Chef El-Amin Wholesale

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1 B R A N D G U I D E L I N E S

2 Chef El Amin is a family owned and operated socially conscious business, which has its roots in New Rochelle, NY. We prepare healthy soulful cuisine without pork or pork bi products, cook halal meats and use all natural ingredients with minimal salt. The dream of owning and operating a business was the brainchild of eldest brother,yusef. His vision came to fruition with the support of his siblings Carol, Raymond, and Edwin, wife Venicia and in laws Wali and Tanya. The business venture pays homage to Joseph and Loretta Thomas, beloved parents, who were also entrepreneurs. O U R S T O R Y

3 Chef El Amin's journey began in 1985, when an industrial freezer that stored hundreds of pounds of fish lost power. Rather than let the inventory go to waste, the family hosted a free good ole' fashioned fish fry. The fish was dipped in our secret coating mix and fried in an black cast iron skillet. The raved reviews motivated the family to launch the Chef El Amin Friday Nite Fish Fry. We expanded our menu, and suggestions poured in requesting that we open a restaurant. The rationale was that there were no restaurants in the community serving homemade delicious African American Cuisine. The Chef El Amin Restaurant opened its doors on North Avenue in O U R S T O R Y

4 The parents were in charge of inventory, cooking and overseeing the day to day operation. Our older children (Waleed, Sultan, Tajah, Kenya and Rakhya) were responsible for front line courteous customer service and back of the house tasks such as scaling fish. Younger children (Kevin, Brian, Marcus and Xavier) wrapped cutlery, bagged individual slices of bread and cracked eggs. The family's unbreakable bond was enhanced by the aroma of fish... all day, every day. We fondly reflect on days standing in some public place miles away from the restaurant and hearing someone utter those dreadful words... I smell fish!! O U R S T O R Y

5 Chef El Amin hired many community teens, and taught them marketable skills. For most, it was their first job! The experience gave our youth a strong work ethic, and parents thanked us for keeping their sons off the streets. We are blessed to witness many pursue careers in the culinary arts. The restaurant also served as a learning center where teachers at our local schools planned class trips. Our senior citizens were hired and contributed to the menu by baking homemade desserts. A favorite was Ma Paiges' lemon cake. Chef El Amin developed a loyal customer base, and served guests from all walks of life. O U R S T O R Y

6 We were honored to prepare dishes for the late Ozzie Davis and Ruby Dee. Ms. Ruby would bring her Tupperware bowl and say fill her up with collard greens. Wayans family members, music producer Vance Wright, author Terry Williams and the late Tupac Shakur were among some of our well known customers. We were honored to prepare meals for our firefighters, police officers, sanitation workers and city officials. By 1995, the family decided to shift its focus to catering, and distribution. O U R S T O R Y

7 Chef El Amin prepares customized menus to accommodate our customer's special events. Whether its preparing Thanksgiving dinner for loved ones or a luncheon celebrating a blessed event, we are ready to meet our customers needs. Chef El Amin Caterers also distributes our famous soul potato salad to over 10 Kennedy Fried Chicken locations in Westchester and the tri state area.. P Chef has catered for MBK Production with Alicia Keys, American Express, BET, Denton International Law Firm, Thurgood Marshall School, STRIVE, White Plains Housing Authority, BOCES, and Yonkers Educational Opportunity Center (partial listing). O U R S T O R Y

8 Our all-natural Collard Greens combine fresh ingredients with unique flavors, minimizing salt and eliminating traditional pork products - to make a perfect dish. We promise,your customers will consistently come back for more! Neiman Marcus sold Collard Greens for $65.00 and sold out in less than 1 day. Imagine what you could do. Garden Fresh Collard Greens Classic Comfort Dish

9 This item has turned Foes into Fans! Our fresh blend of potatoes, egg, secret herbs and spices makes a believer out of anyone. Money Back Guarantee: Your guest try it an d they will be hooked. Soul Potato Salad Best Seller

10 Whipped to Perfection! So good you can simply put it on your tongue and it will drizzle down your throat. Candied Yam Souffle New Amazing Dish

11 Everyone LOVES Mac and Cheese! A Childhood fav that is sure to have your guests coming back for more. Cheesy Baked Macaronni Guaranteed Hit! $$$

12 With a taste that says "Forget me not!" People line up for hours to get a taste of our Pan Fried Whiting. Use this famous Chef batter on any Seafood from Whiting, to Shrimp. Chef's Secret Fish Batter Hot from the POT!!

13 Smother on Chicken, Beef, Steak, you name it. Chef's Signature sauce will have your guest's lips sma-kin and hands clapping for days. Chef's Lip Sma-Kin Bilalian Sauce No Napkin Needed

14 Order Information O P E N I N G O R D E R S O u r m i n i m u m o p e n i n g o r d e r a m o u n t i s $ T E R M S O r d e r s w i l l s h i p p r e p a i d w i t h V i s a, M a s t e r c a r d, D i s c o v e r a n d A m e r i c a n E x p r e s s o r c h e c k. A v a l i d c r e d i t c a r d m u s t b e k e p t o n f i l e t o s e c u r e l a t e p a y m e n t s. C h e f E l - A m i n r e s e r v e s t h e r i g h t Place Order TODAY t o r e v o k e t e r m s d u e t o a n y l a t e p a y m e n t s a n d w i l l r e i n s t a t e p r e p a i d t e r m s. L a t e p a y m e n t s w i l l i n c u r a 5 % l a t e c h a r g e o n a n y p a y m e n t s n o t r e c i e v e d w i t h i n 3 d a y s o f d u e d a t e. R e t u r n e d c h e c k s w i l l i n c u r a $ r e t u r n f e e.

15 Place Order TODAY Order Information R E T U R N / R E F U N D P O L I C Y A s o u r p r o d u c t s a r e p e r i s h a b l e, a l l f o o d s a l e s a r e f i n a l. C h e f E l - A m i n w i l l b e h a p p y t o r e p l a c e a n y i t e m ( s ) i n t h e u n l i k e l y e v e n t t h a t t h e y m i g h t b e d a m a g e d d u r i n g t r a n s i t. T o m a k e s u r e t h a t y o u a r e s a t i s f i e d w i t h t h e p r o d u c t y o u r e c e i v e, p l e a s e i n s p e c t t h e c o n t e n t s a s s o o n a s y o u r o r d e r a r r i v e s. S A M P L E P O L I C Y C h e f E l - A m i n o f f e r s o n e f r e e s a m p l e p e r t r a y o r d e r e d a l o n g w i t h a c o m p l i m e n t a r y s a m p l i n g g u i d e t o h e l p y o u s e l l s u c c e s s f u l l y a t y o u r s t o r e. S a m p l e s m u s t b e r e q u e s t e d a t t h e t i m e o f t h e o r d e r