Saturday, July 30, 2011

Angeleno Magazine's 9th Annual Restaurant Awards


Last weekend Matt and Taz served up some Lasagna Cupcakes™ at the Fairmont Hotel for their 9th annual restaurant awards called "Live and Dine In LA". We were invited because our truck, Black Betty, was named "Best Brunch". Our friends George and Beata went around sampling the food and snapping some really fun shots. Here are a few:



photos by George Simian

Matt Makes A Mean Chalkboard


In the beginning of Heirloom, Matt insisted I make the chalkboard menus. This was a mistake. My mind was collapsing with all the other things I needed to do and suddenly I'm supposed to make a beautiful chalkboard? I failed. So Matt took over like he does with all things that the rest of us can't do. And because he so excelled at making such striking chalkboard menus, no one else ventured to take a stab at it. "I write like a serial killer!" was the best excuse I'd heard. So his chalk boards became part of our style, people started requesting them and we realized we needed to put them on every party. We stopped at garage sales to scour old frames and found old windows and converted them, as well as mirrors. We bought lots of cans of chalk paint to build up a collection of these chalkboards so they could introduce guests to everything we were serving.





Matt's writing became sort of legendary in small circles, and so our friends over at Smog Design said, "Let's make it into a font."

I looked at them puzzled, "Huh?"

They gave him a writing assignment and PRESTO, Heirloom Handwriting Font. We all in the office sat mesmerized and stared at my computer screen as I typed out Matt's very own penmanship. I then typed out silly things, but I will now type out real things and they will be featured all over this blog starting now.

Smog Design continues to impress us. 





Wednesday, July 27, 2011

Oprah Makes Us Feel Good About Ourselves






Let me just tell ya, a comment like that, from a wonder woman such as she, really makes our hearts go pitter-patter with pride for our little guys.


Black Betty is Our Girl




Ladies and Gentlemen.... it's been a whirlwind. Precisely three and a half months ago the people of Windows Phones presented us with the idea of sponsoring a food truck. They heard lasagna cupcakes were terrific and why not make a cute little lasagna cupcake truck? Here's a sizeable amount of cash to get you started and the tradeoff is the truck needs to be wrapped with a Windows Phone banner for six months like Rocky's robe in his first big fight. Good with that? 


I did not have time to even finish the sentence: "Matt, this is a really big commitment, it's like another full time job, no, it is another full time job and I absolutely do not think---" Matt was out the door headed north with my dad to San Francisco to purchase a massive beast of a truck. 


"Sorry, babe, did you say something?" They left after a catering party around midnight on a Thursday and returned at 7 the following evening, legal matters taken care of with the original owner carrying the lien for the remaining balance owed, his faith high in our company. 


Upon their return, I didn't know what to be more concerned about, the fact that this converted moving truck allowed only six inches of wiggle room to get into our commissary or that Matt just pulled an all-nighter with my 78 year-old father. "Keeps hair on my chest!" my dad piped in before I could utter any distress.


Ana Henton had been given the truck's dimensions to make a design for the wrap and Lacey Arts worked all through the weekend so that Monday, three days later, we had an opening practice run at Silverlake Wine and the very next night, the real thing, our grand opening at Bar Covell. Holy Moly you might say. I sure did.


Since then we have gotten a lot of shouts outs as well as sneers. People love the food but they don't love the prices, they think we're money grubbing because food trucks are supposed to be "cheap". Matt and I, and all of our kitchen crew come from restaurants and consequently we have approached this truck as if it were brick and mortar because that's just what we know. Our prep is done at our catering kitchen and all our people are skilled at working a line. We make food with big flavor and lots of integrity, and there's a lot of costs involved to make that happen. Some people appreciate this approach, others just think we're snotty. We don't really know how to rectify this contest, we just have decided to keep on keepin' on.


Sometime, maybe a month after this truck squeezed into our lives, we named her Black Betty. Although she has hampered our sleep and contorted our sensibilities with practical check lists like "must always carry a high powered jump box", we wouldn't have it any other way. We've smoothed out the kinks and made adjustments so that we can sit back and marvel at what a beauty she is and how much of a joy it is to get to have her. Thank you Los Angeles Magazine for acknowledging that we are not just a cute little lasagna cupcake truck, that we are striving to be a restaurant on wheels and to bring what we have learned and what we love and believe in to the streets.


Oh, and also thank you for giving Matt and I an excuse to glam up for your fancy party at the Roosevelt Hotel last week. We had a blast and were as proud as parents of our Black Betty receiving this award.


For  truck stops, follow us on Twitter

Monday, July 25, 2011

Short Rib Wet Burrito




Come Visit our Food Truck, Tonight, like all Mondays 5-9 at Silverlake Wine


Wine Tasting and Wet Burritos, French Dip, Tortas, Veggie Tacos, Lasagna Cupcakes, Farmer's Market Salad, PBJ Donuts, and more!!!


2395 Glendale Blvd

Friday, July 22, 2011

Shishito + Purple Jalapeno + Fresh Cayenne, Etc


We got in a stunning surprise box of ten different varieties of chilies and peppers from Suzie Organic Farms out of San Diego. They will be the highlight of our Pepperonata dish with Marinated Feta and Mc Grath Farms Carrots for a Bash, Please wedding in Malibu tomorrow.




Thursday, July 21, 2011

Our Logo Gets A Facelift


When Matt and I started Heirloom two years ago, I knew zero about graphics and very little about photoshop, okay I knew nothing. We hired a graphic designer to come up with a logo, but she became irritated with me very fast. In her original logo, there were lots of ligatures (I didn't know what that word meant, I had to look it up because she kept saying it over and over)and flourishes (my word), it just looked girly. "Matt's not a girl," I'd remind her. She told me to stick to parsley and cilantro or something like that so out of desperation I took a pdf(also a new "word" to me at the time) to a random printer downtown and directed them to take out the ligatures and then I just learned to live with how unbalanced our logo, our brand that we were putting on everything looked (see "before" logo) because I sure didn't know how to fix it myself.

Then, just recently, Autumn de Wilde hooked us up with Smog Design. Be still my beating heart. Without any prompts from me, Smog took our logo and reworked it as you see below. The changes are subtle but it finally feels refined and finished. It had always felt thrown together to me because essentially it was. Now I just stare and stare at it. Love it, love Smog Design, they've worked on pretty much everything cool you've ever looked at and now we get to have them work on some of our stuff. Reader, we have arrived! And get this, they're making a font out of Matt's writing.... and this was their idea! I can't even stand it I'm so ecstatic. Everything on our blog and website is going to look cohesive and uniform rather than amateur hour, and on top of that, they are designing a label for our strawberry jam and also for the massive amounts of heirloom tomatoes we will be getting in from Mc Grath Farms to jar as well as t-shirts and canvas bags, and they seem really happy to be doing it but let me  assure you, them, and anybody else out there, the happiness is all ours. 



P.S. I love our web programmer and I always have, find him here, ask for Rocky. Also, Lacey Arts, family owned forever, does our printing, they even did the wraps on our truck and vans. Oh, and Ana Henton designed our truck wrap ("Ana, we need it really fast," we begged.) She has won many awards for being extremely talented but got overlooked for drawing up our truck, which looks awesome, in all of one day. Much gratitude goes out to all the people who help us out all the time.

McGrath Farms Makes A Delivery


They're in! A half ton of organic seascape strawberries and we can smell them in the office even when the walk-in door is closed. Here's what we're going to do with them, and maybe roll out a pie or two.


Wednesday, July 20, 2011

Mc Grath Farms Seascape Strawberry Jam





Otherwise known as strawberry jam, red hot lava is the brew that spit and singed and marred us last week and we have a collection of festering welts all over our hands and one or two on each of our faces to prove it. We only have ourselves to blame as we volunteered for the job.

As you may already know, Mc Grath Farms offers us their ripe organic harvest and in return we process it into something for them to sell at their farmer's market booths. This month we have received strawberries, lots and lots of strawberries. We first got in 1,000 pounds, then a couple weeks later 800 and a couple days ago Phil Mc Grath told us we should expect another half of a ton. “Is that okay with you?” he asked somewhat apologetically.

“Bring it!” Matt chimed back.

And so he will tomorrow and we shall tackle this job like pirates after a pot of gold ours being the finished product, the jars of jam. There are so many lovely small batch producers of jam, our favorite being Jessica Koslow of Squirl who cooks out of our kitchen in one specialty copper pot  with great patience and exquisite attention. We have observed and we have learned from her approach. She pairs strawberry jam with rose or with marjoram and ginger and it is a treasure.

We will pair ours with anything we can get our hands on.

“Matt, demand that Phil gives us lavender with those strawberries, and mint too and rosemary!” I say, my arms waving wildly in an attempt to express urgency and seriousness.

“Sure, no problem.”

“And let’s grab some good balsamic and honey and star anise!"

“Right-e-o! “

I plan ahead and delegate at this point: Matt scales out ingredients for the proceeding batches, Tad ties up the various flavorings in cheesecloth, Migs and Spencer stir and skim the three rondos we will have brewing,  I sterilize jars and fill them, then Peter wipes them down and we all, each one of us, do hail marys and kiss our fingers in one quick motion as we put the tops on, hoping we have matched the threads of these molten jars with their accompanying lug lids so they don’t explode and sizzle and hiss  all over us. It’s a red hot job but somebody’s got to do it.

With every burner on high and thick syrupy fruit ablaze across the line, our kitchen will possess sweltering heat that will challenge our love of food and our will to keep making it but we will survive, we will conquer, we will end the battle with an assortment of beautiful ruby spreads, enough to live off of for the rest of our lives. Thriving on the risk and the excitement of it all, we will dress our wounds and sharpen our knives and wipe our faces to be at the ready for our next culinary adventure.

Ahoy!




Saturday, July 16, 2011

The Forbidden Topic


Sausage.... most of us love to eat it but don't really care to know how it is made. I will keep the story short. We get in whole pigs and we don't waste any part of them.



As we grow, we have new additions to our team. Here is Peter and Spencer. You'll see them on our truck and you'll see them around town at catering parties but you will not see them ever buying sausage. We make our own.



Sunday, July 10, 2011

Good-Bye Cherry Season


Cherry Pie.... my favorite but only when the cherries are rich and robust and so filled with a concentration of flavor that their thin skins can hardly contain them. It's upsetting that they don't make it to July because when at their peak, cherries, especially those found at Murray Family Farms, taste like fireworks in your mouth. I think of them as patriotic but I am not at all sure as to why.

Friday, July 8, 2011

Matt Is No One Trick Pony


Oh, it's getting hot here in Los Angeles which means it's time for some shaving at the home front. You may have already admired Matt's command of sharp objects in blog posts of yore but here he takes it to a different level.




Matt....  Cook AND Pet Stylist



Wednesday, July 6, 2011

Wednesday Farmer's Market Treasures




1. wild strawberries: miniature strawberries with a concentrated strawberry jam flavor, too precious to mess with much so best used for finishing.

2. rose geranium: used for flavoring, like a vanilla bean... you'll want to bath in it.



Related Posts Plugin for WordPress, Blogger...