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San Fernando
Friday, Mar 29, 2024

The New Shape Of Pasta

Normally, if you want a plate of gourmet pasta the place to go is an elegant, expensive Italian restaurant – not a gritty industrial district lined with old warehouses. But the owners of Cucina Della Cucina, a supplier to upscale eateries, is hoping food lovers will do just that. The company, named “Kitchen of the Kitchen” in Italian, is owned by the mother-and-son team Barbara and Kevin Luboff of Northridge. The two supply fresh pasta to restaurants, catering companies and dining halls, such as the Beverly Hilton and Amblin Entertainment, the Universal City production company co-founded by Steven Spielberg. “We are the behind-the-scenes kitchen,” said Barbara Luboff, 59. Now the duo is trying to branch out into retail, but instead of opening up a shop or restaurant they are simply opening up their San Fernando plant to the public once a week. “(People often ask) where can we get this? And instead of telling everybody ‘no,’ it’s available,” said Kevin Luboff, 44. The Luboffs have selected five popular ravioli options, including a ricotta cheese and fresh baby spinach treat and another stuffed with exotic mushrooms. They are sold in cases of 40 pieces, enough to feed a family of four, ranging in price from $20 to $30. The mother and son have always loved food, and opened the pasta business in 1998. Funding came from pooled family cash. Three years ago they received a $500,000 bank loan to retool and expand. The company anticipates $2.7 million in revenue this year. Steve Stallman, a hospitality consultant in Santa Clarita, said the Luboffs have their work cut out for them because making the transition from wholesaler to retailer is a big step. “The challenge is that it costs a lot of money to be successful in retail. I recommend a minimum of $2 million to go into the retail market, any amount less than that increases your chance of failure,” he said. The Luboffs are aware of the challenge. They held their first “Ravioli Friday” at the 620 Celis St. warehouse on Oct. 3, and few people showed up. However, so far they have geared the event to nearby businesses and plan to expand marketing and hold it from 11:30 a.m. to 5:30 p.m. every Friday. In time, the plan is to open a standalone retail business that will be named Mom and Son’s Fresh Pasta, selling what Kevin Luboff called “the public’s personal brand of Cucina Della Cucina.” – Champaign Williams

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