Samosa shop defies the odds

Mar 27, 2023 | 7:00 AM

Like so many North Okanagan residents, Samosa Joes founder, Joe Patel, discovered Vernon as a tourist in late 2019.

“I instantly fell in love with all aspects of the community and the incredible landscape, as I am a kayaker and hiker. Vernon was my choice to setup my retirement roots and get away from the concrete jungle of the [Lower] mainland,” Patel said

It was around the time Patel moved to Vernon that people started hearing about something called the coronavirus, later named COVID-19.

“I contracted COVID-19 before any vaccines had even been introduced. It took close to a year to get back on my feet, and during that time, the concept of Samosa Joes was born,” Patel stated.

Starting a new brand concept, let alone in the food industry, was incredibly tough given restrictions and the reluctance of lenders to back any new food-related ventures.

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“I didn’t have too many believers in my concept and especially in a small town like Vernon. Financing was not available from any financial institutions or government entities. I decided to press ahead by using my credit cards to build out my store as I had spent all my savings surviving COVID-19. I was driven by this newfound passion,” Patel said.

Samosa Joes opened its doors in downtown Vernon at 2905-33 Street. It is a one-of-a-kind bakery serving a healthier version of samosas as the product is baked, instead of deep fried, which is traditional, making it a lighter, healthier choice.

“From the day the doors opened, we have had incredible support from the community, and within the first year we have served over 100,000 samosas, with customers from all over the Okanagan,” Patel remarked.

Patel has worked hard making connections. He is a regular fixture at the Greater Vernon Chamber of Commerce events, and has stepped up to help where he can in the community, always with a smile.

The ideas keep coming and Samosa Joes has started adding other products including platters, pakora and now sauces.

“We have also launched our own unique branded products: tamarind chutney, heart Sauce and our own premium butter chicken sauce. Building on our successful branded retail launches, we recently added our one-of-a-kind heat sauce,” Patel explained.

Patel has big designs for year two of Samosa Joes.

“We are looking at expanding the Samosa Joes brand with retailers and new locations and eventually setting up our franchise models,” he remarked.

For menu information and reviews click here.

by Kevin Rothwell

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