LOS ANGELES — This fall, the Armenian General Benevolent Union (AGBU) and World Central Kitchen (WCK) were working around the clock across seven regions of Armenia to prepare and distribute warm meals and food packages to tens of thousands of forcibly displaced Armenians from Artsakh. Little did they know that, across the world, five celebrity chefs in Los Angeles were huddled in the kitchen of the Rossoblu restaurant to help keep the AGBUxWCK food security operation going strong.
The effort is part of the “Chefs for Armenia” campaign, a new concept in fundraising that pairs fine dining experiences with humanitarian causes. The brand and the model are the brainchild of Armenian-American restaurant marketing and brand developer Alexis Halejian and Chef Vartan Abgaryan. Halejian is also an AGBU program alumna by way of AGBU Camp Nubar in New York State, where she was born and raised before relocating to LA.
On November 6, 115 guests assembled at the toney five-star LA restaurant Rossoblu, where big name chefs associated with celebrated local dining venues gathered together to cook for a cause. This included Vartan Abgaryan of Momed; Armen Ayvazyan of Chi Spacca; Armenian Martirosyan of Mini Kabob; and the pastry phenomenon Sasha Piligian. Steve and Dina Samson, co-owners of Rossoblu, donated their magnificent dining space and kitchen for each chef to prepare one dish for one of the five courses. The menu was curated as a group collaboration, creating an eclectic menu of Armenian and other international favorites compatible with the discerning palate.
Upon their arrival, guests were treated to an Ararat Brandy Welcome Cocktail created by Tobin Shea, the acclaimed bar director of Redbird | Vibiana, who has visited Armenia as a result of the global popularity of Armenian brandy. He fell in love with the country and its people and said a few words to the audience about his appreciation for Armenia and shared his rarified knowledge of the product. On this occasion, it was paired with a Welcome Bite by Zhegyalov Hatz, a local purveyor of the indigenous Armenian bread staple, stuffed with fresh greens and herbs, found on every Artsakh table.
As for Armenian wines, they were curated by James Saidy, who frequently works with Rossoblu. They were offered for purchase on the spot, by the glass or the bottle. Choices included wines from the top-tier vineyards of Armenia’s Vayot Dzor region, including Keush NV ‘Origins’ Brut Methode Sparkling, Zulal 2020 Voskehat White, Shofer 2020 Areni Red as well as 2018 Areni Reserve Red, all under the Storica portfolio.
