Ghetto Gastro
Ghetto Gastro is a Black-owned culinary brand founded in 2012 in the Bronx that manufactures and sells plant-based pancake mixes, toaster pastries, and syrups direct-to-consumer via Shopify, alongside the cookbook Black Power Kitchen, targeting health-conscious and Black diaspora consumers through content-driven distribution.
- Company typePrivate
- Founded2012
- HeadquartersBronx, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Ghetto Gastro does
Ghetto Gastro is a privately held, Black-owned culinary brand founded in 2012 in the Bronx, New York, by Jon Gray, Pierre Serrao, and Lester Walker. The company manufactures and distributes a curated portfolio of plant-based food products — including pancake and waffle mixes (Original, Sweet Potato, Strawberry), Peanut Butter and Jelly toaster pastries, and specialty syrups (Maple Cider, Spicy Maple) — plus the cookbook "Black Power Kitchen." Products are formulated non-GMO, with organic roots and grains, and no artificial additives or preservatives. The company's go-to-market is anchored in direct-to-consumer e-commerce via a Shopify storefront supplemented by wholesale to specialty retailers and a network of Black-owned bookstores; food products were sold at Target until November 2024, when the company voluntarily discontinued that channel. The firm pairs product sales with a content and media platform — GGTV (YouTube), a Substack newsletter ("The Stack"), Instagram, and TikTok — collectively reaching 100K+ followers and used to drive top-of-funnel brand engagement and storytelling. Operating geographies are US-only with no international shipping. Revenue is not publicly disclosed; no institutional capital of meaningful size is documented. Workforce is approximately 11-50, with a small operational footprint consistent with an early-to-mid-stage DTC CPG brand.
Ghetto Gastro firmographics
Firmographics- Name
- Ghetto Gastro
- Legal name
- Ghetto Gastro
- Website
- https://ghettogastro.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Ghetto Gastro is a Black-owned culinary brand founded in 2012 in the Bronx that manufactures and sells plant-based pancake mixes, toaster pastries, and syrups direct-to-consumer via Shopify, alongside the cookbook Black Power Kitchen, targeting health-conscious and Black diaspora consumers through content-driven distribution.
- Ownership category
- akta.pro rank
Ghetto Gastro industry classification
Industry- Product category
- Specialty Packaged Foods
- NAICS
- Sugar and Confectionery Product Manufacturing (3113), Cookie, Cracker, and Pasta Manufacturing (31182)
- SIC
- Bakery Products (2050), Sugar & Confectionery Products (2060)
- akta.pro primary industry
- Sweetener Syrups & Blends (HFCS, cane/invert, agave, maple blends) (AFAFAGAF)
- akta.pro secondary industry
- Refrigerated Dough & Batters (Biscuits, Cookie Dough, Pie Crust) (CRADACAI)
Keywords
Where Ghetto Gastro is headquartered
LocationHeadquarters
- HQ city
- Bronx
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Ghetto Gastro business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Direct Product Sales: E-commerce sales of plant-based food products including pancake/waffle mixes (Original, Strawberry, Sweet Potato), toaster pastries (Peanut Butter and Jelly), and syrups (Maple Cider, Spicy Maple). Revenue generated through Shopify-powered direct-to-consumer online store.
- Cookbook Sales: Sales of 'Black Power Kitchen' cookbook ($40), a celebration of Black culture with 75 recipes, photographs, and thought-provoking contributions. Sold through bookstores, Amazon, Barnes & Noble, Target, Williams Sonoma, and Black-owned retailers.
- Wholesale Distribution: Wholesale inquiries accepted for retailers. Previously sold products through Target but discontinued food products in late 2024. Contact via [email protected] for wholesale inquiries.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Maple Cider Syrup 2-Pack |
| Unit Pricing | Pay-as-you-go | Spicy Maple Syrup 2-Pack |
| Unit Pricing | Pay-as-you-go | Maple Syrup Variety 2-Pack |
| Unit Pricing | Pay-as-you-go | Original Pancake and Waffle Mix 3-Pack |
| Unit Pricing | Pay-as-you-go | Pancake and Waffle Mix Variety 3-Pack |
| Unit Pricing | Pay-as-you-go | Sweet Potato Pancake and Waffle Mix 3-Pack |
| Unit Pricing | Pay-as-you-go | Strawberry Pancake and Waffle Mix 3-Pack |
| Unit Pricing | Pay-as-you-go | Peanut Butter and Jelly Toaster Pastries 6-Pack |
| Unit Pricing | Pay-as-you-go | Black Power Kitchen Cookbook |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
Ghetto Gastro product offering
Product offeringCore offering
Ghetto Gastro manufactures and sells a plant-based packaged food line including pancake and waffle mixes (Original, Sweet Potato, Strawberry), peanut butter and jelly toaster pastries, and specialty maple syrups (Maple Cider, Spicy Maple) directly to consumers via its Shopify website. The company also publishes the Black Power Kitchen cookbook and produces the GGTV YouTube media platform featuring food, restaurant, and cultural storytelling content.
Product overview
Ghetto Gastro is a Black-owned culinary brand offering a portfolio of food products centered around plant-based, better-for-you ingredients. The product line consists of pancake and waffle mixes (Original, Strawberry, and Sweet Potato varieties), toaster pastries (Peanut Butter and Jelly), and specialty syrups (Maple Cider and Spicy Maple). Additionally, the company publishes the cookbook Black Power Kitchen. All food products are vegan, made with organic roots and grains, non-GMO, and contain no artificial additives or preservatives. The company sells directly through its Shopify-powered e-commerce platform.
Differentiator
Problem solved
Functional benefit
Products and services
- Maple Cider Syrup 2-Pack Two 500ml bottles of syrup combining organic dark maple syrup and apple cider syrup, made with sustainable and organic methods via a forestry initiative in Upstate NY. Sold directly to consumers for use on pancakes, waffles, ice cream, and in cooking.
- Spicy Maple Syrup 2-Pack Two-bottle pack of organic dark maple syrup infused with a custom blend of Scotch Bonnet, Smoked Habanero, and African Piri Piri peppers. Marketed as a sweet-heat syrup for pancakes, waffles, and savory applications; sold directly to consumers.
- Maple Syrup Variety 2-Pack Bundle containing one Maple Cider Syrup and one Spicy Maple Syrup, designed for pancakes, waffles, ice cream, tea, coffee, and as a base for salad dressings and sauces. Sold direct-to-consumer.
- Original Pancake and Waffle Mix 3-Pack Three-pack of premium pancake and waffle mix made from a custom blend of wheat, amaranth, and sorghum flours sweetened with coconut sugar (4g sugar per serving), designed to produce a crisp and sturdy texture. Sold directly to consumers.
- Pancake and Waffle Mix Variety 3-Pack Three-pack variety bundle containing one Original, one Sweet Potato, and one Strawberry Pancake and Waffle Mix. Sold direct-to-consumer as a bundled sampler.
- Sweet Potato Pancake and Waffle Mix 3-Pack Three-pack of pancake and waffle mix made with real sweet potato, offering a sweet profile with earthy notes and a good source of fiber. Sold direct-to-consumer.
- Strawberry Pancake and Waffle Mix 3-Pack Three-pack of berry-forward pancake and waffle mix made with real freeze-dried strawberry powder and hibiscus, sweetened with coconut sugar (5g sugar per serving). Non-GMO with real strawberry in eco-friendly resealable packaging; sold direct-to-consumer.
- Peanut Butter and Jelly Toaster Pastries 6-Pack Six-pack (four individually wrapped toaster pastries per box) of plant-based toaster pastries with mixed berry filling in a peanut butter crust. Made with whole grains, real fruits, non-GMO, no preservatives or food coloring; 2g protein per pastry. Marketed as a convenient, travel-ready snack for kids and adults.
- Black Power Kitchen Cookbook A 75-recipe, 150+ photograph cookbook celebrating Black culture and food heritage, published by Artisan Books and written by the three co-founders with James Beard Award-winning writer Osayi Endolyn. Sold direct-to-consumer and through major retailers and Black-owned bookstores for $40.
Quantifiable outcome
- Successfully launched cookbook Black Power Kitchen
- +2 more outcomes
Companies that use Ghetto Gastro
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles2 records
Ghetto Gastro technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Ghetto Gastro partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor and core.
- TargetminorTarget was a retail distribution partner for Ghetto Gastro's food products (toaster pastries and waffle mixes). The partnership was discontinued in November 2024 when Ghetto Gastro informed Target they were stopping food product sales. The cookbook and appliances remain listed at Target.
- ShopifycoreShopify powers Ghetto Gastro's e-commerce platform (ghettogastro.com), enabling online product sales and order management. Shopify Inc. provides the online e-commerce platform that allows them to sell products and services to customers.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Ghetto Gastro competitors and assessment
Company assessmentDirect peers
- Simple Mills: Simple Mills is a plant-based, better-for-you CPG brand selling crackers, cookies, and baking mixes through D2C and retail. Comparable in ingredient philosophy (almond flour, no additives), D2C-first model, and wellness-oriented brand positioning.
- Partake Foods: Partake Foods is a Black-owned, allergen-free, plant-based cookie and baked-goods brand with a strong D2C and cultural-identity positioning. Closely comparable in founder-driven, mission-led, plant-based baked goods positioning with similar consumer base.
- Banza: Banza is a chickpea-pasta and better-for-you food brand built on a single differentiated ingredient story. Comparable in D2C-first better-for-you positioning with strong brand-driven marketing and retail expansion.
- Bobo's: Bobo's makes oat-based baked goods and bars with a focus on whole-food, plant-based ingredients distributed through D2C and retail. Comparable in shelf-stable baked goods category, ingredient philosophy, and D2C-plus-natural-channel distribution.
- Birch Benders: Birch Benders is a direct competitor in the pancake and waffle mix category with a D2C-first, better-for-you positioning. Highly comparable product line (pancake/waffle mixes, toaster pastries) and overlapping target consumer of health-conscious, culturally-engaged buyers.
- Magic Spoon: Magic Spoon is a better-for-you breakfast brand (cereal) that built a D2C cult following through social media and content marketing. Comparable in targeting the same better-for-you, design-conscious breakfast consumer with plant-based positioning.
- Siete Foods: Siete Foods is a grain-free, better-for-you Mexican-American food brand (tortillas, chips, cookies) that scaled via D2C and natural retail. Comparable in plant-based, culturally-rooted CPG positioning with D2C-led go-to-market that scaled to mass retail.
Emerging players
- Diaspora Co. Diaspora Co. is a mission-driven spice and food brand built around South Asian cultural heritage and direct-trade sourcing. Comparable in founder-led, cultural-identity-anchored brand storytelling, premium D2C positioning, and community-rooted mission.
- Golde: Golde is a Black-founded superfood and turmeric-mix brand targeting wellness-conscious consumers with strong cultural branding. Comparable in Black-owned, plant-based, founder-led brand positioning with D2C-first growth and content-driven marketing.
- Mamma Chia: Mamma Chia is a plant-based, chia-based food and beverage brand with organic, sustainable positioning. Comparable in better-for-you, plant-based ingredient philosophy and multi-category (food + beverage) brand portfolio.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Ghetto Gastro social profiles
Digital presenceGhetto Gastro financial estimates
Financial estimateRevenue estimate
Valuation estimate
Ghetto Gastro leadership team
Management profileNumber of profiles
Profiles3 records
Ghetto Gastro funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Ghetto Gastro M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Ghetto Gastro
What does Ghetto Gastro do?
Ghetto Gastro manufactures and sells a plant-based packaged food line including pancake and waffle mixes (Original, Sweet Potato, Strawberry), peanut butter and jelly toaster pastries, and specialty maple syrups (Maple Cider, Spicy Maple) directly to consumers via its Shopify website. The company also publishes the Black Power Kitchen cookbook and produces the GGTV YouTube media platform featuring food, restaurant, and cultural storytelling content.
Is Ghetto Gastro a public or private company?
Ghetto Gastro is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Ghetto Gastro founded?
Ghetto Gastro was founded in 2012. It employs 11 to 50 people.
Where is Ghetto Gastro based?
Ghetto Gastro is headquartered in Bronx, United States, in the North America region.
How does Ghetto Gastro make money?
Three revenue lines are on record. Direct Product Sales are the primary driver. The others are cookbook Sales and wholesale Distribution.
Who are Ghetto Gastro's main competitors?
Direct peers on record are Simple Mills, Partake Foods, Banza, Bobo's, Birch Benders, Magic Spoon and Siete Foods. Emerging players are Diaspora Co., Golde and Mamma Chia.
Does Ghetto Gastro have an API?
No public API is recorded for Ghetto Gastro.
What industry is Ghetto Gastro in?
Ghetto Gastro's product category is Specialty Packaged Foods. Its primary akta.pro industry code is AFAFAGAF, Sweetener Syrups & Blends (HFCS, cane/invert, agave, maple blends), with a secondary code of CRADACAI, Refrigerated Dough & Batters (Biscuits, Cookie Dough, Pie Crust). Its NAICS code is 3113 and its SIC code is 2050.