2013 - Travels for Taste

Young Entrepreneur Farrah shares how MOOSE MAPLE BUTTER was conceived- in her first-ever Interview.

July 26, 2013 by manjirichitnis 12 Comments

This is the first ever interview Farrah has given, she confessed, when we spoke over the phone trying to decide where we could meet. I told her that I would promise to keep it simple and conversational and I am so glad we spoke like long-lost friends exchanging ideas and chatting away. We decided on a beautiful pub called The Bolingbroke in Battersea and it was a hot, summer evening with the sunlight streaming in through open doors onto thick wooden tables.

Farrah is an especially inspiring person to meet; she seems to emit these waves of positivity around her in tiny, invisible bubbles; landing on me, they made me feel as if I could win any war I wanted to.

A high-flying lawyer by profession, Farrah divides her time between New York and London; and when she isn’t acting as legal counsel to some very big names, she is busy in her home kitchen making an extremely delicious spread called Moose Maple Butter. And yes, the recipe is a secret!

Read on to find out how she came about making this heavenly tasting, pure, wholesome goodness of butter.

(As it goes with my interviews, we shall refer to me as MJ and to my new-found friend as FM short for Farrah ‘’Moose’’; MMB is short for Moose Maple Butter)

MJ: What inspired you to create this amazing new product?

FM: Soon after a detox in France, where I spent a few weeks learning about healthy eating habits and especially learning to avoid “added sugar’’ in my diet, I was in New York for work and having breakfast at a hotel. I was looking for something sweet to spread on my already buttered, hot toast but I wanted to avoid added sugar at any cost. The jam and chocolate spread options available on the table were all laden with sugars and other artificial nasties that I really wanted to avoid! Finally, and really through a lack of choice and an insatiable desire for a sweet taste that morning, I poured some of the organic maple syrup – on the table for pancakes – over my toast. It was that ‘’Eureka’’ moment, coupled with the fact that I couldn’t find maple butter to buy in any shops, either Stateside or in England, that prompted me to experiment at home until I came up with my current recipe for Moose Maple Butter.

MJ: Great! That’s an interesting and ever so creative way to make a whole new product. Now for my old favourite trusted question, why the name Moose?

FM (With a big smile) Well I have to admit, even though it’s probably going to make me sound a bit odd, that I have been obsessed with moose for years. I have moose things everywhere! I was doodling for the maple butter logo and cute, funny images of moose kept appearing … Moose Maple Butter just seemed a natural choice, especially as there are generally moose around where maple syrup is produced!

MJ: I must mention here that Farrah has the most beautiful and neat handwriting I have ever seen and her notebook has beautiful doodles, hardly doodles really, but neat, cartoon creations of a moose which ultimately became her logo, I even managed to get this quick picture of her final drawing that is now her officially registered logo. I love it. The little black doodle near the jar at the bottom of the page is the moose’s nose; talk about perfection and practice!

MJ: So now that you have created this wonderfull product and christened it, what happens next?

FM: Well, I have only just had the brand and logo registered, both in Europe and the US, so I now feel confident about getting Moose Maple Butter out there to as many people as I can! It’s a brand awareness campaign in full swing from now until November this year, when hopefully you’ll find Moose Maple Butter on the shelves of supermarkets!

MJ: Wow, that’s good news, pity you can’t give away any names (naughty smile). Any other ways of promoting MMB then? (Moose Maple Butter = MMB)

FM: Yes! I am looking at actively promoting MMB at various food fairs, events and festivals in the run up to November. As you know, I had a stand and basically introduced MMB, at the recently concluded Food Blogger Connect (FBC5). That was wonderful for MMB! I’m so glad they found me.

(Heck, so am I Farrah, or I wouldn’t have met you and would have lived my life not knowing Maple Butter existed! No way!)

MJ: Tell me more about your ‘’Eureka’’ moment and what followed.

FM: Initially, I was really only making Moose Maple Butter for family and friends and then also supplying, on request, to family and friends of friends! Everyone kept asking for more and where they could buy it and it all got me thinking! Every time I had kids over at home, I had a little ‘’tasting’’ session and would lay out hot toast slathered with my maple butter spread along with some toast with chocolate spread on it and some with the usual butter and jam. It was always reassuring to see ALL the toast with Moose Maple Butter being gobbled up in comparison to the other offerings! That, along with lots of encouragement from everyone around me, gave me the shove I needed to sell Moose Maple Butter at a few of last year’s school Christmas fairs, in London and Los Angeles (Farrah’s second home). I have been flooded with requests ever since from a rapidly growing group of mothers and fathers alike and have been selling tubs of MMB ever since.

Of course there are all the not-so-fun things to deal with, like premises inspections and registrations and food hygiene certification and all the rest! I was so relieved when the local council left very impressed with my clean and shiny, brand-new kitchen! I think I have a bit of an obsession on the cleanliness side!

(Farrah: I totally agree – I am sure I have cleanliness OCD geee)

MJ: I notice you have a very nicely done Facebook Page for Moose Maple Butter, I love it!

FM: Thank you! I love sharing art work done by my little fans who send me their pictures. You will see quite a lot of creative ones on the page. Of late, a lot of food bloggers have asked me for samples too and have created so many beautiful and delicious recipes.

Any recipe that calls for butter and sugar is a possible one for using Moose Maple Butter instead and results in a more wholesome but equally tasty outcome!

MJ: How does MMB compare to butter and spreads in its nutritional content?

FM: I am so glad you asked this question! MMB in comparison to say a chocolate spread is much more well ‘’spreadable’’ and hence you use up much less than say a thick peanut butter. Since I only use purely organic Maple Syrup at all times, what you get is much more taste with very little MMB.

So in the case of Moose Maple Butter a little goes a long way!

So everyone looking for any alternate spread, especially to chocolate spread, Moose Maple Butter it is!

I must say I agree with Farrah here, my first bite of Maple Butter was enough to make me fall madly in love with this new find – Hook, Line and Sinker if you will!

To put this into perspective:

10 gms of average chocolate spread = 53 calories and one needs at least 30gms to properly cover one slice of toast, whereas only 10 gms of Moose Maple Butter will go a long way on that same one slice of toast! Brilliant! And tasty!

close up MMB close up shot with table details

MJ: So if I was to ask about the shelf life and nutritional contents of Moose Maple Butter what would you say?

FM: I have currently given samples of MMB to Eclipse Scien tific who will provide me with an accurate analysis of the exact shelf life and the precise nutrient content. But like any butter, it needs to be kept refrigerated.

Moose Maple Butter has no artificial additives; it has no E numbers, nothing. It is absolutely nothing but pure fresh butter and pure grade A maple syrup – with a dash of sea salt. It is a superb alternative to processed sugar-laden products. It is a great, quick and easy breakfast option and just melts into the grooves of a hot crumpet and is of course best paired with pancakes.

Wow! That mention of hot crumpets makes me want to quickly grab hold of those cute sample jars from the table and run home for some tea and crumpet time. But to avoid such madness Farrah has kindly agreed to part with a large pot of Moose Maple Butter just for me to sample and make something delicious out of! So folks watch this space, in a few days you will see some delicious recipe posted on my blog Travelsfortaste with Moose Maple Butter as the divine ingredient.

MJ: What would you like to make of this new venture Farrah? Or put it plainly where do you see yourself in 5 years time

FM: I’d just love to see Moose Maple Butter become a household name. I think the biggest kick would be when some kid I don’t know asks me if I’ve ever had Moose Maple Butter – that would be a great moment.

Our conversation becomes something of a friendly banter. The glorious sunshine refuses to go away but the shadows have shifted. The pub is filled with loads of families, kids running around; there is a buzz of activity. The usual lone ranger, armed with a net book and ale, occupies the table opposite us and looks down on me with disdain as I take some snaps of the cute jars.

(Image below is a picture of Farrah – the creator of Moose Maple Butter)

I hate to tear myself away from this happy pub and evening chat but the promise of a dinner and movie by the hubby beckon.

Just realised that, of all the entrepreneurs I have met so far, 4 in all including Farrah, three of these entrepreneurs had never been interviewed before!

(To read the older blog posts with these inspiring entrepreneurial stories just click on the links below:

I am sure Farrah is as excited as I am if not more,about her first ever interview where she has shared her story and how Moose Maple Butter was born. Now can’t wait to use her creation in my home kitchen!

Apart from the fair amount of persuasion it took to meet the two first time interviewees in India, I must admit that the one common thing amongst ALL entrepreneurs is their humility and their generosity to share their dreams, a few apprehensions and most of all, their time. I cannot thank you all enough.

Do leave your thoughts and comments about this interview and while you are at it, spread the MOOSE!

Say Hello to MOOSE at: http://www.moosemaple.co.uk/

Find MOOSE on Facebook:https://www.facebook.com/MooseMapleButter

Follow MOOSE on Twitter: https://twitter.com/FarrahMoose (@FarrahMoose)

Buy Moose Maple Butter (or pick up a free sample) at The Petal Pusher in Kew.

Share the MOOSE folks!

The new Superman Flick and dinner at Ekachai? Ultimate combo!

June 17, 2013 by manjirichitnis Leave a Comment

Man of Steel in 3D for a late evening sounds like super fun!If your going to the mall at Wandsworth like we do, why don’t you tuck in at Ekachai before the show? It’s a great Asian food place. My hubby and me love eating there, our favourite dish on the menu is this street style pork and rice dish. Believe me when I say this, one bite into the pork and you are hooked forever!

This dish is described on their menu as ”Khao Moo Dang – Thai hawker stall favourite of rice topped with Chinese BBQ pork and BBQ sauce served with a boiled egg, cucumber,topped with spring onions and coriander” – what an absolutely heavenly combination. The pork is extremely well cooked and portion size is generous so we go early, get our movie tickets done first and then sit and enjoy this meal, savour each bite you take of the succulent pork smothered in BBQ sauce as it engulfs your tongue in an exotic wrap of flavour ummm,just the right balance of flavours married together.

Wash it down with a Tiger Beer if you will or go for the Red or Green detox juices without sugar, they are so,so good !

We really loved the new Superman Flick Man of Steel, it’s so well made and Henry Cavill is HOT! A ”Superman coming of age” film me thinks, none of the old carry over from previous films of him trying to fit in, hard hitting action scenes, lots of BISH-BASH-BOOM, loads of mixed emotions, as I’d say in Hindi it was total ”paisa- vasool, DHISHOOM DHISHOOM dhamaal wala picture” (Totally value for money ,action packed movie!) I am a total sucker for comics and superheros, I even have my own little collection of the superhero toys,yep! Of course, Superwoman is my fav!

Father’s Day Breakfast – Asparagus Soldiers and soft boiled eggs

June 16, 2013 by manjirichitnis Leave a Comment

As far back as I can recollect Sunday was my daddy’s fav day to cook, he is so good with food and flavours and is meticulous to the point to military precision, he always left the kitchen very clean and explained the health benefits of whatever he rustled up, which actually wasn’t necessary considering the food was so tempting always that my sister and I barely heard what he spoke while we stuffed our faces 😉

Even now in his 70’s he is still as enthusiastic in the kitchen and now loves cooking for my sisters kids,his family favourite dishes are biryani, chicken curry and a simple dessert made with china grass.

He used this massive skillet to make biryani’s and its gathering dust now somewhere at home. Baba – as, we call him makes the best soft boiled eggs ever and the most scrumptious omelettes and runny scrambled eggs with cheese.(I want a skillet real bad now!)

Baba , I wish you were in London with us, I would love to have made this simple breakfast for you, I love you daddy.Happy Father’s day, but then you do know that you are the nucleus of my life, don’t you?

You will need:

A tiny bunch of fresh asparagus
2 thin strips of bacon/prosciutto
2 eggs
sea salt to season

Preparation:

Boil the asparagus after you chop of the woody bit, check if they are done in about 7 minutes, drain hot water, wash in cold water for like a few secons and leave aside,covered.
While the asparagus is boiling ,boil the eggs in another pan, do not cover and cook them for about 4-5 minutes, drain the hot water and add cold water so that you can hold the egg easily and quickly ”behead” the eggs.
The beauty of a soft boiled egg is the runny interior which is prefect for dunking the asparagus soldiers into.
Pan fry the bacon till it’s crunchy, you can also use fine strips of prosciutto if you like
Wrap the crunchy bacon strips around the asparagus
I keep some sea salt aside to add some flavour , I love eggs so I prefer them without any salt sprinkled.

Baba makes the perfect ”quarter” boiled eggs which are runny and soft and he removes a bit of the shell and pours out the egg into a tiny bowl, it goes so well with Pohe (puffed rice used to make a tasty cooked breakfast with finely chopped onion,curry leaves , lime and tiny bite sized potatoes, garnished with finely chopped coriander) … I remember sitting around this tiny table in our first house in Bombay with my sister and Baba would give us these yummy eggs for breakfast on weekends.I love going back in time and reliving those happy days of simple family togetherness.

Egg-citing egg recipes to inspire you!

Wine tasting on a frosty cold evening…a heart warmer

May 30, 2013 by manjirichitnis Leave a Comment

What better way to begin penning down this blog post than sip on a nice red and watch ‘The Mary Berry Story” on telly ?! I am warm and the house is toasty….but when I was rushing to go for my first ever wine tasting , London was enveloped in a blanket of snow, steadily heavier in it’s flow, it was my first ever snowfall experience…couple that with the late hour ,my hands going totally numb and my cell battery dying , it was well,what I’d like to call a recipe for disaster !Thanks to a warm hearted couple on their evening stroll I managed to finally find the venue, it was fairly easy to find but somehow looking for an address scrawled on a soggy bit of paper on cold winter evening is not fun!

So in the basement of a massive storage company in a cosy tasting room was a massive neatly arranged table , most the people attending had arrived. Emma Dawson, the wines and spirits buyer of M&S, was all set to make a presentation on East Mediterranean Wines. On my right was a vibrant young lady – Josie, who was such a pleasure to talk to , she particularly enjoyed reading through my notes , I hope to share most interesting snippets in this blog though not the entire sheet for fear of boring all of you ..and hey no excel sheets and tables in a food blog ! Well unless they involve weights and measures , then I shall be able to sneak in such things as scary calculations .

Umm coming back to the lovely people , there was this handsome couple sitting across the table , the lady salt pepper hair and so very polite , her companion a dapper gentleman ,I did like chatting with them , yes , they are a made for each other kind of couple and good to talk to…umm

The cheese ,olives and select meats and small eats on the table seemed so tantalizing… …I was a bit hungry but more so quite eager to sip on some exotic wines!

We started with the White wines, six of them, all tempting us with their beautiful aromas. I loved the Quercus Pinot Grigio from Slovenia, light in appearance, felt silky smooth, and fruity on the palate and I really think it would pair well with a white fish done served with tangy green chutney, Ummm. The white wine from Greece called Atlantis Santorini would pair amazingly well with a Bengali Bhetki (Indian River fish, Asian Sea Bass )and some steamed white rice, it seemed to explode with the zing of lime on my palate and on the nose, it felt fresh, airy like free-fall backwards on a meadow on a huge heap of hay!

Now the much awaited red’s made an entrance – ta ra ra pum pum 😉

After we had tasted all 6 we had a show of hands to vote for the crowd’s fav Red and Lebanese Cadet de Ka (Cabernet Sauvignon, Merlot, Syrah) was top of the pops, I’d say on the nose it was deep, dark, mysterious – almost like a woman with a secret and passionate lover, even took me into a well-stocked spice cabinet with a thick teak wood door, imagine Nigella cooking up a posh steak or a rack of lamb with fancy sauces, food porn, oh yes, well this is wine porn if there is any such thing!

The Greek wine Red on Black Agiorgitiko from Nemea, Greece hits the palate and makes it jiggle like a belly dancer oh yeah, fruity and with a great depth of flavour. The Croatian, Pilato Malvasia Istarski would pair nicely with a rich dark brown sauce and meat, on the nose it sort of feels like a first date, a romantic on, maybe at the village fair. The 150-year-old Chateau Ksara Clos St Alphonse from Lebanon is to be served at a family get-together, a celebration, one befitting such a lovely fruity wine with a hidden surprise – notes of spice and chocolate.

We were all really happy by now, no not tipsy, no sir! So do not blame it on the twelve wines though;) the whole atmosphere was light, it was snowing heavier, the room was cosy, the conversation was fun and Emma had managed to take us on a virtual tour through Slovenia, Greece, Croatia, Turkey and Lebanon so effortlessly so it may seem. I had always wondered what a wine tasting would be like, I imagined a massive room with wine barrels all around, floor to ceiling wine bottles displayed along the walls, a massive room that smells of cheese and well wine, rich mature full bodies Wine, some chairs around a sturdy old well used mammoth of a table, lots of wine glasses, several varieties of grapes, cheese…lots of cheese, some pretty table napkins, the sound of laughter n the clinking of glasses … let us just say that thanks to Emma’s excellent selection of Wines and Jimmy Smith from West London Wine Schools excellent arrangement at the cosy tasting room,it was a perfect ”first wine tasting do” to be at, and yes thanks to Josie as well, you made me smile – a lot. And yes the kind couple whose name I didn’t get who took the bus ride with me, it would have been quite spooky waiting for the bus all alone and I was glad for the company.

Aahh…now to use that discount voucher and procure some wine bottles from M&S..whilst I am at it .. why not pour myself some red and sip it while I upload these snaps and fix some dinner…it’s chicken peri peri by the way with gluten free,wheat free bread, but ..more on that later , now for some late evening relaxing at home ,Good Night Folks in this part of the world .

(Well that’s one blog post that’s out of my drafts folder, better late than never I say! Since most of it was written in Jan this year it has lots of winter references, well Summer isn’t really here is it ?! grumble, grumble)

Kairee Panhe/ Raw Mango Summer Cooler/Aaam Ka Panna

April 29, 2013 by manjirichitnis 5 Comments

It’s almost 40 degrees Celsius in the afternoon in Pune nowadays, summer is at it’s peak, one needs to keep the mind and the body in sync and cool, at times like this a chilled summer drink and that too one made from raw mangoes is a treat, more so if it’s made by my old mother who is recovering from knee replacement surgery and is walking around using a walking stick. She is just waiting to get back on her feet and go into the kitchen and cook up stuff but under strict orders from her doc can only do so about once in 2 days.

Growing in Mumbai , summer holidays were great fun with my cousins around, mum always made loads of this concentrate from raw mangoes and it was such a treat to come home all sweaty and panting and drink tall glasses of this tangy cooler doused with ice cubes of various animal shapes 😉 aaahhh summer holidays!

You will need :

4 raw mangoes
sugar as per the quantity of pulp generated
Green Cardamon /elaichi powder
Freshly ground black pepper powder
Aniseed / Vilayati Saunf
Chilled water
Strainer

I picked these raw mangoes from my granny’s garden , they look stunning don’t they ?

These need to be pressure cooked ,give them 2 whistles, drain the water and allow to cool.

Once these are boiled and have cooled down , peel the mangoes and collect all the lovely green pulp in a vessel, sugar proportion to be added is 3 times the quantity of the pulp , so if the pulp of these 4 mangoes was to fit into a small bowl of about 200gms capacity sugar would be 600 gms. Stir in the sugar into the pulp and keep stirring until it is completely dissolved , add a large spoon of elaichi powder,some freshly ground black pepper,some aniseed ground – green Cardamom powder and give this mix a stir in the mixer for just about a minute .Store in a glass jar in the fridge. Do not freeze.Remember never to add salt to this mixture , only while preparing the drink from the concentrate add salt in the glass, salt will turn this concentrate into a dark green colour and cause a bout of food poisoning !

While preparing the cooler , add 2 spoons of the raw mango concentrate and add a pinch of salt to this, top up with cold water and strain after mixing to remove any strands from the pulp, add ice cubes,dress it up with a spring of mint if you will and drink up home made goodness!aaahh ! Summer !