simple - 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!

”POSH ”Victoria Sponge Cake

August 3, 2012 by manjirichitnis 4 Comments

What better way to celebrate the excitement surrounding the Olympics happening in London than sinking my teeth into a perfectly delicious soft Victoria Sponge Cake!

It’s an easy recipe and the result left me feeling like so very happy!

I tried to read up online why it is called a ”Victoria” Sponge cake and the apt answer seems that since Queen Victoria loved this soft cake with her afternoon tea! So I am going to savour the cake and afternoon tea as I cheer myself hoarse in front of the telly whilst watching the Olympics 🙂

Lovely! So let’s get baking and when your done gobbling some of it, drop me a line and let me know how much you enjoyed creating this yummy delight!

This cake serves 8 people, takes about an hour to prepare.

I choose to call it ”POSH” because that’s Victoria Beckham’s pop name, our very own British star and this cake is modernised version of a British Classic recipe with a twist as it is layered with Creme Chantilly’ – very posh sounding indeed!

Ingredients:

225 g unsalted butter, softened, plus extra for greasing
4 medium-sized eggs, organic if you please
225 g caster sugar
225 g self-raising flour
4- 5 Large tablespoons of Strawberry Jam, the traditional version uses raspberry Jam, I used strawberry conserve.
250 gm fresh strawberries sliced lengthways
Icing Sugar for dusting on top of the cake
Soda Bicarbonate – 1 teaspoon
Baking Powder 1 Teaspoon

To make the crème Chantilly:

300 ml double cream – so sinful 😉
25 g icing sugar
I tiny cap full of Vanilla essence, the original recipe inspired by The Good Food Channel advises to use – 1 vanilla pod, halved lengthways and seeds scraped or vanilla extract

METHOD :

Preheat the oven to 180C/160C fan/gas 4. Grease and line two 18cm cake tins with a removable based with baking paper. I inaugurated my brand new weighing scales and cute cake tins I purchased for all future cake making experiments!
Put the butter and sugar in the bowl of an electric mixer and cream well until light and fluffy – this will take at least 10 minutes to get it properly aerated. Use the 10 minutes you have to wash and clean the strawberries and slice them lengthwise. This was also a first for me in terms of using my food processor to mix the butter and sugar mix. Then empty this butter sugar mix into a large mixing bowl, I also have a NEW nice bright Orange bowl!
Break each egg and add one at a time, whisk the mixture well after each addition to ensure it is soft and fluffy.
Add the self-raising flour to the above butter, sugar and egg mixtures, I added one spoon at a times and mixed it really well each time. Add the Bicarbonate of soda and Baking Powder to this mixture, I used this as I do in every cake but the original good food channel recipe does not mention these 2 ingredients. Later I used a hand blender to really get this mixture to feel like one entity and till it felt right to pour into the ready cake tins.
Now pour the above cake mix in equal portions into the 2 cake tins and smooth the top with a plastic spoon, the type you get with a food processor.
Bake for 20 minutes, with a timer, until risen and golden. Ensure you do not go over the 20 minutes, also if you are using a fan oven as I do, use only the setting that heats from below.

For the crème Chantilly:

Put the cream in the food processor, add the icing sugar and the vanilla essence. Whip to the soft peak stage, using the slow speed setting then refrigerate until slightly firmed.
Take the strawberry jam into a small pan and warm gently whilst stirring, use low flame and do not leave on pan for tool long.
Remove the cakes from the cake tin, on the top of one cake spread the jam from the pan and add the chopped strawberries.

Then get the Creme Chantilly’ from the fridge and spread generously over this.
Place the second cake on this and press down ever so gently.
Dust the top of this lovely sponge cake with a bit of icing sugar and decorate with a blob of the Creme Chantilly’ and some sliced strawberries!

Voila, the classic British cake with a twist – Posh Victoria Sponge is ready for you to savour, impress your family and friends and enjoy baking over and over again!

Ressurecting LEFTOVERS ! A quick recipe for Phodnichi Khichadi

June 13, 2012 by manjirichitnis 2 Comments

Heya all ye blog readers, followers or mere net trawler’s!

I have a simple yet effective way of resurrecting plain white boiled/steamed rice and conjuring up a tasty spicy dish to allow for a guilt free ,time-saving recipe which will not only help you NOT die of guilt for throwing away rice that’s perfectly OK but just stale and also having the pleasure of cooking an easy peasy meal all on your own. Of course it’s NOT my own recipe but a hand me down from my mother! GAAH and YOU actually thought I was that creative …giggles to herself and continues typing …

Well you need, yes! Of course my dear genius some leftover white plain cooked rice.

Depending on bow much rice you have say roughly a medium sized soup bowl for example, you will need:

1.2 tablespoons oil

2.2 cloves of garlic with skin

3.1 medium sized red onion finely chopped and I mean FINELY !hehehe I like trying to sound very professional, am just joking here, chop it how you will!

4.few fresh green lovely curry leaves.

5.Turmeric Powder

6. Salt to taste

7.Chilli Powder

8.Pinch of Asafoetida

9. A pinch of each Jeera (Cumin seeds) & Mohri (Mustard Seeds)

10. A tiny squeeze of lime

11. Some finely chopped freshly coriander for garnish

12. One or two green chillies chopped

Ok now heat the oil in a pan , add the Hing (Asafoetida powder) , add the Mustard seeds and Cumin seeds and wait for the mustard seeds to crackle in the hot oil, then add the garlic finely chopped with the skin and let it turn brown and crisp , believe me,it adds a power packed punch to the flavour of the rice,then add some green chillies chopped to a size that you can pick them out if you don’t want to set your tongue on fire ! Then,in go the curry leaves and the chopped red onion,after the onions are nicely tossed and turned in the oil to give them just the soft and crunchy texture you need,toss in the rice and slightly turn it with your hand before you do to prevent it from sticking , it should open up so that the flavours of the tadka (seasoning ) touch EACH grain and coat it with their heavenly goodness !

Then add the turmeic powder, red chilli powder and mix well, cover the vessel and cook on a very low flame so as to prevent the rice from sticking to the pan at the bottom. Steam for some time and open the lid,squeeze a generous bit of lime on this dish and garnish with fresh coriander, you can even add a few bits of chopped fresh tomato of you like.

Serve HOT with any curry or ”leftover” dal reheated.

I LOVE eating this plain with a big dollop of curd or plain yogurt too !

See told you it was easy peasy !

When the DAY takes control …..

February 8, 2012 by manjirichitnis Leave a Comment

I had a lovely day today, a close pal came over with her cute four year old and I cooked us a simple meal , we then went do some much needed shopping for groceries for us and after the boy had a good run around in his favourite play zone, I was dropped home to spend the evening relaxing.

I honestly hadn’t planned any of this and expected today to be like any typical day at home when I am not working part time and spend my time doing an unpaid job – LOOKING for a job – applying online to as many suitable vacancies as I can.

But that’s exactly what I love about today. Sometimes such unplanned surprises what turn a ho hum drum day into a simply delightful one .Cheers to more such relaxed simple days.

Oh , spring when will come so we can spend more time outside than freeze every time we step out of the door??