Interview with Moshe Ben Alexander
Interview with Moshe Ben Alexander
"The turning point came when I created a batch of mini bottles as wedding favors, and the guests’ enthusiastic reactions sparked the idea to pursue it as a business."
Meet Moshe, the driving force behind an exciting new hot sauce brand that’s taking the Israeli culinary scene by storm. Originally from New York, Moshe’s passion for hot sauce began as a personal obsession, but after noticing a lack of quality options in Israel, he set out to create his own unique blends using local ingredients. What started as a fun experiment in his kitchen quickly transformed into a thriving business, fueled by the enthusiastic support of friends and family. With a commitment to crafting all-natural, gluten-free sauces that highlight the flavors of Israel, Moshe embodies the spirit of culinary innovation. In this interview, he shares his journey, the challenges he faced, and how he sees the Galilee Culinary Institute shaping the future of food in Israel.
1. Can you share how your love for hot sauce evolved from a personal passion into a business venture? What sparked that shift?
I’ve always been the one with hot sauce in my pocket, ready to add a kick to just about anything. When I moved from New York to Israel, I realized there was a lack of high-quality, locally-made hot sauces here. That got me experimenting in my own kitchen with store-bought chilies and habaneros from the local shuk. At first, I made it just for myself and friends, but soon people started asking if I’d ever sell it. The turning point came when I created a batch of mini bottles as wedding favors, and the guests’ enthusiastic reactions sparked the idea to pursue it as a business.
2. After seeing the response to your hot sauce at the wedding, what steps did you take to turn it into a business, and how did you come up with the name?
After the wedding, I decided to explore larger-scale production. I found a supplier in Pharan in southern Israel who could provide fresh chilies; he was traditionally an exporter but had shifted to local sales. I spent countless hours refining recipes, experimenting with different peppers and fruits, and ensuring the sauces remained fresh and vibrant without preservatives. Since my wife has celiac disease, I also made the recipe gluten-free. With her support, I started selling locally in Tel Aviv, Modiin, and Jerusalem, mainly through social media. Our first two batches sold out almost instantly. My wife actually came up with the brand name, though I’d considered “Rabbi’s Revenge”—we eventually kept that as the name for one of our flavors. We’re now looking to scale up, with plans to increase our supplier orders, especially since demand has consistently exceeded our supply.
3. The Galilee Culinary Institute (GCI) is dedicated to supporting culinary creativity and innovation. How do you think the Institute could help small businesses like yours and enrich the Israeli food scene?
I see The GCI being instrumental in guiding culinary enthusiests who are starting a businesses, through the complexities of Israeli culinary bureaucracy, particularly with kosher certification and meeting the health guidelines set by Misrad HaBriut (the Ministry of Health). Finding certified kitchen spaces is also a significant challenge here, so GCI’s connections in the culinary industry could help facilitate collaborations between small and larger businesses. Israel has such a diverse and vibrant food culture, and GCI’s focus on pushing the boundaries of local ingredients and techniques aligns perfectly with enhancing this scene.
4. How does GCI’s mission align with the goals of culinary entrepreneurs focusing on local, high-quality products?
Recent events have highlighted the importance of supporting local farmers and produce. Importing has its limits, and investing in seasonal, local products benefits everyone involved. In the hot sauce market, for instance, most of what’s available is imported, so creating high-quality, local options allows us to be less dependent on international sources. GCI’s mission to champion Israeli produce and sustainable practices resonates deeply with my goals as a culinary entrepreneur.
5. What’s a fun culinary fact about you?
As much as I love hot sauce, I’m equally passionate about pizza. We even served pizza at our wedding! Growing up in New York, I developed a real appreciation for high-quality pizza, and I’ve become a bit of a connoisseur. I love rating pizzas, analyzing different styles, and learning about new techniques. I could watch people make pizza for hours—it’s an obsession that could easily keep me entertained for a lifetime.