The happy sign Edy’s Grocer has been flourishing in Brooklyn since 2020. And for good reason, this grocery store is the creation of a dynamic and inventive young Lebanese chef, Edouard Massih, better known by the first name Edy, who has managed to attract his customers thanks to his great energy and certain house specialties drawn from the know-how of his two “tétas”, Odette and Jacquot, and his native village of Enfé, before breathing his “zesty” breath into it.
From his grocery store with its cheerful colors and sunny products, to the writing of a culinary book entitled A celebration of Lebanese flavours and culture from Edy’Grocer : Keep it Zesty, All it took was one step and the same passion. Zesty “, is tangy and wild, a bit like his spicy and sparkling personality.
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Édouard Massih and his “dekkéné”, a bit of Lebanon in Brooklyn
During a casual conversation with Edouard Massih, about the recipes featured in his book and his inspirations, the one who appeared in the magazine’s list in 2022 Forbes among the 30 most influential and promising young people under 30 of the year explains: “This book is a modern twist on Lebanese cuisine. And because the latter requires many steps and takes time, I wanted to make it easier, faster, while keeping its delicious taste. We live in a modern world where, today, no one has the time that our Lebanese grandmothers had to cook all day long…”
“Sabaho” and “Kesak”, anthems in Lebanon
This book is for anyone who works and is looking to prepare a meal that is both tasty and quick. “With that in mind, my book offers many tips for preparation, freezing advice and ways to make cooking as seamless as possible. Of course, I delve deeply into Middle Eastern staples and how to substitute them if you can’t find them locally.”
It took her two and a half years to think, write, taste, photograph, edit and design the book. The hardest part was choosing which recipes to share, which she also had to test. “Everyone has their own way of cooking, and we all have different taste buds. So we had to make sure that each recipe and each detail made the reader want to cook at home.”
Edy Massih’s book is as “zesty” as he is! Photo from his Instagram account @edysgrocer
Edy’s Lebanese table is thus completely “set” over 245 pages through more than 115 recipes, all accompanied by mouth-watering photos – those of Lebanon are taken by Michèle Aoun – with emotional stops on her childhood, her career and her family. The choice of names for the chapters introducing the meal categories is also “zesty”. From ” They are there ” for breakfast, at ” Easy, breezy, lemon squeezy“, for the light evening meal, passing through ” Yalla bring your friends “, where the author shares meal ideas to make at home, ” From childhood memory » for traditional Lebanese dishes, or even « Hello, hello, for desserts obviously and finally, ” Cut “, to the health of Lebanon, with a preview of an ingenious ” Martini Wine ».
Dedicated to his grandfathers Edouard Hilal and Afif Massih, the author also explains in the introduction: “Cooking, for me, is above all having fun, using your spice cabinet and adding something special to a dish. Because, for me, it is an act of love. I also wanted, through the pages, to introduce the women who made me the person I am today, in and out of the kitchen. This book comes directly from my heart, from where every kitchen should come. So dive in, turn the pages, take notes, personalize, experiment, make mistakes and have fun.”
Edy’s delicious Osmalie. Photo from her book
Bringing the Lebanese Food Scene Back to New York
“Remember. I am not your Lebanese grandmother. I am Edy, so don’t be surprised if you stumble upon a little deviation from the classic dishes. And as Oprah Winfrey would say, “don’t forget to live the best part of your life,” the Lebanese man recommends to his readers. A fan of the high priestess of television, whom he would rush to watch on the small screen after school, the author devoted two pages to her. “She reminded me of the strong women who have marked my life and communicated to me the joy and hope that I needed.” “Everyone she interviewed opened my eyes to another world,” he says, recalling being struck by this advice: “Surround yourself only with people who always lift you higher.” He, the little boy from the coastal village of Enfé who loved the beach and the “ man’ouche ” in the morning found in these words an inspiration that has never left him since.
A Lebanese table full of colors and flavors. Photo taken from the book
Edy Massih, 29, was born in this seaside Lebanese village and grew up eating and cooking alongside his grandmothers Odette and Jacquot. Both passed down to him the secrets of preparing delicious Lebanese dishes, including how to roll balls of Labyrinth and dig by hand kibbés homemade. When he moved to the United States with his family at the age of ten, cooking quickly became his comfort and from the age of eighteen, this young man gradually built his career as a chef and caterer, specializing in the dishes of his native country.
“Every summer, in August, I close my grocery store for two weeks and come to visit my family and friends, and swim in Enfé. I take my chef Mila with me to introduce her to our food and culture. Because we are always looking for new things on the Lebanese culinary scene to bring back to New York,” confides the young man, still attached to his roots.
His future plans? “Maybe expand the store or offer a range of dips to sell in other establishments.” His latest twist on a Lebanese specialty? “My labneh mousse and my version of ashta ice cream.”
« A celebration of Lebanese flavours and culture from Edy’Grocer : Keep it Zesty ! » aux éditions HarperCollins en vente sur Amazon.
The cheerful Edy’s Grocer brand has been flourishing in Brooklyn since 2020. And for good reason, this grocery store is the creation of a dynamic and inventive young Lebanese chef, Edouard Massih, better known by the first name Edy, who has managed to attract his customers thanks to his great energy and certain house specialties drawn from the know-how of his two “tetas”, Odette and…
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