Meet Edy Massih – an extraordinary chef, author, entrepreneur, and the proud owner of Edy’s Grocer in Brooklyn, New York. This young culinary genius has been reshaping the food culture in NYC by introducing the vibrant flavors of Lebanese cuisine to the city’s diverse palate.
A Tale of Two Worlds
Born in Lebanon, Massih moved to the United States at the tender age of 10. His passion for cooking was evident even as a child, nurtured by his close-knit family’s shared meals and his grandmother’s exquisite home cooking.
After graduating from the Culinary Institute of America, Massih worked in various restaurants and catering companies before launching his catering business. His business quickly gained popularity, thanks to his unique blend of traditional Lebanese flavors and modern culinary techniques.
The Birth of Edy’s Grocer
In the wake of the COVID-19 pandemic, Massih’s thriving catering business came to a sudden halt. However, the determined chef took this challenge as an opportunity to introduce a new venture – Edy’s Grocer.
Edy’s Grocer, located in the heart of Greenpoint, Brooklyn, is a vibrant Lebanese grocer that also serves as a café and deli. The store is a joyful explosion of color and warmth, selling Lebanese pantry staples, prepared foods, and hosting occasional events.
The store was originally a Polish deli owned by Maria Puk, a friend of Massih. When Maria decided to retire, Massih took over the deli, transforming it into a unique fusion of Lebanese and Polish culture, paying homage to the neighborhood’s predominant Polish community.
The Evolution of Edy’s Grocer
Since its opening in August 2020, Edy’s Grocer has constantly adapted to changing circumstances. Initially, they started with to-go food, then switched to sit-down meals. Massih and his team also experimented with different menu items, starting with traditional home-cooked meals and then transitioning to soups, sandwiches, and catered dishes.
One of the significant changes was when they added a bar to the store, replacing the deli fridge. With a beer and wine license in place, they started offering dinner service, adding another dimension to their offerings.
A Modern Twist to Authentic Lebanese Food
The hallmarks of Lebanese food, as described by Massih, are its vibrant mezze, hearty home-cooked meals, and fresh ingredients without preservatives. At Edy’s Grocer, these traditional elements are given a modern twist, making them more accessible and appealing to their diverse clientele.
The store offers a variety of Lebanese dishes with a twist, such as deconstructed grape leaf soup, as well as other menu items inspired by Massih’s family recipes. The menu’s standout item is Simon’s Labneh Toast, named after Massih’s father. The toast, made with special Edy’s Grocer sourdough rye, is topped with labneh, cucumber, kalamata olives, pomegranate seeds, and za’atar paste.
Spreading the Joy of Lebanese Cooking
For Massih, the primary goal of Edy’s Grocer is not just to sell food but to spread the joy of Lebanese cooking. Through his store, he aims to brighten the perception of Middle Eastern people and their culture, especially in these challenging times.
His mantra, ‘Keep it Zesty’, speaks volumes about his approach towards life and food. It is a testament to his belief in adding brightness and positivity to life, just like the zest of a lemon adds freshness to a dish.
The Future of Edy’s Grocer
Edy’s Grocer is more than just a store for Massih. It is the face of his brand, the heart and soul of his work, and a platform through which he connects with the community. He envisions his store as a home base for all his culinary endeavors, from catering to teaching people about Lebanese spices and flavors.
As for future plans, Massih intends to continue spreading the joy of Lebanese cooking. He has a cookbook in the works, scheduled for publication in 2024, featuring recipes from his store and childhood memories. He is also planning to launch a monthly cooking club, allowing people to try his recipes from their homes.
A Source of Inspiration
Edy Massih’s journey is a testament to resilience, passion, and the power of food in connecting cultures. From a young boy in Lebanon to a successful business owner in NYC, Massih has shown that with determination and creativity, one can turn challenges into opportunities.
Through Edy’s Grocer, he not only offers a taste of Lebanon to the people of NYC but also creates a space that celebrates diversity and promotes cultural understanding. His story serves as a beacon of hope and inspiration for budding entrepreneurs and food enthusiasts alike.
Whether you’re a foodie, a culinary enthusiast, or someone who appreciates the fusion of cultures and flavors, Edy’s Grocer is a must-visit. Step into this charming store, and you’re bound to be greeted with a burst of flavors, a warm smile, and a whole lot of zest.
Conclusion
Edy Massih’s success with Edy’s Grocer is a shining example of how passion and perseverance can turn dreams into reality. His journey in the culinary world, his love for Lebanese food, and his commitment to spreading the joy of cooking make him a true culinary maestro. His story is a testament to the power of food in bridging cultures and bringing people together. So, the next time you’re in Brooklyn, make sure to drop by Edy’s Grocer for a taste of Lebanon!
