Sneaking into the freezer as a kid has fewer consequences when, instead of a sweet treat, you’re looking for pierogi from your family’s deli.
Instead of rummaging through different pints of ice cream, Vanessa and Casey White would go through stacks of styrofoam trays, each with six pre-buttered pierogi that were plastic wrapped and waiting to be reheated.
That was Vanessa’s earliest memory of the Eastern European dumpling-like delicacy that consumed their childhood (and eventually adulthood, too.)
In the 1960s, their grandfather opened a deli in Western Massachusetts serving signature Polish dishes like golabki and kielbasa, and of course, pierogi. As a motivated youngster with entrepreneurial spirit in her blood, Vanessa would sleep at her grandparents’ house on Friday nights so she could wake up early to work at the deli with them on Saturdays.
Since then, pierogi seemed to be a constant throughout her life.
Their mom would visit them at college in Boston and bring those same styrofoam trays for the girls and their roommates. Once word – and the delicious smell – made its way down the dorm hall, people would ask where they got those pierogi from.
Because of those reactions, Vanessa and Casey would joke about starting a business one day.
Being the only cousins and grandchildren in the family, the sisters always assumed they would take over the deli at some point. Instead, they started their own company that carries on the family legacy in another way.
When thinking of a business name, there was only one that made sense – Jaju, which means grandfather in Polish.
Running Jaju Pierogi has kept their family close together and has honored their grandpa in ways they – or he – would have never imagined.
What started as a small business that appeared at local farmers markets turned into Vanessa dressed in a pierogi costume on the hit show Shark Tank this past spring.
As for what Jaju himself would think of his original product being on television, Vanessa isn’t sure he would’ve been able to wrap his head around the concept. But, that doesn’t mean he wouldn’t have supported it.
“He never got to see this business come together,” Vanessa said. “But, I don’t think he would have ever doubted our ability to get where we are. He was always proud of what we were doing.”
They made sure that their set display on Shark Tank paid homage to him. There were pictures of him everywhere, emulating almost a memory wall, like one you would see at someone’s funeral or wake. It was their special way of making sure he was included in the process.
“People lose their grandparents and they exist in their memory, but for us, he is now a symbol on TV,” Vanessa said. “His identity and his legacy are being carried on in such a crazy other way.”
The appearance on Shark Tank was such a special milestone and moment for their family and also for their business. Investor Robert Herjavec even said, “This. Is a good. Pierogi!”
Despite not securing a deal with the Sharks, after the episode aired the business saw 10x their monthly sales in just four days.
The people have spoken…and the people want pierogi!
For the locals, you can buy their product at Foodie’s Urban Market, American Provisions, DeLuca’s Market, Wild Duck Marketplace, Golden Goose Market, Whole Foods and more. Find the closest shelf you can pull them off of by clicking here.
As for what flavors they offer, how does sweet potato and caramelized onion sound? Or maybe jalapeño cheddar, spinach and feta or the classic potato and cheese? Be sure to look out for their newest flavor to hit the shelves, loaded baked potato. And if you can’t decide on which to get, try the discounted Shark Tank Bundles!
Although Vanessa has probably had more pierogi to last a lifetime, she has yet to come across one that she doesn’t like or wouldn’t eat. But, she is a little biased when it comes to their own.
“Every time I bite into them, I have the same reaction – Hey, these are pretty good…Oh wait, they’re ours!”
She’s just happy they have been able to maintain such a high quality product over the years. At the end of the day, it’s still the same pierogi on the styrofoam plate, covered in plastic wrap from their family deli – just with their own twist.
While the college days and the sisterhood of the traveling styrofoam plates have come to an end, there are two things they can always count on…
Their mom now buys Jaju off the shelves and drives it over to friends whenever she sees her daughters’ product in stores. And, most importantly, the freezer is always fully stocked.
Megan Klein is a freelance writer and Boston University graduate who currently works for the Boston Celtics. She loves making small world connections when meeting new people, trying new restaurants and capturing the life of Boston locals through her writing.
