Subaru and Trendy Food Trucks Drive Away Senior Hunger

(Also See Washington Times coverage of this event by clicking here.)

The holidays are traditionally the time when many select their favorite non-profit organizations to support. But how does a non-profit set themselves apart from other worthy causes during a time when organizations and individuals are streamlining their giving focus? One such organization, Meals-on-Wheels Greater San Diego, likes to think they set themselves apart—helping homebound seniors, coupled with trendy, out-of the box thinking and partnerships.

Every year, through a relationship with Meals on Wheels Association of America, Subaru “Shares the Love” by donating $250 for every car sold between November 19^th,, 2011, through January 3^rd, 2012, to one of five charities of the customer’s choice. Meals on Wheels agencies, who operate independently and are members of the association, vie for a portion of those accumulated funds through competing for grant dollars depicting collaborative awareness and activities. Meals-on-Wheels Greater San Diego decided to partner with a local Subaru dealership and host an event that featured the hottest trend sweeping across the country in the restaurant industry, gourmet foods trucks. Staging a “Food Truck War” with 23 gourmet food trucks on the Kearny Mesa Subaru’s dealership lot, gathered an upscale, tech-savvy, food-loving crowd, not only to partake in wonderful menu offerings, but to help support this worthwhile cause.

“The foodie crowd, that follows where these trucks will be stationed during the day via Twitter and Web site posts, can really relate to the fact that everyone deserves a good, satisfying meal delivered with a smile. It just made sense to have those who prepare gourmet meals on wheels support us”, said Debbie Case, President and CEO of the San Diego agency. “Yes, it’s a serious cause and concern, and even though we waged a friendly competition between the participants for “Top Truck” as voted by patrons, our seniors were the winners. Each truck also donated 20% of their day’s proceeds to help seniors in need.”

1^st Place Winner – New York on Rye

Even the pouring rain did not dampen the enthusiasm and spirit in the air for the San Diego Food Truck Wars. Four to five hundred San Diegans turned out to dine on the unique variety of food offered by trucks from all over the county. Although one winner, New York on Rye, was named, all the trucks, with their tasty and eclectic offerings, rallied for the cause. And, it should also be noted, the margin between 1, 2^nd and 3^rd place trucks was very slim, a testament to the great cuisine offered by all the participants.

“Top Truck”, created by co-partners Jay Margolin and Rich Huarte, participated in the event because, like many, they relate to the cause of helping seniors stay healthy and independent in their homes. In fact, Rich delivered meals for Meals-on-Wheels while in his twenties! “This is a fantastic cause we really believe in. Like us, everyone works hard to provide good food. Winning the “Top Truck” award is great, but supporting the cause is even better!” Rich, whose life-long vocation includes stints as an executive chef in four star venues across New York City, co-founded New York on Rye with friend Jay, a real estate and finance executive turned food entrepreneur. Their long-standing friendship and passion for food goes back to their early college days. Both considered concepts for a food truck for a while, but New York on Rye was eventually created because the two felt San Diego just didn’t do authentic New York deli right!

Truly adopting what the internet has to offer, the pairs’ initial market research helped select the menu offerings and image of New York on Rye that one sees today. Through crowd-sourcing on Facebook and Twitter, participants voted on logos and helped decide the truck’s final name. Forty to fifty people regularly participated in tastings that helped distill the menu down to the five or six premium items offered today, with their pastrami sandwich on rye as their signature menu item. And, the success of the truck that was launched just last May, speaks for itself. Avid fans follow daily tweets and dine at the various locations where New York on Rye parks, often cleaning the truck out of their tasty inventory.

Amongst the various trucks at the event serving exotic offerings such as pulled pork with cheddar on a glazed donut topped with powdered sugar (SlowCal BBQ Truck), a few patrons actually walked away feeling good about how much they ate! At the end of the day, when the last truck pulled up its awning and battened down its supplies, trucks that served their “meals on wheels” helped Meals on Wheels educate others on the serious challenge of senior hunger. “It’s not a mailer that beseeches donations with desperate pictures, or a telethon that interrupts your evening hours”, said Luanne Hinkle, Director of Development for Meals-on-Wheels San Diego. “ It’s a simple awareness campaign that appeals to the hearts (and stomachs) of those more fortunate. This fun event encourages community support for a cause that all can rally around and support…ending senior hunger. The new partnership with the food trucks, and ongoing partnership with organizations such as Subaru, shows how creative a community can be in helping others.” Planning for another food truck event is in the making for the Spring of 2012. “All the food trucks are committed and eager to participate in this next event” said Hinkle. “We are so pleased to be adopted by this great creative and enthusiastic group who has come together to help. After all, WE are Meals-on-Wheels…so no senior goes hungry.” http://newyorkonrye.com/ @NewYorkonRye

2^nd place winner – Slow Cal BBQ Truck

Some people just know what their calling is to be from a very early age. From the ripe old age of six, Chef “Boots” Johnson knew he wanted to be involved with food. And, so it has been for the past 20 years! Working with the likes of Bobby Flay in New York City’s Mesa Grill and Cheryl Smith from the Melting Pot on the Food Network, Boots has also partnered in various restaurant ventures in San Diego. However, for years, Boots felt he was squelching his creative juices. He yearned to have complete control to follow his vision, direction and messaging that fostered his edgy culinary perspective. Striking out with his brother Spike by his side, who has always supported his vision, just made good sense to Boots. Now, the team produces unique textures and layered flavors that delight the crowd of foodies throughout San Diego who regularly dine alfresco.

Loving the tangy, sweet and spicy combination of flavors, a BBQ focus just seemed to call to Boots. He began by creating sauces “to die-for” and selling his creations at local farmer’s markets. Finally, a friend believed so much in his talent he offered $10,000 to procure a food truck. Two weeks later, Slow-Cal BBQ Truck was born. The dishes that Slow-Cal serves today are a twist on the original Mississippi creations that Boots grew up with, mixed with unique flavor combinations gathered from his travels throughout Europe, Japan and India.

Signature dishes now include pulled pork that is smoked with oak and fired for nineteen hours until the meat literally falls apart with tenderness. And, to claim that Boots Johnson is a fan of cooking pork with passion is an understatement. In fact, he has several tattoos to reflect this zeal, including “tastes like bacon” inscribed on his chest, a wire wisk depicted on his back, and a pig cut chart on his forearm!

Central to Boots’ theme of BBQ and yet a bit unorthodox, is his latest creation: BBQ brusquest layered with cheddar cheese, hot BBQ sauce, and placed atop a glazed donut, heated and garnished with sweet powdered sugar. Another unique concept is his upcoming “happy bacon”, deep fried pork slices coated in tempura batter. These two are special creations, not to be confused with his delicious pulled pork sandwiches with cal slaw and dill cucumbers and beef brisket sliders garnished with BBQ sauce, horseradish cream and au jus. (If this doesn’t get your juices going, nothing will!)

No doubt the future holds great promise. Already planning their next step, the Brothers Johnson propose selling their unique sauces in specialty stores, and even expanding their own products to include new smoked meats and other novel BBQ creations. We say congrats to our 2^nd place San Diego Food Truck Wars winners. We look forward to more marvelous moo and outstanding oink! http://www.slowcalbbqtruck.com @SlowCalBBQ

3^rd place winner – Mangia Mangia Mobile

Marco Pavlinovic came to America nine years ago straight from Italy. In this short time he has accomplished great things, especially those of the tasty persuasion! Initially working as a waiter in many fine-dining restaurants (Ristorante Sante, La Strada, Pasquale on Prospect and Bice), Marco never gave up his passion and dream to create delicious food of his own. Always a friendly and welcoming host, Marko held many dinner parties in his home for friends who were always thrilled with his delicious Italian dishes. They encouraged him to keep trying to fulfill his dream of creating a successful Italian restaurant. He never lost hope that one day he would “make the impossible possible!”

Marko maintained a positive and resolute attitude. Fate may have been the extra incentive Marko needed when he lost his job due to the economic downturn. Marko saw that food trucks were becoming quite popular so he decided to open a food truck and make it “his own little restaurant on wheels.” And, almost overnight, the Mangia Mangia Mobile was born.

Certainly adding to the flavorful authentic Italian cuisine is Marko’s sweet and savory personality. He is a regular on the food truck scene and even serves 5 course meals to patrons outside trendy wine bars for a reasonable $20 a person (follow his schedule on www.mangiamangiamobile.com). Watch out world, Marko has ambitious and creative plans for the future, and we can’t wait to see what they are! @MangiaTruck

We thank all our participating trucks that mad this event a wonderful success!

(Web sites and Twitter addresses below)