Chef and owner of Nosh Jason Greenberg, a 20-year culinary professional, moved to Utah with his wife and business partner Katie for a change of scenery and to open their own restaurants.
“I did not think I was going to be cooking Middle Eastern/Mediterranean food,” he said. Before Nosh, Greenberg hadn’t experimented much with this type of cuisine. His first food-love was with Asian flavors.
Greenberg began his professional journey in New York, starting at the Institute of Culinary Education, and did time in the kitchens of New York City staples like Nobu, Eleven Madison Park, and Mile End Delicatessen.
It wasn’t until a visit to Gregg Greenberg, Jason’s brother, in Park City when the couple decided to call Utah home in 2014. Jason and Katie (also a long-time culinary professional) fell in love with the small town. “We knew that we could bring really good food here. One of the big things that we noticed that was not here was ethnic food” Jason said.
At one point, Gregg mentioned to his brother during a phone call, “I can’t even get a falafel here. There’s a lack of [Mediterranean and Middle Eastern] food here. It doesn’t exist; you should explore it.”
Thus began the quest to make the perfect falafel and fill a cultural food gap in Park City.
The Greenberg brothers grew up in New York state accustomed to street foods where “you could grab a slice of pizza and a falafel on every street corner,” said Jason. Upon Jason’s move to Park City, he noted his brother’s observation and decided to explore the idea. “I made a huge Middle Eastern spread, and everyone really loved it. It just became a research project. Find more recipes, play with more food, play with the flavors, get spices. We tried many different recipes until we got all the different things the way we wanted them.”
Jason knew he was onto something and began to sell chicken, lamb, and falafel pitas at the Park Silly Market in 2017. Customers thanked what was formerly known as PC Pita (which eventually morphed into Nosh) for being there and providing more diverse foods. (WHAT DOES PC PITA HVE TO SO WITH NOSH? UNCLEAR) When a storefront location opened up three years later, Greenberg jumped at the opportunity and officially opened in early 2020.
Jason said of his brother Gregg, “He really was the catalyst for [Nosh].”
Nosh offers a la carte dining and take-out. During COVID, the restaurant has family-style ordering for larger groups. Hours are Tuesday through Saturday, 12 pm – 8 pm.
Below is a recipe for potato latkes that Jason Greenberg said even a novice home cook can ace.
4lb russet potato (about 5 potatoes)
2 medium red onions
3 large eggs
¼ cup matzo meal
2 tsp salt
½ tsp black pepper
¼ tsp garlic powder
¼ tsp dried thyme
½ cup vegetable oil
Using a food processor with a grating insert, grate the potatoes and the onions. Transfer grated vegetables to a large bowl when the bowl of the food processor is filled. Alternately, use a box grater if you do not have access to a food processor.
Working in batches, place the potatoes and onions in a clean dishtowel and thoroughly wring out the excess liquid over the sink. Then transfer the potato-onion mixture to a large bowl. The more liquid you remove, the crispier your latkes will be, so take your time and use several dish towels if necessary. Reserve the potato-onion mixture.
In another large bowl, whisk together the matzo meal, dried spices, and the eggs and whisk to combine. Add the potato-onion mixture and mix well.
Heat a sauté pan over med-high heat with about ¼ inch of oil in pan.
Form latkes into 2-tablespoon portions, then round and flatten into disks by hand.
Cook, turning once, until crisp, golden brown, and cooked through, 3 to 4 minutes per side.
Transfer latkes to wire racks and season lightly with salt; return to the oven to keep warm (200°) if not eating immediately. As you remove latkes from the pan, replace them with fresh spoonfuls of potato mixture to maintain oil temperature. Add additional oil around the edge of the pan as needed to maintain a scant 1/4-inch depth of oil.
Serve hot with applesauce and/or sour cream.