Cookbook author moving ‘not cheese’ shop from Los Angeles to Memphis – The Daily Memphian

By: Bianca Phillips

At age 40, Rich Roll was a couch-potato dad struggling with alcoholism. But failing health served him a wake-up call, and he decided to get sober, go vegan and run five Ironman-distance triathlons on five Hawaiian islands in seven days.

Roll is now an ultra-endurance athlete and successful podcaster, and the story of his midlife foray into the world of ultra athletics has been well-documented in his New York Times-bestselling book, “Finding Ultra.”

But Roll couldn’t have done it without the help of his wife, Julie Piatt, who was inspired to start cooking healthy, plant-based meals to fuel his workouts.

Piatt’s kitchen experiments led her to publish several vegan cookbooks, and in 2019, she launched her own artisanal, dairy-free cheese company, SriMu, in Los Angeles.

In the coming months, Piatt will relocate SriMu to Memphis in a spot on the first floor of Crosstown Concourse, just across the way from Concourse’s iconic red staircase.

The 3,600-square-foot space, which Piatt says is five times larger than her current Los Angeles space, will serve as both a dairy-free cheese production facility and as a cafe serving vegan charcuterie, wine and kombucha.

“We’ll be doing these beautiful boards,” Piatt said. “We’ll plate them with herbs and crackers, and you can come with a couple friends and enjoy a board together.”

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