Vegemite makes its debut in New York on a pizza at Rosa’s Pizza in Brooklyn

A New York chef is adding Vegemite to his pizzas in New York and claims Australians have been eating it the wrong way for decades.

Exclusive: New York master pizza chef Giovanni Fabiano is convinced he committed the most cardinal of sins when he first tried Vegemite.

“When I first tasted Vegemite, it was from a spoon – the biggest no-no ever, I later learned,” he said.

“It’s not something you can eat out of the jar, like peanut butter. But it is a delicious addition to cooking. So that’s why I’m trying to introduce America to it in a different way.

“I then tried Vegemite on toast, and although I thought it was good, I couldn’t help thinking to myself – Australia – you’re doing it wrong! It’d be even better on top of one of my pizza pies!”

Brooklyn Master Pizza Chef, Giovanni Fabiano from Rosa’s Pizza in Brooklyn is adding Vegemite to his pizzas in New York City. Picture: Supplied

Fabiano, who is about to start selling Vegemite Pizzas at his family restaurant, Rosa’s Pizza in Brooklyn, said if Australians can get their head around eating Vegemite on a pizza, we should start expanding other culinary horizons.

“From what I’ve heard Australians most often eat it on toast with lots of butter. But Vegemite has an amazing, unique flavour that’s great in cooking as well,” he said.

“In New York City, you don’t need to go far to talk to an Aussie. And you don’t need to be talking for long before they start prattling on about the stuff.”

Fabiano said the reluctance to embrace Vegemite is all to do with perception and, plainly, eating it the wrong way.

“When I first tasted Vegemite, I could taste the umami,” he explained.

“I love the taste of anchovies and I found this had quite similar notes. Meaning, it’s a good match for lots of styles of cooking that I do.

Think Margherita pizza but with a Vegemite twist. Picture: Supplied

“So I knew Vegemite would work in a similar way, adding a saltiness that cuts through the cheese and makes a simple pizza much more exciting.”

So what exactly is on Fabiano’s new Vegemite pizza?

“It’s like a classic Margherita pizza but with a bit of a twist: the pizza is made with a classic tomato sauce base, topped with a drizzle of Vegemite Squeezy and plenty of mozzarella cheese,” he said.

Fabiano has partnered with Vegemite to bring the famous spread to the US, after its parent company Bega Cheese went looking for a New York local to help make the taste of Australia more accessible overseas.

Now that’s not something you see every day. Picture: Supplied

Bega’s marketing manager of spreads, Jacqui Roth, said the US is an important market to Vegemite, and it is one of the four markets that its online store ships to outside of Australia alongside the UK, Canada and New Zealand.

While the world famous spread does not have an official distribution partner in the US yet, sales are growing.

“The US is the most popular market for Vegemite in their online store orders outside of Australia within the last year,” she said.

“Vegemite understands the frustration felt within the United States, given it’s often hard to get your hands on the iconic flavour.

“Vegemite’s ‘Mitey Merch’ online store revenue grew by 21 per cent year on year last financial year, and Vegemite is continuing to focus on its online store offering – for Australians and global citizens alike.”

Rosa’s Pizza is a big hit in New York. Picture: Supplied

The move comes as Bega has made Vegemite Squeezy available for purchase online globally.

“This means, global citizens will now be able to make their very own Vegemite pizza,” she said.

Fabiano called on anyone with friends or family in New York to come and try his new “secret” topping from Monday (Sunday local time).

“Rosa’s Pizza is not only known to have delicious traditional pizzas, but we’re also renowned for getting creative when it comes to our menu,” he said.

“So, we’re pretty well known around town.”