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Hospitality industry veterans, Max Trujillo and Matthew Weiss, get behind the scenes of North Carolina's burgeoning food and beverage culture. Hear from local chefs, sommelier's, distillers, farmers, brewers and the whole lot of them in the NC F&B podcast. 

"Our intention is to create a behind-the-scenes conversation between industry professionals. Whether we are speaking with an advanced level sommelier about their wine program or a chef about breaking down an entire pig, we just want the conversation to be real, unedited and honest. The food and beverage world is a unique industry, and North Carolina's food scene is growing everyday.

Take a listen. We hope to entertain, teach and inspire while offering some specific information about the NC food scene."

 -Max & Matt

May 1, 2025

This episode of the North Carolina Food and Beverage Podcast, hosted by Max Trujillo, highlights the return of the 'Bubbles and Brisket' event for its fifth year, scheduled for Saturday, June 7th. The event will feature around ten chefs, multiple bars, and a variety of beverages, including sparkling wines, beers, and potentially a cash bar for full-strength drinks. 

Get Tickets HERE

In this episode of the North Carolina Food and Beverage Podcast, host Max Trujillo is excited to talk about delis, sandwiches, and the story behind Ideals Deli Market Gourmet. Featuring business partners Ian Bracken and Paul Chirico, Max dives into their backgrounds, their inspirations from New York-style delis, and the journey of creating Ideals in Durham, North Carolina. With nostalgic anecdotes, they discuss the growth of their business, their unique approach to making fresh sandwiches, and creating a strong community presence without traditional marketing. Banter includes the emotional connections to deli aromas, the specifics of their menu, and humorous takes on topics like PB&J sandwiches and health inspections. The episode wraps up with a focus on their highly successful, beloved sandwiches and a call to visit their market for unique items.

The NC F&B Podcast is produced, engineered and edited by Max Trujillo of @Trujillo.Media

For inquiries about being a guest, or to sponsor the show, email max@ncfbpodcast.com

00:00 Introduction and Host's Personal Connection
00:29 Discovering Ideals Deli
00:56 Welcome Ian Bracken and Paul Chirico
01:19 The Intense Deli Experience
02:59 Opening and Success of Ideals Deli
04:00 Beer Collaborations and Upcoming Events
07:57 Nostalgia and Deli Memories
20:20 Challenges and Customer Feedback
30:36 The Harlem Chopped Cheese
35:31 A Daughter's Love for Ideals Sandwiches
36:30 Connecting with Customers on Instagram
36:49 The Art of Baking In-House
37:02 The Dilemma of Trying New Menu Items
38:10 The Perfect Cutlet Debate
39:43 Crafting the Ideal Sandwich
41:01 In-House Preparations and Ingredients
44:32 The Importance of Kosher Salt
45:45 Creating New Sandwiches: Bread vs. Ingredients
46:21 Exploring Regional Sandwich Variations
55:30 The Power of Word-of-Mouth Marketing
01:02:04 The Community Support in Durham
01:03:11 The Tin Fish Trend
01:05:32 Wrapping Up: Sandwich Talk and Community