Adam Bass doesn’t mince his words when it comes to discussing his pride in Providence Deli’s roots. The founder of the fastest-growing UK kosher food brand is unashamedly vocal about where his products hail from: Israel. Even when it means facing negative reactions, he refuses to compromise.

“We’ll never take ‘Made in Israel’ off the label,” he tells the JC. “My view is: if somebody doesn’t want to eat it because it’s made in Israel, they can go eat something else. I’m proud of our produce, and I’m proud that it comes from Israel.”

In the years since he set up Providence Deli in 2014, Bass has encountered numerous challenges, which perhaps explains his unapologetic stance on the provenance of his products.

The most challenging time has unsurprisingly followed  October 7. The attacks themselves and the subsequent conflict have severely disrupted business channels for any companies that rely on Israeli goods. Providence Deli is no exception.

Hamas destroyed fields, especially those used to grow the tomatoes, cabbage, and red peppers that it uses in its products. In the months that followed, the international workers who tended and harvested these crops left in droves while many of the Israeli ones were called into reserve duty, deepening the supply crisis.

Bass has also seen his products boycotted in the UK and seen “occupation” stickers placed on them. But he is steadfast in insisting Providence Deli continues to proclaim the origin of its produce.

“Before October 7, I wasn’t shouting about it. I was a little concerned, honestly, because Israel is a controversial place for some people,” he says. “But after October 7, I thought, ‘I don’t care.’ It was a moment for me to take a stand and say, ‘This is who we are. This is what we do. If you don’t like it, then don’t buy it.’”

Bass’s pride in Israeli food and its production lies at the core of everything he does.

“I believe in Israeli food,” he says. “It’s simply better. Israeli hummus, for example, has a higher tahini content than other hummus, which makes it richer and creamier.”

Indeed, Providence Deli was born out of a desire to offer high-quality kosher food that reflected the vibrant flavours of the Jewish state.

Bass, who attends Hampstead Garden Suburb Synagogue, lives in London with his wife and three kids. Before he set up the brand, armed with his years of experience in corporate strategy, he noticed a distinct lack of exciting kosher options on UK supermarket shelves. Providence Deli has started filling this void by providing a range of ambient and chilled products, including hummus, harissa paste, dairy-free basil pesto and sun-dried tomatoes.

“The kosher section of supermarkets was always a bit of a disappointment,” he recalls. “I saw an opportunity to bring in something new, something inspired by Israeli food.”

With a keen eye on market trends, Bass started tapping into the rising popularity of Middle Eastern and Sephardic cuisines in the UK over a decade ago.

His French wife, who introduced him to the rich flavours of the Mediterranean, became a major source of inspiration. “She cooked tagines, moussaka, and she used harissa –ingredients and dishes that, back then, were very unusual here [in the UK],” he recalls.

Eleven years ago, he set up Providence Deli with a clear goal: to offer kosher food that wasn’t just about following tradition but also about celebrating the incredible diversity of Israeli flavours.

But sourcing the produce was not without its challenges. Importing supplies from Israel presents its own set of logistical difficulties at the best of times. The cost of goods fluctuates, and even simple ingredients such as tomatoes or red peppers can be hard to come by due to weather or crop issues. But Bass’s commitment to keeping the products authentic never wavered.

“It’s tough sometimes,” Bass admits. “Costs go up and down, especially in recent months with all the pressures on pricing. But I wouldn’t have it any other way. I’m committed to supporting Israel, especially after what’s happened. We want to give back and show our support.”

Providence Deli’s products have steadily found more room on major UK supermarkets shelves, such as those at Tesco as well as at kosher delis and independent stores, and they now have a strong presence in Iranian shops and several Turkish stores near his office in Old Street, east London.

In the face of anti-Israel boycotts, Bass says that since October 7 “Tesco has been very good and understanding. We have seen sales grow as a result.”

Meanwhile, Providence Deli is not just catering to the Jewish community; Bass is on a mission to introduce Israeli flavours to the mass market. “We’re not just about kosher,” he says. “We want everyone to try Israeli food. We want to show people how much more delicious it can be.”

Bass’s pride in Israeli food also stems from his deep connection to his Jewish heritage. As an observant Jew, he balances his intense work life with his religious observances. Shabbat is his time to disconnect, to focus on his family and his faith. “Shabbat helps me create boundaries,” he explains. “Without it, I don’t know how I’d manage to keep going. It’s my oasis of time off that allows me to recharge for the rest of the week.”

So what is his favourite product from his range? “It’s a new one we haven’t launched yet, but right now, our spicy red pepper hummus is the most popular.

"If you’re new to Providence Deli, that’s the one to try. It’s vibrant, it’s bold, and it represents everything we’re about.”

For Bass, it’s not just about selling food – it’s about standing firm in his belief in Israeli produce and ensuring that it gets the recognition it deserves.

And no matter the obstacles, his “Made in Israel” label will continue to be a point of pride.

Providence Deli