This is Alison Moskowitz, the owner of Food Trends Catering, a family-run business that was inspired by a young girl’s dream to turn meals into events, similar to the celebrations that she grew up hosting with her family. Alison grew up in a big family and fondly remembers their tradition to throw big parties for holidays, birthdays, family dinners… every meal was an occasion in her home and family and friends would always comment how their house was so warm and inviting and that the food was always delicious. So when her family moved from Russia to the United States when she was 16, she saw an opportunity to create a business in a new community that combined her two biggest passions: food and family.
Unfortunately it would be years before Alison could act on her vision. First she focused on finishing her education, which was difficult considering that when she arrived in the U.S. she spoke no English, and then, years later, on raising her family. However, once her kids were old enough, Alison decided to go for it and began trying to convince her father to quit his job and start the business with her. Alison says that her father also had a passion for food, but was practical and worked as a nuclear engineer to support his family. He was the type of person who did what he had to do to make ends meet so he said no at first. But Alison was persistent and although many people said that she was crazy, she knew that that the food would speak for itself. Eventually her father agreed to open up a small restaurant with her. For the first year, they worked out of their shop on 3rd avenue where they sold “simple, good food”. It wasn’t easy but they were making enough to pay the bills and their employees and keep the business running.
However, Alison’s dream was to do catering. She knew food and understood that the key to good food is fresh ingredients but she knew nothing about the business side of it, so she started to educate herself. Slowly she began improving every aspect of the business: creating new recipes, developing food presentation and making their operations more efficient. She even became their first sales person, walking through buildings around the city, offering free samples of their food and asking if she could stop by another day with a tasting for their office. A lot of people who said yes and had the tasting started to order and she quickly built up a client list. Within 5-6 years they were doing so much catering that they had outgrown their store front. They decided to sell the store and focus solely on catering. They purchased a kitchen and two additional floors in the 41st street building that the business still resides in today and have expanded from there.
Alison attributes the business’s success to the people that work with her and says that she got very lucky with all of the good people around her. One of her chefs has been with her since day 1 at their original storefront on 3rd avenue and her children, Nina and David, joined the business in 2008 and 2011, respectively. Although David grew up working for the business during school breaks throughout middle school and high school, for both of the kids there was no expectation that they join the company. In fact, both were working in their own fields before their mother approached them to join the team. She saw skills in both of them that she though would be good for the business so she asked them to work there for 1 year and then leaved if they weren’t happy. Both have stayed and will be the third generation to run the business.
Aside from her staff and her own children, since starting her business Alison’s family has expanded even farther, to include her clients. She has some clients that have been with her since her original tasting days and she’s seen them get married, have kids, have grand kids and has built a personal relationship with each of them. These people have stuck by her because she knows that the relationship with her clients is the most important part of the business and she goes out of her way to cultivate each and every one, even if it requires her to bend over backwards to do so. For Alison, it’s simple- whatever the client needs, they’re going to get, which is why it’s her job to always be “in the trenches” to make sure that every order a client receives looks and tastes right. She’s always in the kitchen with the chefs tasting food, checking on presentation, making sure deliveries are going out on time and then following up with clients to make sure that they’re happy. This is what she enjoys doing and takes pride in and she trains each of her staff to take pride in it as well. It’s her commitment to the client that has been instilled in every employee at Food Trends so that their service and dedication always stands out, creating a system of trust and loyalty that few caterers have.
Overall Alison says she’s very happy with her work day to day and takes pride in being an established, woman-owned business. She wants to see other women and girls succeed and believes that this country gives you the opportunity to be whatever you want if you’re willing to work for it. Even now, Alison is constantly coming up with new ways to generate business, creating new dishes and hiring new people to learn from. She says she never rests on her laurels because that’s when things go downhill. It’s important to always be looking for ways to improve and there’s always a chance to. The most important thing is to never doubt yourself. As Alison says, “If I can do it, anybody can do it. You just need to want it so much that you won’t stop”.