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    Vegging Out

    Cheating on Fiesta with 99 Ranch Market: Drop the dollar store visions, they've got sexy tofu!

    Joel Luks
    Jun 28, 2010 | 5:15 pm
    News_Joel Luks_vegging out_99 Ranch Market_assortment_Greens
    99 Ranch Market has a huge selection of easily recognizable and head-scratching greens.
    Photo by Joel Luks

    I have been in Houston longer than any other city in my adult life, which is not really saying much considering I am 34 and unsure when adulthood officially began. It was definitely not after my illustrious bar mitzvah or when I revealed my perfectly manicured teeth post braces.

    Perhaps, the day I signed my first lease sans the help of the parentals? Or my first speeding traffic violation?

    As a graduate student, I taught music lessons at Memorial High School a couple of afternoons a week while living in Meyerland. A part of music teacher growing pains, I learned to care for my students enough to stay for a couple of years. Once the initial buzz of infusing culture into unsuspecting lives wore off, I was ready to move on.

    Across the highway, there was the mega Fiesta on the corner of I-10 and Blalock: A Latin-centric international food valhalla with all my favorites, including hard to find items at rock bottom prices. After all, I was pseudo broke, as anything I earned went to feed my habits. Whether I was in need of the latest Charlie Trotter cookbook or a trendy new hat, I depended on my deal-seeking abilities to keep me culinarily engaged.

    As the years went by, my daily routine took me into different thoroughfares, and I somewhat neglected to nurture my relationship with Fiesta. Imagine my surprise when one day the all familiar sign was gone in favor of one reading 99 Ranch Market. I felt betrayed, shunned and puzzled. Why would I need a 99 cent store?

    My ignorance was fed by really bad marketing. Indeed, 99 Ranch Market was quite far from the stereotypical cluttered bargain product reject warehouse, although one could find great deals.

    It is a chain of Asian grocery stores; the first opened in California in 1984. It made its Texas debut in Houston in late 2009. I no longer had to travel very far to find key ingredients to perfect my vegan Pad Thai, stock-up on Banh Xeo mixes like we were nearing armaggedon, or have access to a bacchanal of products in languages I could not understand, with translations that made no attempt to even vaguely make any sense.

    I cheated on Fiesta and I am having open relations with 99.

    Whether you are a self-proclaimed carnivore, a moderate omnivore, a flexaterian, pescaterian, vegetarian, vegan, raw vegan or believe in fasting, it is easy to fall into a foodie cycle and stick with what is familiar.

    Being successful in maintaining a vegan diet, or any eating regime for that matter, is directly dependent on trying a variety of foods and ingredients and having courage and child-like curiosity to experiment with them. We often concentrate on everything we cannot have rather than discovering what we can. A huge gamut of delicious options materializes by branching out teasing our taste buds.

    Remember the first time you tried sushi? While for most young'uns the thought of raw fish was welcomed by gagging gestures, it is through maturity and exposure that for some, it translates into an obsessive delicacy. Vegetables and undiscovered foods sometimes follow the same journey. Other times, its love at first taste.

    Having access to ethnic grocery stores is a turn on. Roaming through them in a quest for the unknown resembles dating: We pretend to know what we want, but often surprise ourselves by ending up with something completely different.

    On my last few trips to 99 Ranch Market, I developed foodie crushes for these fabulous finds.

    Red Spinach

    Primarily grown in Southeast Asia, it is best known as Chinese spinach. It is of the same family as traditional spinach, although much easier on the eyes with beautiful, red-spotted leaves. Gorgeous as a salad base, it can also replace regular spinach in cooked dishes, dips and sauces.

    High in vitamins A, K, B6, C, riboflavin and folate, red spinach is a good source of calcium, iron, magnesium, phosphorus, potassium, zinc, copper and manganese.

    The seed is actually a superfood known as amaranth with superhuman-like nutritional content. Like quinoa, it contains a complete set of amino acids making it a complete protein without the gluten of grains.

    Korean Melon

    These adorable fashionably stripped little creatures are a perfect distraction from traditional melons and cantaloupe. If you are a commitment-phobe, their smaller size will please you.

    Juicy and slightly meatier than their conventional brothers, Korean melon supplies you with a good amount of vitamin C, some potassium and a lot of fiber to keep you nicely regulated.

    Hard Dry Mushroom Tofu

    Tofu has received a bad reputation for being tasteless and for some, has an unpleasant consistency. In most conventional supermarkets, it is easy to find different varieties of tofu including silken, sprouted, soft, firm and extra firm. I love to blend the soft to create a creamy sauce base, while the extra firm allows for a meatier consistency.

    Dry tofu is even sexier with a much denser texture with the least amount of water content. It can be sliced thinly, shredded, or diced to mimic meat or cheese, sometimes Indian paneer combined with a little vegan sour cream and spices. The mushrooms and spicy varieties have extra flavor in them for richer tasting dishes.

    Konnyaku

    As close as a zero calorie food as you can get, konnyaku is a Japanese product made from the konjac plant also known as the Devil's Tongue. It comes in two varieties — a white and a gray with some seaweed added — and it is very high in fiber, but has little other nutritional benefits.

    It has a gelatinous consistency and is basically flavorless. It is best to use konnyaku in richer tasting soups or allowing it to marinate for a while to absorb flavor. It is best to blanch the konnyaku in bowling water for a minute or so to remove the storage liquid. You will also find shirataki, which is essentially konnyaku in noodle form.

    Banh Xeo Mix

    Banh Xeo is a Vietnamese street food consisting of a crepe filled with fatty pork, shrimp and vegetables. The crepe is made with rice flour, coconut cream and turmeric giving it a gorgeous golden color with a crispy texture.

    Sautee your favorite veggies, toss in the prepared mix and go to town. These are delicious and flexible. Typically, Banh Xeo is then served with vegetables and herbs on the side including lettuce, basil, mint, cilantro, green papaya and shredded carrots, rolled and then dipped in fish sauce. A vegetarian version is easily duplicated.

    Hungry yet? Would you share your own favorite foodie finds? Please.

    Hard Tofu up close and personal: Delivering a meatier consistency, hard tofu is the perfect substitute for any recipe calling for diced chicken.

    News_Joel Luks_vegging out_99 Ranch Market_Hard Tofu in Vegan Pad Thai
    Photo by Joel Luks
    Hard Tofu up close and personal: Delivering a meatier consistency, hard tofu is the perfect substitute for any recipe calling for diced chicken.
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    news/restaurants-bars

    news you can eat

    Growing national pizza chain will bring halal pies and pastas to Katy

    Eric Sandler
    Dec 17, 2025 | 5:04 pm
    Vocelli Pizza food spread
    Vocelli Pizza/Facebook
    Vocelli Pizza will open its first Houston-area location in March.

    A Pittsburgh pizzeria has set its sights on Houston. Vocelli Pizza will makes it Bayou City debut next year with a location in Katy.

    Scheduled to open in March 2026, the restaurant will be located at 2941 W. Grand Parkway. Although pizza is part of the restaurant’s name, the menu also includes wings, pizza rolls, salads, sandwiches, pasta, and more. Specialty items include mac and cheese pizza, spinach mushroom rolls, and a chicken parmesan sub.

    "We are thrilled to continue our growth into new communities that share our passion for quality, service, and authentic Italian-inspired food," Vocelli Pizza CEO Toni Bianco said in a statement. "Our expansion into Dalton and Houston reflects the strong demand for our brand, and we look forward to delivering an exceptional experience to guests in both markets."

    For its expansion into Houston, Vocelli’s will debut an all-halal menu that’s designed to appeal to Houston’s diverse community.

    "The team is excited to introduce Vocelli Pizza to Houston with a full halal menu," Bianco added. "There is a clear demand for high-quality Halal pizza and delivery options, and we are proud to meet that need while bringing our brand to a new and dynamic market."

    Founded by Turkish immigrant Varol Ablak in 1988, Vocelli began franchising in 1993. The restaurant currently has more than 80 locations.

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