Baklava Business Grew From Concert-Side Sales

Jacob Komarow built a pastry brand from concert sales in 2021 before expanding his reach in New York City.

Updated on Oct. 14, 2026 in Desserts

Bold vector editorial illustration of an ornate pastry tray on a window ledge against a stylized geometric city skyline. — Jacob Komarow expanded his Good Baklava brand from concert-side sales in 2021 to a robust wholesale and retail operation in New York City. AI Illustration. Upload story photo >

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Jacob Komarow started selling baklava at a Phish concert in September 2021, eventually launching the business Good Baklava. The company later expanded its presence in New York City through street sales, pop-ups, wholesale orders, and an online shop.

Why it matters

The company has navigated fluctuating demand and business growth by sourcing pastries from Gaziantep, Turkey, and baking them in New Jersey. The brand maintains operations through partnerships with entities like US Mobile and Acme Smoked Fish.

Good Baklava averaged over $20,000 in monthly sales over a recent nine-month period. Product pricing currently ranges from $29.99 for a 12-piece pack to $136 for a 72-piece collection.

The players

Jacob Komarow

He is the founder of Good Baklava and started the company by selling pastries at concert venues.

Good Baklava

This is a pastry business that sources product from Turkey and bakes in New Jersey.

Madison Square Garden

This is a major concert and sports arena located in New York City.

US Mobile

This is a telecommunications company that works with the business.

Acme Smoked Fish

This is a food company that partners with Good Baklava.

The details

The business operates by importing frozen pastry trays from Turkey to be finished in New Jersey facilities. Komarow promotes the brand through diverse channels including wholesale accounts, direct-to-consumer online sales, and in-person events.

September 2021: Komarow conducted his first baklava sale at a concert.
December 2025: The business reached a monthly sales peak of $70,000.
January 2026: Monthly sales figures dropped below $10,000.
June 2026: Komarow distributed free baklava outside Madison Square Garden.

Culture Shift

This business aligns with the rise of direct-to-consumer boutique food pop-ups in urban markets. It demonstrates how niche culinary brands leverage high-foot-traffic event culture to bypass traditional retail barriers.

Residents can access the brand through various pop-ups and direct online orders. Shoppers should note that pricing for in-person units, such as a three-piece serving, currently fluctuates between $10 and $15.

The takeaway

Building a brand from unconventional sales venues requires flexibility and a diversified retail strategy. Consumers interested in niche artisanal goods should monitor local event listings to find pop-up locations.