ChefShop.com

The cream rises to the top

If you feel that the best meals in Seattle are at your house, chances are you, or someone under your roof, is a great cook.  Even if you just like experimenting with new flavors, there's a place in Seattle that will taunt your taste buds both online and in brick and mortar fashion.

It's an otherwise slow Thursday afternoon in Seattle, the week between Christmas and New Year's.  Despite the terminal street repair that never ends on Elliott Avenue, ChefShop.com is open for business with a store full of customers.

ChefShop.com occupies a humble green building along the thoroughfare of Elliott Avenue between Magnolia and downtown.  What started as a warehouse operation for the online company is now a full-fledged retail store.  "We didn't start this as a retail outlet," says David (Da-veed) Baron (left), the store manager and one of the founders of the online venture.  "But it got to a point where we had to put a will call button on our site because many of our customers were right here in Seattle."  

A walk into ChefShop is much like a trip to their website.  The website is simply laid out in aisles, and the store reflects a similar style with racks and displays of cooking ingredients ranging from hot sauces and olive oils, to beans and chocolates.  "We look for quality and value in the items we carry," says Baron of the boutique inventory the store carries unique to any other in the area.

Some of the goods come from nearby, such as Tao of Tea, canisters of tea blended by an individual in Portland, primarily for ChefShop.  Others come from faraway places like Mexico, Europe and the Middle East.  "The sugar we carry is from India Tree here in Seattle, but the source is from a tiny island in the Caribbean," notes Baron.  

He, along with other staff, venture out to food shows and take regular trips though other countries tasting and selecting the items that ChefShop will eventually carry.  "We start with about 100 olive oil selections each year and then whittle that down to just 25 through a democratic vote after tasting."

Olive oil is one of ChefShop's specialties.  Inside you'll find a fully loaded oil tasting bar (left), which a staff associate will happily man to provide a private tasting for you.  While this is a daily event, there are also special events throughout the year such as book signings and cooking demonstrations. On occasion an  item is opened by Baron on the spot for customers to indulge in. 

As the web shakeout continues with venture capital startups dropping like flies, don't expect this to be the case with ChefShop.com.  The company has five founders who invested out of pocket and there are no plans to end what they started.  "We're watching the shakeout on the web, but in a way it's been good to us because we're carrying and shipping items that can't be found anywhere else online," comments Baron. There are no retail expansion plans for 2001.  

ChefShop.com was recently voted best food site online by Yahoo Internet Life magazine.

ChefShop doesn't carry any alcoholic items which simplifies life on the web, but if you like exotic artichoke hearts, chocolate from Cuba, jams from Sonoma and pastas from Italy, you'll find a world of fun new things to taste at ChefShop.com.

Tom Mehren/Winter 2001