written by Hayden Seder Whether you’re new to Ketchum or have been here for years, chances are you’ve come across an iconic glass jar of Sun Valley Mustard. One of the longest running local brands in the area, Sun Valley Mustard (SVM) has been operating for over forty years, switching hands five times in the brand’s lifetime. Its latest trio of owners have invigorated new life into SVM, while simultaneously tapping into the brand’s original ethos, creating a blend of old-school Ketchum vibes with new marketing, products, and innovation. Sun Valley Mustard’s History SVM started as a hobby for local Lois Allison, who had a delicious multigenerational family recipe that friends and family couldn’t get enough of. They encouraged her to jar her mustard, which she did, originally simply calling it “Lois’s Mustard.” Eventually demand required her to ramp up her production of mustard, and in 1984, she opened her first mustard “factory” in a small room in the Colonnade Building in Ketchum and changed the name to Sun Valley Mustard, turning her hobby into a true entrepreneurial endeavor and changing the face of condiments in Sun Valley forever. Over the years, and throughout several different ownerships, SVM gained …
What We’re Made Of: Satori Sake
Written by Hayden Seder In a small garage space by the airport in Hailey is the production facility for Idaho’s first sake brewery: Satori Sake. While the Wood River Valley may not seem like the most obvious place to launch a sake business, for owner and brewmaster Shin Hasegawa, quitting his job in tech, moving to the Wood River Valley, and tapping into his Japanese heritage ended up being a “satori” moment for him—and one that sake lovers in Southern Idaho have responded to with enthusiasm. How It Started Like so many others who move to the Wood River Valley, Shin was looking for a change. After leaving his home of Tokyo, where he trained as a sushi chef, he moved to California and worked as a sushi chef before eventually relocating to the Bay Area to work in tech. Though he had left Japan, he brought a piece of home with him, through making fermented foods at home: beer, kombucha, miso paste, soy sauce, and kimchi. Eventually, he quit his job and moved to Ketchum in 2020, unsure what his next move was. His “satori” moment (satori is the Japanese Buddhist experience of awakening) came on the chairlift, when …
An Autumnal Weekend in Sun Valley: A Perfect Two-Day Itinerary
Fall is in the air! While we are sad to see the days grow shorter and the nights grow colder, fall is an exceptional time to visit Sun Valley, Idaho – and it means winter is just around the corner. Wood River Valley’s changing seasons are best experienced in September and October. From the brilliant colored Aspen leaves on a morning bike ride and seasonal menus at local eateries, to fishing excursions in the surrounding rivers – experience it all in this perfect two-day itinerary.
What We’re Made Of: Maude’s Coffee & Clothes Owners – Jacob & Tara
The Entrepreneurial Spirit Jacob and Tara Frehling are the newest generation of a host of entrepreneurial Frehlings in the Wood River Valley. Jacob’s mother, Annette, owns the clothing shop Sister in Ketchum, cousins Maeme and Callie Rasberry own the lunch spot Rasberry’s in Ketchum, and father James opened the original Esta’s restaurant on Main Street. Now Jacob and Tara own Maude’s, a combination coffee shop and vintage clothing store in the heart of Ketchum. After owning a food truck before Maude’s and with aspirations for future businesses, these Frehlings plan to leave a long legacy in Ketchum. “Our whole pastime in life as a couple is spit-balling business ideas,” says Jacob. The business-minded couple, who married in 2017, met while attending the same high school in Portland, Oregon. Although Jacob grew up in the Valley, he attended the last few years of high school at Northwest Academy and then attended Portland State University a year behind Tara. “We were living in a house with seven other people, a total teenager house,” explains Tara. The couple began dating during college and graduated with degrees in psychology (her) and sociology (him) before Jacob headed back to his hometown to open the first …
A Vegetarian & Vegan Guide to Eating in the Sun Valley Area
The definitive guide to dining out as a vegetarian or vegan for breakfast, lunch, and dinner in the Sun Valley, Ketchum & Hailey, Idaho area.
Late Night in Sun Valley
Some say that Sun Valley is a sleepy town, but those folks are just the ones who go to bed early. What the area lacks in night clubs and velvet ropes it makes up for in pure, humble fun that keeps going after hours. Take a gander at this list of key locations. Just make sure you eat something before you go out. You know, to fuel the dancing. The Ketchum Crawl A typical evening starts out with a few drinks while eating some “real food,” from burgers and beers at Grumpy’s or Lefty’s to margaritas and baked potatoes at the Pio to cocktails and oysters at Michel’s Christiania. From there, it’s practically considered the law to start your late night at The Cellar for evening drinks, where you can enjoy one of their famous Moscow Mules in a copper mug, play some Buck Hunter or shuffleboard, and argue about whether you should head next to Whiskey’s on Main for some dancing or to catch a band. Once the band is done playing and the fat lady has sung, follow her onward to close the night at The Casino, Sun Valley’s legendary dive bar, where you can shoot pool, play darts, and make new friends …
Cool Off in Sun Valley, Idaho: Your Guide to Local Ice Cream
written and photographed by Hayden Seder For a small town, Sun Valley has a wide variety of ice cream options, from year-round shops to seasonal stands to locally made flavors available for purchase. With the summer heat in full swing, it’s time to learn about the best spot for grabbing a scoop, cone, or shake to satisfy your ice cream cravings. The Sweet Spot Located next to Ramen Cowboy (and under the same ownership) is The Sweet Spot, a Japanese-inspired ice cream shop serving taiyaki ice cream and a variety of imported candies, treats, novel beverages, and savory snacks. Taiyaki is a popular Japanese style of ice cream that uses a crispy, mochi fish-shaped cone to hold the icy delights rather than a traditional waffle cone. These delightful-looking cones are made on a griddle behind the counter, so you can see your fish-shaped cone coming to life as you wait. The shop offers classic flavors as well as more adventurous Japanese ones, like ube, and non-dairy options are available as well. From the cone–shaped lights to the cone itself to the shop’s outdoor courtyard, practically every moment of eating ice cream at this shop is memory (and Instagram) worthy. Leroy’s …
Eating Local: Tips on finding locally-grown meals in Sun Valley
Idaho may be best known for potatoes, but the Gem State culinary scene offers a lot more than just a single vegetable. In fact, it’s easy to enjoy healthy and delicious locally-grown food for every meal of the day around here. The Snake River Plain, just to the south of Sun Valley, has become one of America’s true breadbaskets. From ranchers running sheep and cattle through the foothills to farmers growing everything from asparagus to zucchini, eating local is a part of life in Sun Valley. Numerous local restaurants offer meals sourced from farms and ranches within 150 miles. To help you make the most out of eating local, we asked Amy Mattias for some advice. A self-described “locavore,” Amy is the Executive Director of Future Roots (formerly the Sun Valley Institute for Resilience), which features many of these regional farms and ranches in its Locally Grown Guide. Amy has worked with numerous farm- and ranch-to-table producers in the region for the last seven years. “I’m a devotee to local food systems,” Amy said. “And there are a lot of local places to enjoy Idaho’s bounty.” Coffee, Breakfast & Morning Treats The hardest part about finding a cup of …
From Local Flavors to Global Cuisine: Exploring Sun Valley’s Best Restaurants
Sun Valley is best known for its stunning landscapes, world-class skiing, and outdoor adventure, but food lovers will quickly realize it has just as much to offer on the culinary front. With a dining scene that blends local Idaho flavors with global influences, this mountain town delivers a rich and diverse experience for visitors. Whether you’re looking for a cozy farm-to-table meal, authentic international cuisine, or a lively dining experience inside a casino, Sun Valley has something for every taste. Local Delights: Farm-to-Table and Regional Specialties Idaho’s rich farmlands and pristine rivers provide Sun Valley’s chefs with a wealth of fresh ingredients. Many restaurants in town take pride in using locally sourced produce, wild-caught trout, and grass-fed meats. For those looking to enjoy a true taste of the region, establishments like The Covey and Ketchum Grill serve up seasonal dishes that highlight the area’s agricultural bounty. One of the standout local specialties is Idaho trout, often prepared grilled or smoked, served with fresh vegetables or creamy sauces that bring out its delicate flavors. Then there’s bison steak, a leaner yet flavorful alternative to beef, which has become a favorite for those wanting a uniquely Western dining experience. International Cuisine in …
24 hours with a Local: Johnny G’s Subshack Owners Sinjin and Trevor Thomas
If you’ve eaten at Johnny G’s Subshack in the past year, then you’ve been served by one or both of the Thomas brothers, who purchased the business in November of 2022. Sinjin and Trevor, both locals, were already enmeshed in the casual dining scene of the area before taking over Johnny G’s, with Sinjin already working at the Subshack as well as Grumpy’s and Trevor bringing about twenty combined years of working for Grumpy’s and Lefty’s. When not at the Subshack, you can find Trevor playing for the Suns hockey time, working out, and staying active. Sinjin lives with his girlfriend Hayley Hinojosa (of Hayleywood Salon) out Warm Springs with their cat and “chiweenie” (a dachshund-chihuahua). While Sinjin used to play on the Suns, he now devotes his time to pond hockey and A-league hockey, as well as golf and watching sports. Check out how each of these brothers would spend their ideal 24 hours on a December day in Sun Valley. How does your morning start? Trevor: I would wake up at 5, go to High Altitude Fitness and work out with Kevin. Afterward, I’d probably go to Java or Maude’s and get a coffee and a muffin. Then …
