Episode 216: Interview with Sam Silverman

There are food lovers, there are food entrepreneurs, and then there is Sam Silverman, a man so passionate about bagels that he has earned the unofficial title of "The Bagel Ambassador."

In Episode 216 of The Savoir Faire Audio Experience, Sam Silverman joins us to discuss his journey from corporate professional to one of the most recognizable voices in bagel culture. As the founder of BagelUp and creator of BagelFest, Sam has built an entire community around one of New York City's most iconic foods while helping elevate the artisans and businesses that keep the bagel tradition alive.

What makes Sam's story particularly fascinating is that he never set out to own a bagel shop or become a food industry insider. In fact, when his journey began, he was working in the corporate world and simply happened to notice what he considered a glaring omission in New York City's cultural landscape.

“All of this started upon realizing that New York City, which is a city that has a festival to celebrate every food and culture imaginable, had never had a bagel festival,” Sam explained during the interview. “It seemed like a really crazy hole in the market.”

That realization would ultimately change the course of his life.

Before discussing the creation of BagelFest, Sam shared some fascinating history about the bagel itself, a food that many people eat regularly but know surprisingly little about.

According to Sam, the bagel's story dates back to 17th-century Poland. The first documented mention of the bagel appeared in 1610, and its creation was tied directly to anti-Semitic laws that prevented Jewish bakers from producing traditional bread.

“They boiled the dough instead,” Sam explained. “And that's really how the bagel was born.”

Over time, Polish Jewish immigrants brought bagels to New York City, where they became deeply intertwined with both Jewish culture and New York's culinary identity. The establishment of a Bagel Bakers Union on the Lower East Side helped solidify the food's place in the city, while companies like Lender's eventually introduced frozen bagels to consumers across America.

Today, bagels are a breakfast staple throughout the country, but for Sam, understanding their history is part of understanding why they matter.

That passion for bagels eventually led to what he describes as a singular "aha" moment.

While working at a hedge fund, Sam couldn't stop thinking about the fact that New York City had festivals dedicated to nearly every food imaginable, from pickles to coffee to hot sauce, yet there was no event celebrating the city's most iconic baked good.

“No one else has done it. I'm going to do it,” he recalled thinking.

In 2019, Sam launched the first BagelFest.

The expectations were modest. He hoped perhaps 100 people might attend.

Instead, more than 350 people showed up.

The following year, attendance grew to over 1,600 people. Today, BagelFest attracts thousands of attendees and has become one of the premier food festivals in the country, bringing together bagel lovers, bakers, media professionals, and industry experts from around the world.

“It now takes place at Citi Field out in Queens, and we have thousands of bagel lovers and industry professionals and media folks from all over the world who come in for a weekend full of tasting, celebrations, and competitions,” Sam said.

The success of BagelFest has been so significant that the event expanded to the West Coast, launching BagelFest West in Los Angeles.

But Sam's mission extends beyond simply celebrating bagels.

“The mission of BagelFest is to shine a spotlight on these extremely hardworking artisans who don't get that sort of attention and platform any other day of the year,” he explained.

Each year, BagelFest carefully curates some of the best bagel makers in the world, giving them an opportunity to showcase their creations to thousands of attendees. Winners receive industry recognition that can dramatically impact their businesses.

Sam points to companies like PopUp Bagels and Starship Bagel as examples of businesses that gained national attention following their success at BagelFest.

“The winners of our event, it's been a transformational thing for the lives of the owners and the teams and everybody associated with it,” he said.

As BagelFest grew, so did BagelUp.

Today, BagelUp offers a variety of immersive experiences designed to help people connect with bagel culture in hands-on ways. Among the most popular is the company's bagel-making class, where participants learn the complete bagel-making process from start to finish.

“You roll, boil, seed, bake,” Sam explained. “You learn much more detail about the history of the bagel and how it came to be.”

Participants leave with fresh bagels, recipes, and a newfound appreciation for the craftsmanship involved in creating the perfect bagel.

The classes have become popular for families, tourists, date nights, corporate outings, student groups, and anyone looking for a more interactive experience than a traditional night out.

In many ways, Sam believes these experiences are becoming increasingly important in today's digital-first society.

“It's really nice to step away from that for a few hours and do something with your hands,” he said. “Actually make something. Eat and connect and talk to people.”

That philosophy also extends to Sam's social media presence.

Known online as the Bagel Ambassador, Sam has built a loyal following on Instagram and TikTok by sharing bagel history, highlighting shops around the world, and educating audiences about the nuances of bagel culture.

His content is uniquely focused, and intentionally so.

“I found my niche and doubled down on that,” he explained.

But according to Sam, the bagels themselves are only part of the story.

“The bagels are really just an excuse to connect with people,” he said. “It's a food that is so accessible and so emotionally charged and people have so many opinions and thoughts about it.”

That emotional connection has helped him build a community that extends far beyond casual consumers. Many of his followers are people who actually work in the bagel industry.

Owners, bakers, chefs, managers, and employees all engage with his content because they share the same passion for the craft.

“They're doing it because they want to be the best at what they do,” Sam explained.

As his platform has grown, Sam has also found himself unexpectedly becoming a resource for aspiring entrepreneurs.

“We've been getting almost an inquiry every single day from someone who wants to open a bagel shop somewhere in the world,” he said.

That demand has led BagelUp into consulting, helping future bagel shop owners navigate the challenges of entering the industry.

For someone who once worked in finance, it's a surprising career evolution.

Yet throughout the conversation, it becomes clear that Sam isn't simply selling bagels or running events. He is preserving and celebrating a culture.

Whether discussing the differences between New York bagels, Montreal bagels, or newer West Coast styles, Sam approaches the subject with both enthusiasm and respect.

Even his playful opinions spark conversation.

One memorable moment in the interview centered around the infamous blueberry bagel debate.

“The blueberry bagel was invented to sell bagels to people outside of the Northeast,” Sam explained. “Jewish culture does not celebrate or promote them. Sweet bagels were never really the traditional thing.”

Though he jokes about his dislike for blueberry bagels, he ultimately embraces the diversity of tastes within the bagel community.

“At the end of the day, I'm not going to yuck anybody's yum,” he said.

That attitude may be one of the reasons Sam has become such an effective ambassador for the industry.

His work is not about declaring a single right way to enjoy a bagel. It is about celebrating the people, traditions, stories, and craftsmanship behind a food that has become woven into the fabric of New York and beyond.

What started as a simple observation about a missing festival has grown into a thriving business, a passionate community, and a platform that continues to elevate one of the world's most beloved foods.

For Sam Silverman, bagels are more than breakfast.

They're history, culture, community, and connection.

And thanks to his efforts, thousands more people are discovering that every year.

https://www.youtube.com/watch?v=PjwxhIv03G4

🎧 To hear the full conversation with Sam Silverman, tune in to his episode on The Savoir Faire Audio Experience, streaming now.