The NYDP is making it safe to go back in the deli.
Actually, your neighborhood store's deli. If you're lucky.
From the beginning, although it was always hard, we stuck to one idea - We would cook real meat so it's exciting to eat. Real roasts like we serve our family and friends.
Little did we realize how radical an idea that would prove to be in the context of supermarket delis. Who knew we were soon to create the Deli Patrol - the world’s first para-culinary strike force?
This REAL FOOD idea had all kinds of delicious consequences. We couldn't process deli product like others in the business. We broke it down like this: REAL MEAT, REAL INGREDIENTS, REAL COOKIN'.
When we sell a roast turkey breast, we have a duty and a mission to actually roast a real single piece of real meat as it came off the turkey. We couldn't take a bunch of turkey meat and process it into a big deli-product. So our turkey-breasts only weigh 3 or 4 pounds. Hams too.
REAL MEAT. One piece. Natural size.
When we sell a roast - Roast Turkey, Roast Beef, whatever - we have a duty and a mission to actually roast it. Which means exposing that meat directly to high-heat in an oven instead of just pasteurizing it in a bag or form like other so-called natural guys. REAL COOKIN'. Roast means roast. Bags aren't allowed.
So contrary to the standard in the business, which is for turkeys and hams to somehow gain weight in preparation, ours weigh less than the raw meat we start with (just like if you cooked them at home). Forget all the industry jargon about "minimally processed products". That's just language the government requires on so-called natural meats.
We really COOK, not process.
And we had pledged to make the food exciting. Most in the "natural" deli business are busy thumping their chests about how little they put in their products. They're actually proud to tell you they only use meat, water and salt. BORING. Who would want to eat such a plain item as that? Would you cook like that at home? Please pass the mayonnaise.
We have a duty and a mission to create exciting, BOREDOM-FREE flavors, and that takes ingredients - lots of REAL ingredients. When we say an item is Natural, we don't use artificial ingredients, but we sure do use herbs and spices. And we use things like Extra Virgin Olive Oil, cider vinegar, sometimes even fruit juice or minced vegetables.
You know - REAL INGREDIENTS.
When the meats are delicious by themselves, condiments are a decision, not a requirement.