229 E 14th Street NYC P: W: E: Media Kit 2014

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1 229 E 14th Street NYC P: W: E: info@beyondsushinyc.com Media Kit 2014

2 Overview Beyond Sushi is a healthy lifestyle brand offering a fresh approach to traditional sushi. Husband and wife owners, Guy and Tali Vaknin have created a 100% vegan sushi eatery with two locations in Manhattan. I wanted to offer patrons a unique and exciting experience when dining at Beyond Sushi, says Guy Vaknin, an enticing and ethical way of eating well while nourishing your body and soul. At Beyond Sushi, we strive to promote an all-natural diet by pairing locally-grown, fresh ingredients together and crafting delectable works of art: Each bite being consistent with the last. Beyond Sushi commits to a sustainable and cruelty-free environment with an excellent customer service. Sushi, which originates in Japan is a dish that refers to a specially prepared rice, not the raw fish itself. This is commonly mistaken among frequent restaurant-goers. Each vegetable-and-fruit sushi gem at Beyond Sushi is wrapped with forbidden black rice or a six- grain rice medley and topped off with colorful tofu, fruit, and housemade veggie pureés. You do not have to be vegan to enjoy our menu, says Tali, It s all about taking a moment to detox from your daily eating habits and enjoying something wholesome. After all, it s a fun way of enjoying your essential fruit and vegetable servings.

3 Biography Guy Vaknin Founder, Executive Chef After finishing his military duties in the IDF (Israeli Defense Force), Israel native, Chef Guy Vaknin moved to New York in 2005 to pursue his dream of working as a Chef in America. He studied at the Institute of Culinary Education in Manhattan. Shortly after graduating, he became Executive Chef at Esprit Events Kosher Catering where he managed a kitchen of 30 chefs and grew the company triple in size. After nearly four years of working at Esprit and preparing cutting edge dishes for some of the most notable charity galas, corporate functions, and high-end weddings, Chef Guy was selected as a contestant on Fox Network s show Hell s Kitchen Season 10. Following the completion of the show, Chef Guy decided to travel down a different path. On July 1, 2012, he opened his very own vegan sushi restaurant in lower Manhattan called Beyond Sushi. After ten successful months, Guy and Tali (his then fiancée) decided to expand and open their second Beyond Sushi location in Chelsea Market. Chef Guy credits his passion for cooking to his Moroccan and Israeli roots, and is a huge advocate of sustaining relationships with local farmers to produce ingredients for his restaurants. Guy hopes that his future allows him to acquire a small farm where he can cultivate his own fruits, vegetables, and herbs. Tali Vaknin Founder, Catering Director As an Ohio native, Tali was eager to venture to New York City in She received a Bachelor in Business Administration with a major in Fashion Merchandising and a minor in Fashion Styling from the Laboratory Institute of Merchandising. She credits her passion for pairing great menu items together from her background in tailoring productions and photo shoots for big names such as Chanel, Marc Jacobs, Zac Posen, and Vera Wang, when she worked for KCD, one of the top PR production companies in the world. After leaving KCD, she joined Antony Todd, one of New York s leading event producers, in creating exquisite tablescapes and decor elements for the Elton John Oscar party, and design installations for Victoria s Secret, Bulgari, and Harry Winston. In 2009, Tali joined Primary Wave Music as a Marketing and Events Manager. At this time, Tali knew that her journey in NY wouldn t be complete without mastering the business of catering. In 2010, Tali accepted a position at Esprit Events as a manager in sales and business development. She successfully grew the catering division by crafting new high end menus with the Executive Chef, which ultimately led to a substantial increase in high-end event bookings. Esprit Events is also where Tali met her future husband, Guy. In December 2012, Tali joined Guy in developing the Beyond Sushi brand and to initiate their catering division.

4 Fact Sheet General Information Address: 229 E 14th Street, New York City, NY Phone Number: Website: May 2012: June 2012: Timeline Guy accepted a stint on Fox Network s Hell s Kitchen as a competitor on the show. Guy finished his stint on Hell s Kitchen and stepped out of the limelight. Hours: Owners: Executive Chef: Sunday-Wednesday 11:30 a.m. to 10 p.m. Thursday-Saturday 11:30 a.m. to 11 p.m. Executive Chef Guy Vaknin and Tali Vaknin Guy Vaknin July 2012: June 2012: Guy left his position at Esprit Events Kosher Catering as the Executive Chef to create his vegan dream, Beyond Sushi. Beyond Sushi was featured in the NY Times, Wall Street Journal, and ABC News. Opening Date: July 2012 Cuisine: Number of seats: Attire: Vegan sushi and vegan cuisine Restaurant seats 12 with delivery and takeout service. Casual August 2012: Beyond Sushi received recognition in Oprah s Blog and The Daily News. March 2013: Design Industries Foundation Fighting AIDS (DIFFA) Charity Event. May 2013: Beyond Sushi s second location opened at Chelsea Market. Parking: Types of payment: Media contact: Street parking Cash, Visa, Master, Discovery, and American Express info@beyondsushinyc.com July 2013: Beyond Sushi appeared in New York Magazine: Cheap Eats Issue. October 2013: Guy appeared as Guest Chef at Google. Beyond Sushi worked with Kelly Ripa on a wellness event. March 2014: Beyond Sushi will participate at New York Vegetarian Food Festival (Fourth Annual) June 2014: Beyond Sushi will cater its first wedding.

5 Sample Menu Spicy Mang Black rice, avocado, mango, English cucumber, spicy veggies. Topped with toasted cayenne sauce. Nutty Buddy Buckwheat noodles, cashews, carrots, cilantro, jalapeño peanut butter, avocado, sesame oil, tofu, romaine. Served with sweet soy mirin. Mighty Mushroom Six-grain rice, enoki, tofu, shiitake, micro arugula. Topped with shiitake teriyaki. Spicy Shroom Buckwheat noodles, enoki, romaine, teriyaki braised shiitake, grilled portabella, pickled ginger, cashews. Served with shiitake teriyaki. Crunch N Munch Black rice, alfalfa sprouts, English cucumber, tofu, kiwi. Topped with white miso sauce. Kim-Chee Hand Roll Avocado, tofu, kimchi, grilled haricot vert, six-grain rice. Served with sweet soy mirin. Green Machine Six-grain rice, English cucumber, asparagus, basil marinated veggies. Topped with jalapeño wasabi. Enoki Doki Hand Roll Enoki, shiitake, portabella mushroom, cashews, ginger, romaine, black rice. Served with hot pepper paste. Sweet Tree Six-grain rice, avocado, sweet potato, alfalfa sprouts. Topped with toasted cayenne sauce. Gobo Loco Hand Roll Gobo, daikon, seaweed salad, avocado, pickled jalapeño, six-grain rice. Served with carrot ginger sauce.

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