EPICUREANISM

EPICureanism is a vanguard culinary philosophy. It is an immersive seminar created and presented by Master Mermmelier, Kevin Joseph.

This page will present the program and opportunity in both a Brief Overview and a Deep Dive.

BRIEF OVERVIEW: Who, What, When, Where & Why

DEEP DIVE: Details on all over the above including a bio of Kevin Joseph and the specifics of the presentation.

BRIEF OVERVIEW

WHAT:

EPICureanism is a traveling culinary seminar designed to serve two core constituents: Elite Destinations & Luxury Consumers,

For destinations, the program delivers:

1. Compelling programming targeting luxury consumers

2. Front of House & Back of House Staff Training

3. Partnership opportunities with purveyors, distributors and brands

For consumers the program delivers:

1. An elevated understanding of premium, luxury seafood & wine

2. An understanding and application of the tools, tactics, theories, philosophies, science, history and culture that will lead to a new understanding of and appreciation for their preferences in premium, luxury seafood & wine

3. Give consumers the ability to navigate around fables, fraud, myths & green washing to find value and truth in expensive luxury seafood

EPICureanism is focused on oysters, caviar, next-level seafood products (aka Marine Cuisine), wine pairings for these foods and sea salts. The seminar is delivered in 4 modules over about 5 hours. Consumers can opt in to one, several or all of the modules

WHY:

Hosts -

ATTRACT AND RETAIN BETTER GUESTS TO INCREASE REVENUE AND DEVELOP OR REWARD LOYALTY. It is designed to elevate guest experiences and differentiate resorts, clubs and restaurants. It is also a great way to improve staff knowledge and the overall dining experience in their premium dining establishments. This is Food & Wine programming without a festival atmosphere or its limitations. It is a sophisticated culinary education which will appeal to consumers who are not price sensitive and have the time, attention and interest to dedicate to a deep dive on a complex set of subjects. These consumers and guests are arguably among the most valuable.

Consumers -

Are offered a new product, service and experience that will deliver to them a better understanding and appreciation of the TRUE VARIABLES which will inform their seafood choices at home, at the fish monger or in a restaurant setting. Guests will learn to see past the “Greenwashing”, fraud and fiction so often employed by those involved in the production, distribution and presentation of seafood. Participants will gain a clear picture for their preferences and value propositions for sourcing and ordering luxury seafood items, enjoying wine pairings and experiential learning.

WHO:

Hosts -

Resorts, Clubs, Restaurant Groups, Hotels or Communities seeking to curate programming and deliver staff training. For hotels & resorts, this will drive bookings from premier guests or reward premier guests for their loyalty. It could also be used as part of an incentive program, to elevate the expertise of their staff and as a tool to attract top level travel / leisure / luxury influencers for exclusive content creation.

Consumers -

“Foodies” seeking to graduate from this rather generic identity into something more in line with a culinary professional. Also, Chefs and restauranteurs seeking to find ways to elevate their product, service & experience and cater better to the premier consumer’s value propositions.

Creator -

Designed and delivered by Master Mermmelier, Kevin Joseph for discerning “foodies” looking to dive deep into Marine Cuisine & DelicaSEAS. Hosting and promoting the experiences are top tier destinations around the world: These include Ski Resorts, Private Clubs, Golf Communities, Beach Resorts, Yacht Clubs, Luxury Hotels & Premier Restaurants.

WHERE:

EPICureanism is delivered at top tier destinations around the world: Resorts, Private Clubs, Golf Communities, Yacht Clubs, Luxury Hotels & Premier Restaurants. Since 2011 the concept has been developed, executed and proven in markets such as New York City, The Hamptons, Newport, RI, The Palm Beaches, Miami, FL, Sarasota FL, Napa, CA, Denver, CO, Atlanta, GA, Houston, TX, Dallas, TX, Charleston, SC and beyond in both public, private and semi-private settings.

WHEN:

Since 2011, EPICureanism has been shown to enchant and engage the most interesting, interested, influential, affluent, well-traveled, well-fed and sophisticated Epicureans, Gourmands and Foodies. Since 2021 it has been refined and polished to deliver an extreme value though the operations of RAW LAB, in Charleston, SC.

DEEP DIVE

Below are the speCIfICs of the philosophy, program & OPPORTUNITY, in detail.

EPICureanism was developed over the past 15 years. Perfected at RAW LAB in Charleston, SC since 2021.

TOWN & COUNTRY MAGAZINE - Dec 2022

Travel Editor KLARA GLOWCZEWSKA HITS THE NAIL ON THE HEAD HERE

“Raw Lab, a hole-in-the-wall near Charleston’s City Market, is billed as the world’s only omakase raw bar and in the most innovative eating experience I have ever had, presided over by chef and “mermmelier”, Kevin Joseph, (“I am to oysters what a sommelier is to wine”.) There is one three - four hour nightly seating, for 12 people max: nine courses, endless [wine] pours, and shifting music soundtracks. Dinner as performance art, and you’ll never look at an oyster (or caviar) the same way again.”

A CULINARY PHILOSOPHY

EPICureanism is a solution to a growing rift and consumer confusion between price and value in high end seafood and hospitality. It builds value in and an appreciation of expensive and misunderstood products. It also creates new customers and builds loyalty among existing customers.

It is a new way of looking at and combining food & wine + hospitality + education + entertainment. It transcends the typical “seafood & wine tasting” or “festival” and delivers a high-end Culinary and Educational Experience that brings myriad benefits to hosts, consumers and producers.

The concept was inspired by years of study and practice in fisheries, cuisine, education, hospitality, aquaculture, science, psychology and stoicism. It is partially informed by the teachings of Epicurus (341–270 BC), an ancient Greek Philosopher. Epicureanism was originally a challenge to Platonism, and its main opponent later became Stoicism. It is a form of hedonism insofar as it declares pleasure to be its sole intrinsic goal. However, the concept that the absence of pain and fear constitutes the greatest pleasure, and its advocacy of a simple life, make it very different from hedonism as colloquially understood. His writings and teachings influenced the leadership of Stoics like Epictetus, Seneca and the legendary Roman Emperor Marcus Aurelius.

We apply this philosophy to premium, luxury seafood and hospitality. Many consumers and professional have been made to fear certain foods and indulgences in them. Lack of understanding, fraud and a a failure fully appreciate these expensive and delicate seafoods has led to limiting mindset and missed opportunities among consumers and modern cuisine & hospitality professionals alike. Low prices are often put above high value propositions in an attempt to compete on price instead of value. Ergo, consumers and professionals are stuck in a cost / benefit cycle that is unsustainable and fails to deliver on many opportunities.

Myths and fraud add to the problem. For example, these foods are often considered dangerous, bourgeois or pretentious and unprofitable when, in fact, they are among the most approachable, nutritious, safe, and smart choices in food and can also drive high-value customers who spend more and influence others to do the same. Best practices in sourcing and serving these foods is a profit center, not a loss leader. We are seeing evidence of this in the attrition of high-end seafood operators today...those who don't get it and cannot leverage the potential of this category. This attrition will create opportunities for those who evolve and find more effective practices to deliver value that the traditional ways of operating cannot.

It is our contention that in the future there must be a culinary philosophy that helps operators and consumers to create and find more value with regards to the most expensive, delicate and valuable seafoods. These items are expensive, delicate and intricate and often mis-understood or mis-managed. The delta between what they cost now and what they are worth is the understanding and appreciation of their value. To maintain and build value in them (and the best practices that produce and present them) we need a new way of defining and refining that value in a future where they are likely to only become more expensive to produce and present.

We deliver this solution to EPICureans and Gourmands as well as Chefs, F&B Directors, Cooks and Servers seeking next-level knowledge in what we call MARINE CUISINE & DelicaSEAS. The collection of seafoods we feature and the methods for presenting them will always be of the highest quality by following metrics:

Sustainable

Healthy

Approachable

Responsible

Entertaining

Delicious

Great ideas, theories and practices get S.H.A.R.E.D. and that which gets shared is S.M.A.R.T.

Safe

Marine

Aquaculture

Responsible

Technology

The understanding and use of S.H.A.R.E.D & S.M.A.R.T is where value is to be found and created in these premium, luxury products.

EPICureanism delivers a broad and deep understanding of the most expensive and often mis-understood foods: oysters, caviar, seafood and sea salt. A smart, informed and lasting appreciation & understanding of these foods is achieved through our experience. EPICureanism delivers tools, tactics, skills, perspective, resources, knowledge and understanding that has been proven to be life changing our guests.

ORIGINAL OF THE SPECIES

The principles of EPICureanism were polished at RAW LAB in Charleston, SC. This fusion concept has been a grand success as a 10 course Omakase Style Raw Bar Experience in Charleston, SC since Feb 2022. RAW LAB is still the first (and only) fusion of a service style (Omakase) and a cuisine (Raw Bar) in history. This fusion begged for a particularly unique use of space which created unprecedented experiential opportunities. Evidence of the success and value of RAW LAB can be found in the fact that it has maintained 4.9 Stars on Resy for 4 years at a $340 per seat, paid in advance, price point.

RAW LAB has been successful as Dinner & A Show…presented, essentially, in several acts, like a play. As Kevin created, polished and perfected each of the elements be came to realize that some of them could be packaged and presented individually, in any location. So, we are now presenting several of these elements of RAW LAB in a collection of roughly 1 hour experiences which can be presented anywhere, in an afternoon or evening.

This has all been created by and will be presented by Master Mermmelier, Kevin Joseph, Chef/Owner/Creator of RAW LAB, LTLE FISH, EMPIRE OYSTER, NEW YORK OYSTER WEEK, THE OYSTERHOOD, OYSTERS UNLIMITED & more. Kevin is a Mermmelier, which is to be to oysters and seafood what a Sommelier is to wine.

Kevin has spent a lifetime edu-taining, coaching and guiding extremely well traveled, affluent and sophisticated guests through expensive, luxury experiences. As a Private Chef has delivered elite food & wine service to discriminating consumers since COVID. His experience with discerning consumers who’ve been everywhere / done everything is broad and deep. As these are the consumers who appreciate his expertise and experience the most, it is the interests needs and aspirations of these people Kevin has designed his career around. As a Professional Ski Instructor in Vail and St. Moritz CH, he did it on snow, at the most highest level. He’s done it on water too, as a Professional Stand Up Paddle Board Guide and Coach, since 2013.

As a Hospitality Consultant he has provided guidance and expertise to restauranteurs, chefs and hoteliers since 2013 including clients like The Peninsula Hotel and Waldorf Astoria, in NYC.

THE PROGRAM

ACTS ONE - FOUR

Four acts or sessions cold be presented back to back over about a 4 hour period. Guests could partake in one or all of these sessions. Each would be priced separately and conducted in the following order

1. Oyster Flight

2. Caviar Trip

3. Marine Cuisine

4. Sea Salt Social

ACT ONE: OYSTER FLIGHT

a Master Class in Ostreology by Master Mermmelier Kevin Joseph.

WHAT TO EXPECT: 8 Oysters dressed, topped or treated 8 ways and paired with small pours of 6-7 wines from all 6 wine producing continents. Participants will learn to understand and appreciate oysters such that you will have the tools to recognize the major “Characteristics” or “Metrics of Quality”. This will inform your palate such that you’ll understand your preferences and, therefore, understand how to order oysters in restaurants and raw bars, forever.

Oyster #1: Naked + Wine #1: FRANCE - Champagne / TBD

Oyster #2: Fresh Grated Horseradish Root & Lemon + Wine #2: S, AFRICA - TBD

Oyster #3: Fresh Grated Wasabi Rhizome & Lime + Wine #3: JAPAN (SAKE) - TBD

Oyster #4: Japanese Mignonette ++ Wine #4: CHILE - TBD

Oyster #5: American Mignonette + Wine # 5: AUSTRALIA - TBD

Oyster #6: French Mignonette + Wine #6: EUROPE - Muscadet

Oyster #7: Cold Smoked + Wine #7: SONOMA, CA - Carboniste Abarino Brut

Oyster #8: Spirited Pearl: Clase Azul Reposado Tequila + Cilantro

Price: $125

Time: 1:30 (4:00pm - 5:30pm)

ACT TWO: CAVIAR TRIP

a Master Class in CAVIAR by Master Mermmelier Kevin Joseph.

WHAT TO EXPECT: Caviar is something the American consumer has a lot of new interest in these days. It’s also something they don't quite understand how to appreciate, evaluate, enjoy or source. In this session a new understanding and appreciation of caviar based on 5 Caviar Bumps will be delivered and each type of caviar will be paired with a different wine. Participants will learn to understand and appreciate how to enjoy caviar in it’s greatest expression. There are several specific techniques that are explained, used and practiced. These will reveal the 5 Phases of caviar and you’ll come to understand why fine caviar is clearly the most DYNAMIC FOOD ON EARTH and how to experience that. Guests will attain the expertise and tools to recognize the major “Characteristics” or “Metrics of Quality” in caviar. They will “inform the palate” such that they’ll understand their preferences and, therefore, understand how to purchase caviar (at home or in a restaurant) and enjoy it to it’s greatest potential, forever. This is as valuable to most as understanding, appreciating and enjoying wine or oysters.

Caviar #1 & #2: White Sturgeon / Snake River, Idaho + Wine #1: White - TBD - California

Caviar #3 & #4: Baeri Sturgeon / Italy + Wine #2: Rose - TBD - New York

Caviar #5: Beluga Sturgeon / France + Wine #3: Red - TBD - Oregon

Price Per Person: $125

Time Frame: 45 minutes - (5:30pm - 6:15pm)

ACT THREE: MARINE CUISINE

WHAT TO EXPECT: A new understanding of seafood, Next Generation Seafood, that is, particularly cultured (farmed) products. Explore what makes any given species more or less safe, healthy, sustainable and responsible. Learn how to spot fraud or quality flaws in seafood. Figure out what questions to ask of a waiter or a purveyor to get to the TRUTH about a products qualities and value. Learn how to avoid or minimize heavy metals, micro-plastics, antibiotics and pesticides in seafood items while in ordering at restaurants or sourcing for home cooking. Debunk myths and find the truth for healthier and more sustainable choices.

Seaweed Salad & Carboniste Pinot Grigio Pet Nat

Sea Scallop Crudo & Sancere

Salmon Umami Bombs & Chilean Rose / Sake

Unagi in a Blanket & Carboniste Pinot Noir Rose

Price Per Person: $125 per person

Time Frame: 1:15 (6:15pm - 7:30pm)

ACT FOUR: SEA SALT SOCIAL

a Master Class in SEA SALT by Master Mermmelier Kevin Joseph

WHAT TO EXPECT: An epiphany about sea salts, their essential minerals & electrolytes and nutritional benefits. Guests who elect to stay past Act One & Act Two, can take part in learning all about Sea Salt and making their very own Sea Salt Complex. In this 60 minute session guests will be able to choose from dozens of Sea salts and combine them in 4, 8 & 12oz vessels which they will take with them for use at home or to gift to others. A broad and deep understanding of various sea salts will be delivered as well as many insights as to the utility of them in our metabolic functions. Sea salt is becomes understood and appreciated as the natural, affordable, miracle health hack that it is. LEARN MORE HERE

Some of the sea salts used are from ancient / extinct oceans. Others from modern / living oceans. One is the rarest on earth. Sea salts as old as 500 million years old will be featured. Some local product may be featured. Others will come from near and far.

Why would this matter to anyone? Because creating a vessel containing a variety of sea salts to keep on hand in your kitchen at home will make it easy, convenient and inexpensive to get ALL of the essential minerals in a natural and bio-available manner, every day.

Price Per Person: 4 ounce $75 || 8 ounce $100 || 12 ounce: $125

Time Frame: 1:00 (7:30pm - 8:30pm)

* Wine served here will be a la carte.

TARGET PACKAGE PRICES

There are more than a few ways to package, market & promote this. We are open to your thoughts and ideas.

INDIVIDUALS

OYSTER FLIGHT: $125

CAVIAR TRIP: $125

MARINE CUISINE: $100

SEA SALT SOCIAL: $75 - $125

*Includes wine pairings

ENTIRE PACKAGE: $425 - $475

HOST PRICES

15 - 20 guests: $4,500 + ~

30 - 40 guests”: $9,000 + ~

*Includes wine pairings

+ Two Nights Lodging / Meals at Resort

~ Assistance from host in marketing and promoting

THE DELIVERABLES

These skills and understanding consistently change the lives of those we edu-tain.

2 LIFE CHANGERS

1. UNDERSTANDING OYSTERS

   • How to ORDER, EAT & TASTE oysters

   • How to identify the qualities / characteristics of various varieties & find your personal preferences which will inform how your order and enjoy oysters, to their greatest potential, for the rest of your life

   • Principles in Wine Pairings with oysters

   • A brief examination of the history, culture, cuisine, economy and ecology of oysters, and why it all matters

   UNDERSTANDING CAVIAR

   • How to ORDER/BUY, EAT & TASTE caviar

   • How to identify the qualities / characteristics of various varieties & find your personal preferences which will inform how your order and enjoy caviar to, its greatest potential, for the rest of your life

   • Principles in Wine Pairings with caviar

   • A brief examination of the history, culture, cuisine, economy and ecology of caviar, and why it all matters

NOTE: The tools, tactics, theory and philosophies for understanding and appreciating both oysters and caviar are similar in form and function to those of wine. What almost any sophisticated EPICurean has learned (many times over) about wine are relatable and useful for understanding and appreciating both oysters and caviar. Oysters and caviar are marine / aquatic grapes. They have Merroir, vs Terroir and getting to the essence of that requires some guidance, skill and expertise. This can be learned and understood in one hour and applied to appreciating and understanding both for a lifetime. And understanding these DelicaSEAS is a keystone skill in the quiver of any Gourmand. Therefore, to the right audience, the value of this information is worth 10x what we are charging for it.

10 POINTS OF DISCOVERY:

1. ROOT - Fresh Grated Horseradish Root (a la minute) on an oyster - SINGULAR / RARE

2. RHIZOME - Fresh Grated Wasabi Rhizome (a la minute) on an oyster - SINGULAR / PRICELESS

3. TOUCHING - Holding / Feeling / Grating a Wasabi Rhizome with the Oroshiki (Wasabi Grater) - SINGULAR / RARE

4. PERFECT PAIRING - Perfection in a French Mignonette (explained) which delivers the most famous and oldest pairing of all time (Salt & Pepper) in the most elegant, obvious and simple way but is generally impossible for any Raw Bar or Restaurant using table service / platter service style to deliver - SINGULAR

5. SMOKIN’ - Cold Smoked Oysters (with its own sound and light show)…and cold smoked caviar as well - SINGULAR / PRICELESS

6. SPIRITED PEARLS - Molecular Gastronomy + Spirit + Agent = MAGIC! SINGULAR / PRICELESS

7. SEEING IT ALL - Watching everything made, live, in real time - SINGULAR

8. PORRON - Txocolina enjoyed the Basque Way, from The Porron with coaching for extra style, grace and aplomb - RARE

9. COACHING & GUIDANCE - Where else can you dine WITH the Chef for the entire experience, ask questions, hear his answers to other peoples questions…etc - SINGULAR / PRICELES

10. SOUNDTRACK - Highly curated playlists have been created and choreographed to dozens of moments, treatments and actions. Music is critical to the performance. Very little of it will be familiar. - SINGULAR

11. WINE TRAVEL This is how we span the globe with wine through the Oyster Flight & Caviar Trip. 9 wines from the 6 wine producing continents are presented including a premium Sake will be paired with oysters & caviar. These will be small pours…about 1.5 oz of each.

NOTES ON THIS DRAFT

PARTNERSHIP

We believe that there are elite communities, associations, cruise lines, resorts, hotels and fine dining brands that would benefit from partnering with us to deliver these activations, events and experiences for their existing clientele and staff. We believe that this product, service and experience would attract new customers and advocates to established brands looking to differentiate themselves. We are open to exclusivity agreements withing regions and there is nowhere on earth we would not be willing to travel to.

SPONSORSHIP

We think a premium Spring Water (Pellegrino, Aqua Pana or similar would be a natural fit for Title Sponsorship. A specific Chamapagne brand / portfolio could too.

GUESTS

15 - 20 guests per session, maximum

CAVIAR TRIP - MUSIC

We are wrking on a solution for a technology that will allow us to deliver each guest with a set of ultra premium headphones and deliver the right music and commentary to the guest for each bump. This would reduce distraction and chatter and encourage the hypnotic / trance like state we seek to deliver.