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"slug": "mestiza-filipino-vegan-restaurant-kamayan-soma-sf",
"title": "SF's Mestiza Returns With 13-Inch Lumpia and Vegan Filipino Bites",
"publishDate": 1722610802,
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"headTitle": "SF’s Mestiza Returns With 13-Inch Lumpia and Vegan Filipino Bites | KQED",
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"content": "\u003cp>\u003cstrong>\u003ca href=\"https://www.kqed.org/hellahungry\">\u003ci>¡Hella Hungry!\u003c/i>\u003c/a>\u003ci> is a series of interviews with Bay Area foodmakers exploring the region’s culinary innovations through the mouth of a first-generation local.\u003c/i>\u003c/strong>\u003c/p>\n\u003cp>[dropcap]O[/dropcap]perating a restaurant in San Francisco isn’t for the faint-hearted.\u003c/p>\n\u003cp>In a \u003ci>San Francisco Chronicle\u003c/i> column published earlier this year, former restaurant \u003ca href=\"https://www.sfchronicle.com/opinion/article/san-francisco-restaurant-small-business-18494773.php\">critic Soleil Ho outlined the debilitating costs of running a food business in a city\u003c/a> where even the most heralded institutions straddle a precarious tightrope “between stability and destitution.” In Ho’s eyes, the American notion of getting rewarded for hard work is merely a “fairy tale” — and that’s especially apparent in \u003ca href=\"https://www.sfchronicle.com/food/restaurants/article/sales-revenue-san-francisco-18659409.php\">the local restaurant industry’s recent struggles\u003c/a>.\u003c/p>\n\u003cp>Don’t tell Deanna Sison, though. As a savvy Filipina American hustler who operates a chicken-and-waffles spot (\u003ca href=\"https://www.instagram.com/littleskilletsf/?hl=en\">Little Skillet\u003c/a>) inside a cocktail bar (\u003ca href=\"https://www.instagram.com/victoryhallsf/?hl=en\">Victory Hall\u003c/a>) in Frisco’s SoMa district, Sison is far from feeble-spirited.\u003c/p>\n\u003cp>Now, she’s doubling — tripling? — down on her vision by re-launching Mestiza, the fast-casual Filipino noshery she opened in 2016. After the restaurant shuttered in 2020 due to the pandemic, most people would have just walked away. Not Sison.\u003c/p>\n\u003cfigure id=\"attachment_13961825\" class=\"wp-caption alignnone\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-13961825\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-07-BL-KQED.jpg\" alt=\"\" width=\"2000\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-07-BL-KQED.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-07-BL-KQED-800x533.jpg 800w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-07-BL-KQED-1020x680.jpg 1020w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-07-BL-KQED-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-07-BL-KQED-768x512.jpg 768w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-07-BL-KQED-1536x1024.jpg 1536w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-07-BL-KQED-1920x1280.jpg 1920w\" sizes=\"(max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">Deanna Sison poses for a portrait at her restaurant Mestiza, which reopened at a new location in SoMa in April 2024. \u003ccite>(Beth LaBerge/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>Open since April, Mestiza blooms again in a fresh, open-air venue with a vegetarian-friendly twist that isn’t usually at the forefront of Filipino cuisine. The revamped menu features a 13-inch lumpia roll stuffed with sweet potato, shaved Brussels sprouts and water chestnuts, served with pineapple-chili dipping sauce; flamed kofta skewers made from mashed chickpeas; crunchy quinoa-and-mint salad tossed with spicy mango-jalapeño slaw and tamarind vinaigrette; and for those with a sweet tooth, oat milk vanilla soft-serve doused with chili crisps.\u003c/p>\n\u003cp>[ad fullwidth]\u003c/p>\n\u003cp>The restaurant additionally offers a bold kamayan dinner meant to be eaten with one’s bare hands: an island-style platter for large groups served on giant banana leaves piled high with fish, fruit, vegetables and lumpia.\u003c/p>\n\u003cp>The vegan-leaning offerings are at once succulent, tropical and abundant — a reflection of both Sison’s health-conscious dietary shifts and chef Syl Mislang’s heritage as a Filipina Mexican. There’s also a hefty dose of savory proteins like pork adobo, grilled shrimp and cured pork belly.\u003c/p>\n\u003cp>When I visited Sison at the new location, I could see why she refused to let it all go. A sense of place (there’s a vibrant \u003ca href=\"https://www.instagram.com/indiangiver\">Cheyenne Randall\u003c/a> mural on the back wall) and family (Sison’s mother regularly visits to water the patio plants) was palpable.\u003c/p>\n\u003cp>For Sison, who has worked in SoMa since arriving in the Bay Area from Florida in 1999, Mestiza is about more than her culinary ambitions. It’s also a reflection of everything she has risked in pursuit of a fuller identity. She came to the Bay Area as a film student eager to build community, particularly among Pinoys, a group she admits was scarce in the American South of the ’80s. Decades later, in Sison’s homebase of San Francisco’s Filipino Cultural District, she hasn’t backed down from her original intentions.\u003c/p>\n\u003cfigure id=\"attachment_13961823\" class=\"wp-caption alignnone\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-13961823\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-02-BL-KQED.jpg\" alt=\"\" width=\"2000\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-02-BL-KQED.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-02-BL-KQED-800x533.jpg 800w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-02-BL-KQED-1020x680.jpg 1020w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-02-BL-KQED-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-02-BL-KQED-768x512.jpg 768w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-02-BL-KQED-1536x1024.jpg 1536w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-02-BL-KQED-1920x1280.jpg 1920w\" sizes=\"(max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">A mural by artist Cheyenne Randall titled ‘Vanilla Sky’ covers the back wall of the restaurant. The mural depicts the Filipina singer Grace Nono. \u003ccite>(Beth LaBerge/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>In its most elemental nature, Mestiza reminds us that, no matter the setbacks, our hunger should never go unattended — especially when that hunger feeds a sense of self.\u003c/p>\n\u003cp>\u003ci>This interview has been edited for length and clarity.\u003c/i>\u003c/p>\n\u003cp style=\"text-align: center\">********\u003c/p>\n\u003cp>\u003cb>Alan Chazaro: What’s your connection to SoMa? I know you’re proud of your roots here.\u003c/b>\u003c/p>\n\u003cp>\u003cb>Deanna Sison:\u003c/b> I was born in Florida, then moved to Germany when I was 10. I moved back to the U.S. when I went to college in Florida, but was always drawn to San Francisco. When I finished school, my one focus was to make it west: to go to San Francisco. The appeal was mainly around the diversity, but also the food culture. I came here in 1999 after college and have been here ever since. My first job was on Natoma Street. I had a Bachelor of Arts in film, and this neighborhood was a hub for independent filmmakers.\u003c/p>\n\u003cp>\u003cb>Whoa, I was not expecting that. What have been the biggest changes in the area since then?\u003c/b>\u003c/p>\n\u003cp>I’ve seen the whole neighborhood evolve and go through multiple changes. There are still some remnants from that time, but there was something about SoMa that used to feel very industrial and creative, filled with artists, working-class people. It had an edginess. Through the years it has turned into mostly a tech neighborhood with echoes of that gritty, innovative atmosphere.\u003c/p>\n\u003cp>To be here and have my own roots feels just as important because of Filipino Americans and their history in this neighborhood. I came to this city to connect with my Filipino roots. When the neighborhood was designated as the Filipino Cultural District in 2017, it was a reawakening for me. It actually coincided with the opening of the previous Mestiza. I had been open for a year and a half before that. It was a big moment of discovery, a journey to reconnect with what it meant to be Filipino American. To be in this neighborhood. To continue that legacy that preceded my time here. It was important for me to stay in this neighborhood for those cultural and practical reasons.\u003c/p>\n\u003cfigure id=\"attachment_13961824\" class=\"wp-caption alignnone\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-13961824\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-04-BL-KQED.jpg\" alt=\"\" width=\"2000\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-04-BL-KQED.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-04-BL-KQED-800x533.jpg 800w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-04-BL-KQED-1020x680.jpg 1020w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-04-BL-KQED-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-04-BL-KQED-768x512.jpg 768w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-04-BL-KQED-1536x1024.jpg 1536w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-04-BL-KQED-1920x1280.jpg 1920w\" sizes=\"(max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">Sison sits with her mother, who is a frequent presence at the restaurant. \u003ccite>(Beth LaBerge/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cb>I imagine Filipinos in Florida weren’t extremely visible back then. Or were they?\u003c/b>\u003c/p>\n\u003cp>It didn’t feel huge. In my younger years, the Filipinos would sometimes get together. It didn’t feel like I was hanging out with Filipinos a lot though. Only during family gatherings in the community. Maybe once a month at a local park. For important celebrations. But in my school there were only one or two others. It didn’t feel as prevalent [as it does in the Bay Area].\u003c/p>\n\u003cp>\u003cb>Your mom was watering the plants when I visited. She told me she grew up in the Philippines as one out of nine children. What’s her connection to this area?\u003c/b>\u003c/p>\n\u003cp>My mom was born in San Francisco and moved back to the Philippines and was raised there. But she came back to San Francisco eventually. There was just something in the ether about coming back here. It’s the only place I would choose to live anywhere in the country. Not LA. Not New York City. I actually did New York for a while. San Francisco is geographically my home.\u003c/p>\n\u003cp>\u003cb>Have you ever been to the Philippines? \u003c/b>\u003c/p>\n\u003cp>I’ve only been twice in my life. The first time I was seven years old. It was eye-opening. The role that food plays in everyday life is extremely important. It’s the connector between everyone. There was never a table that didn’t have food on it. As a kid, being at my aunt’s house, they’d go out and kill a chicken to put on the table that night. They made fresh coconut milk. All of the activities of making food: preparing it, serving it, enjoying it. Food is just such a big part of your daily experience. When I went back in my 20s, I basically went from one meal to the next. Big tables laden with food. Maybe coffee in between. Food is just a magnet to come and gather and connect. I remember that clearly. Memories are captured in the taste, flavors, smells of food. Sometimes no one even had to speak. We had food.\u003c/p>\n\u003cp>\u003cb>What’s your background in the culinary world? When did you get into the food industry?\u003c/b>\u003c/p>\n\u003cp>I always had second and third jobs in food service throughout my life. My first job was at Burger King. I worked in fast food, cocktailing, bussing, baking. On and on. I’ve had every role in a restaurant. Even when I was taking up jobs in film, I had a second or third job at a restaurant or bar. I found the perfect job on Craigslist working for an indie production company that created cooking shows. It was a PBS show. That was my favorite. I just wanted to watch those PBS cooking shows as a kid (laughs). Not cartoons.\u003c/p>\n\u003cp>The producer was at KQED, and she started \u003ca href=\"https://www.kqed.org/jacquespepin\">Jacques Pépin\u003c/a> and a few other series. They branched off to producing their own shows and distribution. They needed a production assistant. I ended up getting the job, and she was amazed at what I knew about cooking shows. I was there for five, six years. That was eye-opening for not just food and restaurants, but food culture. In that role I was able to go and read cookbooks, meet authors, professors, teachers. Cooking techniques. We were filming, but we had to prep a lot of food that would be aired on segments. I learned a lot that way.\u003c/p>\n\u003cfigure id=\"attachment_13961829\" class=\"wp-caption alignnone\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-13961829\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-16-BL-KQED.jpg\" alt=\"\" width=\"2000\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-16-BL-KQED.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-16-BL-KQED-800x533.jpg 800w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-16-BL-KQED-1020x680.jpg 1020w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-16-BL-KQED-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-16-BL-KQED-768x512.jpg 768w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-16-BL-KQED-1536x1024.jpg 1536w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-16-BL-KQED-1920x1280.jpg 1920w\" sizes=\"(max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">Chef Syl Mislang prepares an order of calabasa coconut curry. \u003ccite>(Beth LaBerge/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cb>How has the concept of Mestiza evolved over time, especially since closing in 2020? You took four years to re-open it.\u003c/b>\u003c/p>\n\u003cp>When I first opened, the space I took over was a taqueria that I knew from my time working in SoMa. I wanted to preserve that concept of a taqueria. Having experienced it in the neighborhood, I felt it was an important thing. But I wanted to bring my own heritage to the mix. That was the original Mestiza. It was a celebration of the Mexican and Filipino connection. There was a trade route for 200 years between Manila and Mexico, and we were both colonized by the Spaniards. We share a lot of cultural aspects. Catholicism. Holidays. Our names. Ingredients. So we made the menu around that fusion. Then we closed in 2020 because of the pandemic. We flirted with staying partially open, but it just didn’t work.\u003c/p>\n\u003cp>Until about 2022, I had been thinking about it but not really planning on reopening it. Some developers approached me to bring the concept to certain locations. It never felt right. Then, this spot around the corner from Little Skillet and Victory Hall opened up. I remember it from my 20s, a little Caribbean lunch spot with sangrias all day long that I enjoyed. It felt like it could be the perfect place for a new iteration of Mestiza.\u003c/p>\n\u003cp>\u003cb>Where did the idea of doing more plant-forward dishes originate? What are the joys and challenges with that — especially since Filipino food can be very meat-heavy?\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">[aside postID='arts_13938479,arts_13959765,arts_13956683']\u003c/span>That was a long process. COVID definitely was the only opportunity that I had to really evaluate my habits, our behaviors as a society. What do we put into our bodies? How important is our health? My dad had gout and high cholesterol and died of a heart attack. I have cousins with diabetes. So many of our illnesses are related to our diets. During COVID I experimented with all kinds of diets. Gluten-free. Plant-only. Plant-forward. Exercising. It had a profound impact on how I felt, my energy. Knowing I felt healthier during that scary time of sickness made me realize we should be healthier and better to ourselves. That informed my decision.\u003c/p>\n\u003cp>I thought about doing fully plant-based, but I felt, personally, that my body needs different kinds of protein. It doesn’t have to be such a drastic change in your diet. It can be incremental. It’s healthy for us, and the planet, to have choices. Being plant-forward means focusing on plants and minimizing the amount of meats we use, but it doesn’t completely exclude meat. I don’t know that going strictly plant based is 100% healthy for everyone’s body. But it’s lighter, easier to digest, and even more nurturing in some ways, with other nutritious vitamins and minerals.\u003c/p>\n\u003cfigure id=\"attachment_13961831\" class=\"wp-caption alignnone\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-13961831\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-29-BL-KQED.jpg\" alt=\"\" width=\"2000\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-29-BL-KQED.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-29-BL-KQED-800x533.jpg 800w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-29-BL-KQED-1020x680.jpg 1020w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-29-BL-KQED-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-29-BL-KQED-768x512.jpg 768w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-29-BL-KQED-1536x1024.jpg 1536w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-29-BL-KQED-1920x1280.jpg 1920w\" sizes=\"(max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">An abundant spread of pulled pork adobo and shrimp gambas. \u003ccite>(Beth LaBerge/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cb>Who else is doing plant-based Filipino cuisine around here?\u003c/b>\u003c/p>\n\u003cp>Reina [Montenegro] helped me in the beginning to go plant-based. \u003ca href=\"https://www.instagram.com/chef.reina/?hl=en\">Chef Reina\u003c/a> has a spot in Brisbane. It’s vegan Filipino. She helped me a lot in my exploration of that idea. Just trying to extract the best flavors and texture from Filipino food. Shout out Chef Reina.\u003c/p>\n\u003cp>\u003cb>What are your favorite places to get Filipino food in the Bay?\u003c/b>\u003c/p>\n\u003cp>There is a strong community of Filipino and Filipino Americans doing work right now in the Bay Area. We’re all pretty tight and encourage each other. Sarap Shop. Ox and Tiger. Abaca. That’s top-notch fine dining Filipino. It’s kind of its own genre. Chef Harold Villarosa helped me out; he has spots all over the country. Tselogs, a super solid restaurant with great food. I’m just impressed by the community we have in general. Everyone is super dope. [Chef Alex Retodo from] Lumpia Company has partnered with E-40, I love them. [They] bring so much of that Bay Area culture, and I respect them as business owners. Señor Sisig, with chefs Evan and Gil. Oh, and there was this one kamayan restaurant in SoMa. About six years ago, we took our whole staff there and it was a great experience that we still talk about.\u003c/p>\n\u003cp>\u003cb>Can you tell me more about the kamayan feast you host?\u003c/b>\u003c/p>\n\u003cp>Kamayan feast is offered any night of the week for a minimum reservation of four people or more. We used to only do it twice a week, but it’s so heavily requested now. It comes from the idea of hands, eating with your hands. The experience incorporates all of your senses. Seeing something gorgeous, touching it, tasting it, smelling it. It’s tactile. It’s communal and meant to be shared with others. It’s similar to sitting at my grandmother’s table. There’s something fulfilling when you share an experience full of joy with others. That creates memories, and it becomes an indelible memory when you use all of your sense. That’s what resonates. We love seeing people’s reactions when we bring a board to the table. We’re here in service of our community.\u003c/p>\n\u003cfigure id=\"attachment_13961827\" class=\"wp-caption alignnone\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-13961827\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-14-BL-KQED.jpg\" alt=\"\" width=\"2000\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-14-BL-KQED.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-14-BL-KQED-800x533.jpg 800w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-14-BL-KQED-1020x680.jpg 1020w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-14-BL-KQED-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-14-BL-KQED-768x512.jpg 768w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-14-BL-KQED-1536x1024.jpg 1536w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-14-BL-KQED-1920x1280.jpg 1920w\" sizes=\"(max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">The lumpia at Mestiza measure 13 inches long. \u003ccite>(Beth LaBerge/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cb>Very important question: How long is the lumpia at Mestiza? I’ve honestly never seen one that length. What’s your secret?\u003c/b>\u003c/p>\n\u003cp>Ummmm (laughs). I think it’s 13 inches. We just leave our ends open. I like those crispy ends. You have to get the filling to a right consistency so it doesn’t fall out. Roll it open ended. Frozen. And fried. I love it.\u003c/p>\n\u003chr>\n\u003cp>[ad floatright]\u003c/p>\n\u003cp>\u003ca href=\"https://www.instagram.com/mestizasf/?hl=en\">\u003ci>Mestiza\u003c/i>\u003c/a>\u003ci> (214 Townsend St., San Francisco) is open Tues. through Sat. from 11:30 a.m. to 7:30 p.m.\u003c/i>\u003c/p>\n\n",
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"headline": "SF's Mestiza Returns With 13-Inch Lumpia and Vegan Filipino Bites",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003cp>\u003cstrong>\u003ca href=\"https://www.kqed.org/hellahungry\">\u003ci>¡Hella Hungry!\u003c/i>\u003c/a>\u003ci> is a series of interviews with Bay Area foodmakers exploring the region’s culinary innovations through the mouth of a first-generation local.\u003c/i>\u003c/strong>\u003c/p>\n\u003cp>\u003c/p>\u003cp>\u003cspan class=\"utils-parseShortcode-shortcodes-__dropcapShortcode__dropcap\">O\u003c/span>\u003c/p>\u003cp>perating a restaurant in San Francisco isn’t for the faint-hearted.\u003c/p>\n\u003cp>In a \u003ci>San Francisco Chronicle\u003c/i> column published earlier this year, former restaurant \u003ca href=\"https://www.sfchronicle.com/opinion/article/san-francisco-restaurant-small-business-18494773.php\">critic Soleil Ho outlined the debilitating costs of running a food business in a city\u003c/a> where even the most heralded institutions straddle a precarious tightrope “between stability and destitution.” In Ho’s eyes, the American notion of getting rewarded for hard work is merely a “fairy tale” — and that’s especially apparent in \u003ca href=\"https://www.sfchronicle.com/food/restaurants/article/sales-revenue-san-francisco-18659409.php\">the local restaurant industry’s recent struggles\u003c/a>.\u003c/p>\n\u003cp>Don’t tell Deanna Sison, though. As a savvy Filipina American hustler who operates a chicken-and-waffles spot (\u003ca href=\"https://www.instagram.com/littleskilletsf/?hl=en\">Little Skillet\u003c/a>) inside a cocktail bar (\u003ca href=\"https://www.instagram.com/victoryhallsf/?hl=en\">Victory Hall\u003c/a>) in Frisco’s SoMa district, Sison is far from feeble-spirited.\u003c/p>\n\u003cp>Now, she’s doubling — tripling? — down on her vision by re-launching Mestiza, the fast-casual Filipino noshery she opened in 2016. After the restaurant shuttered in 2020 due to the pandemic, most people would have just walked away. Not Sison.\u003c/p>\n\u003cfigure id=\"attachment_13961825\" class=\"wp-caption alignnone\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-13961825\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-07-BL-KQED.jpg\" alt=\"\" width=\"2000\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-07-BL-KQED.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-07-BL-KQED-800x533.jpg 800w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-07-BL-KQED-1020x680.jpg 1020w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-07-BL-KQED-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-07-BL-KQED-768x512.jpg 768w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-07-BL-KQED-1536x1024.jpg 1536w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-07-BL-KQED-1920x1280.jpg 1920w\" sizes=\"(max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">Deanna Sison poses for a portrait at her restaurant Mestiza, which reopened at a new location in SoMa in April 2024. \u003ccite>(Beth LaBerge/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>Open since April, Mestiza blooms again in a fresh, open-air venue with a vegetarian-friendly twist that isn’t usually at the forefront of Filipino cuisine. The revamped menu features a 13-inch lumpia roll stuffed with sweet potato, shaved Brussels sprouts and water chestnuts, served with pineapple-chili dipping sauce; flamed kofta skewers made from mashed chickpeas; crunchy quinoa-and-mint salad tossed with spicy mango-jalapeño slaw and tamarind vinaigrette; and for those with a sweet tooth, oat milk vanilla soft-serve doused with chili crisps.\u003c/p>\n\u003cp>\u003c/p>\u003c/div>",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003c/p>\n\u003cp>The restaurant additionally offers a bold kamayan dinner meant to be eaten with one’s bare hands: an island-style platter for large groups served on giant banana leaves piled high with fish, fruit, vegetables and lumpia.\u003c/p>\n\u003cp>The vegan-leaning offerings are at once succulent, tropical and abundant — a reflection of both Sison’s health-conscious dietary shifts and chef Syl Mislang’s heritage as a Filipina Mexican. There’s also a hefty dose of savory proteins like pork adobo, grilled shrimp and cured pork belly.\u003c/p>\n\u003cp>When I visited Sison at the new location, I could see why she refused to let it all go. A sense of place (there’s a vibrant \u003ca href=\"https://www.instagram.com/indiangiver\">Cheyenne Randall\u003c/a> mural on the back wall) and family (Sison’s mother regularly visits to water the patio plants) was palpable.\u003c/p>\n\u003cp>For Sison, who has worked in SoMa since arriving in the Bay Area from Florida in 1999, Mestiza is about more than her culinary ambitions. It’s also a reflection of everything she has risked in pursuit of a fuller identity. She came to the Bay Area as a film student eager to build community, particularly among Pinoys, a group she admits was scarce in the American South of the ’80s. Decades later, in Sison’s homebase of San Francisco’s Filipino Cultural District, she hasn’t backed down from her original intentions.\u003c/p>\n\u003cfigure id=\"attachment_13961823\" class=\"wp-caption alignnone\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-13961823\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-02-BL-KQED.jpg\" alt=\"\" width=\"2000\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-02-BL-KQED.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-02-BL-KQED-800x533.jpg 800w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-02-BL-KQED-1020x680.jpg 1020w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-02-BL-KQED-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-02-BL-KQED-768x512.jpg 768w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-02-BL-KQED-1536x1024.jpg 1536w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-02-BL-KQED-1920x1280.jpg 1920w\" sizes=\"(max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">A mural by artist Cheyenne Randall titled ‘Vanilla Sky’ covers the back wall of the restaurant. The mural depicts the Filipina singer Grace Nono. \u003ccite>(Beth LaBerge/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>In its most elemental nature, Mestiza reminds us that, no matter the setbacks, our hunger should never go unattended — especially when that hunger feeds a sense of self.\u003c/p>\n\u003cp>\u003ci>This interview has been edited for length and clarity.\u003c/i>\u003c/p>\n\u003cp style=\"text-align: center\">********\u003c/p>\n\u003cp>\u003cb>Alan Chazaro: What’s your connection to SoMa? I know you’re proud of your roots here.\u003c/b>\u003c/p>\n\u003cp>\u003cb>Deanna Sison:\u003c/b> I was born in Florida, then moved to Germany when I was 10. I moved back to the U.S. when I went to college in Florida, but was always drawn to San Francisco. When I finished school, my one focus was to make it west: to go to San Francisco. The appeal was mainly around the diversity, but also the food culture. I came here in 1999 after college and have been here ever since. My first job was on Natoma Street. I had a Bachelor of Arts in film, and this neighborhood was a hub for independent filmmakers.\u003c/p>\n\u003cp>\u003cb>Whoa, I was not expecting that. What have been the biggest changes in the area since then?\u003c/b>\u003c/p>\n\u003cp>I’ve seen the whole neighborhood evolve and go through multiple changes. There are still some remnants from that time, but there was something about SoMa that used to feel very industrial and creative, filled with artists, working-class people. It had an edginess. Through the years it has turned into mostly a tech neighborhood with echoes of that gritty, innovative atmosphere.\u003c/p>\n\u003cp>To be here and have my own roots feels just as important because of Filipino Americans and their history in this neighborhood. I came to this city to connect with my Filipino roots. When the neighborhood was designated as the Filipino Cultural District in 2017, it was a reawakening for me. It actually coincided with the opening of the previous Mestiza. I had been open for a year and a half before that. It was a big moment of discovery, a journey to reconnect with what it meant to be Filipino American. To be in this neighborhood. To continue that legacy that preceded my time here. It was important for me to stay in this neighborhood for those cultural and practical reasons.\u003c/p>\n\u003cfigure id=\"attachment_13961824\" class=\"wp-caption alignnone\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-13961824\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-04-BL-KQED.jpg\" alt=\"\" width=\"2000\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-04-BL-KQED.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-04-BL-KQED-800x533.jpg 800w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-04-BL-KQED-1020x680.jpg 1020w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-04-BL-KQED-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-04-BL-KQED-768x512.jpg 768w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-04-BL-KQED-1536x1024.jpg 1536w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-04-BL-KQED-1920x1280.jpg 1920w\" sizes=\"(max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">Sison sits with her mother, who is a frequent presence at the restaurant. \u003ccite>(Beth LaBerge/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cb>I imagine Filipinos in Florida weren’t extremely visible back then. Or were they?\u003c/b>\u003c/p>\n\u003cp>It didn’t feel huge. In my younger years, the Filipinos would sometimes get together. It didn’t feel like I was hanging out with Filipinos a lot though. Only during family gatherings in the community. Maybe once a month at a local park. For important celebrations. But in my school there were only one or two others. It didn’t feel as prevalent [as it does in the Bay Area].\u003c/p>\n\u003cp>\u003cb>Your mom was watering the plants when I visited. She told me she grew up in the Philippines as one out of nine children. What’s her connection to this area?\u003c/b>\u003c/p>\n\u003cp>My mom was born in San Francisco and moved back to the Philippines and was raised there. But she came back to San Francisco eventually. There was just something in the ether about coming back here. It’s the only place I would choose to live anywhere in the country. Not LA. Not New York City. I actually did New York for a while. San Francisco is geographically my home.\u003c/p>\n\u003cp>\u003cb>Have you ever been to the Philippines? \u003c/b>\u003c/p>\n\u003cp>I’ve only been twice in my life. The first time I was seven years old. It was eye-opening. The role that food plays in everyday life is extremely important. It’s the connector between everyone. There was never a table that didn’t have food on it. As a kid, being at my aunt’s house, they’d go out and kill a chicken to put on the table that night. They made fresh coconut milk. All of the activities of making food: preparing it, serving it, enjoying it. Food is just such a big part of your daily experience. When I went back in my 20s, I basically went from one meal to the next. Big tables laden with food. Maybe coffee in between. Food is just a magnet to come and gather and connect. I remember that clearly. Memories are captured in the taste, flavors, smells of food. Sometimes no one even had to speak. We had food.\u003c/p>\n\u003cp>\u003cb>What’s your background in the culinary world? When did you get into the food industry?\u003c/b>\u003c/p>\n\u003cp>I always had second and third jobs in food service throughout my life. My first job was at Burger King. I worked in fast food, cocktailing, bussing, baking. On and on. I’ve had every role in a restaurant. Even when I was taking up jobs in film, I had a second or third job at a restaurant or bar. I found the perfect job on Craigslist working for an indie production company that created cooking shows. It was a PBS show. That was my favorite. I just wanted to watch those PBS cooking shows as a kid (laughs). Not cartoons.\u003c/p>\n\u003cp>The producer was at KQED, and she started \u003ca href=\"https://www.kqed.org/jacquespepin\">Jacques Pépin\u003c/a> and a few other series. They branched off to producing their own shows and distribution. They needed a production assistant. I ended up getting the job, and she was amazed at what I knew about cooking shows. I was there for five, six years. That was eye-opening for not just food and restaurants, but food culture. In that role I was able to go and read cookbooks, meet authors, professors, teachers. Cooking techniques. We were filming, but we had to prep a lot of food that would be aired on segments. I learned a lot that way.\u003c/p>\n\u003cfigure id=\"attachment_13961829\" class=\"wp-caption alignnone\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-13961829\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-16-BL-KQED.jpg\" alt=\"\" width=\"2000\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-16-BL-KQED.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-16-BL-KQED-800x533.jpg 800w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-16-BL-KQED-1020x680.jpg 1020w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-16-BL-KQED-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-16-BL-KQED-768x512.jpg 768w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-16-BL-KQED-1536x1024.jpg 1536w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-16-BL-KQED-1920x1280.jpg 1920w\" sizes=\"(max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">Chef Syl Mislang prepares an order of calabasa coconut curry. \u003ccite>(Beth LaBerge/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cb>How has the concept of Mestiza evolved over time, especially since closing in 2020? You took four years to re-open it.\u003c/b>\u003c/p>\n\u003cp>When I first opened, the space I took over was a taqueria that I knew from my time working in SoMa. I wanted to preserve that concept of a taqueria. Having experienced it in the neighborhood, I felt it was an important thing. But I wanted to bring my own heritage to the mix. That was the original Mestiza. It was a celebration of the Mexican and Filipino connection. There was a trade route for 200 years between Manila and Mexico, and we were both colonized by the Spaniards. We share a lot of cultural aspects. Catholicism. Holidays. Our names. Ingredients. So we made the menu around that fusion. Then we closed in 2020 because of the pandemic. We flirted with staying partially open, but it just didn’t work.\u003c/p>\n\u003cp>Until about 2022, I had been thinking about it but not really planning on reopening it. Some developers approached me to bring the concept to certain locations. It never felt right. Then, this spot around the corner from Little Skillet and Victory Hall opened up. I remember it from my 20s, a little Caribbean lunch spot with sangrias all day long that I enjoyed. It felt like it could be the perfect place for a new iteration of Mestiza.\u003c/p>\n\u003cp>\u003cb>Where did the idea of doing more plant-forward dishes originate? What are the joys and challenges with that — especially since Filipino food can be very meat-heavy?\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">\u003c/p>\u003c/div>",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003c/span>That was a long process. COVID definitely was the only opportunity that I had to really evaluate my habits, our behaviors as a society. What do we put into our bodies? How important is our health? My dad had gout and high cholesterol and died of a heart attack. I have cousins with diabetes. So many of our illnesses are related to our diets. During COVID I experimented with all kinds of diets. Gluten-free. Plant-only. Plant-forward. Exercising. It had a profound impact on how I felt, my energy. Knowing I felt healthier during that scary time of sickness made me realize we should be healthier and better to ourselves. That informed my decision.\u003c/p>\n\u003cp>I thought about doing fully plant-based, but I felt, personally, that my body needs different kinds of protein. It doesn’t have to be such a drastic change in your diet. It can be incremental. It’s healthy for us, and the planet, to have choices. Being plant-forward means focusing on plants and minimizing the amount of meats we use, but it doesn’t completely exclude meat. I don’t know that going strictly plant based is 100% healthy for everyone’s body. But it’s lighter, easier to digest, and even more nurturing in some ways, with other nutritious vitamins and minerals.\u003c/p>\n\u003cfigure id=\"attachment_13961831\" class=\"wp-caption alignnone\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-13961831\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-29-BL-KQED.jpg\" alt=\"\" width=\"2000\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-29-BL-KQED.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-29-BL-KQED-800x533.jpg 800w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-29-BL-KQED-1020x680.jpg 1020w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-29-BL-KQED-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-29-BL-KQED-768x512.jpg 768w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-29-BL-KQED-1536x1024.jpg 1536w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-29-BL-KQED-1920x1280.jpg 1920w\" sizes=\"(max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">An abundant spread of pulled pork adobo and shrimp gambas. \u003ccite>(Beth LaBerge/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cb>Who else is doing plant-based Filipino cuisine around here?\u003c/b>\u003c/p>\n\u003cp>Reina [Montenegro] helped me in the beginning to go plant-based. \u003ca href=\"https://www.instagram.com/chef.reina/?hl=en\">Chef Reina\u003c/a> has a spot in Brisbane. It’s vegan Filipino. She helped me a lot in my exploration of that idea. Just trying to extract the best flavors and texture from Filipino food. Shout out Chef Reina.\u003c/p>\n\u003cp>\u003cb>What are your favorite places to get Filipino food in the Bay?\u003c/b>\u003c/p>\n\u003cp>There is a strong community of Filipino and Filipino Americans doing work right now in the Bay Area. We’re all pretty tight and encourage each other. Sarap Shop. Ox and Tiger. Abaca. That’s top-notch fine dining Filipino. It’s kind of its own genre. Chef Harold Villarosa helped me out; he has spots all over the country. Tselogs, a super solid restaurant with great food. I’m just impressed by the community we have in general. Everyone is super dope. [Chef Alex Retodo from] Lumpia Company has partnered with E-40, I love them. [They] bring so much of that Bay Area culture, and I respect them as business owners. Señor Sisig, with chefs Evan and Gil. Oh, and there was this one kamayan restaurant in SoMa. About six years ago, we took our whole staff there and it was a great experience that we still talk about.\u003c/p>\n\u003cp>\u003cb>Can you tell me more about the kamayan feast you host?\u003c/b>\u003c/p>\n\u003cp>Kamayan feast is offered any night of the week for a minimum reservation of four people or more. We used to only do it twice a week, but it’s so heavily requested now. It comes from the idea of hands, eating with your hands. The experience incorporates all of your senses. Seeing something gorgeous, touching it, tasting it, smelling it. It’s tactile. It’s communal and meant to be shared with others. It’s similar to sitting at my grandmother’s table. There’s something fulfilling when you share an experience full of joy with others. That creates memories, and it becomes an indelible memory when you use all of your sense. That’s what resonates. We love seeing people’s reactions when we bring a board to the table. We’re here in service of our community.\u003c/p>\n\u003cfigure id=\"attachment_13961827\" class=\"wp-caption alignnone\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-13961827\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-14-BL-KQED.jpg\" alt=\"\" width=\"2000\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-14-BL-KQED.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-14-BL-KQED-800x533.jpg 800w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-14-BL-KQED-1020x680.jpg 1020w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-14-BL-KQED-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-14-BL-KQED-768x512.jpg 768w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-14-BL-KQED-1536x1024.jpg 1536w, https://cdn.kqed.org/wp-content/uploads/sites/2/2024/07/240730-MESTIZA-14-BL-KQED-1920x1280.jpg 1920w\" sizes=\"(max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">The lumpia at Mestiza measure 13 inches long. \u003ccite>(Beth LaBerge/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cb>Very important question: How long is the lumpia at Mestiza? I’ve honestly never seen one that length. What’s your secret?\u003c/b>\u003c/p>\n\u003cp>Ummmm (laughs). I think it’s 13 inches. We just leave our ends open. I like those crispy ends. You have to get the filling to a right consistency so it doesn’t fall out. Roll it open ended. Frozen. And fried. I love it.\u003c/p>\n\u003chr>\n\u003cp>\u003c/p>\u003c/div>",
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"title": "Señor Sisig Is Hosting This Filipino Rapper’s ‘Very Good Food Tour’ in Oakland",
"headTitle": "Señor Sisig Is Hosting This Filipino Rapper’s ‘Very Good Food Tour’ in Oakland | KQED",
"content": "\u003cp>\u003cspan style=\"font-weight: 400\">P-P-\u003ca href=\"https://www.kqed.org/arts/tag/p-lo\">P-Lo\u003c/a>, \u003c/span>\u003cspan style=\"font-weight: 400\">time to bring the \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">taste\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> back\u003c/span>\u003cspan style=\"font-weight: 400\">. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Okay, that’s not an actual bar from a \u003c/span>\u003cspan style=\"font-weight: 400\">P-Lo\u003c/span>\u003cspan style=\"font-weight: 400\"> track. But it should be after the Filipino rapper and producer announced his own “Very Good Food Tour.”\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">“I’m pulling up around the country as we celebrate Filipino American History Month, and supporting small businesses,” P-Lo \u003c/span>\u003ca href=\"https://twitter.com/p_lo/status/1709035954156290326\">\u003cspan style=\"font-weight: 400\">tweeted out\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\"> at the start of October. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">With eight stops around North America — including Los Angeles, New York and Toronto — the roving series will highlight Filipino eateries in each community while providing music and merch for a family-friendly affair. Each location will also include a meet-and-greet with the Fil Am artist, who \u003c/span>recently finished touring for his fourth studio album, \u003cem>STUNNA\u003c/em>, and \u003cspan style=\"font-weight: 400\">has always shown an affinity for \u003c/span>\u003ca href=\"https://www.youtube.com/watch?v=lJYkVcpM6E0\">\u003cspan style=\"font-weight: 400\">his favorite food destinations.\u003c/span>\u003c/a>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">His latest culinary journey will begin in Southern California, where the rapper now resides. But his third stop will be \u003c/span>\u003ca href=\"https://www.instagram.com/senorsisig/?hl=en\">\u003cspan style=\"font-weight: 400\">Señor Sisig\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">, at the regional Filipino chain’s splashy Oakland expansion that \u003c/span>\u003ca href=\"https://www.sfgate.com/food/article/senor-sisig-opens-oakland-cantina-17902448.php\">\u003cspan style=\"font-weight: 400\">opened earlier this year\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">. \u003c/span>\u003c/p>\n\u003cp>[ad fullwidth]\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Señor Sisig might be the most popular Pinoy food brand in the Bay — it started out as a food truck in 2010 and was eventually \u003c/span>\u003ca href=\"https://www.youtube.com/watch?v=ErG-hLnDzSI\">\u003cspan style=\"font-weight: 400\">featured in a Mercedes-Benz commercial starring a hungry Klay Thompson.\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\"> So it makes an ideal partner for the star-powered P-Lo, who already has a history with the business: They released a limited edition \u003c/span>\u003ca href=\"https://www.youtube.com/watch?v=oP8EmxoREUc\">\u003cspan style=\"font-weight: 400\">P-Lo ‘Rito\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\"> (a California burrito with sweet longanisa, fried egg and habanero salsa) in 2021, and he \u003c/span>\u003ca href=\"https://www.instagram.com/p/Cr_O_ivO36E/\">\u003cspan style=\"font-weight: 400\">remixed his “Same Squad” song with a Señor Sisig theme\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\"> this past summer.\u003c/span>\u003c/p>\n\u003cp>https://www.youtube.com/watch?v=oP8EmxoREUc\u003c/p>\n\u003cp> \u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">“It’s all part of what we feel brings people together in this world — food and music,” says Evan Kidera, the CEO and co-founder of Señor Sisig. “We’re all born and raised in the Bay, we rep the Bay, it’s an alignment of what we do in building our brands that people in the Bay gravitate towards. So why not put those pillars together and shine that light for others to come and enjoy?”\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">The menu items featured throughout P-Lo’s tour will change depending on the venue. This Señor Sisig stop will be especially worthwhile since it’s the homegrown Pinole rapper’s only Bay Area destination. Just like any worthwhile collaboration (see: \u003c/span>\u003ca href=\"https://www.kqed.org/search?q=e-40&site=all\">\u003cspan style=\"font-weight: 400\">E-40\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\"> and Alex Retodo’s \u003c/span>\u003ca href=\"https://www.instagram.com/thelumpiacompany/?hl=en\">\u003cspan style=\"font-weight: 400\">The Lumpia Company\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">, which teamed up with Señor Sisig earlier this year to serve an Oakland-exclusive pork sisig lumpia), P-Lo will be adding his own sauce to Sisig’s recipe: sinigang wings with a spicy twist. \u003c/span>\u003c/p>\n\u003cfigure id=\"attachment_13863559\" class=\"wp-caption alignnone\" style=\"max-width: 800px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-13863559\" src=\"https://ww2.kqed.org/app/uploads/sites/2/2019/08/MG_6288-800x533.jpg\" alt=\"P-Lo at Outside Lands music festival in San Francisco, Aug. 9, 2019.\" width=\"800\" height=\"533\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/2/2019/08/MG_6288.jpg 800w, https://cdn.kqed.org/wp-content/uploads/sites/2/2019/08/MG_6288-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/2/2019/08/MG_6288-768x512.jpg 768w\" sizes=\"(max-width: 800px) 100vw, 800px\">\u003cfigcaption class=\"wp-caption-text\">P-Lo at Outside Lands music festival in San Francisco, Aug. 9, 2019. \u003ccite>(Estefany Gonzalez )\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cspan style=\"font-weight: 400\">The event will also include a special cocktail and the premiere of a pre-recorded “\u003c/span>\u003ca href=\"https://www.kqed.org/arts/tag/tiny-desk-concert\">\u003cspan style=\"font-weight: 400\">Tiny Desk\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\"> style” video of P-Lo performing his hit songs in-store.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">P-Lo’s timing couldn’t be better. His “Very Good Food Tour” is part of a larger tsunami wave of \u003ca href=\"https://www.kqed.org/arts/tag/filipino-food\">Filipino American foodmakers\u003c/a> who have dominated the national food circuit with an array of \u003ca href=\"https://www.kqed.org/arts/13929263/ube-choco-taco-macs-by-icky-filipino-union-city\">ube-infused treats\u003c/a> and \u003ca href=\"https://www.youtube.com/shorts/ylmwBgb8_8U?app=desktop\">adobo-drenched dishes\u003c/a> lately.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">[aside postID='arts_13929263,arts_13932574,arts_13933283']“It’s pretty obvious that there’s a Filipino food influence everywhere now,” Kidera says. “When we first opened in 2010, there really wasn’t much else besides traditional, family-owned Filipino spots that were serving pinuneg\u003c/span> \u003cspan style=\"font-weight: 400\">[blood sausage]. I love those spots religiously, but you couldn’t just go out and get anything like Señor Sisig and other Filipino foods for younger generations and non-Filipinos. Thai, Japanese, Chinese — they’ve all had food movements and hit their popularity. But Filipino food wasn’t really one of those, and now we’re growing to get to that point.”\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">It seems they’ve officially made it now. To be sure, whether you’re attending this particular function for Sisig’s eats or P-Lo’s beats, the Filipino food will be smacking and the Bay Area music will be slapping.\u003c/span>\u003c/p>\n\u003cp>\u003cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-12127869\" src=\"https://ww2.kqed.org/app/uploads/sites/2/2016/09/Q.Logo_.Break_-800x78.jpg\" alt=\"\" width=\"800\" height=\"78\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/2/2016/09/Q.Logo_.Break_.jpg 800w, https://cdn.kqed.org/wp-content/uploads/sites/2/2016/09/Q.Logo_.Break_-400x39.jpg 400w, https://cdn.kqed.org/wp-content/uploads/sites/2/2016/09/Q.Logo_.Break_-768x75.jpg 768w\" sizes=\"(max-width: 800px) 100vw, 800px\">\u003c/p>\n\u003cp>\u003c/p>\n\u003cp>\u003ci>\u003cspan style=\"font-weight: 400\">\u003ca href=\"https://www.instagram.com/p_lo/?hl=en\">P-Lo’\u003c/a>s “Very Good Food Tour” will have its Bay Area stop at Señor Sisig (330 17th St., Oakland) on Sat., Oct. 21 from 4 to 7 p.m. The event is free to attend with \u003c/span>\u003c/i>\u003ca href=\"https://www.eventbrite.com/e/p-lo-presents-the-very-good-food-tour-oakland-tickets-727733880627\">\u003ci>\u003cspan style=\"font-weight: 400\">online RSVP\u003c/span>\u003c/i>\u003c/a>\u003ci>\u003cspan style=\"font-weight: 400\">.\u003c/span>\u003c/i>\u003c/p>\n\n",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003cp>\u003cspan style=\"font-weight: 400\">P-P-\u003ca href=\"https://www.kqed.org/arts/tag/p-lo\">P-Lo\u003c/a>, \u003c/span>\u003cspan style=\"font-weight: 400\">time to bring the \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">taste\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> back\u003c/span>\u003cspan style=\"font-weight: 400\">. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Okay, that’s not an actual bar from a \u003c/span>\u003cspan style=\"font-weight: 400\">P-Lo\u003c/span>\u003cspan style=\"font-weight: 400\"> track. But it should be after the Filipino rapper and producer announced his own “Very Good Food Tour.”\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">“I’m pulling up around the country as we celebrate Filipino American History Month, and supporting small businesses,” P-Lo \u003c/span>\u003ca href=\"https://twitter.com/p_lo/status/1709035954156290326\">\u003cspan style=\"font-weight: 400\">tweeted out\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\"> at the start of October. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">With eight stops around North America — including Los Angeles, New York and Toronto — the roving series will highlight Filipino eateries in each community while providing music and merch for a family-friendly affair. Each location will also include a meet-and-greet with the Fil Am artist, who \u003c/span>recently finished touring for his fourth studio album, \u003cem>STUNNA\u003c/em>, and \u003cspan style=\"font-weight: 400\">has always shown an affinity for \u003c/span>\u003ca href=\"https://www.youtube.com/watch?v=lJYkVcpM6E0\">\u003cspan style=\"font-weight: 400\">his favorite food destinations.\u003c/span>\u003c/a>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">His latest culinary journey will begin in Southern California, where the rapper now resides. But his third stop will be \u003c/span>\u003ca href=\"https://www.instagram.com/senorsisig/?hl=en\">\u003cspan style=\"font-weight: 400\">Señor Sisig\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">, at the regional Filipino chain’s splashy Oakland expansion that \u003c/span>\u003ca href=\"https://www.sfgate.com/food/article/senor-sisig-opens-oakland-cantina-17902448.php\">\u003cspan style=\"font-weight: 400\">opened earlier this year\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">. \u003c/span>\u003c/p>\n\u003cp>\u003c/p>\u003c/div>",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Señor Sisig might be the most popular Pinoy food brand in the Bay — it started out as a food truck in 2010 and was eventually \u003c/span>\u003ca href=\"https://www.youtube.com/watch?v=ErG-hLnDzSI\">\u003cspan style=\"font-weight: 400\">featured in a Mercedes-Benz commercial starring a hungry Klay Thompson.\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\"> So it makes an ideal partner for the star-powered P-Lo, who already has a history with the business: They released a limited edition \u003c/span>\u003ca href=\"https://www.youtube.com/watch?v=oP8EmxoREUc\">\u003cspan style=\"font-weight: 400\">P-Lo ‘Rito\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\"> (a California burrito with sweet longanisa, fried egg and habanero salsa) in 2021, and he \u003c/span>\u003ca href=\"https://www.instagram.com/p/Cr_O_ivO36E/\">\u003cspan style=\"font-weight: 400\">remixed his “Same Squad” song with a Señor Sisig theme\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\"> this past summer.\u003c/span>\u003c/p>\u003c/p>\u003cp>\u003cspan class='utils-parseShortcode-shortcodes-__youtubeShortcode__embedYoutube'>\n \u003cspan class='utils-parseShortcode-shortcodes-__youtubeShortcode__embedYoutubeInside'>\n \u003ciframe\n loading='lazy'\n class='utils-parseShortcode-shortcodes-__youtubeShortcode__youtubePlayer'\n type='text/html'\n src='//www.youtube.com/embed/oP8EmxoREUc'\n title='//www.youtube.com/embed/oP8EmxoREUc'\n allowfullscreen='true'\n style='border:0;'>\u003c/iframe>\n \u003c/span>\n \u003c/span>\u003c/p>\u003cp>\u003cp> \u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">“It’s all part of what we feel brings people together in this world — food and music,” says Evan Kidera, the CEO and co-founder of Señor Sisig. “We’re all born and raised in the Bay, we rep the Bay, it’s an alignment of what we do in building our brands that people in the Bay gravitate towards. So why not put those pillars together and shine that light for others to come and enjoy?”\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">The menu items featured throughout P-Lo’s tour will change depending on the venue. This Señor Sisig stop will be especially worthwhile since it’s the homegrown Pinole rapper’s only Bay Area destination. Just like any worthwhile collaboration (see: \u003c/span>\u003ca href=\"https://www.kqed.org/search?q=e-40&site=all\">\u003cspan style=\"font-weight: 400\">E-40\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\"> and Alex Retodo’s \u003c/span>\u003ca href=\"https://www.instagram.com/thelumpiacompany/?hl=en\">\u003cspan style=\"font-weight: 400\">The Lumpia Company\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">, which teamed up with Señor Sisig earlier this year to serve an Oakland-exclusive pork sisig lumpia), P-Lo will be adding his own sauce to Sisig’s recipe: sinigang wings with a spicy twist. \u003c/span>\u003c/p>\n\u003cfigure id=\"attachment_13863559\" class=\"wp-caption alignnone\" style=\"max-width: 800px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-13863559\" src=\"https://ww2.kqed.org/app/uploads/sites/2/2019/08/MG_6288-800x533.jpg\" alt=\"P-Lo at Outside Lands music festival in San Francisco, Aug. 9, 2019.\" width=\"800\" height=\"533\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/2/2019/08/MG_6288.jpg 800w, https://cdn.kqed.org/wp-content/uploads/sites/2/2019/08/MG_6288-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/2/2019/08/MG_6288-768x512.jpg 768w\" sizes=\"(max-width: 800px) 100vw, 800px\">\u003cfigcaption class=\"wp-caption-text\">P-Lo at Outside Lands music festival in San Francisco, Aug. 9, 2019. \u003ccite>(Estefany Gonzalez )\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cspan style=\"font-weight: 400\">The event will also include a special cocktail and the premiere of a pre-recorded “\u003c/span>\u003ca href=\"https://www.kqed.org/arts/tag/tiny-desk-concert\">\u003cspan style=\"font-weight: 400\">Tiny Desk\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\"> style” video of P-Lo performing his hit songs in-store.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">P-Lo’s timing couldn’t be better. His “Very Good Food Tour” is part of a larger tsunami wave of \u003ca href=\"https://www.kqed.org/arts/tag/filipino-food\">Filipino American foodmakers\u003c/a> who have dominated the national food circuit with an array of \u003ca href=\"https://www.kqed.org/arts/13929263/ube-choco-taco-macs-by-icky-filipino-union-city\">ube-infused treats\u003c/a> and \u003ca href=\"https://www.youtube.com/shorts/ylmwBgb8_8U?app=desktop\">adobo-drenched dishes\u003c/a> lately.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">\u003c/p>\u003c/div>",
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"content": "\u003cdiv class=\"post-body\">\u003cp>“It’s pretty obvious that there’s a Filipino food influence everywhere now,” Kidera says. “When we first opened in 2010, there really wasn’t much else besides traditional, family-owned Filipino spots that were serving pinuneg\u003c/span> \u003cspan style=\"font-weight: 400\">[blood sausage]. I love those spots religiously, but you couldn’t just go out and get anything like Señor Sisig and other Filipino foods for younger generations and non-Filipinos. Thai, Japanese, Chinese — they’ve all had food movements and hit their popularity. But Filipino food wasn’t really one of those, and now we’re growing to get to that point.”\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">It seems they’ve officially made it now. To be sure, whether you’re attending this particular function for Sisig’s eats or P-Lo’s beats, the Filipino food will be smacking and the Bay Area music will be slapping.\u003c/span>\u003c/p>\n\u003cp>\u003cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-12127869\" src=\"https://ww2.kqed.org/app/uploads/sites/2/2016/09/Q.Logo_.Break_-800x78.jpg\" alt=\"\" width=\"800\" height=\"78\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/2/2016/09/Q.Logo_.Break_.jpg 800w, https://cdn.kqed.org/wp-content/uploads/sites/2/2016/09/Q.Logo_.Break_-400x39.jpg 400w, https://cdn.kqed.org/wp-content/uploads/sites/2/2016/09/Q.Logo_.Break_-768x75.jpg 768w\" sizes=\"(max-width: 800px) 100vw, 800px\">\u003c/p>\n\u003cp>\u003c/p>\n\u003cp>\u003ci>\u003cspan style=\"font-weight: 400\">\u003ca href=\"https://www.instagram.com/p_lo/?hl=en\">P-Lo’\u003c/a>s “Very Good Food Tour” will have its Bay Area stop at Señor Sisig (330 17th St., Oakland) on Sat., Oct. 21 from 4 to 7 p.m. The event is free to attend with \u003c/span>\u003c/i>\u003ca href=\"https://www.eventbrite.com/e/p-lo-presents-the-very-good-food-tour-oakland-tickets-727733880627\">\u003ci>\u003cspan style=\"font-weight: 400\">online RSVP\u003c/span>\u003c/i>\u003c/a>\u003ci>\u003cspan style=\"font-weight: 400\">.\u003c/span>\u003c/i>\u003c/p>\n\n\u003c/div>\u003c/p>",
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"title": "Your Favorite Filipino American Chef Was Probably a DJ or B-Boy Back in the Day",
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"content": "\u003cp>You can’t tell the story of \u003ca href=\"https://www.kqed.org/bayareahiphop\">Bay Area hip-hop\u003c/a> without a tip of the cap to all of the Filipino Americans who helped shape the scene — from the legion of \u003ca href=\"https://www.kqed.org/arts/13812554/how-daly-citys-filipino-mobile-dj-scene-changed-hip-hop-forever\">mobile DJ crews\u003c/a> and B-boys/B-girls to the influential \u003ca href=\"https://www.kqed.org/arts/13905208/a-new-generation-of-filipino-hip-hop-builds-on-a-deep-bay-area-legacy\">emcees\u003c/a>, \u003ca href=\"https://www.kqed.org/arts/13924042/nump-hyphy-i-gott-grapes-interview\">producers\u003c/a> and graffiti artists. It makes sense, then, that the 2023 edition of \u003ca href=\"https://www.undiscoveredsf.com/\">Undiscovered SF\u003c/a>, San Francisco’s preeminent Filipino American culture fest, is framed as a months-long celebration of hip-hop. This year is \u003ca href=\"https://www.kqed.org/arts/13932076/bay-area-hip-hop-50th-anniversary-celebrations\">hip-hop’s 50th anniversary\u003c/a>, after all.\u003c/p>\n\u003cp>Still, when the block party kicks off in the SoMa Pilipinas cultural district on Aug. 19, one of the biggest draws will be the same thing that attracts a crowd to any big Filipino gathering: the food.\u003c/p>\n\u003cp>And as Desi Danganan — executive director of \u003ca href=\"https://www.kultivatelabs.org/\">Kultivate Labs\u003c/a>, the nonprofit that organizes the event — explains it, the Bay Area’s vibrant Fil-Am food scene today is itself deeply rooted in the community’s ties to hip-hop. Back in the ’80s, among Filipino Americans in the Bay, “everyone and their mom was a DJ,” Danganan recalls. Then there was a stretch of time when it seemed like everyone became a club promoter. Danganan remembers when he was in his twenties, the promotion crews running the nightclubs in SoMa were 90% Filipino.\u003c/p>\n\u003cp>These days? Those same folks are operating some of the region’s most popular food trucks and pop-up restaurants.\u003c/p>\n\u003cp>“All of a sudden, the new DJ was the chef,” Danganan says. “Chefs started popping up, rave-style, in places that weren’t necessarily kitchens.” He describes something akin to a DJ/dancer/club promoter to chef pipeline: Alex Retodo was a club promoter before he started rolling lumpia at \u003ca href=\"https://www.thelumpiacompany.com/\">the Lumpia Company\u003c/a>, which he co-owns with E-40. Evan Kidera was a rapper before he co-founded \u003ca href=\"https://www.instagram.com/senorsisig\">Señor Sisig\u003c/a> — arguably the single \u003ca href=\"https://sf.eater.com/2019/11/4/20946482/senor-sisig-filipino-open-mission-sf\">most famous Bay Area food truck\u003c/a>. The couple behind Filipino-Japanese pop-up \u003ca href=\"https://www.instagram.com/oxandtiger/\">Ox and Tiger\u003c/a> were dancers before they were chefs. So were the co-founders of the Chase Center food stall \u003ca href=\"http://www.instagram.com/thesarapshop\">Sarap Shop\u003c/a>. And Undiscovered SF booked Rod Reyes, of the San Jose–based food truck \u003ca href=\"https://www.instagram.com/baryakitchen\">Barya Kitchen\u003c/a>, as a DJ for one of the festival’s earliest incarnations, before he’d even started his food business.\u003c/p>\n\u003cfigure id=\"attachment_13933294\" class=\"wp-caption alignnone\" style=\"max-width: 1920px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-13933294\" src=\"https://ww2.kqed.org/app/uploads/sites/2/2023/08/KultivateLabs_Undscvrd_food.jpg\" alt=\"Pork sisig served with a slice of lemon and a mound of white rice.\" width=\"1920\" height=\"2511\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/2/2023/08/KultivateLabs_Undscvrd_food.jpg 1920w, https://cdn.kqed.org/wp-content/uploads/sites/2/2023/08/KultivateLabs_Undscvrd_food-800x1046.jpg 800w, https://cdn.kqed.org/wp-content/uploads/sites/2/2023/08/KultivateLabs_Undscvrd_food-1020x1334.jpg 1020w, https://cdn.kqed.org/wp-content/uploads/sites/2/2023/08/KultivateLabs_Undscvrd_food-160x209.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/2/2023/08/KultivateLabs_Undscvrd_food-768x1004.jpg 768w, https://cdn.kqed.org/wp-content/uploads/sites/2/2023/08/KultivateLabs_Undscvrd_food-1174x1536.jpg 1174w, https://cdn.kqed.org/wp-content/uploads/sites/2/2023/08/KultivateLabs_Undscvrd_food-1566x2048.jpg 1566w\" sizes=\"(max-width: 1920px) 100vw, 1920px\">\u003cfigcaption class=\"wp-caption-text\">A plate of pork sisig from a previous edition of Undiscovered SF. The annual festival has always celebrated the Bay Area’s Filipino street food scene. \u003ccite>(Courtesy of Kultivate Labs)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>The kind of trajectory that Danganan describes isn’t uniquely Filipino, of course. Some of it is rooted in the \u003ca href=\"https://www.kqed.org/arts/13907726/e-40-goon-with-the-spoon-bay-area-rappers-food-entrepreneurs-hustle\">entrepreneurial spirit and hustle culture\u003c/a> that undergirds the whole Bay Area hip-hop scene. And if the Bay Area’s Filipino American community produced some of the most \u003ca href=\"https://www.kqed.org/arts/10777508/top-5-tracks-born-from-the-bay-areas-filipino-mobile-dj-scene\">legendary DJs in hip-hop history\u003c/a>, it’s only natural that that kind of creativity would also translate into other artistic endeavors. “They’re really gifted at taking ingredients and \u003ca href=\"https://www.kqed.org/arts/13898436/uncle-tito-filipino-comfort-food-soma-opening\">remixing them\u003c/a> to create something new,” Danganan explains — say, a bacon cheeseburger lumpia or a sisig burrito. The only difference? “Now they’re not beats. They’re flavors.”\u003c/p>\n\u003cp>[ad fullwidth]\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">[aside postID='arts_13907726,arts_13905208,arts_13923127']\u003c/span>All of the aforementioned DJ- or dancer-turned-chefs — and many more — will be on hand to sling food for at least one iteration of this year’s Undiscovered SF block party. Organizers decided hip-hop’s big birthday was too monumental to limit to a single afternoon, so it’ll host three separate parties over the course of the next three months. Each one will have a specific theme: Aug. 19 will be “Classics and Throwbacks.” Sept. 16 will focus on “The Future.” And Oct. 21 will be “The Present.”\u003c/p>\n\u003cp>Food highlights at \u003ca href=\"https://www.undiscoveredsf.com/\">Aug. 19’s kickoff event\u003c/a> will include Señor Sisig and \u003ca href=\"https://www.kqed.org/arts/13926749/tasty-tings-jamaican-beef-patties-sf-oakland\">Tasty Tings\u003c/a>, whose Jamaican-Filipina-Chinese-Creole owner incorporates Filipino ingredients like longaniza pork into her Jamaican patties. The September and October lineups will include Barya Kitchen and a special collaboration between Ox and Tiger, Sarap Shop and lechon specialist \u003ca href=\"https://www.instagram.com/jeepneyguy/\">Jeepney Guy\u003c/a>.\u003c/p>\n\u003cfigure id=\"attachment_13933297\" class=\"wp-caption alignnone\" style=\"max-width: 1920px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-13933297\" src=\"https://ww2.kqed.org/app/uploads/sites/2/2023/08/Turontastic_photo-from-Kultivate-Labs.jpg\" alt=\"A paper tray of turon (banana lumpia) topped with ube ice cream and sprinkled with ube crumbles.\" width=\"1920\" height=\"1279\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/2/2023/08/Turontastic_photo-from-Kultivate-Labs.jpg 1920w, https://cdn.kqed.org/wp-content/uploads/sites/2/2023/08/Turontastic_photo-from-Kultivate-Labs-800x533.jpg 800w, https://cdn.kqed.org/wp-content/uploads/sites/2/2023/08/Turontastic_photo-from-Kultivate-Labs-1020x679.jpg 1020w, https://cdn.kqed.org/wp-content/uploads/sites/2/2023/08/Turontastic_photo-from-Kultivate-Labs-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/2/2023/08/Turontastic_photo-from-Kultivate-Labs-768x512.jpg 768w, https://cdn.kqed.org/wp-content/uploads/sites/2/2023/08/Turontastic_photo-from-Kultivate-Labs-1536x1023.jpg 1536w\" sizes=\"(max-width: 1920px) 100vw, 1920px\">\u003cfigcaption class=\"wp-caption-text\">Turontastic’s take on turon, or banana lumpia, topped with ube ice cream. \u003ccite>(Courtesy of Kultivate Labs)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>According to Danganan, one of the local Filipino food scene’s newest trends is the proliferation of sweets shops and bakery pop-ups, many of which cropped up during the pandemic. This, too, will be reflected at Undiscovered SF: There will be plenty of ube treats to be had.\u003c/p>\n\u003cp>Most of the offerings will come from small local purveyors, with one notable exception. In a classic case of knowing your audience, representatives from SPAM HQ will be on hand to pass out free samples of the brand’s new flavor — maple-flavored Spam — to the assembled crowd of \u003ca href=\"https://www.theatlantic.com/podcasts/archive/2022/03/spam-wwii-history-hormel-canned-meat/629416/\">noted canned meat lovers\u003c/a>.\u003c/p>\n\u003cp>\u003cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-12127869\" src=\"https://ww2.kqed.org/app/uploads/sites/2/2016/09/Q.Logo_.Break_.jpg\" alt=\"\" width=\"800\" height=\"78\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/2/2016/09/Q.Logo_.Break_.jpg 800w, https://cdn.kqed.org/wp-content/uploads/sites/2/2016/09/Q.Logo_.Break_-400x39.jpg 400w, https://cdn.kqed.org/wp-content/uploads/sites/2/2016/09/Q.Logo_.Break_-768x75.jpg 768w\" sizes=\"(max-width: 800px) 100vw, 800px\">\u003c/p>\n\u003cp>\u003c/p>\n\u003cp>\u003ca href=\"https://www.undiscoveredsf.com/\">\u003ci>Undiscovered SF\u003c/i>\u003c/a>\u003ci> will host block parties in the SoMa Pilipinas cultural district, at and around The Parks @5M (44 Mary St., San Francisco) on Aug. 19, Sep. 16 and Oct. 21, from noon to 6 p.m.. The all-ages event is free and open to the public, but you can reserve a free ticket (and commemorative pin) \u003c/i>\u003ca href=\"https://www.undiscoveredsf.com/store/undiscovered-block-party-pin-2023\">\u003ci>online\u003c/i>\u003c/a>\u003ci>.\u003c/i>\u003c/p>\n\n",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003cp>You can’t tell the story of \u003ca href=\"https://www.kqed.org/bayareahiphop\">Bay Area hip-hop\u003c/a> without a tip of the cap to all of the Filipino Americans who helped shape the scene — from the legion of \u003ca href=\"https://www.kqed.org/arts/13812554/how-daly-citys-filipino-mobile-dj-scene-changed-hip-hop-forever\">mobile DJ crews\u003c/a> and B-boys/B-girls to the influential \u003ca href=\"https://www.kqed.org/arts/13905208/a-new-generation-of-filipino-hip-hop-builds-on-a-deep-bay-area-legacy\">emcees\u003c/a>, \u003ca href=\"https://www.kqed.org/arts/13924042/nump-hyphy-i-gott-grapes-interview\">producers\u003c/a> and graffiti artists. It makes sense, then, that the 2023 edition of \u003ca href=\"https://www.undiscoveredsf.com/\">Undiscovered SF\u003c/a>, San Francisco’s preeminent Filipino American culture fest, is framed as a months-long celebration of hip-hop. This year is \u003ca href=\"https://www.kqed.org/arts/13932076/bay-area-hip-hop-50th-anniversary-celebrations\">hip-hop’s 50th anniversary\u003c/a>, after all.\u003c/p>\n\u003cp>Still, when the block party kicks off in the SoMa Pilipinas cultural district on Aug. 19, one of the biggest draws will be the same thing that attracts a crowd to any big Filipino gathering: the food.\u003c/p>\n\u003cp>And as Desi Danganan — executive director of \u003ca href=\"https://www.kultivatelabs.org/\">Kultivate Labs\u003c/a>, the nonprofit that organizes the event — explains it, the Bay Area’s vibrant Fil-Am food scene today is itself deeply rooted in the community’s ties to hip-hop. Back in the ’80s, among Filipino Americans in the Bay, “everyone and their mom was a DJ,” Danganan recalls. Then there was a stretch of time when it seemed like everyone became a club promoter. Danganan remembers when he was in his twenties, the promotion crews running the nightclubs in SoMa were 90% Filipino.\u003c/p>\n\u003cp>These days? Those same folks are operating some of the region’s most popular food trucks and pop-up restaurants.\u003c/p>\n\u003cp>“All of a sudden, the new DJ was the chef,” Danganan says. “Chefs started popping up, rave-style, in places that weren’t necessarily kitchens.” He describes something akin to a DJ/dancer/club promoter to chef pipeline: Alex Retodo was a club promoter before he started rolling lumpia at \u003ca href=\"https://www.thelumpiacompany.com/\">the Lumpia Company\u003c/a>, which he co-owns with E-40. Evan Kidera was a rapper before he co-founded \u003ca href=\"https://www.instagram.com/senorsisig\">Señor Sisig\u003c/a> — arguably the single \u003ca href=\"https://sf.eater.com/2019/11/4/20946482/senor-sisig-filipino-open-mission-sf\">most famous Bay Area food truck\u003c/a>. The couple behind Filipino-Japanese pop-up \u003ca href=\"https://www.instagram.com/oxandtiger/\">Ox and Tiger\u003c/a> were dancers before they were chefs. So were the co-founders of the Chase Center food stall \u003ca href=\"http://www.instagram.com/thesarapshop\">Sarap Shop\u003c/a>. And Undiscovered SF booked Rod Reyes, of the San Jose–based food truck \u003ca href=\"https://www.instagram.com/baryakitchen\">Barya Kitchen\u003c/a>, as a DJ for one of the festival’s earliest incarnations, before he’d even started his food business.\u003c/p>\n\u003cfigure id=\"attachment_13933294\" class=\"wp-caption alignnone\" style=\"max-width: 1920px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-13933294\" src=\"https://ww2.kqed.org/app/uploads/sites/2/2023/08/KultivateLabs_Undscvrd_food.jpg\" alt=\"Pork sisig served with a slice of lemon and a mound of white rice.\" width=\"1920\" height=\"2511\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/2/2023/08/KultivateLabs_Undscvrd_food.jpg 1920w, https://cdn.kqed.org/wp-content/uploads/sites/2/2023/08/KultivateLabs_Undscvrd_food-800x1046.jpg 800w, https://cdn.kqed.org/wp-content/uploads/sites/2/2023/08/KultivateLabs_Undscvrd_food-1020x1334.jpg 1020w, https://cdn.kqed.org/wp-content/uploads/sites/2/2023/08/KultivateLabs_Undscvrd_food-160x209.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/2/2023/08/KultivateLabs_Undscvrd_food-768x1004.jpg 768w, https://cdn.kqed.org/wp-content/uploads/sites/2/2023/08/KultivateLabs_Undscvrd_food-1174x1536.jpg 1174w, https://cdn.kqed.org/wp-content/uploads/sites/2/2023/08/KultivateLabs_Undscvrd_food-1566x2048.jpg 1566w\" sizes=\"(max-width: 1920px) 100vw, 1920px\">\u003cfigcaption class=\"wp-caption-text\">A plate of pork sisig from a previous edition of Undiscovered SF. The annual festival has always celebrated the Bay Area’s Filipino street food scene. \u003ccite>(Courtesy of Kultivate Labs)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>The kind of trajectory that Danganan describes isn’t uniquely Filipino, of course. Some of it is rooted in the \u003ca href=\"https://www.kqed.org/arts/13907726/e-40-goon-with-the-spoon-bay-area-rappers-food-entrepreneurs-hustle\">entrepreneurial spirit and hustle culture\u003c/a> that undergirds the whole Bay Area hip-hop scene. And if the Bay Area’s Filipino American community produced some of the most \u003ca href=\"https://www.kqed.org/arts/10777508/top-5-tracks-born-from-the-bay-areas-filipino-mobile-dj-scene\">legendary DJs in hip-hop history\u003c/a>, it’s only natural that that kind of creativity would also translate into other artistic endeavors. “They’re really gifted at taking ingredients and \u003ca href=\"https://www.kqed.org/arts/13898436/uncle-tito-filipino-comfort-food-soma-opening\">remixing them\u003c/a> to create something new,” Danganan explains — say, a bacon cheeseburger lumpia or a sisig burrito. The only difference? “Now they’re not beats. They’re flavors.”\u003c/p>\n\u003cp>\u003c/p>\u003c/div>",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003c/span>All of the aforementioned DJ- or dancer-turned-chefs — and many more — will be on hand to sling food for at least one iteration of this year’s Undiscovered SF block party. Organizers decided hip-hop’s big birthday was too monumental to limit to a single afternoon, so it’ll host three separate parties over the course of the next three months. Each one will have a specific theme: Aug. 19 will be “Classics and Throwbacks.” Sept. 16 will focus on “The Future.” And Oct. 21 will be “The Present.”\u003c/p>\n\u003cp>Food highlights at \u003ca href=\"https://www.undiscoveredsf.com/\">Aug. 19’s kickoff event\u003c/a> will include Señor Sisig and \u003ca href=\"https://www.kqed.org/arts/13926749/tasty-tings-jamaican-beef-patties-sf-oakland\">Tasty Tings\u003c/a>, whose Jamaican-Filipina-Chinese-Creole owner incorporates Filipino ingredients like longaniza pork into her Jamaican patties. The September and October lineups will include Barya Kitchen and a special collaboration between Ox and Tiger, Sarap Shop and lechon specialist \u003ca href=\"https://www.instagram.com/jeepneyguy/\">Jeepney Guy\u003c/a>.\u003c/p>\n\u003cfigure id=\"attachment_13933297\" class=\"wp-caption alignnone\" style=\"max-width: 1920px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-13933297\" src=\"https://ww2.kqed.org/app/uploads/sites/2/2023/08/Turontastic_photo-from-Kultivate-Labs.jpg\" alt=\"A paper tray of turon (banana lumpia) topped with ube ice cream and sprinkled with ube crumbles.\" width=\"1920\" height=\"1279\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/2/2023/08/Turontastic_photo-from-Kultivate-Labs.jpg 1920w, https://cdn.kqed.org/wp-content/uploads/sites/2/2023/08/Turontastic_photo-from-Kultivate-Labs-800x533.jpg 800w, https://cdn.kqed.org/wp-content/uploads/sites/2/2023/08/Turontastic_photo-from-Kultivate-Labs-1020x679.jpg 1020w, https://cdn.kqed.org/wp-content/uploads/sites/2/2023/08/Turontastic_photo-from-Kultivate-Labs-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/2/2023/08/Turontastic_photo-from-Kultivate-Labs-768x512.jpg 768w, https://cdn.kqed.org/wp-content/uploads/sites/2/2023/08/Turontastic_photo-from-Kultivate-Labs-1536x1023.jpg 1536w\" sizes=\"(max-width: 1920px) 100vw, 1920px\">\u003cfigcaption class=\"wp-caption-text\">Turontastic’s take on turon, or banana lumpia, topped with ube ice cream. \u003ccite>(Courtesy of Kultivate Labs)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>According to Danganan, one of the local Filipino food scene’s newest trends is the proliferation of sweets shops and bakery pop-ups, many of which cropped up during the pandemic. This, too, will be reflected at Undiscovered SF: There will be plenty of ube treats to be had.\u003c/p>\n\u003cp>Most of the offerings will come from small local purveyors, with one notable exception. In a classic case of knowing your audience, representatives from SPAM HQ will be on hand to pass out free samples of the brand’s new flavor — maple-flavored Spam — to the assembled crowd of \u003ca href=\"https://www.theatlantic.com/podcasts/archive/2022/03/spam-wwii-history-hormel-canned-meat/629416/\">noted canned meat lovers\u003c/a>.\u003c/p>\n\u003cp>\u003cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-12127869\" src=\"https://ww2.kqed.org/app/uploads/sites/2/2016/09/Q.Logo_.Break_.jpg\" alt=\"\" width=\"800\" height=\"78\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/2/2016/09/Q.Logo_.Break_.jpg 800w, https://cdn.kqed.org/wp-content/uploads/sites/2/2016/09/Q.Logo_.Break_-400x39.jpg 400w, https://cdn.kqed.org/wp-content/uploads/sites/2/2016/09/Q.Logo_.Break_-768x75.jpg 768w\" sizes=\"(max-width: 800px) 100vw, 800px\">\u003c/p>\n\u003cp>\u003c/p>\n\u003cp>\u003ca href=\"https://www.undiscoveredsf.com/\">\u003ci>Undiscovered SF\u003c/i>\u003c/a>\u003ci> will host block parties in the SoMa Pilipinas cultural district, at and around The Parks @5M (44 Mary St., San Francisco) on Aug. 19, Sep. 16 and Oct. 21, from noon to 6 p.m.. The all-ages event is free and open to the public, but you can reserve a free ticket (and commemorative pin) \u003c/i>\u003ca href=\"https://www.undiscoveredsf.com/store/undiscovered-block-party-pin-2023\">\u003ci>online\u003c/i>\u003c/a>\u003ci>.\u003c/i>\u003c/p>\n\n\u003c/div>\u003c/p>",
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"slug": "e-40-goon-with-the-spoon-bay-area-rappers-food-entrepreneurs-hustle",
"title": "No One Hustles Harder Than the Bay Area’s Hip-Hop Food Entrepreneurs",
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"headTitle": "No One Hustles Harder Than the Bay Area’s Hip-Hop Food Entrepreneurs | KQED",
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"content": "\u003cp>\u003cspan style=\"font-weight: 400\">[dropcap]T[/dropcap]here’s no other rapper in the history of hustling who can serve you more flavors than E-40. If you don’t believe me, ask another certified Bay Area tycoon: San Francisco rapper Larry June.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">In a recent \u003ca href=\"https://www.complex.com/music/jay-z-rozay-ye-larry-june-crowns-the-ultimate-hustler-or-complex-brackets\">interview with Complex Brackets\u003c/a>, June—who co-owns \u003ca href=\"https://www.honeybearbobaco.com/\">Honeybear Boba\u003c/a> and “does numbers” with his music—credited E-40 as “the ultimate hustler.” In a genre of music that has produced figures like Jay-Z, Bun B, Sean Combs, Suge Knight, Gucci Mane, Nipsey Hussle, Nicki Minaj and countless other business savants, E-40 being crowned “the ultimate” speaks volumes.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">“When I think of an ultimate hustler, I think of a person who’s been able to leverage their music to outside ventures,” B. Dot, the show’s host, told June.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">By this standard, how could anyone not crown E-40 as the preeminent entrepreneur in the Hall of Game?\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">From purveying his own brand of \u003c/span>\u003ca href=\"https://earlstevensselections.com/\">\u003cspan style=\"font-weight: 400\">wines\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">, \u003c/span>\u003ca href=\"https://ecuarenta.com/\">\u003cspan style=\"font-weight: 400\">tequilas\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">, \u003c/span>\u003ca href=\"https://www.youtube.com/watch?v=YTe4FMYX5uU\">\u003cspan style=\"font-weight: 400\">cervezas\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">, \u003c/span>\u003ca href=\"https://www.forbes.com/sites/susannahbreslin/2015/09/27/e-40-sluricane/?sh=6a401ad56ab9\">\u003cspan style=\"font-weight: 400\">cocktails\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\"> and \u003c/span>\u003ca href=\"http://40ozmaltliquor.com/brands/e40.php\">\u003cspan style=\"font-weight: 400\">malt liquor\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">; to \u003c/span>\u003ca href=\"https://sf.eater.com/2019/9/9/20857515/e-40-lumpia-company-co-owner-sf-oracle-park-filipino-food\">\u003cspan style=\"font-weight: 400\">dishing out lumpia\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">; to running \u003c/span>\u003ca href=\"https://rockthebells.com/articles/20-greatest-e-40-songs-sick-wid-it/\">\u003cspan style=\"font-weight: 400\">his own record label,\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\"> Sick Wid’ It, and releasing so many slappers in a lifetime that we have all lost count (\u003c/span>\u003ca href=\"https://www.xxlmag.com/e40-talks-releasing-three-albums-on-same-day-upcoming-too-hort-collaboration/\">\u003cspan style=\"font-weight: 400\">he once put out three albums in one day\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">), no one better represents the art of calculated effort and long-term investment than Charlie Hustle himself. As he says on “Function,” this Ballatician could “sell the White House black paint.”\u003c/span>\u003c/p>\n\u003cp>[ad fullwidth]\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Now, add to 40’s resume his latest and perhaps most intriguing venture: a food company.\u003c/span>\u003c/p>\n\u003cp>\u003ca href=\"https://thegoonwiththespoon.com/\">\u003cspan style=\"font-weight: 400\">Goon With The Spoon\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\"> is something the 54-year-old says fulfilled a “lifelong dream,” according to his \u003c/span>\u003ca href=\"https://www.instagram.com/p/CVc9LUgA2Ja/?utm_source=ig_embed&ig_rid=2cd17ab2-eabe-4051-9bcf-9a554cad0937\">\u003cspan style=\"font-weight: 400\">Instagram announcement\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">. The company’s pre-packaged sausages and burritos—offered in partnership with local barbecue chain Kinder’s Meats—playfully mirror the rapper’s inventive hip-hop vernacular (see: “Turf Burritos” and a “\u003c/span>\u003ca href=\"https://www.youtube.com/watch?v=bRChz-OYi9o\">\u003cspan style=\"font-weight: 400\">Choices (Yum)\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">” variety pack).\u003c/span>\u003c/p>\n\u003cp>https://www.instagram.com/p/CNq2sdlMBrz/\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">The brand’s name references track six on \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Revenue Retrievin’: Day Shift\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\">, when rapper B-Legit says, “I’m a beast with the mouthpiece, goon with the spoon,” boasting about both his wordplay in the booth and illicit skills in the kitchen. Like the lyrics, 40’s newest endeavor seeks to bend the norm and feed the streets—literally. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">[pullquote size=\"large\" align=\"right\"]“No one better represents the art of calculated effort and long-term investment than Charlie Hustle himself.”[/pullquote]“[E-40] always takes the best of what he likes, then adds something unique to the table,” says Droop-E, E-40’s son, who is a rapper himself and consults on his dad’s business operations. “It’s pushing the envelope, just like how he brings a different style to the rap game. He’s just doing the same thing but in the food market.”\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">In the case of Goon With The Spoon, that fresh remix includes removing the pork casing from his sausages and introducing untraditional sausage flavors, such as Philly cheesesteak and teriyaki pineapple chicken.\u003c/span>\u003c/p>\n\u003cfigure id=\"attachment_13907801\" class=\"wp-caption alignright\" style=\"max-width: 1707px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-13907801\" src=\"https://ww2.kqed.org/app/uploads/sites/2/2022/01/A7R08481-scaled.jpg\" alt='Two \"turf burritos\" inside a refrigerated display case.' width=\"1707\" height=\"2560\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/2/2022/01/A7R08481-scaled.jpg 1707w, https://cdn.kqed.org/wp-content/uploads/sites/2/2022/01/A7R08481-800x1200.jpg 800w, https://cdn.kqed.org/wp-content/uploads/sites/2/2022/01/A7R08481-1020x1530.jpg 1020w, https://cdn.kqed.org/wp-content/uploads/sites/2/2022/01/A7R08481-160x240.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/2/2022/01/A7R08481-768x1152.jpg 768w, https://cdn.kqed.org/wp-content/uploads/sites/2/2022/01/A7R08481-1024x1536.jpg 1024w, https://cdn.kqed.org/wp-content/uploads/sites/2/2022/01/A7R08481-1365x2048.jpg 1365w, https://cdn.kqed.org/wp-content/uploads/sites/2/2022/01/A7R08481-1920x2880.jpg 1920w\" sizes=\"(max-width: 1707px) 100vw, 1707px\">\u003cfigcaption class=\"wp-caption-text\">Two of Goon With The Spoon’s prepackaged burritos, spotted at a liquor store in Vallejo. \u003ccite>(Darius Riley | HOUR VOYSES)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cspan style=\"font-weight: 400\">But 40 and his team aren’t the only cooks in the kitchen. They’re part of a long legacy of entrepreneurialism in the Northern California rap scene.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">There is arguably no place that demands more hustle than the Bay Area. It’s a soil that has cultivated a deep community of “ultimate hustlers”—rappers, activists, educators, poets, BART dancers, tech developers, revolutionaries, journalists, immigrants and other expressionists—who, going back to the Gold Rush of 1849, have had to embody a level of risk taking, multifaceted commerce and grit in order to thrive. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">In today’s globally competitive and hyper-inflated Bay Area market, you need to be able to maneuver multiple services in order to get ahead—especially in light of reports that saddle the region with the notorious title of \u003c/span>\u003ca href=\"https://abc7news.com/sf-metro-area-most-expensive-to-live-cost-of-living-bay-home-prices-silicon-valley/11343904/\">\u003cspan style=\"font-weight: 400\">“most expensive place to live in the U.S.”\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\"> For the true hustler, though, that high cost of living has simply inspired alternative forms of income.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">“Hustling is a huge part of the Bay Area rap aesthetic,” says hip-hop journalist Eric Arnold. “Going back to Too $hort and Freddy B in 1983 selling tapes on the bus line with no record label. It all started there.” In Arnold’s view, Too $hort may have been rap’s earliest player to showcase his entrepreneurial autonomy. The East Oakland rapper famously self-ignited his career by selling his music from the trunk of his vehicle, pioneering popular phrases like “born to mack” and “out the trunk”—terms that are still used in hip-hop to indicate one’s DIY ambitions.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">“As time went on, rappers and performers looked at things other than just the music as a form of economic sustainability,” Arnold says. “It could be \u003c/span>\u003ca href=\"https://www.forbes.com/sites/javierhasse/2020/09/16/berner/?sh=22e201a9541d\">\u003cspan style=\"font-weight: 400\">Berner being a partner in [the cannabis company] Cookies\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">. It could be \u003c/span>\u003ca href=\"http://www.daveyd.com/FullArticles/articleN149.asp\">\u003cspan style=\"font-weight: 400\">Pam the Funkstress formerly owning her restaurant\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\"> and catering business, Piccadilly’s. \u003c/span>\u003ca href=\"https://www.nbcbayarea.com/news/local/oaklands-mistah-f-a-b-dealing-clothing-and-life-lessons-in-his-dope-era-shop/2455765/\">\u003cspan style=\"font-weight: 400\">Look at F.A.B with Dope Era\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">, some of the hottest gear in the streets right now.”\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">The same can be said for a young Master P, who before making his name in New Orleans with No Limit Records—one of the most successful labels of the ’90s and ’00s—spent his formative years in Richmond operating his first business: \u003c/span>\u003ca href=\"https://theurbandaily.com/1336195/black-music-moment-55-master-ps-no-limit-records-founded/\">\u003cspan style=\"font-weight: 400\">No Limit Record Shop\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">“The idea that rap is the only thing people can do as rappers and DJs is false,” Arnold says. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">[pullquote size=\"large\" align=\"right\" citation=\"Eric Arnold\"]“Rappers and performers looked at things other than just the music as a form of economic sustainability.”[/pullquote]From the Hieroglyphics running their own record label in 1995 and \u003c/span>\u003ca href=\"https://www.kqed.org/arts/13865645/hieroglyphics-hip-hop-holy-day-celebrated-the-bay-areas-independent-spirit\">\u003cspan style=\"font-weight: 400\">curating a yearly, community showcase\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\"> for other artists, to the Coup’s \u003c/span>\u003ca href=\"https://www.chicagotribune.com/entertainment/movies/ct-mov-boots-riley-0713-story.html\">\u003cspan style=\"font-weight: 400\">Boots Riley becoming a renowned screenwriter\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\"> and director in recent years, there is no shortage of local rappers, DJs, and producers who have made an indelible impact on the region’s culture with their outside ventures. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">But it’s with food and drinks that Bay Area hip-hop has delivered its best work.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Who else but Larry June is rapping about fresh smoothies while actually owning a \u003ca href=\"https://www.instagram.com/honeybearboba_/?hl=en\">popular boba shop\u003c/a>? From the Team’s \u003c/span>\u003ca href=\"https://www.sfgate.com/column/article/Bay-Area-Hyphy-Juice-Soda-Clyde-Carson-grapple-16480549.php\">\u003cspan style=\"font-weight: 400\">Clyde Carson co-owning Hyphy Juice\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">, to the vaunted hustles of Nump, who owns a \u003c/span>\u003ca href=\"https://www.facebook.com/watch/?v=1263174667045544\">\u003cspan style=\"font-weight: 400\">doughnut shop\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\"> (in addition to running \u003c/span>\u003ca href=\"https://eastbayexpress.com/its-easy-filipino-rapper-nump-enters-cannabis-delivery-service/\">\u003cspan style=\"font-weight: 400\">a cannabis delivery service that offers “Lumpia” blunts\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">), to \u003c/span>\u003cspan style=\"font-weight: 400\">\u003ca href=\"https://datebook.sfchronicle.com/music/hip-hop-has-become-an-influencer-in-the-bay-area-restaurant-industry\">Don Toriano\u003c/a>, who created the popular restaurant and \u003ca href=\"https://www.kqed.org/arts/13895209/vegan-mob-oakland-mission-sf-expansion-food-truck-toriano-gordon-senor-sisig-vegano\">food truck Vegan Mob\u003c/a>\u003c/span>\u003cspan style=\"font-weight: 400\">, a diversified food and beverage portfolio is perhaps the most defining contribution to the Bay Area rapper’s playbook, which is designed to be versatile and \u003c/span>\u003ca href=\"https://www.youtube.com/watch?v=sxXsBTMuZgU\">\u003cspan style=\"font-weight: 400\">“Quarterbackin’.”\u003c/span>\u003c/a>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Of course, we have 40 Fonzarelli to thank for that. More than anyone else it’s 40, carrying as many aliases as he does enterprises, who showcases the food game hustle that is interconnected with Bay Area rap culture.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">“40 owned a Fatburger back in the day,” Arnold says. “He told you he was a hustler from day one, back in 1992. He was telling you that.”\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">The fact that he’s still pushing weight and launching new ventures in 2021 shouldn’t shock anyone.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">“My pops is just super focused because he really enjoys what he does,” says Droop-E. “He’s always cooking for the family, asking us for our honest opinions. It tastes better when someone makes something they care about.”\u003c/span>\u003c/p>\n\u003cp>https://www.instagram.com/p/CYPlG9-Dwhu/\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Though \u003c/span>\u003ca href=\"https://www.kqed.org/pop/17076/eye-of-the-sluricane-a-dispatch-from-an-e-40-bottle-signing\">\u003cspan style=\"font-weight: 400\">not all of 40’s pursuits have been received glowingly\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">, no one can knock his hustle. Earl Stevens’ relentlessness to trailblaze multiple paths at once has provided a roadmap for generations of listeners, who in turn have embraced his freelancing spirit. His efforts have earned him recognition from media outlets that don’t typically seek out rappers for their food expertise, including \u003c/span>\u003ca href=\"https://www.forbes.com/sites/andreabossi/2021/03/24/legendary-rapper-e-40-talks-building-his-spirits-empire-owning-100/?sh=1c64ad2118cb\">\u003ci>\u003cspan style=\"font-weight: 400\">Forbes\u003c/span>\u003c/i>\u003c/a>\u003cspan style=\"font-weight: 400\">, \u003c/span>\u003ca href=\"https://www.businessinsider.com/e-40-interview-spirits-clubhouse-verzuz-2021-4\">\u003ci>\u003cspan style=\"font-weight: 400\">Business Insider\u003c/span>\u003c/i>\u003c/a>\u003cspan style=\"font-weight: 400\"> and \u003c/span>\u003ca href=\"https://sf.eater.com/2018/2/1/16960322/e-40-tequila-line-e-cuarenta\">\u003cspan style=\"font-weight: 400\">Eater\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">. Through it all, he’s remained loyal to his soil—and helped to define it.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">“I think the Bay, if I was to put a finger on it, knows we’re not New York, LA, Chicago,” Arnold says. “You get used to being an underdog. You get used to taking an extra step because of the lack of media or industry infrastructure.”\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Having that “extra step” is what elevates those who are driven to find and create their own lane, even when it may not seem possible.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">[aside postID='arts_13895209,arts_13890437']Although it has become more commonplace (and sometimes necessary) for people to have multiple sources of income here in the Bay, the region’s rappers have been laying the groundwork for this blueprint decades before it was normalized. However you cut the math, these hip-hop legends have been “revenue retrieving” and “currency collecting” the hard way since the early ’80s—back when most mainstream rappers were dependent on major brands and record labels to fuel their image, rather than creating their own. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">For 40, the past few decades have been so flavorful that Droop-E told me he and his pops are planning to launch a line of ice cream soon, with up to seven different varieties. Fittingly, the Vallejo rapper’s newest hustle will be as the “\u003ca href=\"https://www.youtube.com/watch?v=OAqUP4Dt5co\">Ice Cream Man\u003c/a>,” a phrase coined back in ’93 by Bay Area counterparts Dru Down and Luniz, who later collaborated with 40 on the “I Got 5 On It” remix. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Though his ice cream’s release dates have yet to be announced, Droop-E assures me it’s officially on the way.\u003c/span>\u003c/p>\n\u003cp>[ad floatright]\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Like I said, no one serves more flavors than E-40.\u003c/span>\u003c/p>\n\n",
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"excerpt": "E-40's sausage and burrito brand, Goon With The Spoon, is the latest addition to a long Bay Area rap legacy.",
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"title": "E-40's Sausage Brand Joins a Long Legacy of Bay Area Hip-Hop Food Entrepreneurs | KQED",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003cp>\u003cspan style=\"font-weight: 400\">\u003c/p>\u003cp>\u003cspan class=\"utils-parseShortcode-shortcodes-__dropcapShortcode__dropcap\">T\u003c/span>\u003c/p>\u003cp>here’s no other rapper in the history of hustling who can serve you more flavors than E-40. If you don’t believe me, ask another certified Bay Area tycoon: San Francisco rapper Larry June.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">In a recent \u003ca href=\"https://www.complex.com/music/jay-z-rozay-ye-larry-june-crowns-the-ultimate-hustler-or-complex-brackets\">interview with Complex Brackets\u003c/a>, June—who co-owns \u003ca href=\"https://www.honeybearbobaco.com/\">Honeybear Boba\u003c/a> and “does numbers” with his music—credited E-40 as “the ultimate hustler.” In a genre of music that has produced figures like Jay-Z, Bun B, Sean Combs, Suge Knight, Gucci Mane, Nipsey Hussle, Nicki Minaj and countless other business savants, E-40 being crowned “the ultimate” speaks volumes.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">“When I think of an ultimate hustler, I think of a person who’s been able to leverage their music to outside ventures,” B. Dot, the show’s host, told June.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">By this standard, how could anyone not crown E-40 as the preeminent entrepreneur in the Hall of Game?\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">From purveying his own brand of \u003c/span>\u003ca href=\"https://earlstevensselections.com/\">\u003cspan style=\"font-weight: 400\">wines\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">, \u003c/span>\u003ca href=\"https://ecuarenta.com/\">\u003cspan style=\"font-weight: 400\">tequilas\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">, \u003c/span>\u003ca href=\"https://www.youtube.com/watch?v=YTe4FMYX5uU\">\u003cspan style=\"font-weight: 400\">cervezas\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">, \u003c/span>\u003ca href=\"https://www.forbes.com/sites/susannahbreslin/2015/09/27/e-40-sluricane/?sh=6a401ad56ab9\">\u003cspan style=\"font-weight: 400\">cocktails\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\"> and \u003c/span>\u003ca href=\"http://40ozmaltliquor.com/brands/e40.php\">\u003cspan style=\"font-weight: 400\">malt liquor\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">; to \u003c/span>\u003ca href=\"https://sf.eater.com/2019/9/9/20857515/e-40-lumpia-company-co-owner-sf-oracle-park-filipino-food\">\u003cspan style=\"font-weight: 400\">dishing out lumpia\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">; to running \u003c/span>\u003ca href=\"https://rockthebells.com/articles/20-greatest-e-40-songs-sick-wid-it/\">\u003cspan style=\"font-weight: 400\">his own record label,\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\"> Sick Wid’ It, and releasing so many slappers in a lifetime that we have all lost count (\u003c/span>\u003ca href=\"https://www.xxlmag.com/e40-talks-releasing-three-albums-on-same-day-upcoming-too-hort-collaboration/\">\u003cspan style=\"font-weight: 400\">he once put out three albums in one day\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">), no one better represents the art of calculated effort and long-term investment than Charlie Hustle himself. As he says on “Function,” this Ballatician could “sell the White House black paint.”\u003c/span>\u003c/p>\n\u003cp>\u003c/p>\u003c/div>",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Now, add to 40’s resume his latest and perhaps most intriguing venture: a food company.\u003c/span>\u003c/p>\n\u003cp>\u003ca href=\"https://thegoonwiththespoon.com/\">\u003cspan style=\"font-weight: 400\">Goon With The Spoon\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\"> is something the 54-year-old says fulfilled a “lifelong dream,” according to his \u003c/span>\u003ca href=\"https://www.instagram.com/p/CVc9LUgA2Ja/?utm_source=ig_embed&ig_rid=2cd17ab2-eabe-4051-9bcf-9a554cad0937\">\u003cspan style=\"font-weight: 400\">Instagram announcement\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">. The company’s pre-packaged sausages and burritos—offered in partnership with local barbecue chain Kinder’s Meats—playfully mirror the rapper’s inventive hip-hop vernacular (see: “Turf Burritos” and a “\u003c/span>\u003ca href=\"https://www.youtube.com/watch?v=bRChz-OYi9o\">\u003cspan style=\"font-weight: 400\">Choices (Yum)\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">” variety pack).\u003c/span>\u003c/p>\u003c/p>\u003c/div>",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003cp>\u003cspan style=\"font-weight: 400\">The brand’s name references track six on \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Revenue Retrievin’: Day Shift\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\">, when rapper B-Legit says, “I’m a beast with the mouthpiece, goon with the spoon,” boasting about both his wordplay in the booth and illicit skills in the kitchen. Like the lyrics, 40’s newest endeavor seeks to bend the norm and feed the streets—literally. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">\u003c/p>\u003c/div>",
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"content": "\u003cdiv class=\"post-body\">\u003cp>“[E-40] always takes the best of what he likes, then adds something unique to the table,” says Droop-E, E-40’s son, who is a rapper himself and consults on his dad’s business operations. “It’s pushing the envelope, just like how he brings a different style to the rap game. He’s just doing the same thing but in the food market.”\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">In the case of Goon With The Spoon, that fresh remix includes removing the pork casing from his sausages and introducing untraditional sausage flavors, such as Philly cheesesteak and teriyaki pineapple chicken.\u003c/span>\u003c/p>\n\u003cfigure id=\"attachment_13907801\" class=\"wp-caption alignright\" style=\"max-width: 1707px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-13907801\" src=\"https://ww2.kqed.org/app/uploads/sites/2/2022/01/A7R08481-scaled.jpg\" alt='Two \"turf burritos\" inside a refrigerated display case.' width=\"1707\" height=\"2560\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/2/2022/01/A7R08481-scaled.jpg 1707w, https://cdn.kqed.org/wp-content/uploads/sites/2/2022/01/A7R08481-800x1200.jpg 800w, https://cdn.kqed.org/wp-content/uploads/sites/2/2022/01/A7R08481-1020x1530.jpg 1020w, https://cdn.kqed.org/wp-content/uploads/sites/2/2022/01/A7R08481-160x240.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/2/2022/01/A7R08481-768x1152.jpg 768w, https://cdn.kqed.org/wp-content/uploads/sites/2/2022/01/A7R08481-1024x1536.jpg 1024w, https://cdn.kqed.org/wp-content/uploads/sites/2/2022/01/A7R08481-1365x2048.jpg 1365w, https://cdn.kqed.org/wp-content/uploads/sites/2/2022/01/A7R08481-1920x2880.jpg 1920w\" sizes=\"(max-width: 1707px) 100vw, 1707px\">\u003cfigcaption class=\"wp-caption-text\">Two of Goon With The Spoon’s prepackaged burritos, spotted at a liquor store in Vallejo. \u003ccite>(Darius Riley | HOUR VOYSES)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cspan style=\"font-weight: 400\">But 40 and his team aren’t the only cooks in the kitchen. They’re part of a long legacy of entrepreneurialism in the Northern California rap scene.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">There is arguably no place that demands more hustle than the Bay Area. It’s a soil that has cultivated a deep community of “ultimate hustlers”—rappers, activists, educators, poets, BART dancers, tech developers, revolutionaries, journalists, immigrants and other expressionists—who, going back to the Gold Rush of 1849, have had to embody a level of risk taking, multifaceted commerce and grit in order to thrive. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">In today’s globally competitive and hyper-inflated Bay Area market, you need to be able to maneuver multiple services in order to get ahead—especially in light of reports that saddle the region with the notorious title of \u003c/span>\u003ca href=\"https://abc7news.com/sf-metro-area-most-expensive-to-live-cost-of-living-bay-home-prices-silicon-valley/11343904/\">\u003cspan style=\"font-weight: 400\">“most expensive place to live in the U.S.”\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\"> For the true hustler, though, that high cost of living has simply inspired alternative forms of income.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">“Hustling is a huge part of the Bay Area rap aesthetic,” says hip-hop journalist Eric Arnold. “Going back to Too $hort and Freddy B in 1983 selling tapes on the bus line with no record label. It all started there.” In Arnold’s view, Too $hort may have been rap’s earliest player to showcase his entrepreneurial autonomy. The East Oakland rapper famously self-ignited his career by selling his music from the trunk of his vehicle, pioneering popular phrases like “born to mack” and “out the trunk”—terms that are still used in hip-hop to indicate one’s DIY ambitions.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">“As time went on, rappers and performers looked at things other than just the music as a form of economic sustainability,” Arnold says. “It could be \u003c/span>\u003ca href=\"https://www.forbes.com/sites/javierhasse/2020/09/16/berner/?sh=22e201a9541d\">\u003cspan style=\"font-weight: 400\">Berner being a partner in [the cannabis company] Cookies\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">. It could be \u003c/span>\u003ca href=\"http://www.daveyd.com/FullArticles/articleN149.asp\">\u003cspan style=\"font-weight: 400\">Pam the Funkstress formerly owning her restaurant\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\"> and catering business, Piccadilly’s. \u003c/span>\u003ca href=\"https://www.nbcbayarea.com/news/local/oaklands-mistah-f-a-b-dealing-clothing-and-life-lessons-in-his-dope-era-shop/2455765/\">\u003cspan style=\"font-weight: 400\">Look at F.A.B with Dope Era\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">, some of the hottest gear in the streets right now.”\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">The same can be said for a young Master P, who before making his name in New Orleans with No Limit Records—one of the most successful labels of the ’90s and ’00s—spent his formative years in Richmond operating his first business: \u003c/span>\u003ca href=\"https://theurbandaily.com/1336195/black-music-moment-55-master-ps-no-limit-records-founded/\">\u003cspan style=\"font-weight: 400\">No Limit Record Shop\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">“The idea that rap is the only thing people can do as rappers and DJs is false,” Arnold says. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">\u003c/p>\u003c/div>",
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"content": "\u003cdiv class=\"post-body\">\u003cp>From the Hieroglyphics running their own record label in 1995 and \u003c/span>\u003ca href=\"https://www.kqed.org/arts/13865645/hieroglyphics-hip-hop-holy-day-celebrated-the-bay-areas-independent-spirit\">\u003cspan style=\"font-weight: 400\">curating a yearly, community showcase\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\"> for other artists, to the Coup’s \u003c/span>\u003ca href=\"https://www.chicagotribune.com/entertainment/movies/ct-mov-boots-riley-0713-story.html\">\u003cspan style=\"font-weight: 400\">Boots Riley becoming a renowned screenwriter\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\"> and director in recent years, there is no shortage of local rappers, DJs, and producers who have made an indelible impact on the region’s culture with their outside ventures. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">But it’s with food and drinks that Bay Area hip-hop has delivered its best work.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Who else but Larry June is rapping about fresh smoothies while actually owning a \u003ca href=\"https://www.instagram.com/honeybearboba_/?hl=en\">popular boba shop\u003c/a>? From the Team’s \u003c/span>\u003ca href=\"https://www.sfgate.com/column/article/Bay-Area-Hyphy-Juice-Soda-Clyde-Carson-grapple-16480549.php\">\u003cspan style=\"font-weight: 400\">Clyde Carson co-owning Hyphy Juice\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">, to the vaunted hustles of Nump, who owns a \u003c/span>\u003ca href=\"https://www.facebook.com/watch/?v=1263174667045544\">\u003cspan style=\"font-weight: 400\">doughnut shop\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\"> (in addition to running \u003c/span>\u003ca href=\"https://eastbayexpress.com/its-easy-filipino-rapper-nump-enters-cannabis-delivery-service/\">\u003cspan style=\"font-weight: 400\">a cannabis delivery service that offers “Lumpia” blunts\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">), to \u003c/span>\u003cspan style=\"font-weight: 400\">\u003ca href=\"https://datebook.sfchronicle.com/music/hip-hop-has-become-an-influencer-in-the-bay-area-restaurant-industry\">Don Toriano\u003c/a>, who created the popular restaurant and \u003ca href=\"https://www.kqed.org/arts/13895209/vegan-mob-oakland-mission-sf-expansion-food-truck-toriano-gordon-senor-sisig-vegano\">food truck Vegan Mob\u003c/a>\u003c/span>\u003cspan style=\"font-weight: 400\">, a diversified food and beverage portfolio is perhaps the most defining contribution to the Bay Area rapper’s playbook, which is designed to be versatile and \u003c/span>\u003ca href=\"https://www.youtube.com/watch?v=sxXsBTMuZgU\">\u003cspan style=\"font-weight: 400\">“Quarterbackin’.”\u003c/span>\u003c/a>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Of course, we have 40 Fonzarelli to thank for that. More than anyone else it’s 40, carrying as many aliases as he does enterprises, who showcases the food game hustle that is interconnected with Bay Area rap culture.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">“40 owned a Fatburger back in the day,” Arnold says. “He told you he was a hustler from day one, back in 1992. He was telling you that.”\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">The fact that he’s still pushing weight and launching new ventures in 2021 shouldn’t shock anyone.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">“My pops is just super focused because he really enjoys what he does,” says Droop-E. “He’s always cooking for the family, asking us for our honest opinions. It tastes better when someone makes something they care about.”\u003c/span>\u003c/p>\u003c/p>\u003c/div>",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003cp>\u003cspan style=\"font-weight: 400\">Though \u003c/span>\u003ca href=\"https://www.kqed.org/pop/17076/eye-of-the-sluricane-a-dispatch-from-an-e-40-bottle-signing\">\u003cspan style=\"font-weight: 400\">not all of 40’s pursuits have been received glowingly\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">, no one can knock his hustle. Earl Stevens’ relentlessness to trailblaze multiple paths at once has provided a roadmap for generations of listeners, who in turn have embraced his freelancing spirit. His efforts have earned him recognition from media outlets that don’t typically seek out rappers for their food expertise, including \u003c/span>\u003ca href=\"https://www.forbes.com/sites/andreabossi/2021/03/24/legendary-rapper-e-40-talks-building-his-spirits-empire-owning-100/?sh=1c64ad2118cb\">\u003ci>\u003cspan style=\"font-weight: 400\">Forbes\u003c/span>\u003c/i>\u003c/a>\u003cspan style=\"font-weight: 400\">, \u003c/span>\u003ca href=\"https://www.businessinsider.com/e-40-interview-spirits-clubhouse-verzuz-2021-4\">\u003ci>\u003cspan style=\"font-weight: 400\">Business Insider\u003c/span>\u003c/i>\u003c/a>\u003cspan style=\"font-weight: 400\"> and \u003c/span>\u003ca href=\"https://sf.eater.com/2018/2/1/16960322/e-40-tequila-line-e-cuarenta\">\u003cspan style=\"font-weight: 400\">Eater\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">. Through it all, he’s remained loyal to his soil—and helped to define it.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">“I think the Bay, if I was to put a finger on it, knows we’re not New York, LA, Chicago,” Arnold says. “You get used to being an underdog. You get used to taking an extra step because of the lack of media or industry infrastructure.”\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Having that “extra step” is what elevates those who are driven to find and create their own lane, even when it may not seem possible.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">\u003c/p>\u003c/div>",
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"content": "\u003cdiv class=\"post-body\">\u003cp>Although it has become more commonplace (and sometimes necessary) for people to have multiple sources of income here in the Bay, the region’s rappers have been laying the groundwork for this blueprint decades before it was normalized. However you cut the math, these hip-hop legends have been “revenue retrieving” and “currency collecting” the hard way since the early ’80s—back when most mainstream rappers were dependent on major brands and record labels to fuel their image, rather than creating their own. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">For 40, the past few decades have been so flavorful that Droop-E told me he and his pops are planning to launch a line of ice cream soon, with up to seven different varieties. Fittingly, the Vallejo rapper’s newest hustle will be as the “\u003ca href=\"https://www.youtube.com/watch?v=OAqUP4Dt5co\">Ice Cream Man\u003c/a>,” a phrase coined back in ’93 by Bay Area counterparts Dru Down and Luniz, who later collaborated with 40 on the “I Got 5 On It” remix. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Though his ice cream’s release dates have yet to be announced, Droop-E assures me it’s officially on the way.\u003c/span>\u003c/p>\n\u003cp>\u003c/p>\u003c/div>",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Like I said, no one serves more flavors than E-40.\u003c/span>\u003c/p>\n\n\u003c/div>\u003c/p>",
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"soldout": {
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"title": "SOLD OUT: Rethinking Housing in America",
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