Chef Joshua Weissman’s potato salad pictured in the cookbook “Texture Over Taste.” Courtesy: Joshua Weissman

By Allison Teegardin 

In March, cookbook author and chef Joshua Weissman and CEO of Sommersa, Giacomo Zacchia discussed the future of food media on a SXSW panel moderated by Eater Austin Editor Nadia Chaudhury. “The way we consume media is different,” Chaudhury said. “We’ve gone from Gourmet [Magazine] … to Food Network and celebrity chefs … to YouTube and TikTok, with anyone doing whatever they want.” While media types and engagement have certainly changed and will likely continue to transform, one thing remains timeless; food builds connections. 

Weissman, who began cooking professionally at age 16, is the author of two New York Times bestselling cookbooks, “An Unapologetic Cookbook” and “Texture Over Taste.” He also has one of the largest YouTube cooking show’s with more than 9 million subscribers and attracting approximately 45 million views each month. Weissman’s on-demand content is also available on other social media platforms such as Instagram and TikTok. A longtime fan and viewer of food content, Weissman says he consumed and watched the food media industry shape over time. 

“I have consumed and watched the industry shape over time. Food media was once primarily magazines, food blogs and Food Network. Food media today is primarily digital,” said Weissman. 

The panelists both agreed when creating food content, brands should be paying attention to the audience and deeply researching the people they want to work with. “People care about this, they have a strong emotional attachment to cooking, so respect them,” Weissman said. 

The session concluded with an audience Q&A and left the audience hungry for more. 

Reprinted by permission is a potato salad recipe from Weissman’s latest cookbook and it is just in time for summer picnics! 

The Perfect Potato Salad 

By Joshua Weissman 

Can potato salad really be perfect? Obviously, what you deem perfect depends on your personal preferences. But when you try this, there will simply be no denying that it holds a perfectly balanced creaminess, thanks to the sauce that surrounds it and the perfectly cooked potatoes. 

Ingredients 

Kosher salt, plus more to taste 

3 lb (1.4kg) small Yukon Gold potatoes 

¾ cup (175g) mayonnaise 

¼ cup (60g) crème fraîche 

1 tbsp (15g) Dijon mustard 

1 tsp (5ml) Worcestershire sauce 

2 tbsp (30ml) freshly squeezed lemon juice 

1 tbsp (15ml) dill pickle juice 

1 shallot, finely chopped 

1 dill pickle, finely chopped 

2 garlic cloves, grated 

2 ½ tbsp (10g) finely chopped parsley, plus more for garnish 

2 tbsp (6g) finely chopped dill, plus more for garnish 

Freshly ground black pepper, to taste 

Fried shallots or fried onions (optional) 

Directions 

1. In a large pot of water salted with kosher salt over medium-high heat, boil the Yukon Gold potatoes for 20 to 25 minutes, or until they’re tender and can be easily pierced with a fork. (Note the time will increase or decrease depending on the size of the potatoes.) Drain and let stand at room temperature until cool enough to handle.  

1. Use a paring or petty knife to carefully peel the potatoes. Cool in the fridge for at least 10 minutes or until completely cold.  

1. In a large bowl, whisk together the mayonnaise, crème fraîche, Dijon mustard, Worcestershire sauce, lemon juice, dill pickle juice, shallot, dill pickle, garlic, parsley and dill. Taste and season with salt and black pepper as needed.  

1. Cut the potatoes into bite-sized chunks. Add to the mayo mixture. Season lightly with additional salt and then gently fold together until everything is thoroughly and evenly coated with the mayo mixture.  

1. Serve in a nice serving bowl or on a serving  

Jessica Yellin and Julie Smolyansky at SXSW 2023. Credit: Allison Teegardin

By Allison Teegardin 

On Sunday, March 12, 2023, in a ballroom at the Austin Marriott Downtown, two accomplished Jewish women sat in conversation for a SXSW session. The CEO of Lifeway Foods Julie Smolyansky and journalist and former Chief White House Correspondent, Jessica Yellin, captured the audience’s attention with their knowledge and authenticity. As many of the sessions are following this year at SXSW, it all began with a story.  

At the age of 27, Smolyansky “devastatingly” became the CEO of the family company Lifeway Foods, when her father, Michael unexpectedly passed away from a heart attack at the age of 55. Overnight, she became the youngest female CEO of a publicly held company. She recalls being told to sell off the company because there was no way she could run it. Instead, she assumed the massive responsibility, got to work and today, the company is thriving with a reported $130 million in sales last year. When Smolyansky became CEO, the company had been in business for 11 years. However, the story begins two thousand years earlier.  

In 1976, Smolyansky’s parents immigrated with her from the former Soviet Union to the U.S. with the help of the Hebrew Immigrant Aid Society (HIAS) when she was one year old. The Smolyansky’s were the first of 48 families who settled in the Chicago, Illinois area at that time. Having only $116 in their pockets when they came to the U.S., the Smolyansky’s worked strenuously to build their new life. Michael, a trained mechanical engineer, worked as a draftsman at an engineering firm and Smolyansky’s mother, Ludmila, opened Chicago’s first Russian delicatessen within less than two years of arriving.  

Smolyansky recalls her mother being in awe of all the food in America but disappointed that none were representative of home. A true pioneer, Ludmila began importing Eastern European foods and became the “go to” spot for new immigrants to find food as well as information on how to settle. Yet amidst all the success, one particularly important thing was missing from the refrigerator – kefir. 

Lifeway Foods manufactures and sells an ancient Slavic superfood known as kefir. In fact, it was the first company to bring the product to North America. This cool, tart, creamy drinkable beverage is made with milk and fermented, resulting in billions of beneficial probiotics. Kefir is made by starting with kefir grains which are clusters of beneficial bacteria and yeast. The grains are then added to milk and a natural fermentation process occurs. During this process, milk’s lactose breaks down and becomes lactic acid, giving it the iconic tart taste. 

The drink is credited with many health benefits and even increasing longevity. In her cookbook, “The Kefir Cookbook,” Smolyansky writes, “These grains date back two thousand years to the Caucasus Mountains of Europe, where my family’s ancestors enjoyed superior health and longer lives thanks to their fermented drink of choice-many of today’s residents achieve centenarian status, living past one hundred years old.” It is even believed that Cleopatra bathed in kefir. 

Flash forward to the 1980s when Michael began making kefir in the basement of their home. He had secured the kefir grains and was trying to get the recipe exactly right. Smolyansky recalls having to taste every single batch, some not as good as others. Yellin herself recalls trying the drink for the first time when she was a child. Once the recipe was perfect, Lifeway Foods launched in 1986 with a single product, plain kefir. Two years later, the company went public. Today, the company has expanded flavors to include everything from strawberry to birthday cake to non-dairy oat varieties. With the vision of creating a healthy product that helps people, Lifeway Foods is also conscientious about its manufacturing impact on the planet. Smolyansky shared details of the company’s commitment to operating carbon-neutral and sourcing milk from local farmers. 

The conversation progressed from the history of the company to the health benefits of the product and ended on an emotional note.  

As a Ukrainian refugee, Smolyansky opened up about the impacts of the war in Ukraine, saying, “My father’s worst nightmares are coming true there. This is why we left.” Recently, Smolyansky sponsored her cousin and her family to come to America, sharing that they didn’t have passports at the onset of the war. They love their country, never wanted to leave and thought this would be over in a few days. A year later, the war continues. Holding back tears, Smolyansky said she plans to construct a plaque with all the names of the children who have died because of the tragedy and will make them all Honorary CEOs of Lifeway Foods.  

So, what does this philanthropic, successful Jewish female CEO have to say to others who are building their own companies and careers? “Never give up. Believe in yourself. Always put on your oxygen mask first and take care of yourself. Lean into what you are good at and hire for what you don’t know.”  

The session concluded with an audience Q&A and photo opportunity with the speakers.