Our Flavor Profile series looks at how people, some with little or no experience, started successful food businesses during the COVID-19 pandemic.
DuyAn Le and Hieu Le have a habit of diving in feetfirst together. They knew within three days of meeting each other they would marry. “We like to jump in without any plans and figure it out,” said Hieu. “That’s like the theme of us, for sure.”
How could they possibly know so soon? It’s not just that they both shared the same cultural heritage from the same part of southern Vietnam. It’s also that when they spend time in the kitchen together, they get excited about food in the same way.
The couple started Hết Sẩy three-and-a-half years ago during the pandemic, jumping in feetfirst into the food business. Hieu spent three years as a line cook back in college. DuyAn was working retail at Costco. But they decided to make a pivot.
Today, Hết Sẩy pops up at least three times a week, mainly at farmers markets like the one on Fridays in front of Kaiser Permanente in Santa Clara. Part of their mission? To shine a light on the flavors of the Mekong Delta, famous for its fish and fresh produce.
“I want to showcase my regional food, the culture as well,” said DuyAn. “We are the rice basket of Vietnam, as well as all the produce, a lot of fish,” said DuyAn, whose family is Miền Tây, or from the Mekong Delta region.
“The way that I think a lot of the Miền Tây people approach food is that there’s a lot of abundance, in terms of flavor.” said Hieu. “There’s a lot of creativity, playing around with sour, savory, sweet, bitter even.”