šŗšø Unlike the legacy deli owners of the past, Evan Bloom, founder of
@wisesons , wasnāt raised behind the counter. The town where he grew up, an hour north of L.A., didnāt even have a deli.
For Evan, it all started in his 20ās with a trip to Katzās Deli on Manhattanās Lower East Side. After ordering a pastrami sandwich, he wanted his father, who only eats kosher meat, to experience it and thought that heād try to recreate Katzās pastrami for Fatherās Day.
āI tried to get kosher brisket and couldnāt find anything and I gave up,ā he says, but he decided to make pastrami anyway with his friend Leo Beckerman in a backyard smoker. And, what started as a small project, became an obsession with Jewish food that snowballed to include baking rye bread to go with the pastrami and making matzo ball soup.
Finally, in February 2011 they opened
@wisesons in San Francisco. Years later, his father still hasnāt tried the pastrami Evan set out to make for him. Fortunately, Evanās gone on to open three bagel shops, which his dad appreciates. āHeās a big smoked fish guy, so we keep him pretty happy,ā Evan says.
Find Evanās pastrami recipe and family story at the link in bio š
Photographer:
@davekatz
Food and prop stylist:
@miraevnine 
