And right in the heart of the land of Jewish delis.
. “The Jewish deli is a very Lower East Side thing, but, at the same time, the neighborhood is really changing,” says Erica.
That mix of old and new permeates every aspect of the shop: the bright-blue vintage-y awning on the outside; the sign on the wall reading, “Palm oil free: the only way to be!” on the inside. The classic glass display cases are filled with “tuna” salad , and the carrot “lox” is splayed out to look like salmon. Shelves of colorful condiments and treats line the walls . But look closer and the mayos, cake frostings, and pasta sauces are all dairy-, palm oil- and gluten-free.
“Sometimes vegetarians can be awfully serious,” says Carlton. “If we can engage people with a sense of wonder and creativity, then we can get them hooked on vegan food.” That playfulness is on full display on the deli menu. Consider that bagel with lox, named “The Edith” .
But the most convincing endorsement comes from the Kubersky sisters’ entire, decidedly-not-vegan, Jewish family. Erica says they’ve all been in, multiple generations, and have given the food their stamp of approval. “My father is here four out of seven days a week,” she says, proudly. “He thinks we nailed it.”
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