Let’s talk about aunties, shall we? In the past few months as our start-up idea has taken shape, we’ve talked our buddies’ ears off about “auntiePower” – only to observe blank, questioning stares. “Aunties? Wait, you’re starting a company for your mom’s sisters?”
True, mom has a big family, but its not THAT big. So let’s clear up the confusion.
In our South Asian family, an “auntie” is any woman in my parents’ generation who would take care of me like her own child. Friend’s moms are your aunties. The woman working at the grocery store is an auntie. That nice woman you met in the park? Yep, she’s an auntie, too. Aunties (and “uncles”) are everywhere.
You gotta love this system. Okay, for one, you never have to remember lots of names (“Hi uncle, so good to see you again!”). But more importantly, you’re automatically treated like a member of the family (“Come and stay for dinner… don’t be silly, of course we don’t mind”). And no matter where you go, you have the support of your community.
At auntieChef, we want to instill that sense of community and belonging into the food you eat. For us, the idea of an “auntie” isn’t about ethnicity, gender or age – it’s about neighbors treating neighbors like family.
Filed under: Food philosophy
