Smoke and Sizzle: How Joseph Deli is Conquering Israel's Vegan Capital

In Pardes Hana, a town widely known as Israel's vegan capital, a distinctly different culinary spirit is currently taking over—one of smoky aromas, melting fat, and slow-cooked meat that falls apart at the touch. The driving force behind this phenomenon is Joseph Deli, a food truck parked right at the entrance of the beer garden at the Shevet Brewery, which has taken social media by storm. While Israel is home to numerous coffee carts and street food trucks, few have generated this level of buzz, as evidenced by the early hours on Fridays when the meat completely sells out—a remarkable feat for the tranquil agricultural town.

Behind this carnivorous craze stands chef Yossi Ganon. Having previously founded the Yossi hummus chain, sold it, and embarked on culinary consulting ventures spanning Spain, Mexico, Thailand, and the United States, Ganon returned to his true passion. Although he spent the last three years catering private events and retreats, organizing a wedding for a couple who lost loved ones on October 7 reawakened his deep desire to feed crowds directly and witness diners enjoying his food firsthand.

Joseph Deli features a concise, uncompromising menu centered around just three signature sandwiches. The offering includes a pulled meat sandwich served in a sweet brioche bun with barbecue sauce for 49 shekels; a New York-style 18-hour smoked brisket sandwich served in custom-baked kashtan bread (priced at 55 shekels for a standard 180-gram portion and 88 shekels for a hefty 350-gram version); and a classic Reuben sandwich, also in kashtan bread, layered with meat, sauerkraut, vegan cheese, and a Russian dressing made from mayonnaise, paprika, and pickles (65 shekels for 180 grams, 98 shekels for 350 grams). The meat sandwiches are generously finished with American mustard and aioli, with the meat coarsely chopped to ensure a succulent, rich bite.

The menu also features an exceptional asado sausage for 40 shekels, crafted according to Ganon's proprietary recipe and topped with sauerkraut, mustard, ketchup, a touch of chili, pickled jalapeños, aioli, and crispy onions, with a double sausage option available for 59 shekels. Diners looking to skip the bread can opt for meat served by weight on a plate: a personal 280-gram portion for 88 shekels or a couple's 550-gram sharing plate for 175 shekels, accompanied by corn on the cob, pickled onions, coleslaw, and house sauces. Ganon's smoking technique relies on precise moderation, avoiding excessive smoke to let the natural flavors and melting fat shine through.