Make room in the pantry for ajvar

Sometimes an ingredient or food product that was once only locally or regionally popular sweeps across the culinary world, like pimentón did a few years back. The Telegraph reports that a British chef is aiming to create a new such craze with a Balkan roasted pepper and aubergine relish called ajvar. Ajvar has been a pantry staple in Macedonia and surrounding areas since the time of Alexander the Great. Now Phillip Evans is bringing his own version of the relish (called “aivar” for ease of pronounciation) to the world, starting with the U.K., where it is now available in over 200 Waitrose locations. It’s also available in Australia, Belgium, and Dubai.

Ajvar is a traditional food where family recipes can date back for generations. “Everyone’s auntie makes the best variety,” Evans says. “People are so passionate about the stuff here [in Macedonia].” After discovering ajvar, Evans started a food company called Pelagonia, the ancient name for Macedonia, to manufacture the relish and other Macedonian products. He realized that “there was all this quality food from the region that was completely unknown to foreign markets.”

While rival ajvar producers exist, Evans is aiming for the premium end of the market. “Podravka [a Croatian purveyor of ajvar] only sells to the Balkan diaspora. We’re going for the international middle-class foodie,” he says. Now that he’s conquered the U.K., Chef Evans is eyeing Asia as the next area of expansion. There is no word on whether he plans to bring the product to the U.S.

For those who don’t have access to the Pelagonia product line, the EYB Library has a handful of recipes for DIY ajvar.

Photo of Cevapi with ajvar from Jamie Oliver Magazine in the EYB Library