This as-told-to essay is based on a conversation with Sony Mordechai, the founder of Imperia Caviar and entrepreneur behind companies including Sport Couture Group and Alesonor Real Estate Development. It has been edited for length and clarity.
About 15 years ago, a friend of mine who works in the alcohol space organized a week of tastings in Bordeaux. That’s when I first discovered the world of caviar.
I became fascinated with it. I started tasting different types, visiting farms, and really trying to understand the industry. What I saw surprised me: the margins were very high, and the system felt outdated. It was very exclusive.
About six or seven years ago, I saw an opportunity. I wanted to create a global brand that could offer the highest-quality product at the best possible price, with great customer service. That’s how Imperia Caviar started.
From the beginning, the idea was simple: democratize caviar.
In other parts of the world, people eat caviar much more regularly. So we saw an opportunity not just to sell a product, but to educate people and expand the market.
I’ve personally been eating caviar almost every day for the past 15 years. I love it so much that I combine it with almost anything.
That includes traditional caviar pairings, as well as very unconventional ones. I’ve had it with potato chips, fried chicken, and even ice cream. My sister says I eat it like ketchup.
Early on, part of our marketing strategy was to shock people — to show them you don’t have to follow rules to enjoy caviar.
At the time, industry insiders told us to stop “defaming” caviar. It was seen as something you could only eat in a formal, luxury setting. But I believe that if you enjoy something, you should experience it however you like.
Now, that mindset is becoming more mainstream.
You see people putting caviar on chicken nuggets, on pizza, on all kinds of foods. What was once taboo is now part of a larger trend. It’s less about status and more about experience.
Younger generations, in particular, are very focused on sharing experiences. They’re less interested in owning things and more interested in moments they can enjoy and share — often on social media. Caviar fits very well into that.
At the same time, lowering the price point has been critical.
A lot of people assume caviar is only for the ultra-rich. That’s a misconception. Yes, it’s a premium product, but it doesn’t have to be out of reach. You can spend $50 or $100 and have a meaningful experience.
In many ways, I think of what we’re doing as similar to what happened with sushi. Years ago, sushi wasn’t widely consumed in the US. Now, a large percentage of the population eats it regularly. We believe caviar can follow a similar path.
An important piece to making that happen is quality. For many of our customers, trying our brand is their first time trying caviar, and you only get one chance at a first impression. If that experience isn’t great, they may decide they don’t like caviar at all.
That’s why we’ve always focused on offering the highest-quality product possible. And that approach has helped us grow.
We started as a direct-to-consumer brand, but many of our customers own restaurants, hotels, and even airlines. They began introducing our caviar into their businesses, and our enterprise side has grown quickly as well.
More restaurants are now offering caviar — not as a stand-alone luxury item, but as an upgrade. Similar to how you might add truffles to a dish, you can now add caviar to pasta, pizza, or other foods.
I think that’s a big shift. It’s moving from something reserved for special occasions to something that can elevate everyday moments.
In the past, demand was concentrated around holidays like New Year’s or Christmas. Now, we’re seeing people enjoy caviar for many special occasions — Mother’s Day, brunches, parties, and even regular weekends. We even have a caviar subscription, like a wine club, for people who want to enjoy it more frequently.
Personally, I also see a wellness angle.
Caviar naturally contains omega-3s, vitamin B12, iron, and other nutrients. It’s something that makes you feel good while you’re eating it and afterward. I’m very focused on how food impacts energy and overall well-being, and caviar fits into that.
I don’t think the industry is fully there yet in terms of positioning it as a wellness product, but I believe that in the future, for something to be considered truly luxurious, it will also have to be healthy and produced the right way.
Ultimately, our goal is to make caviar an everyday delight.
We believe the timing is right. In some parts of the world, it’s already part of the culture. Now, we’re seeing that shift happen more globally.
Caviar doesn’t have to be about exclusivity anymore. It can be about celebration — big or small — and about sharing experiences with others.
