New Yorkers can now order a Reuben with “meat” that is 100 percent plant based at Sarge’s Delicatessen & Diner in Murray Hill
A vegetarian-friendly Reuben. Photo: Courtesy of Sarge’s Deli “Plant-based” protein replacements are so common now that it’s a safe bet your favorite restaurant already sells imitation chicken wings and burgers “oozing” with beet juice. Even vegan pork is getting the steam treatment in dumpling houses.
Goldfarb was raised in southeast Florida as a “Seinfeld and bagels kind of Jew.” But a year in Israel after college made her think about interconnectedness and food choices, and when she saw an undercover factory-farming video ten years later, she decided to go vegan. By then, she was married with children and living in Los Angeles. She announced the change to her husband, who issued the challenge: “I’m in, if you make it extremely delicious and I don’t miss a beat.
Goldfarb’s eureka moment was when her father-in-law — “a big-time New Yorker and criticizer of the vegan lifestyle” — tried it and loved it. Last fall, Goldfarb also pitched her product on Shark Tank. Her episode aired on November 17, 2019, and secured a quarter-million-dollar investment from Mark Cuban. “Being on Shark Tank was like the final exam of my life,” she says.
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