It won’t be hard to find your way to this funky Middle Eastern vegetarian oasis. Just follow the aroma of freshly baked, hand-fired pita or the line forming outside the door just before 11:00 a.m. on Brattleboro’s Main Street. You have arrived, and the food that awaits inside is fresh, interesting, and flavorful. Whether you take it to go or lunch at one of the high-tops, the falafel pita sandwiches, bowls with spicy skhug, fava bean stew, and decadent desserts will not disappoint.
Yalla, a popular slang Middle Eastern word, means “Come on, let’s go.” Bridging communities, culture, and connection, the term fits this place perfectly. Behind the counter, Zohar Arama, Yalla’s owner, exudes a warm, fun, welcoming spirit as he and his team serve up some of the best Middle Eastern food in Vermont. Their combined enthusiasm for this scrumptious fare is palpable.
Zohar grew up in a Greek-Yemeni household in Israel, a melting pot where cultures are expressed through food. His Yemeni mother was always meal planning, cooking, and collecting neighborhood recipes. Zohar watched and learned, observing his mother’s curiosity about blending other cultures into her own recipes. He recalls that once in a grocery store, she watched a woman gather ingredients for Moroccan butter cookies and after introducing herself, she got the recipe and bought the ingredients. “Our home was filled with guests, always enjoying a delicious meal.” Zohar’s admiration for his mother was a primary reason for his desire to create his native country’s food to bring people together. His Greek father, a professional soccer player, was a supportive and loving influence in his life.
At 39, Zohar moved to the United States. While hiking the Appalachian Trail, he met his wife Eileen, a New Englander. They decided to make Vermont home. Starting his business in farmers’ markets in Londonderry and West Townshend, the long lines at his booth encouraged him to open Yalla in 2018. Now the lines begin on Thursday and run through Sundays from 11:00 a.m. to 3:00 p.m.
Fridays are Zohar’s favorite day with fresh challah and rugelach, a traditional Jewish pastry made with a rich dough and a sweet filling, baking in their ovens. He pours a special sweet syrup, an Israeli tradition, on the warm rugelach. His motivation for the long, complex process to create these delicious pastries is simple. He smiles, “I do it for love.” One of his many philosophies that guide his business is “If I can make it, I’ll make it.” What makes his hummus so silky and memorable is that he is committed to using only a few ingredients, adding white beans for a touch of sweetness. It’s not unusual to see folks head to the cooler and grab a container or two of Zohar’s hummus, tzatziki, or a bag of freshly baked pita, which can be found at Brattleboro’s food co-op and in stores around New England.
Sustainable practices are integral to Zohar who asks the question, “Can something be made local?” He supports local crafters selling their mugs and t-shirts among other items and seeks out ingredients from local farms and producers. Utensils, cups, and bowls are compostable. The logo SAVE OUR PLANET, with a child hugging a tree prominently displayed on those cups, speaks volumes to his commitment, especially enjoyed with house-made rosemary tea inspired by his uncle.
In Israel, culture is expressed in food. Yalla is Zohar’s dream of bringing his roots and love of community to our Green Mountain State. During a recent visit from his mom and aunt to Yalla, they expressed their deep sense of pride in Zohar’s success, of course while offering a few of their own recommendations. Above all, Zohar remains grateful to his supportive community and to his loyal Yalla team he considers family. Working together, they will continue to bring us fresh falafels and homemade hummus and pita, all made with love.
