The recipes of the famous food blogger, Sheina Gershovitz, are coming out of Instagram for the first time.
Gershovitz, who stars on social networks and podcasts with healthy recipes for "balanced lives", as she defines it, is starting to serve her dishes to the public at the Tel Aviv cafe "Under the tree" for the first time.
"As far as I'm concerned, it's a pop-up with the potential for continuity," she says in a conversation we had with her today and adds: "We plan to do it once a season and develop. We've just started - and this is the opening shot."
excited?
"This is the first time that my dishes are sold physically. I create content of recipes, but only one can taste what I prepare and finally there is this possibility. The food comes out as part of the menu of Under the Tree - a very popular cafe. So now the stimulation from the screen Can reach everyone in the cafe and even through home delivery."
Tortilla, photo: Yael Bonfis
The cooperation starts today (Sunday) and will last for at least a month.
The menu, which was inspired by the values of Sheina and under the tree, consists entirely of vegan and gluten-free dishes.
Among the dishes you can find, for example, rice with comforting meatballs, a refreshing lettuce salad, boda bol or a pampering tortilla.
Behind the culinary accompaniment of the pop-up is the chef Nofer Zohar, who is known as a finalist of the reality show "Chef's Games" and behind the collaboration is the young entrepreneur, Or Artzi, who this year also led the successful pop-up of the hit "Omelette Bread".
According to Sheina, the war that was imposed on us on the seventh of October had a decisive influence on the decision to leave the borders of the screen.
"It was very difficult for me during the war, like everyone else, and I had to be active as part of a survival strait," she says.
"There are those who got married and had children. For me, it's about fulfilling my passions and things I was afraid to do and say before. I met Or Artzi through my friend, the late Ili Baram, who was murdered in Nova, and this is a kind of closing the circle.
Straight light flowed with me and made it happen.
These are dishes that are also vegetarian, gluten-free and include all the nutrients.
Each dish has a certain health aspect and that's what I wanted to bring."
Coming off the screen, photo: Yael Bonfis
Dreaming of opening your own place?
"That's not the goal. My goal is to give my fingerprint."
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