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Well+Good: What was mealtime like for you growing up?
Ibraheem Basir:I have a really big family: nine brothers and sisters and 11 nieces and nephews.
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Growing up, food was always how we connected at the end of the day.
It was when we talked after school and work.
It was how we celebrated milestones and holidays.
In many ways, it was the glue that held us together.
I grew up in Brooklyn in this really interesting Black and Latino melting pot.
A lot of my moms traditional family dishes are Southern or Creole.
Well+Good: When did you personally start getting into cooking?
IB:Even as a kid I loved to cook.
There are specific dishes my mom and grandmother make that everyone looks forward to.
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Even my little brother has gotten really into grilling.
So I usually just bring the soft drinks.
What has business been like during the pandemic?
IB:Even before COVID-19, [the company] noticed the growing need forhealthy, quick meals.
Weve all become so busy that many people dont have 20 or 30 minutes to make dinner.
Well+Good: Has the pandemic affected day-to-day operations for the company?
IB:At first, it was just managing the growing demand by increasing production.
We also had to think a little differently about how people were buying the products.
Now, people are buying food online more than in the past.
We sold six times as many products on Amazon last month than we did in January 2020.
Then theres also our new limited edition Creole Red Bean variety product that Im excited about too.
Well+Good: Did the product get your moms approval?
IB:It did!
We want to celebrate the people and places that make the food special.
Its really important to us to honor the traditional roots of each dish.
Ingredient quality is also really important to us.
We want the products to be quick and easy to make.
Thats always been core to the brand and will continue to be even after the pandemic is over.
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