- To protect the citizens of New York and deli fans everywhere from waterlogged, flavorless, less than vibrant deli products.
- To restore the grandeur of New York’s traditional and ethnic deli specialties that have crossed over into the mainstream – but somehow lost their soul along the way. These once great treats have become all but unrecognizable through assimilation and commercialization.
It’s not easy. But somebody had to step up and save these treasures – and we recognized our calling.