{"id":19337,"date":"2024-05-07T08:00:43","date_gmt":"2024-05-07T06:00:43","guid":{"rendered":"https:\/\/getitmagazine.co.za\/joburg-north\/?p=19337"},"modified":"2024-05-07T09:19:00","modified_gmt":"2024-05-07T07:19:00","slug":"love-at-first-bite","status":"publish","type":"post","link":"https:\/\/getitmagazine.co.za\/joburg-north\/blog\/2024\/05\/07\/love-at-first-bite\/","title":{"rendered":"Love at first bite"},"content":{"rendered":"

Got a sweet tooth? Allow us to introduce you to your New Best Friend. Jared Melamed, the talent behind Joburg\u2019s most seriously sumptuous patisserie.<\/strong><\/h4>\n

Jared Melamed is a walking contradiction. He has slummed it in the Thai jungle, then lapped up luxury in Singapore\u2019s Orchard Road. He\u2019s captivated by the smells, taste and buzz of food markets, but delights in sitting down to white tablecloth service and foie gras. He blasts hardcore techno while delicately crafting the kind of French pastries that are to be savoured one small mouthful at a time.<\/p>\n

Those nuances, he maintains, are what have made him as a chef, in spite of receiving no formal training. \u201cThere\u2019s something in my head that no school could have given me; something I have gained from 17 years of travelling and tasting in 50 different countries.\u201d<\/p>\n

Yes \u2013 that\u2019s 50 countries, many of which were obscure islands, where Jared worked as a professional diver to fund his love of culinary experiences. It all started when, as a 16-year-old, he packed himself off to Ibiza – without his parents\u2019 permission. \u201cI cried as soon as I arrived. Imagine being a teenager, completely alone in a country where you don\u2019t speak the language.\u201d Three months later, and Jared was lunching like a local. The markets of Barcelona held him in thrall … the sweets, the meat hanging from hooks, the buzz, the money changing hands, the shoppers smiling. He knew that this was the life he wanted, so although, as a non-conformist, he had never enjoyed school, he headed home to finish up his education and start real life.<\/p>\n

What followed was a whirlwind of visa runs, passport stamps, stints in eateries around the world and eating experiences that have honed his palate in the most remarkable way. One stands out in particular: \u201cI was visiting one of Singapore\u2019s hawker markets, where you\u2019ll find everything from food made by home cooks to dishes prepared by Michelin-ranked professionals. I spent four hours just walking around, trying everything I could … the milk tea, the chai tea, laksa, the fishes, the meat, food from India, China, even Italy \u2013 I must have eaten from around 80 per cent of the vendors. And it was all wonderful. That\u2019s when I realized that food isn\u2019t just there to fill you up \u2013 eating those dishes made me feel emotionally full. It didn\u2019t matter if the food was good, bad or ugly, it had been prepared by someone who believed it to be special. And that made it special to me.\u201d<\/p>\n

The last stop on Jared\u2019s wanderings was Thailand, where he had set up a business specialising in concierge services \u2013 until Covid\u2019s closed borders brought the tourism industry to a halt. He decided it was time to head back to South Africa and take the first steps towards opening the patisserie he had dreamed about since childhood.<\/p>\n

Like much else in Jared\u2019s life, the road to this destination was a winding one. First, he spent time at an Italian restaurant, where his irresistible attraction to the pastry section proved that he was right on track. \u201cI used to experiment with pastries I\u2019d tasted overseas. My favorite was a brioche cake I had tried in Vietnam … I used to go to the same coffee shop every day just to eat it. At first, the owner disliked me because I was a tourist, but we became friends and, after four months of asking for the recipe every day, she finally wrote it down on a slip of paper.\u201d<\/p>\n

After plenty of trial and a lot of experimentation, and the anticipated opening of an eatery that didn\u2019t quite work out, Jared decided that there was no more time to waste. La Tarte was launched eight months ago as a dark kitchen with just one other employee. Today, the team comprises three people who bake up to 700 pastries every weekend to satisfy customers at markets like La Marche, Prison Break and the Morningside Market, in addition to the patisserie they supply to boutique hotels, restaurants and coffee shops.<\/p>\n

It\u2019s been an exciting journey, but Jared is counting down the months until he \u201cturns bricks and mortar\u201d. He has in mind the type of experience offered by the Ritz in Paris, his favorite city … picture shelves lined with beautiful jars of confiture, crusty breads on the comptoir (counter), pastries that are a delight both to look at and to taste, and the fresh, clean smell of baking swirling through the air. \u201cIn France, every adult and child is familiar with the concept of gout\u00e8 – a little treat you enjoy in the late afternoon. That\u2019s why there are so many patisseries throughout France: people are accustomed to picking up a small snack before dinner. I\u2019d love to introduce the culture of gout\u00e8 in South Africa.\u201d This will be no ordinary coffee shop, however: it will be an authentic salon du th\u00e8, where patrons can indulge in the type of patisserie, croissants and breads you would find in the very best French boulangeries.<\/p>\n

Until then, he\u2019s intensely focused on creating tastes that South Africans previously haven\u2019t had the privilege of experiencing. Lucky us!<\/p>\n

\"\"
P\u00e2te \u00e0 choux, almond flakes, hazelnut praline, praline mousseline, and roasted hazelnuts<\/figcaption><\/figure>\n
\"\"
Pate sucr\u00e9e, almond lemon sponge, Italian meringue, lime zest<\/figcaption><\/figure>\n

Instagram: @latarte_patisserie<\/em><\/p>\n

\u00a0<\/em><\/p>\n

Text: LISA WITEPSKI \u2022 Images: Nicky Barber, @delishmonster.<\/p>\n","protected":false},"excerpt":{"rendered":"

Got a sweet tooth? Allow us to introduce you to your New Best Friend. Jared Melamed, the talent behind Joburg\u2019s most seriously sumptuous patisserie. Jared Melamed is a walking contradiction. He has slummed it in the Thai jungle, then lapped up luxury in Singapore\u2019s Orchard Road. He\u2019s captivated by the smells, taste and buzz of […]<\/p>\n","protected":false},"author":113,"featured_media":19338,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[20],"tags":[2568,246,6972,6974,6973,89],"class_list":{"0":"post-19337","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-personalities","8":"tag-chef","9":"tag-food","10":"tag-jared-melamed","11":"tag-pastries","12":"tag-patisserie","13":"tag-travel"},"yoast_head":"\nLove at first bite - Get it Joburg North<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/getitmagazine.co.za\/joburg-north\/blog\/2024\/05\/07\/love-at-first-bite\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Love at first bite - Get it Joburg North\" \/>\n<meta property=\"og:description\" content=\"Got a sweet tooth? 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