August 8th 2024.
In a quiet corner of Target stores across the country, you may come across a black box filled with a delicious and unique treat - bop tarts. These hard-to-find pastries are the creation of three friends from The Bronx, Jon Gray, Pierre Serrao, and Lester Walker, who make up the team behind the brand Ghetto Gastro.
According to their TikTok account, "bop tarts" stands for Black-owned pastries, and that is exactly what these three friends are proud to offer. Their brand is deeply rooted in their home, The Bronx, which they describe as a muse and a driving force of global culture. The diversity of Caribbean, Latin, Asian, and African cultures in their neighborhood has inspired them to create new and exciting flavors, including their famous toaster pastries and pancake and waffle mixes.
From Chocolate Raspberry to PB&J and Maple Apple Cinnamon, the flavors of their toaster pastries are a reflection of the vibrant and eclectic mix of cultures found in The Bronx. And their pancake and waffle mixes, available in Strawberry and Sweet Potato, have become fan favorites. The co-founders explain that they see themselves as a "flavor company," and they use layers of flavor in the same way that hip-hop artists use samples and interpolations - to expand, comment, and share in our collective memories.
Despite their popularity on social media, some users have expressed concerns about the use of the term "ghetto" in their brand name. In response, the co-founders stand by their decision, stating that to them, "ghetto" represents innovation and is a reminder of why they do what they do - to honor the under-represented, under-estimated, and too often ignored. The brand name may be provocative, but as they say, it gets the people going.
In addition to their toaster pastries and pancake and waffle mixes, Ghetto Gastro also offers a variety of syrup flavors, including Maple Cider and Spicy Maple. These products can be found at Target stores or purchased online.
The success of Ghetto Gastro and their unique and delicious products has not gone unnoticed. They were recently selected by Pepsi Dig In to uncover the best Black-owned restaurants in the country, a testament to the impact and recognition of their brand. So the next time you come across a black box in Target filled with bop tarts and pancake and waffle mixes, remember the three friends from The Bronx who are behind it all - Jon, Pierre, and Lester - and their passion for celebrating their home and culture through food.
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