Food Should Unite
Daniel Holloway, a skilled chef who took up mastering the art of fine cuisine at the age of sixteen, and Marie Fitrion, a vivacious and driven food enthusiast with an exceptional business sense and flare for the creative, joined forces back in 2012 at which point they began to set the wheels in motion to launch their catering business. Urban Acorn budded quickly and continues to grow due to a clear vision and obvious passion the two share.
Pictured above: Daniel Holloway and Marie Fitrion, Founders of Urban Acorn Catering
www.urbanacorn.ca
To join in on an Urban Acorn sociable supper club, you have to act quickly! The space seats sixteen guests which allows for an intimate setting while dining and learning about the preparation methods that are used to produce the spectacular and healthy dishes that are served. This also means, however, that Urban Acorn sells out for these events quite speedily. Be sure to check the Urban Acorn website for details about the upcoming supper clubs so you don't miss out! http://www.urbanacorn.ca
www.urbanacorn.ca
After having a chance to visit this newly renovated and remarkable space which is located in a hidden away courtyard that is also home to numerous other businesses of the artisan world, I was able to pose a few questions to the lovely Marie about her and Daniel's journey over the recent years.
City Sophisticate: How long has Urban Acorn Catering been serving up delicious healthy-minded dishes?
Marie Fitrion: Urban Acorn began as a University project back in 2012. I was a 3rd year public relations student with a background in event management and marketing, and my partner Daniel was a talented private chef working in the Burlington area. We decided to put our talents together and officially launched in 2013.
City Sophisticate: What was it that drew
you to beginning not only a catering company, but a gluten-free, vegan catering
company?
Fitrion: Daniel and I have many friends and family members who are
with vegan, vegetarian or gluten sensitive. We know that for these individuals
large social gatherings such as weddings or office parties often means they
won’t be eating much if at all or worse be forced to bring their own food. We
also considered how extremely difficult it would be for blended families and
couples (one eats meat for example and one does not) to have events catered. We
decided we’d focus on a Flexitarian (flexible +vegetarian) approach to our
services and offer both vegan and non-vegan options with the same effort and
dedication. Daniel had never cooked vegan before we met in 2011, but he was
eager for a challenge and if you ask me I think learning how to cook vegan food
has actually made his non-vegan items taste even better than before.
City Sophisticate: What sorts of events
do you find Urban Acorn Catering is requested for most?
Fitrion: Lately it’s been all about weddings. I think the Flexitarian
concept really hits home when two families are merging and no one wants anyone
to feel left out. Most of our couples are either both vegan and want and
entirely vegan wedding or they are blended and want a mix of both for their
event. Either way couples tend to appreciate the experience of custom creating
their menu and having a real say in what they’ll be enjoying on their big day.
City Sophisticate: How has your business expanded over the past few years?
City Sophisticate: How has your business expanded over the past few years?
Fitrion: When we started out we were trying to find affordable
kitchen space in the city (which is very hard) while simultaneously attracting
clients. Our first client was a local coffee shop, Lit Espresso Bar whom we
sold ciders and juice. Fast forward two years later and we have stopped with
small deliveries and concentrated on the event side of the business. We also
recently acquired a commercial space which we converted into a kitchen studio
in the Junction Triangle.
City Sophisticate: Are you intending to
expand Urban Acorn Catering to eventually include a front store for walk-in
purchases?
Fitrion: I’d be lying if I said it hasn’t crossed our mind but I think
Daniel and I both agree that we want to keep a good work/life balance and
unfortunately store fronts and restaurants are not really what we are working
towards. We do both have a dream of maybe owning a bed and breakfast in the
country one day where we could host weddings onsite.
City Sophisticate: Your newly renovated space is beautiful and has been transformed from an industrial-style unit into a quaint and warm loft. Why did you decide on Toronto’s Junction
neighbourhood to expand to?
Fitrion: In a lot of ways our heart has always been in the Junction.
I lived about 5 minutes away from our space when Daniel and I met; since we
used a variety of commercial kitchens around the city at the time, we both
always felt like Urban Acorn was conceived in that neighbourhood. We actually
support one of the local school’s holiday arts and crafts sales by donating and
serving lunch. When we started our search for a space we were hoping to find
something in the Junction and reached out to a few local vendors including Rebekka
Hutton of Alchemy Pickle. She told us about the industrial style lofts in the
area and it was love at first site.
Vegan King Oyster Mushroom Gnocchi tossed in a Roasted Red Pepper Emulsion garnished with Summer Peas and Baby Zucchini
City Sophisticate: If you could pick one
dish or item from your menu as a showcase delicacy, what would that be?
Fitrion: That’s a tough one so
I’ll permit myself to choose one entrée and one hors d’oeuvre. Daniel makes a mean duck confit and paired with his wild mushroom risotto I salivate at the
mouth every time I put it on a menu. For the Hors D’oeuvres it’s got to be his
latkes which he can make vegan and gluten free topped with some delicious vegan
cranberry apple butter.
City Sophisticate: What advice do you have for anyone who is in the dreaming stage of starting their own company
in the food industry?
Fitrion: I’d say first do tons of research… this industry is highly
regulated and you need to make sure you know what types of permits you need
before you get started. Second: Think simple. It doesn’t have to be over the
top food, it just has to be made well, priced fair and taste great. Third: Be
prepared to work hard and miss out on a
lot of social events; at first the time and dedication may seem overwhelming
but once you hit the tipping point things will be fine. And lastly never lose
sight of why you started this journey in the first place and take time to
celebrate your milestones.
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Vegan and Gluten Free Crispy Seared Polenta Gateau, Creamed Spinach Scalloped Potatoes with Lemongrass tossed Asparagus and Parsnip Chips
Urban Acorn dishes are a delight to the senses; beautifully plated and visually appealing food that is extremely pleasing to the palate and is as equally healthy as it is delicious, what more could a food-lover ask for?
I would like to thank Marie and Daniel for sharing about their experience as small business owners in the vast metropolis of Toronto and for uniting diners over their inspired menus in such a beautiful new location. Congratulations and much success to Urban Acorn in the future!
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Happy and healthy dining!
Jessica Ashley
