By Lorrie Baumann
Soom Foods really started with a question about why the tahini that Shelby Zitelman tasted in Israel was so much better than the tahini she’d tasted in the United States. Today, she and her two sisters are answering that question by bringing their own brand of tahini pressed and manufactured in Israel so that Americans can taste the difference for themselves.
Soom Foods offers two products to the American market. Its Tahini is the traditional paste made from roasted and pressed sesame seeds that’s one of the main ingredients in traditional hummus. Its Chocolate Tahini is a direct competitor with spreads made with cocoa and nut butter.
Zitelman is the oldest of three sisters, and she had the chance to taste the tahini that Israelis were eating when she went to Israel to visit her middle sister, who was living in Israel and dating a man who sold tahini. He introduced the product to her. “I had never had tahini quite like this,” she said. “I wanted to know why it was so good and why it tasted like peanut butter.”
She discovered that the tahini she was enjoying was made from a particular variety of white sesame seed grown in Ethiopia and processed in Israel. “Like coffee, the seeds can have a very different effect depending on the varietal,” she said. These particular seeds could be ground into a very smooth paste with no bitter flavor.
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Their two products are made and packaged in Israel from sesame sourced in Ethiopia. The tahini is then shipped from Israel to the U.S., where the company is headquartered in North Philadelphia. Soom Foods Tahini is sold in 11-ounce jars that retail for $6.99. As well as its use as a primary ingredient in hummus, it’s also used in marinades and in salad dressings. “It’s also appearing in baked goods as an alternative to nut butters,” Zitelman said. “Anywhere you’d see almond butter or peanut butter, you could consider tahini instead.”
That’s particularly true because sesame is both a drought-resistant crop that uses less water than almonds, and one of the best non-animal sources of protein, calcium and iron, she added. “In this world of being very sensitive to nut allergies, it can be a wonderful substitute for nut butters for allergy purposes as well as for flavor purposes.”
Soom Foods Chocolate Tahini is sold in a 12-ounce jar that retails for $8.99. Dairy-free, nut-free and with no added oils, it also has half the sugar of competing nut butter-chocolate spreads, according to Zitelman. “That’s a big selling point, especially for families with young kids and those who are concerned with sugar intake,” she said.
For more information, visit www.soomfoods.com.