Unless you’re there in person, it’s easy to view the sofi Awards ceremony as little more than a handing out of trophies for winning products. But this year’s event was a live example of the intangibles behind those products—the craft, care and joy, in the words of the Specialty Food Association’s new brand—as well as the pride, community and humor that drive their creators.
It is that passion that prompts companies to answer yes to the question, “Does the world need another product?” contends acclaimed chef Marcus Samuelsson, the keynote speaker of the 2013 awards ceremony.
Samuelsson noted he felt the same when opening his latest restaurant, Red Rooster Harlem. New York City did not literally need another restaurant, but to Samuelsson, the eatery was critical because his vision had deeper meaning. “Food is a part of Harlem’s story because of its different cultures,” he said, pointing to the neighborhood’s history of Spanish, Italian, Dominican, Mexican, Puerto Rican and African populations. “Most restaurants that open in Manhattan are below 96th Street. This was a chance to change that and bring something different in terms of value and storytelling to Harlem.”
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