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BagelUp Is Announcing that Sam Silverman Is Being Honored by Ess-a-Bagel to Debut the Bagel Ambassador Sandwich: A Spicy, Crunchy Nod to NYC's Bagel Tastemaker
New signature sandwich honors a leading figure in bagel culture with a bold Middle Eastern twist.
NEW YORK, Aug. 15, 2025 /PRNewswire/ — In a delicious tribute to one of New York's most beloved culinary voices, Ess-a-Bagel is introducing the Bagel Ambassador Sandwich, a bold and flavorful collaboration with Sam Silverman, widely recognized for his passionate work promoting New York's bagel culture. Launching ahead of BagelFest, this limited-edition sandwich blends classic New York comfort with Middle Eastern flair, featuring falafel, za'atar cream cheese, fresh tomato, cucumber, cabbage, and a generous drizzle of hot sauce, all nestled between the warm embrace of a sesame bagel.
Designed to be crunchy, creamy, spicy, and herbaceous, the Bagel Ambassador Sandwich is a mouthwatering celebration of cultural fusion and culinary creativity, hallmarks of both Ess-a-Bagel's legacy and Silverman's modern take on bagel appreciation.
'We've done some fun sandwiches in the past, but this one is extra special,' said Beverly Wilpon, co-owner of Ess-a-Bagel. 'Sam's been such a positive force in the bagel world, lifting up new voices, celebrating tradition and making people fall in love with bagels all over again. We're proud to be associated with Sam and to have this on our menu.'
The partnership comes full circle for Silverman, who credits the shop as the spark that ignited his lifelong bagel obsession. 'Bagels have always been my favorite food, but Ess-a-Bagel is where my passion for bagels catapulted to the next level back in 2008,' said Silverman. 'To have a sandwich on their menu is absolutely surreal. I never could have imagined this honor when my bagel journey began.'
A lifelong New Yorker, Silverman turned his love of carbs into a full-fledged career. He's the founder of BagelUp, home to artisan hands-on bagel baking classes and bagel tasting experiences, as well as the annual New York BagelFest, the world's largest trade and consumer show for the bagel industry, which unites thousands of bagel lovers, bakers, and brands from around the globe.
Silverman explains the flavor inspiration simply: 'Well, behind bagels, falafel is my second favorite food. When I first moved to NYC I survived on bagels, falafel and dollar pizza. I've never seen anyone else do falafel on a bagel before, and frankly, it's delicious.'
The sandwich launch builds on Ess-a-Bagel's momentum. With nearly 50 years of bagel-making excellence, the brand recently received the Lifetime Achievement Award at the 2024 New York BagelFest and continues to expand its reach with new locations. As an institution cherished by generations of New Yorkers, Ess-a-Bagel's collaboration with Silverman reflects its commitment to innovation rooted in tradition.
The Bagel Ambassador Sandwich will be available at Ess-a-Bagel's 1st Avenue, 32nd Street, and 51st Street locations from August 15 through September 15, with potential plans to extend its run based on demand.
About Ess-a-Bagel
Ess-a-Bagel was established in 1976 by Florence Wenzelberg and her brother Aaron Wenzelberg. Coming from an Austrian baking family, their bagels won national acclaim within two years—and have become a must-visit for locals and visitors ever since. Known for its oversized bagels, loaded sandwiches, and massive menu of cream cheeses, salads, smoked fish, and hot foods, Ess-a-Bagel is a true New York institution. Nationwide shipping is available via Goldbelly.
About the Bagel Ambassador
Sam Silverman, known as New York's 'Bagel Ambassador,' is the Founder & CEO of BagelUp, the company behind NYC Bagel Tours, the New York BagelFest and a growing portfolio of bagel-centric experiences. Sam is dedicated to celebrating and elevating bagel culture through immersive classes, guided tastings and large-scale events, most notably, the annual New York BagelFest, which draws thousands of attendees and scores of exhibitors to Citi Field. In 2023, he was named one of Brooklyn Magazine's '50 Most Fascinating People' for building a global platform around this iconic food.
