The “Godfather” of Hawaiian heritage cuisine gives Mainlanders their first chance to experience his authentic island fare with a roaming food truck and catering kitchen
Pineapple Express, the new food truck from Chef Sam Choy, hits Los Angeles’ streets starting July 2012. Known as the “Godfather” of Hawaiian heritage cuisine and its signature poke, Choy provides diners their first opportunity to experience his celebrated food offerings on the Mainland. The Pineapple Express truck will be found at locations throughout Los Angeles offering breakfast, lunch, dinner, and late-night eats.
“I’m delighted to bring the dishes of Hawaii to the Mainland with the delicious, bright flavors we taste daily on the islands,” says Choy. “From my poke, to our special ‘da kine’ sauce, all the way to our Sweet Endings, we’re definitely going to give you more hula for your moolah.”
Pineapple Express is dedicated to a conscious approach to cooking true Hawaiian heritage cuisine, with a dedication to using hormone-free and grass-fed meats, sustainable seafood, and locally grown produce wherever possible. In line with Chef Choy’s culinary philosophy, Pineapple Express will offer guests authentic interpretations of Island cuisine, priced $X-XX. Honoring one of Hawaii’s most beloved fish preparations—poke—Choy serves it in wraps, a “Big Island Bowl,” and as poke sliders, poke parfait, or “Hokie Poke.” Additional standout dishes from the menu include Sam’s Original Kahula Pork Sandwich, rubbed with Haeila sea salt, wrapped in tea and banana leaves, slow-cooked for 12-hours, and served on King’s Hawaiian sweet rolls with Pineapple Express marmalade; “Maui Wowie” Chopped Salad with Napa cabbage, bok choy, romaine, red cabbage, carrots, bell peppers, edamame, and candied Macadamia nuts with choice of protein; and “More Hula For Your Moola” Wraps with brown or “Sam’s island-style firecracker rice,” choice of kalua pork, beef, marinated chicken, crispy fish, poke, or “magic” mushrooms, and topped with tropical fruit salsa and “Da Best Sauce.”
Conceptualized by Choy and Operating Partner Chef Jeffrey Mora, Pineapple Express will feature design aesthetics evoking feelings of tropical surroundings. Bright beach colors, tribal motifs, and of course, a pineapple adorned on the truck, create a laid-back atmosphere reminiscent of the Island way-of-life. In addition to the truck, Pineapple Express will cater and produce large parties, luaus, and events from an off-site kitchen, complete with traditional pig roasts, hula dancers, ukulele players, and more.
Chef Sam Choy is known as a founding contributor of “Pacific-Rim cuisine.” With over thirty years perfecting his craft, Choy owns multiple restaurants across the Hawaiian Islands; has hosted his own cooking show, “Sam Choy’s Kitchen”; founded the Poke Festival and Recipe Contest in 1991; and in 2004 was awarded the James Beard Foundation Award for Best Pacific Regional Chef.
Chef Jeffrey Mora has worked in over 20 countries and has been involved in all aspects of the food service industry, including tenure as the chef for the Los Angeles Lakers from 2004 to 2011; a member of the U.S. Culinary Olympic Team in 1992 and 1996; and head of food service for Burbank Airport. “I’m thrilled to be working alongside Sam on this project,” remarked Mora. “We’ve been friends for many years, and I’m looking forward to connecting with my fellow Angelenos to spread his passion and introduce L.A. to the flavors and history of Hawaiian cuisine and culture.”
Pineapple Express will frequent areas throughout Southern California, Monday to Saturday, offering breakfast, lunch, dinner, and late-night eats. Fans are encouraged to follow Pineapple Express on Twitter and Facebook. Menus and additional information are also available at www.samchoypx.com. Please visit the website for event and party catering contact information.