New York Shuk

What New York Shuk does

New York Shuk is a privately held, Brooklyn-based artisan food company founded in 2013 by Ron and Leetal Arazi that produces handcrafted Middle Eastern pantry staples, including harissa condiments, preserved lemon paste, za'atar and other spice blends, matbucha, BBQ sauces, and complementary kitchen tools such as a couscous kit and Moroccan tea set. The company manufactures in small batches (no more than 100 harissa jars per run) using traditional techniques including hand-cranked food mill processing and 2-4 month lacto-fermentation of organic non-waxed lemons from Sespe Creek Farm, with chili peppers sourced from Sichler Farms Produce.

The business operates a dual-channel go-to-market: direct-to-consumer e-commerce through nyshuk.com, supported by a recipe journal, newsletter, Instagram, and in-person cooking classes and events; and wholesale distribution through Target, Whole Foods Market, The Fresh Market, Wegmans, Sprouts Fresh Market, and Instacart. Pricing spans $8.95 spices to $169 pantry bundles, with bundle savings up to 22% and gift cards from $50. A notable strategic relationship is the exclusive co-development partnership with CAVA for a Preserved Lemon Vinaigrette used in CAVA's Preserved Lemon Chicken bowl, alongside collaborations with Hayden Flour Mills (crackers), Fan-Fan Doughnuts, and Naya.

The company is founder-led, operates with 1-10 employees, and has not raised institutional funding or completed any disclosed M&A. Its customer base spans home cooks and food enthusiasts (primary), specialty retailers, and foodservice partners, supported by extensive earned media (Forbes, Bon Appetit, NYT, Food & Wine, Martha Stewart, Time Magazine, Eater) and a co-branded presence in Chrissy Teigen's Cravings cookbook.

Name

New York Shuk

Legal name

New York Shuk

Website

https://nyshuk.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

New York Shuk is a Brooklyn-based, founder-led artisan food company founded in 2013 by Ron and Leetal Arazi that produces small-batch Middle Eastern pantry staples, including harissa, preserved lemon paste, matbucha, spice blends, and BBQ sauces, selling through DTC e-commerce, national grocery chains, and an exclusive CAVA foodservice partnership.

Ownership category

akta.pro rank

Product category

Artisan Middle Eastern Condiments and Spices

NAICS

Specialty Food Retailers (4452), All Other Specialty Food Retailers (445298), Other Specialty Food Retailers (44529)

SIC

Food And Kindred Products (2000), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Halal & Middle Eastern Grocery Stores (CRAHAFAC)

akta.pro secondary industry

Shelf-Stable Pantry Staples (Grains, Pasta, Rice, Beans, Canned Foods) (CRADAAAA)

Keywords

• Middle eastern condiments
• Harissa spice blends
• Preserved lemon paste
• Artisan pantry staples
• Mediterranean barbecue sauces

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer online sales through the company website (nyshuk.com/shop) featuring individual products, bundles, and gift sets. Customers can purchase spices, sauces, condiments, and specialty items with shipping across the USA.
2. Wholesale Distribution: Wholesale distribution to specialty food retailers including Target, Whole Foods Market, The Fresh Market, Wegmans, and Sprouts Fresh Market. Products also distributed through Instacart marketplace.
3. Classes & Events: Revenue generated from in-person cooking classes, pop-up dinners, and cultural events. Classes cover Middle Eastern cooking techniques, traditional food preparation, and cultural education.

Pricing tiers

Go-to-market motion2 records

Distribution channels8 records

Marketing channels5 records

Core offering

New York Shuk manufactures and sells a curated line of small-batch, handcrafted Middle Eastern pantry staples, including harissa condiments, preserved lemon paste, matbucha, an eight-spice Middle Eastern spice collection, and three barbecue sauces. The company distributes its products to U.S. consumers through its own e-commerce site, national specialty grocery chains (Target, Whole Foods, Fresh Market, Wegmans, Sprouts), and Instacart, with supplementary revenue from in-person cooking classes and pop-up events.

Product overview

New York Shuk is a Brooklyn-based maker of handcrafted Middle Eastern pantry staples, offering a diversified portfolio of condiments, spices, and culinary tools. The core product lines include: The Harissa Collection (Signature Harissa, Harissa with Preserved Lemon, and dry harissa spice blends including Herby, Rosey, and Fiery varieties); The Middle Eastern Spice Collection (Za'atar, Shawarma, Baharat, Ras El Hanout, Sumac, Hawaij, and Kafe Hawaij); Condiments including Preserved Lemon Paste and Matbucha Duo (Signature Matbucha and Matbucha with Olives and Mint); BBQ Sauces & Marinades (Harissa, Preserved Lemon, and Shawarma BBQ sauces). Bundled collections offer savings on multi-product purchases, while gift sets and accessories like the Couscous Kit and Moroccan Tea Set expand the culinary experience. The company positions itself as bringing authentic Middle Eastern flavors to American home cooks while preserving culinary heritage.

Differentiator

Problem solved

Functional benefit

Products and services

• Signature Harissa A premium chili pepper condiment made from a treasured heirloom recipe passed on from Ron's grandmother, using dried chili peppers, lemon juice, garlic, sunflower oil, coriander seeds, cumin, and salt. Used by home cooks as a versatile condiment to add richness, depth, and subtle heat; positioned as a healthier, tastier alternative to ketchup and sriracha. 10oz jar, $12.95, vegan, all-natural, no sugar, made in the USA.
• Preserved Lemon Paste

Quantifiable outcome

• Featured as 'The Harissa Paste to end all Harissa Pastes' by Bon Appetit
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• CAVAcoreStrategic or Co-development Partner · 1 July 2021Exclusive partnership to develop Preserved Lemon Vinaigrette for CAVA's menu. The vinaigrette is featured in CAVA's Preserved Lemon Chicken bowl. Restaurant Business profiled the process and QSR Magazine described it as bringing 'Mediterranean flavor to the masses.'
• Hayden Flour MillsminorStrategic or Co-development PartnerCracker collaboration producing Harissa Crackers. Products featured in Cool Hunting and Goop gift guides. The collaboration combines NY Shuk's harissa with Hayden Flour Mills' artisan flours.
• Fan-Fan DoughnutsminorGTM or Marketing PartnerBrooklyn-based doughnut shop featuring NY Shuk's Kafe Hawaij in their sticky buns. Featured in Time Out NY and GrubsHub coverage.
• NayaminorGTM or Marketing PartnerCollaboration featured in journal on Roasted Lemon Chicken Salad recipe using Naya products.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Fly By Jing: Fly By Jing is a chef-founded artisanal sauce and condiment brand (Sichuan chili crisp) with a similar premium DTC-plus-specialty-retail GTM, content-forward marketing, and founder-led heritage narrative targeting flavor-forward home cooks.
• Truff: Truff is a premium DTC-first sauce brand with high price points, gift-set emphasis, and influencer-driven marketing — comparable in premiumization strategy, gifting/holiday channel focus, and design-led branding for the modern home cook.
• Mina Harissa: Mina is a direct competitor in the harissa category — also produces small-batch Moroccan harissa pastes sold through premium grocery and DTC channels, targeting the same home cook seeking authentic North African condiments.
• Sir Kensington's: Sir Kensington's is a premium condiment brand (ketchup, mayo, mustard) competing for the same condiment aisle real estate and home-cook audience, with comparable brand storytelling, natural ingredients positioning, and multi-channel retail distribution.
• Stubb's: Stubb's is a heritage BBQ sauce and marinade brand with similar artisanal, founder-story-driven positioning. NY Shuk's BBQ Sauce Trio competes in adjacent shelf space and targets the same grilling/cooking consumer occasions.
• Tessemae's: Tessemae's produces premium natural dressings, marinades, and condiments with broad retail distribution (including Whole Foods) — directly comparable in artisanal CPG positioning, all-natural ingredient story, and specialty-channel-first go-to-market.
• Big Tree Foods: Big Tree Foods produces artisanal sauces and condiments (coconut aminos, sriracha) with a similar natural, premium positioning and DTC-plus-specialty-retail distribution model targeting health-conscious home cooks.

Broad incumbents

• CAVA: CAVA is both an existing exclusive partnership customer (Preserved Lemon Vinaigrette in CAVA's menu) and a broader Mediterranean food platform — comparable as a Mediterranean/Middle Eastern food brand, though operating at much larger scale in restaurant retail rather than packaged goods.
• Momofuku Goods: Momofuku's consumer product line (founded by chef David Chang) offers sauces, noodles, and pantry items with celebrity-chef heritage and premium positioning — comparable as a chef-founded CPG brand targeting foodie consumers through specialty retail and DTC.

Others

• Hayden Flour Mills: Hayden Flour Mills is an existing NY Shuk collaboration partner (Harissa Crackers co-branded product) and a comparable artisan food brand — heritage grains and stone-milled flours sold DTC and through premium retailers with founder-led storytelling.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/nyshuk
• Xx.com/nyshuk
• Facebookfacebook.com/profile.php

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about New York Shuk