisseurs, whether it is a consumer of Scotch, Bourbon, or similar, that melts slowly, not diluting the beverage nor impacting or affecting the taste, providing enhanced enjoyment.

What lies ahead for the ITV product line in the future?

ITV first approached the market with meeting the needs of 80% of the Foodservice Industry demand. From here we will expand beyond current offerings and fill-in as necessary with complementing product. We will have a few “surprises” in store for the Industry as ITV continues to grow.

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// MIXOLOGY

WITH WARREN BOBROW

Four Cocktails for the Spring It is still frigid outside this spring. The warm weather has come and gone and come again, yet if there is one thing for certain- winter has not let go completely.

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A

perol, Cynar, Campari, Averna, Fernet Branca are all brands that grace nearly every bar in America. Did you know that bitter herbs are powerful elixirs towards digestion and digestion, leading to the greater appreciation of food? Certainly this is so, but on a broader level, bitter liqueurs give a certain balance to life.

How often have you yearned for a glass of sweet vermouth prior to a meal?

I’ve been working with flavors that although grounded in the warmer weather, they still offer the heating abilities of the early spring sippers. I’ve been drinking a bit of bourbon whiskey these days. Four Roses Bourbon has taken my cocktailian musings to new boundaries and beyond. It’s so easy to make a fine drink with Four Roses. The assertive mouth-feel and soft finish allow the mixologist to create simple drinks with robust flavor.

One drink that I’m working on right now uses Four Roses Small Batch Bourbon Whiskey. This is augmented by a frozen cube of Mavea “Inspired Water” ice that has sweet vermouth frozen into the cube. I use a scant amount of Punt e Mes Sweet Vermouth along with the filtered water, and then finish the cocktail with a few ounces of Perrier Sparkling Natural Mineral Water. The fizzy nature

Warren Bobrow Warren Bobrow is the cocktail writer for Williams-Sonoma, Foodista, Voda Magazine and the 501c3 not for profit Wild River Review/Wild Table, where he also serves as an editor. www.cocktailwhisperer.com

of Perrier lifts the bourbon to a higher place in the food chain of mixed drinks.

To make the sweet vermouth ice cubes, purchase a two-quart Tupperware container. Filter your water using the Mavea “Inspired Water” Pitcher (the ice comes out nearly crystal clear) and then add a few shots of sweet vermouth to the water. Let this freeze overnight, then cut with an ice pick and hammer to the desired size. The sweet vermouth cubes as they melt into the

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Bobrow, from page 66 bourbon will change the dimension of the cocktail over time. And the Perrier?

It will keep your attention because of the fizzy nature of the natural sparkling water!

The Middle Creek Cocktail Ingredients • 2 oz. Four Roses Small Batch Bourbon Whiskey • Several Hand Cut Sweet Vermouth Ice Cubes • 2-3 shakes Angostura Bitters • Perrier Sparkling Natural Mineral Water Preparation 1. To a glass cocktail mixer- fill ¾ with plain ice 2. Add the Four Roses Bourbon 3. Stir to cool 4. Strain into an Old Fashioned glass with a couple Sweet Vermouth Ice Cubes 5. Finish with a few splashes Angostura Bitters and 1 oz. Perrier Sparkling Water 6. Finally, pinch an orange zest over the top and rub the rim of the glass with the zest 7. Serve The second cocktail is equally as refreshing, but it works best on a weekday morning when you have a cocktail party to attend to. If you said weekday morning (?) you’d be correct. This cocktail was the signature cocktail for the Architectural Digest Home Design Show held in NYC. I created it to sate the thirsts of about two hundred design bloggers before the show opened. The cocktail is quite simple indeed. The only true prerequisites are the bloody mary mix (I used Hoosier Momma) and of course the tequila. I used the magical Casa Noble Blanco Tequila. There were bitters in there- you can purchase Bitter End Bitters on the web or you may use the easily found- Angostura. Citrus is important with lemon chunks making their way into the mix. This drink is usually served in a Collins glass that is

tall and narrow. The choice of the glass is important because the shape forces you to drink it slowly.

I like the use of hand cut ice in my Bloody Mary. I think the size of the cube chills the cocktail, not diluting it.

This is important in my opinion.

The Jalisco Bloody Mary is savory and perky in a way that helps the imbiber slowly experience the sensuality of tequila for more than lime and salt. Tomatoes, spices and that “thick as paste” texture of the Hoosier Momma Bloody Mary Mix enrobe the Casa Noble Tequila into something truly memorable.

I like to use lemons of the Meyer variety because it is important to balance the spicy and alcoholic with something tangy and sweet. I like to sprinkle some sea salt into this cocktail instead of on the rim of the glass. The sensation of the crunchy salt is mesmerizing.

The Jalisco Bloody Mary Ingredients • 4 oz. Casa Noble Blanco Tequila • 8 oz. Hoosier Momma Bloody Mary Mix • ¼ teaspoon Fleur du Sel • 1 Meyer Lemon, cut into wedges • Bitter End Mexican Mole Bitters (or Angostura) Preparation 1. In a Boston Shaker filled ¾ with ice, add 2. Casa Noble 3. Hoosier Momma mix 4. Fleur du Sel 5. Shake and strain into a Collins glass with several wedges of Meyer Lemon squeezed inside before adding the ice 6. Finish with a couple drops of the Bitter End Bitters or Angostura Bitters 7. Garnish with a pinwheel of Meyer Lemon and serve to an appreciative friend who may not know that Casa Noble is only one of three tequila brands that are certified organic by the USDA.

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// BLUEPRINT

INSIDE THE HOTTEST KITCHENS

Grand & Essex Market The Owners

The Equipment & Supply Dealer

The Interior Designer

Fred Schonfeld & Aaron Green Grand & Essex, Bergenfeld, NJ

Simon Rottenberg & Barry Lichter Culinary Depot, Monsey, NY

David Yehuda DY DESIGN, Kings Point, NY

Simon Rottenberg's Approach The goal for this project was to take what had been a successful kosher market and turn it into a full-scale gourmet market. Our company has grown to be a kitchen powerhouse and now we have added a retail foods

division. So for a project like Grand and Essex, this was the perfect opportunity for us to use the full spectrum of our skills to create a market that could consistently create a wide array of both prepared food with sushi and deli and then the very freshest meats and baked goods. We knew going in

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A full line of Hussmann cases were specified for their flexibility to handle Grand & Essex's hybrid foodservice and market needs

that we were working with a balance of 65% to 35% refrigerated versus dray space.

We knew that with Hussmann, we would get the blend that we needed to create an exciting food service operation and at the same time answer the needs of the retail end of the op-

eration. One of the challenges in creating the plan was to make sure that we created the proper clearance for doors throughout the project. The first element is the design of the frozen doors. I usually leave about six feet

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Blueprint, from page 71 or seven feet in front of a door case versus four or five feet in front of an open case. Hussmann also enabled us to combine the need to meet the 2012 DOE (Department of Energy) standards.

There’s three or four different manufacturers but with Hussmann, you also get that design that creates the hybrid you need for a gourmet market with full food service capabilities. I also like the fact that with the way the Hussmann cases are built, every four-foot section has its own coil and can easily be fixed by any field refrigeration technician. We created a unique meat and poultry butchering operation.

We needed to be able to cut meat at USDA standards and at the same time execute a pre-prepared menu. In addition, we designed a kitchen to support the pre-prepared menu. The kitchen

package includes US Range’s heavyduty fryers, a Vulcan 10-burner range and a char-broiler. We created a very unique sushi station with Hussmann that combines both self-serve and a prep area directly behind it to get the most out of a small footprint. The bakery operation combines both the ability to create quality-baked goods and then offer it in an exciting display by matching 6 foot refrigerated and non-refrigerated case that make the products pop. We then finished the design with Laicor check out kiosks.

They offer the smallest footprint in terms of the belted checkout that we needed. We were able to get opened on time and deliver what the customer wanted.

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Laicor's turn-key belted checkout kiosks were selected for durability and space saving features

Ayeni, from page 24 to gather information about your customers and create a loyalty program is to have everything in one place. If having everything in one place and a loyalty program sounds like something you may be interested in then eateria is your answer. With eateria, you can build your own customer loyalty program. Sign up for a free account at www.myeateria.com.

Mistake #4 – Replacing the website with social media.

Websites are still holding a strong presence even with review sites and social networks in full swing. Angelsmith conducted a survey of more than 500 restaurant fans that found word-ofmouth being the number one motivation for a visit to a new restaurant.

However, the survey found that at least eight out of ten of the individuals do additional research – review websites and restaurant websites were nearly tied. Restaurant goers like to look up menus, prices, and like to get a feel of what the restaurant is like before going. Keeping your website up-to-date and looking fresh is still of primary importance.

Looking to spice up your website?

Here’s a few ideas: • Add your Facebook and Twitter badges • Post your weekly specials • Give customers a way to sign up for a customer loyalty program on your site

may be in trouble or just desperate for more customers. A coupon should serve as a reward to customers for visiting and should be a special treat. Unfortunately, when discounts are used too often or improperly, it can appear much differently.

Here are some quick tips for discounting: • Send coupons out during slow weeks • Use a loyalty rewards program • Use a punch card

Mistake #5 – Discounting too much or too little.

Discounting is a great way to increase short-term sales and attract new customers. According to a study by Empathica Inc., coupons were the driving force for customers to try a new restaurant. They generally bring great results but can hurt a restaurant if done improperly. Frequently run discounts can oftentimes attract new customers but turn the old ones away. They can also devalue the restaurant by giving customers an idea that the restaurant 74 • May 2013 • Total Food Service • www.totalfood.com

•

Do coupons offering free appetizers, drinks, or desserts with the purchase of a meal rather than free meals Marketing your brand correctly is important for continuing your success.

By using the right tools and methods, you bring attention to your restaurant and differentiate yourself from the competition surrounding you.

Ola Ayeni is the founder of Dining Dialog and myeateria.com. eateria™ is a digital loyalty marketing platform and

a whole new way for restaurant, food and hospitality businesses to interact with their customers based on their on-the-go lifestyle. eateria™ utilizes the best combination of connected channels of email, social media and text message. Dining Dialog is a cutting edge, full service new media marketing company servicing the restaurant, bar and food service industry. For restaurant marketing tips, visit our eateria™ blog at eateria.org/blog/.

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Philbrook, from page 39 of operation, hours of operation, the menu, the facility, the equipment, management food safety training and any special processes to be used. The permit is issued based on this information so any change before or after the initial submission must be communicated to see if there are additional requirements.

Volume- How many meals are you serving each shift, each day and each week.

The higher the volume the more of a risk based on the possible effects of a food safety issue.

Customer Demographics Are your customers in a high-risk population such as children, elderly or immune-compromised? The first individuals that will be affected are in these groups since their body’s defenses are not as strong to fight off food-borne pathogens. One healthy individual may have digestive issues for a couple days and think of it as a 24 hour “bug” and others are rushed to the hospital.

You spend time on demographics for marketing and see your customers on a daily basis so this information is readily available. Healthcare, assisted living and public & private schools are naturally high-risk populations.

Menu Are their menu items that will be served raw or undercooked? Are special processes being used in a facility that increase food safety risk such as fish tanks, smoking or curing for preservation, Reduced Oxygen Packaging (sous-vide, vacuum packaging, etc.) or fermenting.

Many processes require a Hazard Analysis critical Control Point (HACCP) plan to show how a food risk is being monitored and controlled.

Inspection History- How has your facility done in past inspections? Did you have major or a large number of minor violations that required a follow-up inspection? Do you have a history over a period of time of multiple visits with less

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than stellar results or a trend of degrading conditions and practices? Just passing an inspection should not be the goal.

A positive trend in results is indicative of a manager and company that takes food safety seriously and is continually improving their training, facilities and procedures.

tional risks need to be controlled? Employees that are using special processes or preparing raw or undercooked items need additional training and guidance.

Too often in operations an untrained employee lacking the proper knowledge is training the new hire so bad practices are maintained.

Pest Management Evidence of pest activity during an inspection can indicate an infestation of rodents, cockroaches, birds, flies and fruit flies. Cleanliness, access to food, water and the facility combined with activity will demonstrate whether management’s actions are effective.

The manager needs to determine their facility’s risk level based on the presence or lack of the following:

Facilities and Equipment Older facilities and equipment are harder to clean and maintain and introduce additional risks. Refrigeration and holding equipment are critical to maintain proper temperatures for time-temperature control for safety/ potentially hazardous foods (TCS/PHF). Cleaning and effective pest control, are even more challenging with a building that is 20+ years old. The issuing of a permit requires the company to insure safe food is prepared and served in all operations regardless of their age or specific challenges.

Food Safety Knowledge Does the manager, supervisors and all of the food service staff understand food safety and how their particular opera-

Sampson, from page 10

Persson, from page 36 8-10 Trade Shows a year, sales calls to key clients, still helps to make cold calls, an updated website with a brand new catalog showcasing our latest product offering, and advertising in great Trade Journals like yours, all in an effort to promote our brand identification.

There's been a lot of change in the your segment of the furniture industry in Metro New York. What opportunities has that created for Maywood?

One of the biggest changes was the sale of Petro Moore by Bob Murphy and the new owner moving the company to Brooklyn. They were a very local table manufacturer in Long Island City. Bob is a great guy-we wish him well in his retirement. As he got older, we found that many Petro Moore customers had switched to Maywood Furniture due to a much broader product line. We look for-

ward to continuing to welcome previous Petro Moore customers and we are quite confident they will find it very easy to do business with Maywood Furniture.

When is your next show?

We look forward to visiting with both our existing and potential new customers at the NRA Show in Chicago later this month. (Booth #370)

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but also many restaurants became totally no smoking long before any mandates. It appears to this observer that the same thing is happening with menu selections. Today, more operators are providing a wider range of nutritional selections and gluten-free items. This change is not the result of a government mandate but at the request of consumers.

The following is a classic example of reacting to consumer trends Cracker Barrel Old Country Store Inc. hopes that lightening up its menu will help raise its bottom line. Cracker Barrel announced that their new menu category, called Wholesome Fixin’s, will feature breakfast meals with fewer than 500 calories and lunch/dinner meals with fewer than 600 calories.

Pamela Smith, a registered dietitian and consultant, developed the menu.

When will the food police and so-

cial engineers realize that it is the consumer who shapes the industry’s direction, not government edicts?

The public’s reaction to the recent “big drink” issue in New York is another example. Every poll taken showed: whereby as many as 65% of those asked, stated that while they welcome nutritional information from the government, they want to be able to make up their own mind. They do not want government mandates.

The term “nanny” was used by many consumers.

Many of you will feel that this seems elementary; however, once a business ceases to give the consumer what he or she wants, it is on its way out. Most businesses realize: Provide it or perish. Consumers really do rule.

// EYE

METRO NEW YORK'S FOODSERVICE EVENT COVERAGE

The Food Service Industry Community Support Fund's Annual Gala EYE kudos to Ira Beer for the very special mitzvah that he once again hosted last month. The Food Service Industry Community Support Fund annual gala was held at the Cho-Sen Island Restaurant in Lawrence.

"W

e are so incredibly appreciative that so many members of all segments of our industry committed both their time and money to make this a reality,” Beer noted. EYE toasted the great work of Ira Beer's foundation with reps and dealers including Sholem Potash of Culinary Depot, Singer’s Bruce Marino and Steve Bauer of PBAC. The charity was founded by Ira Beer in 1995 with the

goal of helping to support the school and charities of Rabbi Benjamin Kamanetzky on Long Island. EYE visited with a number of top manufacturers including Marlo’s Larry Dubov and Paul Tommasi, Hobart's Gary Simpson and Steve DePrince of Hussmann. The legendary consultant Beer operated his own firm for some 30 years before joining Gary Jacobs and Bob Doland to create Manhattan based Jacobs

Doland Beer. EYE found the humility of Rabbi Kamanetsky particularly soothing with the backdrop of the events in Boston earlier in the week.

The Fund has grown not only to support the Rabbis' work but now makes contributions to the FSCI Educational Foundation, Island Harvest, City Harvest and a number of other charities in Metro New York.

(L to R) Marlo's Paul Tommasi, Jerry Hoffman of Premium Supply and Clements Stella's Mike Stella

(L to R) PBAC's Michael Posternak, Kevin Byman of H. Weiss, BSE's Jeff Hessel and Pecinka Ferri's Ed Pecinka

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C-CAP, from page 6 tigious culinary schools in the country including: Culinary Institute of America (CIA), Johnson & Wales University, Monroe College, The International Culinary Center (ICC), and SUNY Cobleskill.

Some students also received cash awards to help defray the costs of books, supplies, housing, and other expenses while at community college or another culinary school.

In addition, C-CAP awarded the Daniel Boulud/C-CAP 2013 Full-Tuition Scholarship to attend Institute Paul Bocuse for the five-week Exclusive Culinary Program to C-CAP Alum Cesar Gutierrez, presently working at EMM Group’s Lexington Brass as Sous Chef.

The scholarship, valued at $15,000, includes full-tuition, airfare, local transportation, room and board.

On March 20, at the Institute of Culinary Education, 24 finalists representing New York City public high schools competed against the clock when (C-CAP) re-created the intensity of a four-star

The C-CAP program offers direction, a set of useful skills, scholarships, and the potential for a fulfilling career in a growing industry. restaurant kitchen for the high school seniors to face off in a savory and sweet challenge. Within a two-hour time limit, each competitor prepared from memory, a two-course French meal - Sûpreme Poulet Chasseur avec Pommes Château (Hunter’s Chicken with Turned, Sautéed Potatoes) and Crêpes Sucrées with Crème Pâtissière and Sauce au Chocolat (Dessert Crepes with Pastry Cream and Chocolate Sauce).

The students were then judged on the

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presentation of the dishes, knife skills, techniques in the kitchen, taste, sanitary food handling and timeliness by professionals working in the industry including: David Chavez, Bouchon; Philip DeMaiolo, Abigail Kirsch, Pier Sixty; David Garcelon, The Waldorf Astoria Hotel; Cesar Gutierrez, C-CAP Alum, Lexington Brass; Matt Hoyle, Nobu 57; Kyle Knall, Maysville; Sara Moulton, Cookbook Author, Chef, TV Personality; Nancy Olson, Gramercy Tavern; Santo Saitta, C-CAP

Alum, Bar Boulud; Ted Siegel, ICE; Jason Weiner, Almond; C-CAP’s Founder and Chairman, Richard Grausman and C-CAP¹s President, Susan Robbins.

The C-CAP Cooking Competitions for Scholarships are the culmination of the C-CAP high school program for underserved teenagers at risk of leaving high school without job or college prospects. The C-CAP program offers direction, a set of useful skills, scholarships, and the potential for a fulfilling career in a growing industry.

C-CAP a national nonprofit organization founded in 1990 by well-known culinary educator and author, Richard Grausman, C-CAP manages the largest independent culinary scholarship program in the United States and has awarded high school students $37 million in scholarships and donated $2.8 million worth of supplies and equipment to classrooms.

Fiorito, from page 34 including non-US citizens with permission to live and/or work in the U.S. Health Care Reform applies to all "lawfully present" individuals - including and especially the mandate that each individual maintain acceptable health insurance coverage or pay a penalty. Employers with over 50 full-time workers, of any background or work authorization status, will be responsible for offering coverage to all those full-time employees.

But…. what about unauthorized/illegal aliens? If an employer mistakenly hires undocumented workers, will the employer be subject to penalties if/when an undocumented worker waives affordable coverage?

Caution is urged due to concerns with potential allegations of discrimination.

Title VII of the Civil Rights Act prohibits discrimination on the basis of race, color, religion, sex or national origin. By extension, employers are: • Prohibited from discriminating against work-authorized individuals; • Prohibited from refusing to hire qualified work-authorized individuals; and • Cannot specify or limit the documents it will accept to verify employment eligibility.

Ultimately, through, as with other workers who decline coverage, employers are not liable for the health reform penalties if/ when an undocumented worker waives affordable coverage.

If an employer discovers a worker is not authorized to work in the U.S., the employer has several responsibilities. Termination of employment is the first step most employers take, under the Immigration Reform and Control Act of 1986.

Benefits would end as they would for any other terminated employee. But what about the health plan and continuation coverage rights?

Under COBRA, a person who has been terminated for gross misconduct need not be offered COBRA. Many employers take the position that an employee who has lied on the Form I-9 or presented falsified or improper identification has engaged in gross misconduct. From a compliance perspective, "gross misconduct" might 80 • May 2013 • Total Food Service • www.totalfood.com

include falsifying work authorization and is grounds for termination. (The COBRA regulations specifically state that nonresident aliens without U.S. source income are not COBRA qualified beneficiaries, yet are silent on the status of undocumented workers with U.S. source income.)

We believe that an employer with a wellpublicized, strictly-enforced policy of termination for employee dishonesty (including material misrepresentations made during the hiring process), and evidence of not knowingly employing undocumented workers would not run afoul of the law by denying COBRA. You need to be particularly careful if not offering COBRA. If you are incorrect in your assessment and if the facts are different regarding the employee's situation, then not offering continuation coverage could lead to a complaint to the federal government or an expensive lawsuit. Consult your employment attorney for a formal opinion before refusing COBRA in any particular situation. Also, you may decide to just offer continuation coverage anyway. The employee may be in legal trouble for the actions he has taken, and he may be in no position to elect or pay for COBRA. What is the Impact on the Worker?

A nonresident foreign national authorized to work in the U.S. and earning wages from a U.S. employer is subject to the same income tax rules and rates as U.S. citizens and resident aliens. To the extent that there might be concern, the IRS is able to enforce health reform and collect individual mandate penalties from employed foreign nationals who have income from U.S. sources.

Although the penalties for noncompliance with the individual mandate are tax-based, the law expressly exempts unauthorized/illegal aliens from the individual mandate. Health Care Reform further bars unauthorized/illegal aliens: • Access to the State health insurance exchanges; Eligibility for federal premium credits or other cost sharing subsidies; and • Participation in the temporary high risk pools.

// BUSINESS COACHING Disasters!

Chaos or Opportunity Any catastrophe brings total chaos to many businesses.

Tom Maier President Action Business Coaching NE Shelton, CT t o m m a i e r @ a c t i o n c o a c h .c o m

N

o power, fuel shortage, personal losses, property damage, vehicle and product losses are just some of the things that cause chaos for a business. Your business supports you and your employees lives. What do you do now?

This is where opportunity presents itself. If your business suffered extreme losses, you can’t change that.

However going forward you get a chance to build your business back and build it better. Here is a list of things that are taken for granted in a business and get overlooked because we are too busy.

The following need to be in place: • Daily offsite backup of all your records and database • List of every prospect, customer on an electronic database • A Great website which ranks high and people can still reach you • Electronic newsletter system to keep in touch with customers and keep them up to date • Marketing Plan for year with results being tracked • Detailed Systems and procedures to ensure billing and collections are up to date

•

Proper Insurance in place and up to date.

These are only a few critical things that you need to have in place, Now! More opportunity is available if your business was not affected by the storm. This is not a time to overcharge and take advantage of desperate people.

Your business can help in damaged areas and help you get more in touch with the community. Be organized and provide quick efficient services to help people get their lives back.

You will be able to reach out to many more people and by giving them honest pricing and awesome service, they will be customers for life. For example my clients are giving every new customer a $100 gas card when they made a purchase. It is not a lot but they do not have to do it and the customer is extremely grateful.

We need to look at the opportunities going forward and not dwell on the past. My Friend Bruce Wilson reminds me of this Every week, “ My Future has far more in it, than My Past ever Had!!”

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James Beard, from page 4 packages will also raise funds for the organization.

Chefs & Champagne® New York’s main event will take place from 6:00 pm to 8:30 pm on Saturday, July 20, and is open to the public. Reservations are $200 for James Beard Foundation members and $275 for non-members. General admission includes all tastings, silent auction bidding opportunities and gift bag. VIP premium admission, beginning at 5:00 pm, is $375 for James Beard Foundation members and non-members. Reservations can be made by calling (212) 627-2308 or at jamesbeard.org/chefsandchampagne. “The Zimm” frames can be pre-ordered today on www.eyebobs. com, and will also be available for purchase on site at Chefs & Champagne® New York.

Founded in 1986, the James Beard Foundation is dedicated to celebrating, nurturing, and preserving America's diverse culinary heritage and future. Today the Beard Foundation continues in the same spirit by administering a number of diverse programs that include educational initiatives, food industry awards, scholarships for culinary students, publications, chef advocacy training, and thought-leader convening. The Foundation also maintains the historic James Beard House in New York City’s Greenwich Village as a “performance space” for visiting chefs. In September of 2012, the Foundation launched the Diplomatic Culinary Partnership with the U.S. Department of State’s Office of Protocol and helped create the American Chef Corps as a way to champion American chefs abroad, promote American food products and foster an interest in American culinary culture and history through international programs and initiatives.

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Tri-State, from page 3 dition to other non-food industry shows.

Diversified Business Communications, a division of Diversified Communications, is based in Portland, Maine, US and provides information and market access through face-toface events, publications and online. Diversified serves a number of industries including: seafood, food service, natural and organic, healthcare, commercial marine, and business management. Diversified operates divisions in Australia, Hong Kong, India, the UK and Canada.

Established in 1942, the New Jersey Restaurant Association (NJRA) represents the Garden State's 25,000 eating and drinking establishments - the State's largest private sector employers, generating $14 billion in annual sales and employing over 311,000 people. Through member education, advocacy, networking, and support, NJRA has become an essential ingredient for successful and professional eating and drinking establishments, vendors, non-profits, schools and students.

Pastry & Baking Arts Classes Call For Upcoming Class Schedule

888-531-Chef

www.iceculinary.com

Call Vic Rose: 732-864-2220

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