THE MUSCLE BEHIND THE MEATBALLS
Photography + Styling: Torian Lewin
How does a former NFL player, advertising producer and now meatball guru make his mark in the food industry? Derrell Smith of 99Eats is more than on his way to becoming a household name. Aside from his debonair persona and appearance, Derrell has already been featured and/or partnered with MAJOR brands such as Tastemade, Disney and more recently Quibi and Forbes. We were able to get our moment with Smith aka “Uncle Rell” at his commercial kitchen, Magick City in Greenpoint, Brooklyn to get in on his vibe and how winning a food competition somewhat launched it all. Check out the interview below.
DH: When did you first realize you had a knack or interest in the culinary field?
DS: My family (unknowingly) groomed me into a chef since before I can remember. Growing up, Sunday’s were for church and supper when the entire family would come together, share updates and eat at grandma’s house. Some of my earliest memories are of me in the kitchen helping my mother and grandmother cook on Sunday’s. My role was to grate the cheese for the macaroni, lick the cake bowls and wash the dishes. I’d say this sparked my interest in food.
DH: Explain what 99 Eats is?
DS: 99EATS is a virtual culinary brand with a mission to connect people through food, culture, content and experiences. We do this through events, ecommerce, catering and content. Virtual (for the moment) means we operate out of commercial and ghost kitchens to produce our food, opposed to having our own brick and mortar.
DH: The brands' logo is quite eye-catching. Who is that and where did the thought originate from?
DS: The logo is modeled after the women in my family, specifically my grandmothers, Estelle and Lubu. They were my culinary inspirations and as mentioned before, my earliest food memories took place in their kitchens. I made the logo in their likeness’ so that when people taste our food, they are transported back to their grandmother’s kitchen, and remember the feeling they had when they ate Nanna’s food. In my mind, that’s how we execute on our mission - by creating a feeling and arousing a memory opposed to just serving a meal.
DH: What is Amazeballs
DS: Amazeballs is the food brand under the 99EATS umbrella of things. We cater throughout NYC and northern NJ as well as large events and festivals. Our meatballs have been featured in Barclays Center, Smorgasburg and through [the catering service] Fooda. And recently, we’ve had the privilege and opportunity to partner with @fueltheppl to feed hundreds of protestors. Prayerfully, we will also cater the march in Washington this August. Amazeballs’ goal is to connect with cool, inspiring brands to create and co-create custom foods and products inspired by grandma and the culture.
DH: Meatballs are kind of your thing I should say. Why this particular food?
DS: Before being let go from my job in advertising in 2017, I won a meatball competition in Brooklyn using my sauce recipe (The OG Sauce) which I developed while attending graduate school at Syracuse. From there, I began selling the meatballs in Smorgasburg (while still working) and when I was let go, decided to pursue my side hustle full-time.
DH: Would you describe your meatballs as gourmet style?
DS: Amazeballs are memorable because they are made with Love, and always will be. To me, that’s what gourmet means. Beyond that, it goes into the details: packaging, presentation, sides, etc. As they are now (and specifically in the catering arena) Amazeballs gives people the option to have a traditional meatball bowl/roll, loaded with seven different toppings to choose their own adventure. It can be as gourmet or as whimsical as they want, but whichever way people decide to eat them, they are always delicious and “gourmet”!
DH: You have a marketing background. How did this kind of knowledge help grow your brand?
Advertising works because of data. Data gives brands a view into consumer’s minds, and that’s why brands are able to sell things to people before they know they want it. I approach food the same way. I know I have a great product, and my job is to get as many people to try it as possible, so that they can see how great it is. I already know they’ll like it before they know it. Everything from the name, to the logo, to the uniform, to the colors, to the people who serve the food, create the brand. For the past three years, I’ve collected this data by trying new things, making changes, serving people, seeing their reactions and listening to their feedback. My marketing background helps me to be patient, and consitent because I know that data is the true value (for now) and validates the time and sacrifices I take in order to get it. That said, soon I plan to transition from working in the brand to working on the brand.
DH: You were previously in the NFL. What was that particular experience like and why did it end?
DS: I went undrafted to the Bucs and in my second year was (briefly) a starting fullback for the Texans under Gary Kubiak. The experience was a dream come true because I was paid to play a sport I’d played my entire life for free, and being in the NFL was validation that I was one of the best in the world. More so than the actual game, I was in the company of elite professionals who taught me how to move how they move, and prepare how they prepare. That’s what I took away from the game after my career was cut short by a neck injury. I learned to be a professional and everything that comes with it, and I’ll never forget the lessons, and stories and fun times I had in the league.
DH: You've managed to work with some of the top food focused media outlets such as Buzzfeed, Tastemade, Disney Eats, etc. How did those relationships come about?
DS: Honestly through friends! A few years back I created content for Bed Bath & Beyond and began posting it online. A friend reached out and made the introduction to Tastemade, and the rest is history. From there, I continued the same formula - create dope shit, consistently, and people in positions to help will do so. I just control what I can control and God takes care of the rest.
DH: What was the experience like at having a food stand at the biggest open-air food market in America, Smorgasburg? Do you ever sell out? How many do you make?
DS: It’s difficult but fulfilling. Operating in any outdoor market is tough because the elements, weather, consumer mood, and so many other factors are out of your control and have to be considered when producing food for an event like Smorgasburg. At the same time, Smorgasburg is unique because their brand and collection of vendors are so strong that they’re able to consistently attract large groups of people. We sell out often, we go home exhausted, we spend tons of money to operate, but I am honored and grateful to be included in Smorgasburg’s fraternity of vendors. We are truly like family, or football teammates - a collective of interesting and talented people who make some of the best food I’ve eaten and always help each other out.
DH: Who would you say is your biggest competition if any?
DS: I would say our biggest competitors are Sticky’s Finger Joint and Sweet Chick, but I also feel as they are our biggest opportunities. They do a great job in branding and both offer an excellent experience, but are both created by white men though they have a lot of loyalty from black people and our culture. Because of this, I think eventually we have a greater opportunity because of what I am creating, and the community of people who encourage, help, promote, uplift and support me, we will surpass them. At the end of the day, I am a West Philly bred hustler! I don’t see the culture as an opportunity, but I do this to employ, inspire and uplift people who look like me. Period. I donate our leftovers to shelters (full of black and brown people) because I have family members who’ve been homeless. I hire black and brown people who need work, because I know how it feels to be broke and out of work. Everything i do is intentional and meant to help my community. I am a real representative of the culture and I think with time and patience the brand will achieve it’s purpose of showing young black, brown, colored people (and anyone who looks like me) that anything they want to do can be done, and I am excited and blessed to have that responsibility.
DH: Do you have a fan favorite meatball recipe that's vegetarian friendly?
DS: Ha, this may seem weird but I rarely follow recipes. Just add that binder ingredient to a veggie alternative and make some veggie balls with it. Try using chickpeas or black beans (with corn, cumin and chopped red bell peppers)
DH: For the culinary challenged, what's a meatball dish you can suggest that's at least 5 ingredients or less and something to accompany it with.
DS: Binder ingredients: 2 lb Ground Turkey, lots of parsley, chopped white onion, 1 egg, 1/4 cup sour cream (or ricotta cheese), salt and pepper Accompaniments: Polenta, pasta, on a sandwich, by themselves, topped with melted cheese
DH: What's your ultimate goal with the brands' portfolio?
DS: I envision 99EATS operating in the food, content, experiential and merchandising. Eventually, I see grandmas face on everything, from food, to sneakers, to kitchenware to apparel. My goal is to build a brand that contributes something in each of those spaces.
DH: Would you ever eventually sell your meatballs in grocery stores?
DS: Meatballs are a bit tougher to sell in stores because of USDA regulations on selling meat and would come further down the line. However, I plan to have the OG Sauce and other Amazeballs foods in stores within the next few months.