10/01/2026
Food is community. Filmmaking is too.
Founder Justin Ross’s great-grandfather came to Paterson, NJ from Syria in the early 1900s. He couldn’t speak English or read or write. He found the first wave of Arabs who’d come over, helped build a community, and eventually opened a small grocery store. He forged his own way, but was supported by the community he served.
His grandfather — his Jiddo — opened a butcher shop a few blocks from that. It stayed open for almost 40 years. He saw a need to serve a community that didn’t have anyone catering to their cultures. He took care of them in many ways beyond food, including giving back through philanthropy. Justin worked there some weekends as a kid. That’s where he learned what work was.
Community and serving others is also a part of his parents’ DNA. Justin’s father runs his food retail distribution business, and they both are generous with their time for others.
Justin knew his future wasn’t in food. But passions and what we feel is right in our hearts can carry over from generations. He found this and exemplified it in his own entrepreneurial pursuit, through helping tell human centered stories connected to social issues for non-profits, brands and entertainment. Leading with empathy, and amplifying voices that inspire change.
