THE NOOISH JOURNEY
MAY 2020
Sarah is a producer on the Great Big Jewish Food Fest. She sees the effects that food, diverse stories and programming can have in revitalizing today’s modern Jewish community.
JUNE 2020
Sarah takes cues from other cultural food revolutions that are sharing modern and accessible ways to experience and share their cultures with a mass audience. She wants to do the same for Jewish food and her community.
APRIL 2022
Using her years of industry expertise and what-not-to-do knowhow, she has her Eureka moment with an ingenious idea for a shelf stable, beloved mass market product with a long shelf life.
JUNE 2022
Sarah goes on a trip to Israel with other food industry leaders and once again sees the need for a brand like this.
DECEMBER 2022
Sarah’s cousin freeze dries first matzo ball, and while not perfect, a glimmer of hope for whats to come. She gets the courage to make her dream a reality.
January 2023-December 2023
She starts to develop the product and brand with late nights in the kitchen and use of her vast network and all of her industry resources, bartering professional expertise in exchange for freeze dryers, commercialization services, recipe development, market research, and more.
January 2024
She onboards Nihilo as AOR - awaiting fresh branding. She starts working with American Egg Board’s Eggcelerator giving her access to Culinex's resources to maximize production efficiencies, costs, and dial in the recipe.
March 2024
Sarah co-hosts a Shabbat dinner for the ages at Expo West and soft debuts NOOISH, getting crucial feedback and support from all the attendees.