By Danit Schusterman
Photos: YS.Photos
Overlooking the lights of New York City in a dimly lit private event room at the Wolf and Lamb Steakhouse in midtown Manhattan, Shifra and Shloimy Klein welcomed what one would think were 50 of their closest friends to the launch of their newly launched app Fleishigs.
Sitting around the tables were influencers and publicists, such as Yoav Davis and Tal Gerber from @Tal_Gerber_Style, @Jews_of_NY and an account Manager at Davis Media, Chanie Apfelbaum from @BusyinBrooklyn, Danielle Renov of @peasloveandcarrots, Gitty Berger of @GittyBerger, Naomi from @Naomi_tgis, Avital Goldschmidt from The Forward with her husband; Raquel Shapiro, wife of singer Mordechai Shapiro, and Lisa Rozner, a reporter from CBS New York, just to name a few.
The evening opened with an interactive, ‘make your own steak tartare’, served with toasted baguettes, sliced radishes, ground mustard, capers, and radish sprouts- one of Fleishig magazine’s trademark dishes from one of their earlier issues. As we all got to work putting these delicious ingredients together, Shifra introduced their new app, Fleishigs.
“When we first began Fleishigs magazine, we wanted to keep it strictly to print,” said Shifra Klein. “We had no plans on making it digital in any way. As more issues came out, we saw that we were getting an overwhelming response from our readers asking for specific recipes from back issues that they no longer had. We realized that there was a need to provide our subscribers with the ability to access any of our recipes without having to search for the back issue of the magazine and have all these recipes in one place. Hence the development of Fleishigs, the app.”
The Fleishigs app is exclusive to all subscribers of Fleishig magazine. The app includes every recipe ever published in Fleishig magazine. You can search for a recipe by magazine issue, contributor, type of meal or specific ingredient. It also includes shopping lists for each recipe.
“What I love about this app,” says Naomi from @naomi_tgis, “is that you have every one of their recipes at your fingertips. It’s like going grocery shopping with all of your cookbooks, it’s just fantastic.”
Chanie Apfelbaum from @busyinbrooklyn adds, “the Fleishig magazine is a gorgeous magazine, it’s a keepsake, it is coffee table worthy. I don’t want to ruin any of the issues by having to use it in the kitchen for the recipes. Having all the recipes on one app is brilliant.”
“Right?” adds Gitty Berger of @Gittyberger, “it is such a gorgeous magazine and I hate having to doggy-ear the pages of the recipes I want to make, or take photos of the page with the recipe I need only to have to go searching for it amongst all my photos.”
“Every single recipe in Fleishigs magazine, and now on the app, is at the highest level. It is truly inspiring. Food evokes memories,” says Danielle Renov of @peasloveandcarrots, “We eat food and the flavors can take us back to the place where we first tasted it. This app can now help us recreate those memories. The recipes are right at our fingertips. No need to go searching for back issues or that one specific issue we can’t seem to find.”
Elisheva Taitz, editor of Fleishigs magazine, said it was so fascinating to see how this whole process has grown. Shifra and Shloimy are constantly trying to outdo themselves from one issue to the next and you can see it. Schneur Menaker, who is the editorial photographer of Fleishigs, added how great it is to work with Shifra and Shloimy. It is like a tight knit family and everyone gives 100% of what they each have to offer.
Yoav Davis, founder of @Jews_of_NY says the success of this magazine and the new app is definitely due to the people behind it. Shifra and Shloimy are such great examples of Jews who are so strong in their own faith yet are so loving and accepting of all other types of Jews. They are welcoming to everyone and really show their love and warmth and this translates into the magazine. They bring out the best in each other and in turn you see this in the magazine. Yoav runs Davis Media and works with hundreds of professional chefs. He says that what Shloimy and Shifra have done with kosher food at this level of style is top notch.
Of course, to add that personal touch, every guest was given a gift bag at the end of the evening which included a bottle of Misceo coffee liqueur, a can of Bartenura Rose wine, Gaia artisanal coffee rub, Tuscanini Cauliflower Gnocchi, and a custom Fleishigs coffee mug with a few other goodies.
“This magazine and our new app would not be what it is without Shifra,” says Shloimy. “Every person who comes to these events is a friend. We have direct relationships with each and every one. They gave us a platform as we were growing and now we are so happy to be able to reciprocate.”
Shifra adds how much she loves being able to celebrate people and stories that most magazines don’t necessarily celebrate. They publish 11 issues of Fleishigs a year including Yom Tov issues, dinner issues, restaurant issues, travel issues and chef issues, just to name a few. And now subscribers have access to every single recipe ever published at their fingertips with the new app. Get ready for some fun.
DOWNLOAD:
App Store
Google Play
