Hipster Chef Opening Artisanal Mayo Shop In Brooklyn

Mason's mayo

Because this world—despite its abundance of fancy ketchups and gourmet mustards—apparently doesn't have enough artisanal condiments, Sam Mason, late of wd~50 and Tailor, has decided to bring a line of high-end, oddly-flavored mayos to a storefront in Brooklyn.

Mason and his business partner Elizabeth Valleau have been doling out smoked paprika and foie gras-flavored mayos at Smorgasburg all summer, and they've apparently done well enough to move on up to a brick and mortar location in Prospect Heights. Which raises the question: just how many people were buying liver-spiked mayo under the blazing heat of the hot sun all summer? What is wrong with you people?

Anyhow, the store is going to function mainly as a sort of testing lab for Mason to mad-scientist his way through all sorts of bizarro mayo flavors, since New York is apparently in the grips of a "condiment revolution" these days. Should you desperately feel the need to quench your artisanal mayo craving, Empire Mayonnaise will be open in November at 564 Vanderbilt Avenue. As Fork in the Road points out: Brooklyn has officially devolved into self-parody.

Contact the author of this article or email tips@gothamist.com with further questions, comments or tips.

By Jamie Feldmar in Food on September 20, 2011 2:12 PM

Comments [rss]

luke_1

Mayo is so easy to make yourself. I can't believe he is making money off this. The same can be said of a lot of "artisinal" crap though.

JoanAngelson

Rice Pudding anyone?

Elizabeth Valleau Palmer

Hey Gothamist - send us an address and we will drop of a jar of Foie Gras mayo on the house. Maybe it's fatty deliciousness will cheer you up. :)
And to all the others, it's odd to me that no one was angry about fancy ketchup or mustard or pickles. It seems like a lot of vitriol for a few folks starting a small business making a humble condiment. Please come by and give it a try though. :) It's yummy.

pendejito

"it's odd to me that no one was angry about fancy ketchup or mustard or pickles."

And just where might this fancy ketchup store/shop be?

PicoPhreako69

This is why we can't have nice things.

Hrag Vartanian

Ok, I'm going to admit that I'm excited by this store. Anyone who loves pommes frites knows this rocks.

harris

This has to be some of the worst writing I've ever seen. Not even joking here.

shocktheday

Were the eggs used to make the mayo from free range organic cage-free chicken ?

The_Green_Devil

Slave chicken eggs taste better. Mmmmm, slavery....

Mayonnaise Hands

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Mayonnaise Hands

This is wonderful news. Sincerely DJ Mayonnaise Hands

seattlesnow

I'm feeling this and no my jeans are not too tight

5w30

diehipster material if you've never seen it before!

johnnieutah

I absolutely thought this post was a joke.

sluggita

this reminds me of the ancient SNL skit "The Scotch Tape Store". Good luck.

Trustafarian

Sam Mason cracks me up. It really bothers people that he's turned his back on Manhattan fine dining and spends his time running a dive bar in brooklyn and selling fancy mayo.

ktinnyc

Wait, you think Sam chose to close down Tailor to open and work at Lady Jay's?

Trustafarian

no, of course not - but Tailor wasn't THAT bad that he should banish himself from restaurants for life. it was an unsuccessful restaurant for a variety reasons.

ktinnyc

I'm pretty sure not that many people are bothered that he's out of the scene right now. Sam probably doesn't want to work for anyone else and there really isn't a lot of money floating around for someone to help him do what he wants to do so he'll probably sit it out for a while until things pick up.