Today we’d like to introduce you to Ariel.
Hi Ariel, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
I’m a third-generation Brooklynite whose grandfather sold hot dogs on the Coney Island boardwalk. I was doing book reports about food in grade school and selling ice cream at Brooklyn Botanic Garden before I understood that food would become my life’s work. Years later, I returned to run the Garden’s café.
I went to art school in San Francisco, cooked in a dive bar, and became fascinated by the Bay Area’s seasonal, farm-to-table culture. That curiosity eventually took me to the Natural Gourmet Institute and into some of Brooklyn’s most beloved kitchens. I later earned a master’s degree in Food Systems from NYU because I’m as interested in the who, what, where, when, why, and how of foodways—across cultures and throughout history—as I am in how food tastes.
My career has moved between restaurant kitchens and food programs serving thousands of people. I’ve launched plant-based concepts, led public food operations, run college dining, and built menus around the idea that wholesome, vegetable-forward food should be abundant, satisfying, and delicious.
Today, I own Superb Food Company in Prescott Valley, which grew from a food truck into a successful restaurant and catering company. I work alongside Jason Shepherd, a talented chef and operator whose strengths differ from and complement my own. Superb brings together everything I’ve learned as an artist, chef, food-systems thinker, and business owner—and proves that serious food is still welcoming, generous, and fun.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
It has definitely not been a smooth road—but hospitality rarely is. I began my career when professional kitchens were often overwhelmingly male, which taught me to establish my authority through competence, endurance, and leadership.
Opening Superb Food Company brought new challenges: building a restaurant in a new community in an unconventional location. Because our dining room is outdoors, Arizona’s heat, wind, monsoons, and winter weather directly affect our bottom line. We are adventure dining at its finest!
The ongoing challenge is balancing excellent ingredients, fair wages, generous plating, and affordable prices with the realities of a small business. Still, we’ve grown without losing our identity, and I’m proud that Superb has become a gathering place people consider their own.
Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
Superb Food Company is an independent restaurant and catering company. Our restaurant is located at the J Club in Prescott Valley’s Jasper community. We are open to the public, though many people are still surprised to discover us tucked away in the neighborhood. We also provide catering throughout the region with and without our very cute food truck.
We serve seasonal American comfort food made with excellent ingredients and a chef’s attention to flavor. Our menu has room for abundant vegetables, bold sauces, and creative seasonal dishes—but also for a genuinely great burger.
What sets Superb apart is how closely we remain connected to the food. I am involved in the kitchen alongside our team, and nearly every plate that leaves our window has been cooked, finished, tasted, or inspected by one of us. We are there protecting the quality and making sure each plate is one we are proud to serve.
We bring that same care to our off-site catering and create custom menus for the people, place, and occasion rather than relying on one-size-fits-all packages.
When we started, the sides of our food truck read, “Good Food. Great Taste. Superb Flavor.” and “Seasonal, Wholesome and Delicious.” I’m proud that as the business has grown from that truck into a full-service restaurant and catering company, we have remained true to those promises. We are now looking toward Superb’s next chapter, including a broader catering operation and, eventually, a larger independent restaurant location.
What was your favorite childhood memory?
My favorite childhood memories aren’t of one particular event, but of the family gatherings at our house. When I was young, my parents moved us from the city to the suburbs, while many of our relatives remained in Brooklyn or Long Island. My aunts, uncles, and cousins would come visit, and my parents would fill the house with people. It wasn’t every weekend, but often enough that I remember those parties with real fondness—the noise, the food, and the feeling of being surrounded by family.
Over time, many of those relatives left New York for Scottsdale. That connection eventually brought my parents to Prescott and, ultimately, brought me here as well. I realize that I’ve recreated some version of that feeling at Superb. The patio fills with people eating, talking, celebrating, and returning to see familiar faces.
Contact Info:
- Website: https://www.superbfoodco.com
- Instagram: https://www.instagram.com/superbfoodco/
- Facebook: https://www.facebook.com/Superbfoodco
