Feature: The Journey and Evolution of Tiffany Huang The Founder of The Truffle Cartel
Ever since Tiffany was young, she has gravitated towards food and art. Her hobbies included voraciously watching and reading anything by Anthony Bourdain, binging all Food Network shows, and pretending she was a chef every time she made a snack or meal. She was inspired along the way by chefs and frankly anything food driven.
As a first generation Asian-American, her family was adamant about a “traditional” path. As much as she wanted to pursue her passion, the culinary world was not a reasonable familial option. Tiffany did what was ingrained in her culture - follow a stable, corporate career path. She found joy in her spare time skimming through recipes and cooking her own versions. She found an even greater fulfillment in going out to eat. It was not solely to satisfy hunger, but for the whole experience. Different times would call for different cuisines, atmosphere, and people.
One meal that remains a particularly vivid experience was dining at Che Fico in San Francisco with her best friend to celebrate their shared birthday. They splurged on a fresh white truffle gnocchi, both their first times enjoying something so sophisticated. That truffle triggered her brain chemicals with smells and tastes so mesmerizing and intriguing. While she did not know it yet, that was the moment that catalyzed what is now Truffle Cartel.
Her passion ultimately pushed her to start something of her own. After a decade in the corporate world, Tiffany immersed herself in the world of truffles. She was obsessed over how she could cultivate her own and provide them to chefs. It turns out of course that truffles cannot be cultivated. They grow primarily in Europe, and in accordance with the mysterious laws of nature that eventually determine their size, color, and fragrance.
She connected with importers and sold her first pound to a local restaurant. She wanted to make this elevated ingredient accessible to everyone and anyone, including those who might not have known about it. Truffles should not be an ingredient reserved only for “fancy” restaurants or cuisine.
And what about Caviar? Well, as peanut butter is to jelly, truffles are to caviar. So she set out to source the finest caviar and expand Truffle Cartel’s offerings. This growth has allowed her to collaborate and work with amazing chefs, restaurant purveyors, numerous corporate brands and some of the most elite hospitality groups in the industry. Many of these fantastic individuals have become personal friends.
She sees a beautiful mix of food and art as she continues to provide these fine ingredients in a more creative way by challenging traditional forms of serving these elevated ingredients. Tiffany hope to highlight the brands and clients who support her, and place the spotlight on collaborative chefs. Truffle Cartel has come full circle by transforming the fleeting pleasures of fine foods into a multi sensory memorable experience.
PHOTOS: Courtesy of The Truffle Cartel
INSTAGRAM: The Truffle Cartel
How did your childhood fascination with food and cooking shows influence your eventual decision to enter the culinary industry?
This early exposure instilled in me a deep appreciation and passion for the industry and I knew I wanted to work closely with people who feel the same way. I don't think I gave myself a choice to not be in this industry; it was a matter of timing. For someone who views food as more than sustenance, the culinary industry is really about expression of creativity and culture and sharing the joy of gourmet food with others.
Can you describe the challenges you faced in pursuing your passion for food over the expected traditional career path? How did your family react when you finally decided to start Truffle Cartel?
Particularly within the context of a first generation of Asian immigrant culture, there was a strong emphasis on following established career trajectories -- medicine, law, engineering and finance, etc.
One of the primary challenges was overcoming cultural expectations. There was a prevalent belief that a career in food lacked the prestige and security of conventional definition of "success."
There was also a lot of skepticism that my passion for food could translate into a viable and stable career. Financial uncertainty is still a significant hurdle, but that's already a given in entrepreneurship. Establishing a small business in such a competitive and niche market demands substantial investment of both time and monetary resources.
Additionally, breaking into the gourmet market required overcoming biases and proving my credibility. I very much feel like I am in the thick of it, constantly earning trust and respect of my peers, suppliers, and clients. It's really a never ending dedication to building a reputation I can be proud of.
Despite being met with skepticism and concern over financial strain, my family has been overwhelmingly supportive. I was never that kid who knew what they wanted to be "when they grow up" so I can imagine that seeing me so deeply fulfilled makes them very happy for me.
What specific moment at Che Fico in San Francisco inspired you to create Truffle Cartel? How did that experience change your perspective on food?
The scent of a white truffle being freshly shaved onto warm, fluffy, buttery potato gnocchi is so intoxicating, distinct, and alluring, that it became a turning point for me as it really crystallized my understanding of the power of exceptional ingredients and how it can create unforgettable dining moments. I realized that rare and luxurious ingredients could not only enhance dishes but also inspire creativity and elevate entire dining experiences to profound sensory moments. That dish was in reality so simple but so perfectly executed that it became the spark that ignited my passion and shaped my professional path. Food is an art form that can evoke emotion, create connections, and leave lasting impressions. This realization continues to drive my dedication to Truffle Cartel.
What were the initial steps you took to immerse yourself in the world of truffles after leaving the corporate world?
Leaving the corporate world of finance was a bold yet exhilarating decision. I spent all my free time, whether after hours or on the weekends, educating myself on these topics. I sought to understand every facet of truffles, from their growth conditions during different seasons and harvesting techniques to their culinary applications. I bought and read books, excerpts ,novels, watched movies, documentaries, YouTube videos, foraging blogs, you name it. I even intended to book a trip to truffle regions of Italy to truffle hunt before I read in some of the books that most places that offer these experiences are tourist traps where they would dig up the truffle and rebury it lightly so that foraging one would seem real. Actual truffle hunting is gruesome and long and tiring, which is what makes this ingredient so rare.
Building connections within the industry was another essential step. With the support of a few key initial mentors, I was able to start networking with chefs, culinary experts, restauranteurs, and fellow truffle enthusiasts, suppliers, vendors, distributors, etc. I gained insight and established relationships that have since proved to be invaluable as I ventured into the business. All of these connections provided me with information and guidance, helping me understand the market demands, sourcing challenges, and culinary standards required to excel and survive in the food industry.
I also conducted extensive research on sustainable and ethical sourcing practices. Understanding the ecological impact of truffle hunting and harvesting and ensuring my business supported sustainable methods was very important to me. I source from suppliers or farms that aligned with my values of sustainability and quality.
Lastly, I invested a lot of time in understanding the logistical aspects of running a truffle business - including import regulations, storage requirements, and intricacies of maintaining the freshness and quality of such a delicate product.
You mentioned making truffles accessible to a broader audience. What strategies have you employed to achieve this goal?
This has always been a central goal of my business. Because of its price point and prestige, it's often thought of as a supplement for splurging or reserved for special celebrations. I wish people weren't so intimidated by it or have preconceived notions that it's a status symbol. It's really a beautiful ingredient, though it can be argued that it's an unnecessary ingredient.
I have a multifaceted approach for this that combines education, innovation, and strategic partnerships. Education is key to demystifying truffles and highlighting their versatility. To cater to different tastes and budgets, I have diversified my audience to include casual/fast food without compromising the integrity of the product. Understanding that price can be a barrier, I have worked diligently to optimized my supply chain and reduce costs by leveraging bulk purchasing and efficient logistics. This has allowed me to offer competitive pricing and because I am focused on brand awareness and not just selling to the masses, I have chosen to remain as a local supplier so that I am not charging retail prices.
Collaborating with chefs and restaurants has been instrumental in introducing truffles to a wider audience. I feel very lucky and grateful to have been able to work with some of the most talented people in the industry who showcase truffles in very diverse and innovative dishes. These collaborations often include special truffle-themed menus and events.
I engage with the community and really try to leverage social media in a more casual and organic way. I don't really care for the number of "followers" I have - I believe in very raw and authentic connections and a vibrant online community of truffle enthusiasts. My goal is the share the joy and sophistication of truffles with as many people as possible, transforming them from a rare luxury to an attainable delight or culinary adventure.
Why did you decide to expand Truffle Cartel’s offerings to include caviar, and how do you ensure the quality of such high-end products?
This was really a natural progression driven by my desire to provide to my discerning clientele with a comprehensive selection of gourmet "delicacies." My macro goals include many more delicacies, but for now as a one-woman show, truffles and caviar will suffice. They are synonymous with luxury and exceptional dining experiences. The decision was also influenced by the increasing demand for premium ingredients that elevate home dining experiences. People are always looking to celebrate something or bring a special something to their loved ones' lives.
To ensure the quality of these very perishable and short lived products, I adhere to rigorous standards and practices and try to educate what these are to my clients. Each batch of caviar undergoes a meticulous selection process before it's packed and delivered fresh. Caviar and truffles are stored at optimal temperatures and I make sure to deliver on a weekly basis to ensure freshness and of the utmost quality.
Could you share some memorable experiences or stories from your collaborations with chefs, restaurant purveyors, and corporate brands?
This may be a little biased, but GR8T Magazine events! A particularly exciting collaboration was GR8T with the launch of Valore London, a luxury leather goods brand known for its commitment to timeless excellence. It was attended by influencers, media, and VIP clients so it elevated my brand visibility but also provided me an opportunity to connect with a broader audience who values premium quality and exclusivity. The success of this partnership has paved the way for future collaborative ventures with other luxury brands and the people were some of the kindest and most supportive -- some have turned into great friends.
Other standout experiences are food collaborations with restaurants I have dined at on a regular basis well before I started Truffle Cartel. To me, those are the most special because I have admired and respected them for so long, so to see my brand and ingredients used to create signature dishes or offerings for their clientele really solidified my place in the culinary industry. I'm truly happy to build and foster such long-lasting relationships with culinary talents.
All of the events and collaborations I have done to date not only highlight the culinary potential of truffles and caviar used in unique ways, but they also allowed for a deeper connection with everyone. I am constantly on the lookout for new ways to collaborate, more recently, in the art realm as I explore the intersection of luxury, food, and art. A really fun continuing collaboration has been with Fig and Oak in DTLA where she hosts events, classes, and panels in her vintage furniture studio. The space is art itself and really provides the perfect backdrop to chefs and culinary studios showcasing artful bites to accompany live figure drawing sessions.
How do you balance creativity with tradition when presenting truffles and caviar to your customers?
It's definitely a nuanced and essential aspect of my business and it requires a lot of out of the box thinking and pushing boundaries. I want to ensure that these ingredients are showcased in ways that honor their heritage while also exploring new culinary horizons. I like to ensure that my offerings include classic presentations and traditional pairings that have stood the test of time. For truffles, this means featuring them in simple ways like a risotto, or butter. For caviar, I emphasize the accompaniments like blinis, crème fraiche, chives, etc. - what you'd see at restaurants.
I heavily encourage everyone with experimenting with new ideas because while tradition is important, innovation is equally vital to keep it exciting and in true Truffle Cartel fashion, unexpected with an element of adventure. I am a huge fan of using these ingredients on dessert. One of my favorite collaborations was with a talented pastry chef who shaved truffles onto her buckwheat cupcakes filled with a Beaujolais jam sauce and topped with sweet brown butter icing.
Staying inspired and informed about both traditional and modern culinary trends is part of my continuous learning journey. I want to offer a diverse range of dishes that honor the past while embracing the future of gourmet dining. I also welcome and listen to client feedback since it helps me understand preferences and expectations. This dialogue allows me to refine my approach and strike the right balance and continuously guides the evolution of Truffle Cartel.
Looking forward, what are your aspirations for Truffle Cartel, and how do you plan to continue evolving both the business and your collaborations in the culinary world?
As Truffle Cartel continues to grow and evolve, I envision it becoming both a culinary arts studio and all encompassing brand that showcase the intersection of food, fashion, and art. This has been my foremost aspiration even beyond being a purveyor of truffles and caviar.
I want to embrace the vibrant energy of LA and big city street style culture inspired by the fusion of culinary artistry and urban fashion. I aspire for Truffle Cartel to become a symbol of sophistication and style in the art world with an urban flair. I'm very passionate about blending worlds and don't want to be limited to just one thing, so whether it's haute cuisine, high fashion, arts, cars, limited-edition apparel, restaurants group collaborations, there is always room to introduce Truffle Cartel to new audiences and infuse my brand with dynamic spirit. There are endless collaborations to explore. That's what Truffle Cartel is about.
