What MIRTH does

MIRTH is a privately held, single-location catering, kitchen, and goods company headquartered at 13762 Center Street in Carmel Valley Village, California. Founded in 2016 and operating with 1–10 employees, the company serves the Monterey Peninsula — including Carmel Valley, Monterey, Pacific Grove, Pebble Beach, Big Sur, Salinas, Santa Cruz, and Capitola — through three interconnected lines: full-service and drop-off catering for weddings, corporate events, and private gatherings; a MIRTH Kitchen retail counter offering grab-and-go items and pop-up dining; and a MIRTH Goods e-commerce and in-store shop selling curated kitchen, home, and lifestyle merchandise at price points ranging from $11 to $225.

The underlying technology is a Squarespace-hosted e-commerce and content platform supporting online ordering, bookings, the Dish blog, and the MIRTH Mail newsletter; no proprietary software, API, or AI/ML capability is disclosed. Catering revenue is generated through quote-based pricing for buffet, food station, drop-off, pickup, grill buffet, and charcuterie formats, with sister brands A Taste of Elegance Fine Catering & Events (formal plated catering) and Quench Bar Catering (beverage service) extending the offering into adjacent event segments under shared ownership.

MIRTH's go-to-market is primarily direct-to-consumer via its website and email newsletter, supplemented by local venue partnerships with named hospitality customers including Stonepine Estate, Holman Ranch, Hidden Valley Music Seminars, The Camp at Carmel Valley, and Glen Oaks, plus supplier relationships with local producers such as Carmel Valley Creamery, McIntyre Vineyards, Talbott Vineyards, and Bernardus. Revenue streams span professional services (catering) and unit-priced goods, with the customer base split across wedding couples, corporate clients, social celebration hosts, vacation rental guests, and local retail shoppers.

Name

MIRTH

Legal name

MIRTH

Website

https://mirthcv.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

MIRTH is a Carmel Valley Village, California-based catering, kitchen, and curated goods company serving weddings, corporate events, and private gatherings across the Monterey Peninsula, with sister brands covering formal plated catering and bar service.

Ownership category

akta.pro rank

Product category

Event Catering

NAICS

Caterers (722320), Caterers (72232)

SIC

Retail-Eating & Drinking Places (5810), Food And Kindred Products (2000)

akta.pro primary industry

Event Catering (Weddings, Social, Private Parties) (THAFAIAB)

akta.pro secondary industries

Wedding & Social Event Catering (THAHAKAE), Full-Service Catering (Off-Premise) (HSACAGAA), Venue & Banquet Hall Catering (THAFAIAC)

Keywords

• Event catering services
• Farm-to-table catering
• Wedding catering
• Grab-and-go kitchen
• Curated gift shop

Headquarters

HQ city

Carmel Valley

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales

Revenue model

1. Catering Services: Full-service catering including buffet-style, food station catering, drop-off, and pickup options for weddings, corporate events, social gatherings, and private celebrations across Monterey County.
2. MIRTH Kitchen: Grab-and-go food products and pop-up offerings, serving locals and visitors with fresh, seasonal prepared foods.
3. Goods & Gift Shop: Curated kitchen, home goods, and wellness products sold through their e-commerce storefront, including items like tea towels, knives, ceramics, blankets, and outdoor accessories.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

MIRTH delivers full-service, drop-off, and pick-up event catering featuring seasonal, locally sourced menus for weddings, corporate events, and social gatherings across Monterey County. The company also operates a retail kitchen in Carmel Valley Village selling grab-and-go foods and hosting pop-up dining experiences, alongside a curated e-commerce goods shop offering kitchenware, home textiles, and lifestyle products.

Product overview

MIRTH is a diversified food and hospitality company offering three interconnected service lines: (1) Full-service and drop-off catering for weddings, corporate events, private gatherings, and celebrations throughout the Monterey Peninsula, featuring seasonal buffet-style menus with locally sourced ingredients; (2) MIRTH Kitchen providing grab-and-go prepared foods and pop-up dining experiences for immediate purchase; and (3) MIRTH Goods, a retail gift shop selling curated kitchen items, home goods, and artisanal products. The catering operations include specialized offerings such as grill buffet, charcuterie stations, brunch catering, dinner catering, and hors d'oeuvres service. Sister brands A Taste of Elegance Fine Catering & Events (plated/formal dining) and Quench Bar Catering (beverage/cocktail service) complement MIRTH's relaxed buffet approach through shared ownership but operate as distinct product lines.

Differentiator

Problem solved

Functional benefit

Brands

• Dish: A blog serving stories, tips, and insider updates from MIRTH, A Taste of Elegance, and Quench Bar Catering.

Products and services

• MIRTH Catering Full-service event catering offering buffet-style and food-station dining for weddings, corporate events, private gatherings, and social celebrations throughout Monterey County, featuring seasonal menus with locally sourced ingredients and flexible service options from drop-off to staffed events.
• MIRTH Kitchen Retail kitchen offering grab-and-go prepared foods, seasonal pop-up dining experiences, and ready-to-eat meal solutions for walk-in customers, locals, and visitors to Carmel Valley Village.
• MIRTH Goods Curated retail shop offering kitchen items, home goods, textiles, and lifestyle products inspired by Carmel Valley living, sold through an online storefront with shipping and local pickup and available in-store at the Carmel Valley Village location.
• Wool Tartan Blanket Recycled wool blankets woven in Edinburgh, available in plaid or stripe patterns in earthy muted colors, suitable for home decor or outdoor use.
• Brass Garden Scissors Hand tools with solid brass handles and stainless steel blades, suitable for trimming herbs, cutting flowers, and light crafting tasks.
• Everyday Paring Knife Compact stainless steel knife with protective snap-on sleeve, available in bright colors for kitchen prep and outdoor dining occasions.
• Insulated Picnic Bag Canvas insulated tote-style cooler designed by Business & Pleasure, featuring zip-top closure and exterior pocket for outdoor dining occasions.
• Everyday Tea Towels Cotton and linen blend tea towels made in Japan with classic woven stripes, designed for kitchen use including drying dishes and lining baskets.
• Hand-Carved African Wood Bowl Nesting Set Set of five hand-carved African hardwood nesting bowls in varying sizes, suitable for serving and display.
• MIRTH Hand-Dyed Tote Bag Hand-dyed cotton canvas tote bags with hand-embroidered messages including 'mirth carmel valley' or 'oui to mirth' in red thread.
• Vintage Hungarian Clay Jugs Vintage handmade clay jugs sourced from Hungary, featuring unique weathered markings and character appropriate for decor or functional use.
• Cotton Bandanas 100% cotton bandanas screen printed with nature-inspired patterns by Pen+Pine, suitable as accessories, gift wrapping, or table decor.
• Ceramic Salt and Pepper Cellar Set Handmade ceramic set including two small cellars, two spoons, and a tray, suitable for spices, finishing salts, or cheese board accompaniments.

Named customers5 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Six partnerships are on record, tiered core and minor.

• Quench Bar CateringcoreStrategic or Co-development PartnerSister brand providing full alcohol and cocktail service for MIRTH catering events. Quench offers signature cocktails, wine service, craft bartending, and beverage pairings, allowing MIRTH to provide comprehensive food and drink solutions to clients.
• A Taste of Elegance Fine Catering & EventscoreStrategic or Co-development PartnerSister brand offering refined plated dinner service and formal catering options for upscale events. Complements MIRTH's relaxed buffet offerings with custom-plated menus and sophisticated service for black-tie and high-end celebrations.
• Carmel Valley CreameryminorOthersLocal artisan cheese producer supplying high-quality cheeses for charcuterie stations and catering menus. Example of MIRTH's farm-to-table sourcing from nearby producers.
• McIntyre VineyardsminorOthersLocal Carmel Valley winery recommended for curated beverage menus featuring Pinot and Chardonnay wines.
• Talbott VineyardsminorOthersLocal Santa Lucia Highlands winery featured in beverage menu recommendations for events.
• BernardusminorOthersCarmel Valley winery offering wines featured in local beverage menus for MIRTH catering events.

Scale indicators1 record

Expansion highlights5 records

Broad incumbents

• Sur la Table: National kitchen goods and home retail brand that competes with MIRTH's retail goods line on curated kitchen and home items. Comparable in product category (tea towels, kitchen tools, ceramics) but operates at national scale, not boutique local positioning.

Emerging players

• The Bench: Carmel Valley-area food and event concept offering prepared foods and catering adjacent to MIRTH's kitchen/grab-and-go line. Comparable in Carmel Valley Village location and casual prepared food offering.

Direct peers

• Quench Bar Catering: Sister brand providing mobile bar and beverage service for MIRTH events. Operates in the same Carmel Valley/Monterey County market with shared ownership and venue relationships, but complementary (beverage-only) rather than directly competitive.
• A Taste of Elegance Fine Catering & Events: Sister brand operating from the same Carmel Valley ecosystem, offering refined plated dinner service and formal catering for upscale events. Directly comparable in geography, customer base, and Carmel Valley venue network, but differentiated by service style (formal vs. relaxed buffet).
• Paradise Catering: Long-established Monterey Peninsula caterer offering full-service event catering for weddings, corporate, and social events. Directly comparable in service model, geography, and target customer segments, with a longer operating history in the same regional market.
• Heirloom Catering: California-based farm-to-table caterer specializing in weddings and corporate events with seasonal local menus. Comparable in seasonal/local sourcing positioning and event-driven service model, though operating in a broader Northern California geography.

Regional players

• Hog Island Catering: Carmel Valley-adjacent catering operation serving weddings and events in the Monterey Peninsula. Comparable in geographic focus and farm-to-table / local sourcing positioning, competing for the same destination wedding clientele.
• Scott Brothers Catering: Carmel and Monterey Peninsula caterer with a long history of event and wedding catering at local venues. Directly comparable in customer base (destination weddings, corporate clients) and service area, serving as a direct competitor for venue partnerships.
• Toast of the Coast: Monterey/Carmel-area catering and event service competitor in the local wedding and corporate catering market. Comparable in target customer base and event services, though with a different service-style positioning.
• Seaside Catering Company: Monterey Bay-area catering company serving weddings and corporate events. Comparable in regional focus and event catering model, though MIRTH's stronger Carmel Valley Village retail presence differentiates its local brand presence.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/profile.php

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 MIRTH