She’s Bringing Plant-Based Goodness to Memphis
Julie Piatt is breaking the mold of plant-based cheese with SriMu, an artisanal "NOT" cheese that is paleo, vegan, gluten-free, and dairy-free. Learn why she's moved production of her brand from LA to Memphis!
Julie Piatt’s passion for vegan cheesemaking began as an experiment in her California kitchen. It recently led her to Memphis, where she relocated the production facility for SriMu, her subscription-based brand of artisanal “NOT” cheese that’s paleo, vegan, gluten-free, and dairy-free. Since launching the brand three years ago, Julie has seen demand grow for her decadent cheeses made from simple, natural ingredients such as cashews, almonds, herbs, and spices.
SriMu’s new space in Crosstown Concourse allows patrons to sip organic wines, nosh on a cheese board, and sample SriMu flavors inspired by traditional dairy cheeses, like brie, gouda, pepper jack, and gorgonzola. We caught up with Julie to learn more. Get to know this new innovative FACE of Memphis!
What drew you to Memphis? Why did you feel Crosstown Concourse was the right place for your SriMu production facility?
One of SriMu’s lead investors is longtime Memphian Tom Lawrence, who lives part-time in Telluride. We were skiing together with his wife, Ellie Bennet, and discussing the challenges of shipping a perishable product to serve our subscription offerings. They suggested I come to Memphis and learn more about the city. FedEx having its hub here and lower cost of operations were key. However, it was the astoundingly innovative community of Crosstown that made it a life decision that I just couldn’t not do. Inside Crosstown are all the aspects of life that are dear to me: health, new education, art, music, and food!
Tell us about your background. What sparked your passion for the vegan lifestyle?
I was born in Colorado and moved to Alaska when I was nine years old. My father was a bush pilot and game hunter, so I grew up on wild meat and more salmon than you could ever dream of. In my late 20s, I discovered a yoga practice that aligned me with a deeper connection to my heart. Soon after, the desire to eat meat simply dropped away. It wasn’t a decision from my mind but rather an intelligence in my body.
Tell us about the evolution of SriMu. How did it come about, and how has it grown since its launch?
I’ve always been great in the kitchen and loved cooking for four or 40 people without any stress. I love family and gathering around food.
My husband went through a midlife transformation and started participating in a race called Ultraman, where a small group of athletes circumvent the Big Island of Hawaii. It’s a three-day race that defies human potential, and he did it while eating only plants. During his training, I started creating and preparing beautiful plant-rich food to fuel him in his crazy endeavor. Later, he would do five Ironmans on five Hawaiian islands in under a week. Soon after, my recipes filled the pages of three published cookbooks: The Plantpower Way, Plantpower Italia, and This Cheese Is Nuts. To date, I have created over 400 plant-based recipes. SriMu is the evolution of these years of creating in my kitchen studio. I cracked the code on what I call the next evolution of cheese. SriMu is an open invitation for everyone. It’s universal, no matter your eating lifestyle.
What are the greatest challenges you’ve faced in relocating SriMu to another city?
Getting our permits for operation from the Tennessee Agriculture Department. Fingers crossed, we will receive our wine permit [shortly] for our first wine and cheese cafe! This took way longer than anticipated and was costly to our company. However, we are now HOME in Crosstown. All of our facilities are now located in Memphis. I am truly grateful to be included in the community at Crosstown. It’s all uphill from here on out!
What can people expect when they try SriMu’s plant-based cheeses?
What I see at events and tastings is a delight in the purity, flavor, and texture. It is pleasing to all palates and provides a better option for dairy cheese with pure ingredients — nothing fake. It’s very inspiring to experience people’s reactions of surprise and joy when SriMu enters their mouths! It truly warms my heart and soul.
How many different kinds of cheeses does SriMu offer? What are your most popular flavors?
SriMu currently has eight flavors and a variety of box options you can choose from and customize. We recently introduced our first dessert — a cashew mousse cake — and we will have butter and a line of parmesan crumbles coming soon. Our Gold Alchemy flavor is very nostalgic, harkening to a ham, cheese, and mustard sandwich. It’s smoke, turmeric, and black pepper-infused. All of our wheels are memorable and hold their own. We have a Camembert-inspired truffle, a brilliant blue cheese that gets its color from butterfly pea powder, and a lively spirulina-marbled flavor called Spire, as well as a smoked almond cheddar and a fresh wet mozzarella.
What inspired you to open SriMu’s wine and cheese cafe? What experience do you hope to create?
In these challenging times, community is the most valuable currency. The high level of expression in the areas of art, music, health, culture, and food is why I’m deeply honored to call the Crosstown Concourse home of SriMu. SriMu’s cafe design and ambiance are a nod to a modern Paris bistro that greets you in elegance as you arrive at the base of Crosstown’s iconic red spiral staircase.
How has the Memphis community supported SriMu since its arrival?
Memphians have truly been welcoming and supportive of me. It’s not uncommon for people to come up to me daily to say hello and share a hug. It’s the love of a small town, not unlike my hometown of Anchorage. Somehow, I already feel like I belong here.
What advice would you give other aspiring entrepreneurs who want to transform their passion into a business but aren’t sure where to start?
Find out what is natural and true to your heart. There is only one of you in the entire universe, and you have a unique gift to offer life. Get clear on your values and dream big. Follow the signs and remember you have enough energy to fulfill your dream. It is inherent in the fact that you exist at all.
As a newcomer to Memphis, what do you appreciate about the city? Have you discovered any favorite places to eat, shop, or play?
I appreciate Chris Dean of Memphis Rox and the support the entire team is offering the community. Good Fortune is one of my favorite spots to grab some vegan ramen. The Beauty Shop is iconic, and I love the space. I’m pretty new to Memphis, so I’m still discovering the city.
What’s next on the horizon for SriMu? How do you hope to expand the business in the future?
My vision is that this first wine and cheese cafe will be the model for expanding them out into the world.
What’s the best piece of advice you’ve ever received?
No one is coming to save you.
What are three things you can’t live without (aside from faith, family, and friends)?
Yoga, devotion, and love.
And our final lightning round!
Last delicious local meal: Good Fortune
Favorite vacation spot: Bora Bora
Book on your bedside table: Autobiography of a Yogi
Your go-to birthday gift to give, and where to get it: SriMu at Srimu.com
Must-have accompaniments on a SriMu cheese board: dates, herbs, gluten-free crackers, and dark chocolate.
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Emily McMackin
Emily McMackin Dye is an Alabama native and Tennessee transplant, who recently moved to Memphis from Nashville. A freelance writer, she enjoys exploring history, culture, and the lifestyle scene surrounding her new home in The Bluff City.