Bringing Mindfulness to the Local Food Movement with Fork on a Road
/Inspired by a lifetime of vegetarianism and the diversity of flavors sourced from around the world, Branchfood member Suman Shah set out to launch Fork on a Road. Fork on a Road was founded on the belief that cooking is an opportunity to be present and connect with loved ones. Suman leveraged her 20+ years of experience in marketing, strategy and collaboration to grow Fork on a Road and provide vegan and vegetarian meal kits, specialty spices, recipes, cooking classes, and chronicles that nourish life.
Read on to learn why mindfulness is an important part of Fork on a Road’s mission, how customers' attitudes towards vegetarian diets are changing, and how Suman channeled her inspiration for global flavors into exciting new products.
Being present and connecting through food is a big part of Fork on a Road’s mission. Why is this so important, and how have you built these values into what you do at Fork on a Road?
For me, the mindfulness in cooking comes with being present. This ties into how you prepare the food, and whom you’re doing it for with intention. This practice became more pronounced for me when I was caretaking for my parents during their end of life care. Since I started Fork on a Road after they passed, each recipe, selection of ingredients, making the blends all comes back to one thing, my intention and what that end product should say or do for the customer: nurture and bring joy.
Vegetarianism and veganism have gained significant popularity in the US over the past decade or so. How have you seen attitudes around vegetarianism change, and how has this impacted Fork on a Road?
Growing up vegetarian, it’s been a part of my life and not a lifestyle choice. Outwardly, I think the change has been most prominent in the last two to three years. The questions from customers and friends have changed from “what do you eat for protein” to “we’re trying to eat more plant-based, these kits make it easier”. This of course has seen a steady growth for Fork on a Road, now in its second year, and I am encouraged that so many folks are willing to try something new.
Fork on a Road is rooted in Indian flavors and cooking techniques. What else brings you inspiration when you’re crafting recipes and products?
Yes, my cooking basics are rooted in Indian food. But ever since I was young, I spent time in the kitchen with my sisters and mother, and we experimented with Chinese food, pizza dough, ice cream, and more in the 70’s of India. When I first moved to the US, I was addicted to Food Network, and I probably filed away many thoughts on taste and flavor in the early 2000’s. I get lost in a zen space when experimenting, and my palette is guided by all the food memories and experiences over the years. For example, a risotto meal kit that I sell each fall uses the Panch Foran spice blend with hard winter squashes. The idea for those flavors came to me as a riff on risotto, because in the region I grew up in in India, those two ingredients are used often in winter curries and squashes are so prolific in New England in the Fall.
When developing Fork on a Road, how did you decide that meal kits are the best way to reach your audience and share your unique spin on flavors?
Prior to starting the product line, I was working with my local farmers markets hosting live cooking demos, Chopped style. Each week when customers could not get enough of my recipes and flavors, the idea to provide them with the recipe and ingredients to make use of what’s growing around us came to fruition. The flavors are in the combinations and spice blends that make vegetarian cooking sing.
Fork on a Road products are sold at farm stands, farmers markets, and boutique stores across Greater Boston. How did COVID-19 impact your business strategy, and how did you pivot to meet new regulations?
COVID-19 definitely made an impact, and the pivot was made easier through groups like Branchfood — their support, network, and Serving up Support sessions really helped me navigate and strategize the next steps. One change I made quickly was to the packaging for the products. It’s now more visual and better able to tell the story of the product and final result. This helps with the fact that there’s no more sampling or demos allowed. The other thing that helped was just listening to fellow business owners and getting the sense that we were all feeling the same sense of uncertainty. That helps tremendously to keep trying and stay focused.
How has being a Branchfood Member helped you connect with the local food community?
The network's knowledge, willingness to help answer the simplest questions, or pointing me in the direction for an answer has been most valuable. For example, when I was thinking about how to position the products, learning about the Hartman Group via one of Branchfoods newsletters and Zoom talks connected me to more relevant research. These insights helped me keep that consumer analysis front and center when making some of the packaging and design decisions.
How can our audience support Fork on a Road?
The greatest compliment or support from any Branchfood audience member would be in the form of a shoutout, a tag, using my products, and referring someone else. This week I’m offering 15% off all online sales until September 8th for Labor Day. Also, I’m planning some new cooking classes for Fall, so folks can sign up for the newsletter or follow me on Instagram, @forkonaroad, for the latest news. And lastly, they can find my products along with their farm stand purchases at Siena Farms in the South End, Wright Locke Farms to-go boxes, the Market 2Day app, and Farm to Door Direct home delivery. If they’re in the North Shore, a visit to Port Plum in Newburyport is a must for all things cooking and food, as is the Ward Berry Farm Stand in Sharon for all things locally grown and made.
Thank you to Suman and Fork on a Road for being this week’s Member Monday spotlight. Are you interested in how a Branchfood membership can help you succeed? Learn more about our membership benefits, and stay informed with our newsletter. Be sure to follow us on Instagram for our next Member Monday takeover!
