Preserved, a renowned food company founded by Elizabeth Vecchiarelli, has officially opened its new store in the Rockridge district of North Oakland, marking a decade of celebrating traditional food preservation. The grand opening of this expanded location comes as the company recognizes its journey since its inception in 2015 and reflects its growth from a small pop-up shop to a vibrant retail space catering to a dedicated community of food enthusiasts.
The new shop, strategically located near the Rockridge BART station at 5440 College Ave., features a thoughtfully curated selection of fermentation ingredients, artisanal groceries, and kitchen tools. The vibrant atmosphere of the 720-square-foot retail space is complemented by an equal area dedicated to workshops and community events. This expansion is a direct response to the growing demand for Preserved’s products and popular DIY workshops, which have drawn an enthusiastic following.
Vecchiarelli, who hails from Philadelphia and has over 15 years of experience in local, sustainable food, was drawn to the Bay Area to pursue studies in Holistic Nutrition and Culinary Arts at Bauman College. Her journey into food preservation began with a focus on traditional methods, including fermentation and canning. In a recent interview, she shared, “Promoting the enjoyment without pretense is one of my founding principles.”
Prior to this expansion, Preserved operated from a small storefront in the Temescal district, which became increasingly crowded as the company’s offerings expanded. Vecchiarelli noted the importance of accessibility and education in food preservation, emphasizing that many traditional techniques are at risk of being lost. “So many of these preserving and fermenting traditions have incredible history,” she explained. “The history from an anthropological perspective allows us to learn.”
With the new space, Preserved aims to highlight local purveyors and sustainable farming techniques through hands-on demonstrations and workshops. The store provides a platform for customers to engage with the rich cultural history behind preserved foods. Vecchiarelli describes the shop’s approach as one of continuous learning and conscious choices regarding sourcing ingredients. “We shop at local farmers markets. We’re excited to experiment,” she said.
One of the standout features of Preserved is its commitment to community engagement. The shop hosts events such as food-and-culture swap gatherings, where participants bring homemade goods to share and taste. Vecchiarelli remarked on the creativity showcased at these events, recalling unique items like potato ferments and various regional liqueurs.
Among the products offered, Vecchiarelli highlighted her favorite: a seasoning made from fermented ume plums by Oakland and Berkeley-based Yume Boshi. This product exemplifies the dynamic flavors of fermentation and serves as a staple in Japanese cuisine. “It’s sour, salty, fruity and dynamic,” she explained, noting its versatility in various dishes.
Looking ahead, Preserved has an exciting lineup of workshops planned for the upcoming months, including vegan cheesemaking, mocktail mixology, and a unique cider-making class in partnership with Reculture. One particularly ambitious project is a six-week group wine-making course set to explore the connections between fruit soda, wine, and vinegar through fermentation stages.
As Preserved enters its second decade, Vecchiarelli remains optimistic about the future of food preservation and education. She expressed enthusiasm for sharing knowledge and fostering a deeper connection to food traditions that may have been overlooked in modern society. “My biggest challenge in teaching is that I get so excited,” she stated. “It’s always about getting across big, cool ideas in teachable moments.”
Preserved’s new location not only represents a milestone for the company but also serves as a hub for community learning and cultural appreciation in food preservation. For more information on products, workshops, and events, visit preservedgoods.com/about.
