“I was born in Georgia but came here when I was two. So, this is all I know.” John Feldman’s parents were pulled west by the Olympics and became anchored, unexpectedly, by the mountains. “We came here in 2000. My dad has a PhD in medicinal chemistry. He worked for the Olympics in their drug wing, going from Atlanta for the summer games to Utah for the winter games.”

"I’m just trying to make the world a little bit better through food.” That has been Ian Brandt’s guiding principle from the start. For over two decades, he has been at the forefront of Salt Lake City’s plant-based dining movement, driven not by profit, but by a deep commitment to the planet, the animals, and the people who share it. Vertical Deli, his newest venture opened in June 2025, is the latest expression of that mission - this time, with a drive-through window and a focus on speed, convenience, and community.

“I get here at two in the morning, start baking, and by five, there’s already a line. But every day, I feel grateful. I see the same smiling faces, and they make me smile, too.” Brenda Le’s joy behind the counter at Fresh Donuts & Deli is unmistakable.

“I feel a sense of responsibility to provide people with the things that are getting harder and harder to find,” Annette Raverino says with a warm smile. “I am really lucky.” Luck may have played a small part in Annette’s journey, but passion, dedication, and an unwavering commitment to tradition have been the true foundations of Mediterranean Market & Deli. Her story stretches back generations, rooted in the northern Italian Alps, a place where her mother was raised and where Annette spent time cooking with family.