26-year-old Edouard Massih opened Edy’s Grocer (136 Meserole Ave) with the goal of bringing Lebanese cuisine to the people of Greenpoint and North Brooklyn. This past Friday, he was able to share his cooking with the entire country when he was featured during a segment of NBC’s The Today Show.
Aired just two days before the Fourth of July, the segment featured Edouard (known by his friends and customers as Edy) making grilled corn, halloumi salad, za’atar spiced chicken, and no-bake chocolate cookies. The dishes are perfect for any summer get-together and make use of traditional Lebanese ingredients that are close to Edy’s heart.
As a Lebanese immigrant who moved to the U.S. in 2004, Edy is both humbled by and grateful for the opportunity to share his work so widely.
“To be honest with you, I never in a million years expected all this exposure in less than a year after opening our doors,” an enthusiastic Edy told our paper after filming for The Today Show. “With all the press and all the appearances, what makes me the happiest is how the neighborhood is starting to learn all about middle eastern spices, culture, and cuisine though the shop. My goal throughout all of this will always be to share the joy of Lebanese cooking and culture.”
While on the air, Edy also spoke of the challenges that came with opening and operating a business in the midst of a pandemic.
“It was one of the craziest things I’ve ever done,” Edy explained, “but it was also really fun to have my community and my friends come in and help me out. It was a group effort.”
All of the recipes that Edy showcased on the air can be found by vistining today.com/food.
Edy’s Grocer also recently launched its own revamped website, which features original recipes, special deals, and an online shop. Visit edysgrocer.com for more details.
Edy’s Grocer is open Tuesday through Friday from 8 AM to 7 PM and Saturday through Sunday from 9 AM to 5 PM. You can follow the store on Instagram @edysgrocer.