Persians Break the Fancy Food Barrier

I spent several hours at the Fancy Food Show this week -- there's nothing like walking the Moscone floor, going from caramels to cheese to chips and back again to test the fortitude of one's stomach. Personally, I have a limited daily tolerance, and I really have respect for the food buyers who do this three times a year, three days at a time... not to mention all the off-site tastings and events they attend.

But the real point of this post is this: Mashti Malone, makers of the Persian ice creams I grew up eating, the people who brought a taste of Tehran summers to Tehrangeles... well, they're all grown up and going Whole Foods on us.

I'm thrilled. Really. I love seeing my ham-vatan, my countrymen, attaining success. But my first question of Mashti Shirvani, the president of Mashti Malone was: "are you changing the packaging for the Persian markets, too?!?"  Because that ubiquitous clear plastic tub with its pink and blue "Fingilishi" (Farsi-English hybrid, the national language of Tehrangeles) speaks volumes.

It's the one food all Persian kids like, whether or not they speak Farsi. At Charshambeh Soori celebrations all across California, everyone walks around with "bastani" -- rosewater & pistachio ice cream -- sandwiched between two crispy wafers... the Persian ice cream sandwich.

On hot summer days, many of us crave "faloodeh" with a vengeance. This icy rosewater sorbet is threaded througout with rice flour "noodles", providing a gentle crunch and textural interest. Drizzled with sour cherry syrup and/or lemon juice, there are few things as refreshing.

Mashti has brought a taste of Tehran home to us. His ice creams are so true to what one gets in Iran. The cream-based flavors are dense, not like the over-whipped, fluffy ice creams so often favored by American palates, down to the chunks of frozen cream in the rosewater ice cream. All of the flavors are strong, like those you'd find a local San Francisco favorite, Bombay.

I'm thrilled to hear that Mashti Malone will soon be available in Whole Foods, as well as other national outlets, in their new standardized sizes (pint and half-gallon). Meanwhile, they will ship anywhere in the US, and I encourage you to give these heavenly flavors a taste.

Technorati Tags: Food | Food & Drink | Ice Cream | San Francisco | LA | Iran

Comments

[Amy]

Great post! Your Persian food posts always satisfy. It was fun "walking the floor" with you. I too am recovering today from too much of everything...

[Brett]

I want a bastani sandwich NOW! Sounds delicious.

At all Gujarati weddings I've been to (including ours!), a version of falooda was served (I didn't realize it originated in Persia - more Mughal influence). The way falooda is served at these functions, it resembles a drink more than a sorbet. There's generally a choice of flavors, but N always goes for the one with rosewater syrup and, I believe, pistachio kulfi (dense Indian ice cream). And lots of little noodles. Now that I think about it, it's a lot like those tapioca "bubble tea" drinks, with little rice noodles replacing the tapioca pearls.

[Jaleh]

Fatti Joonam,
I am proud of you and I love you.
Thanks for taking me back home and putting the wonderful taste of bastani in my mounth.

[Fatemeh]

Thanks, Amy. You are an absolute CHAMP on the floor -- you work it like a food rockstar.

Brett, do you guys go to Bombay often? We'll have to do that in the summer. C's never been, and I think he'll get a great kick out of it.

Mom, I was SO thrilled to see them at the show. He's such a gentle, sweet guy. If you've never been to the shop, we'll have to go when I'm in LA next.

[David]

They sound like lovely ice creams and sorbets. And your descriptions show much love (and how much you miss!) these desserts.

[Kathy Fitz]

RE: Fancy Food Show

As a big fan of Persian food, Mashti's booth is a must stop for me. I am thrilled, that we don't have to wait until next January to get a taste of those incredibly delicious creations.
Best,
KF

[Shuna]

Fatemeh!

These are so up my alley! I'm not a big fan of WF but I will go just for this indeed!

Your post reminds me a bit of my own childhood ice cream memories. Mine were very much the Eddy Murphy rendition of his hysterical ice cream truck skit. The last time I was in NYC in the summer I treated myself to basic Good Humor bars almost everyday! Not the best ice cream, but it satisfied that taste memory...

[Melissa]

If you are planning an ice cream outing to Bombay, I am inviting myself along for some cardamom. That is all.

[Fatemeh]

Melissa - perhaps that'll be the next blogger outing? A taco crawl in the Mission followed by dessert at Bombay and Mitchell's??

Shuna - I LOVED the Good Humor man. The clanging of the truck has no rival, really, in a child's heart.

Kathy - You can get Mashti's at Persian markets for now. They'll be in Whole Foods come May, I believe. Incidentally, I used the Fennel-Saffron salt in an onion confit last night. Oh. My. Word.

DL - Yea, but I bet they don't got nuthin' on Berthillon.

[Jake Kozol]

I've gotta try this now that you've blogged it, and I can't wait until May for it to show up in Whole Foods.

Where's a Persian market in the area that carries the Mashti Malone line?

[Jake Kozol]

I'll answer my own question for those others who might be interested. I called Mashti Shirvani to find out.

Hatam / 415-454-8888
1115 3rd St, San Rafael

Zand Market / 510-528-7027
1401 Solano Ave, Albany

Elmwood Market / 510-883-0870
2944 College Ave, Berkeley

Rose Int'l Market / 650-960-1900
1060 Castro St, Mountain View