NOW
Now
What's happening this week, in our own words. New entries when there's something to say.
STAY IN THE LOOP →Week of April 29, 2026
Site rebuilt for honest pace.
This week we audited the site honestly. Asked: would I come back to this? Would I want to stay? The answer was no. Site was technically functional but emotionally flat.
So we rewrote: hero captions, empty states, manifesto, modal thank-you. Added /welcome page. Added this page (/now). Added /store/vendors honest empty.
Site goes from "informed but cold" to "brand has personality and is honest about what's not ready yet." That's the goal.
Two pages still need work: cultural stories for catalog items (8 of 18, owner writing), and real maker partnerships (NYC/NJ outreach). Both organic, no rush.
Week of April 22, 2026
Strategic pivot — organic-first.
Removed press infrastructure. Removed fake counters, fake testimonials, fake vendor names. Removed Spring 2027 specific dates. Removed May 10 launch dates. Removed 9.7M streams claim.
The site got more honest. Some surfaces got thinner. That's the correct trade-off.
Press will come when there's substance to write about. Not before. Building substance.
Week of April 15, 2026
Built brand foundations.
Wrote /about/founding manifesto — what we believe, why this exists.
Wrote /about/cultural-standards — T1–T5 framework for who writes about which culture's food. Public, before any basket ships.
Set up community pages — three departments (dishes, OyVey, talent). All opening soon.
Catalog of 18 holiday foods from 15+ cultures. Real images, real holiday context. Real makers TBD.
Earlier
More entries appear here as the brand evolves. We update this manually, when there's something to say.