It all started in 2014. The Rebbe’s Choice founder, Naftali Engel, was in Yeshiva in Israel. Naftali went up north to the mystical city of Safed to spend Shabbos with his brother, who lived there with his family. After a beautiful Shachris came a mouthwatering Kiddush. The smell of old-school Yerushalmi Kugel and Israeli pickles filled the air, but one thing caught Naftali’s taste buds the most—a delicious homemade herring, with flavor and quality that he had not yet tasted in Israel. Seeking out this master herring maker in the crowd was easy—his beard was dripping with schmaltz, to be fair. Naftali went over and asked him how to make such amazing herring! He was more than excited to divulge his secret herring recipe: “First, you have to dance with the fish… then say Tikkun Haklali with the fish, after that sit down and say some Shemios Hatzadikim to the herring. If you can, go to the Mikvah before you prepare the fish…” Now, while this is really a special recipe, Naftali ended up getting a basic recipe from his brother. Still, he was fascinated by the idea introduced by the Safed herring maker—that food can have more meaning than physical appearance, flavor, or smell. Food can also be a spiritual experience.