About the Company

The New York Food Truck Association (NYFTA) was created to provide a unified platform for food truck vendors in New York City, many of whom operate small, family-owned businesses. NYFTA specializes in private event catering, such as weddings and Comic-Con, and offers brand activations through their sister company, Food Truck Promotions, which serves clients nationwide.

By acting as a single point of contact for event planners and corporations, the association makes it easy to hire food trucks for events. Their innovative approach bridges the gap between local food vendors and large companies, creating profitable opportunities for all parties involved.

Within their first year, NYFTA generated over $1M in revenue. Since then, they have seen consistent growth, evolving into a leading player in mobile event catering and branded marketing experiences. Their network now consists of 50+ trucks, carefully curated to deliver excellent service.

Idea Behind Company

Ben Goldberg, inspired by his early experience running a Belgian-style french fry food truck, recognized that traditional street sales were labor-intensive and low-margin. His "aha" moment came while catering for a Fortune 500 executive, realizing that private events offered higher profitability and consistent demand compared to unpredictable street sales.

Discussing the opportunity with his wife and co-founder, Jennifer, they pivoted to focus on catering and experiential marketing. Their business model aimed to help food truck vendors generate additional income while simplifying the hiring process for event hosts.

Unlike traditional food truck associations focused on advocacy alone, NYFTA prioritized creating tangible financial benefits for members. This win-win approach positioned them as industry innovators, balancing vendor support with a profitable business strategy.

Creating the Company

The Goldbergs started by identifying gaps in the market through extensive research, engaging with event planners and marketing firms. They learned that clients wanted a single, reliable contact who could manage food truck logistics, such as insurance paperwork and permits, without burdening busy vendors.

With just $2,000 in startup costs, they built a simple yet effective website showcasing food truck partners, menus, and photos—a resource previously unavailable in a scattered market. Their website became a key tool for event planners, making it easier to browse and hire food trucks.

Drawing from Ben’s hands-on food truck experience, the company streamlined tedious operational tasks for vendors while providing clients with seamless, professional service. This approach allowed food truck owners to focus on their craft while NYFTA handled the logistics.

Launching the Business

Despite initial nervousness, the Goldbergs quickly validated their concept by attracting significant demand. In their first month, NYFTA facilitated over 30 events, generating $50,000 in sales. By self-financing the business, they retained control and aligned operations with their long-term vision.

Early challenges included navigating strict client requirements, such as complex insurance needs and long payment terms (60-90 days). Overcoming these hurdles set NYFTA apart, enabling them to work seamlessly with large corporations that valued professionalism and reliability.

The couple’s focus on doing things "by the book" helped establish trust and credibility. Their commitment to delivering exceptional customer experiences ensured repeat business and strong word-of-mouth referrals, propelling early growth.

Earnings

NYFTA currently generates $200K/month in revenue, with strong year-over-year growth driven by catering events and branded marketing activations. During the COVID-19 pandemic, the company adapted by focusing on smaller, brand-centered promotions, such as wrapping trucks with company logos and distributing samples.

These activations proved highly successful, allowing brands to connect with customers through unique, memorable experiences. Looking ahead, Ben believes large gatherings will eventually return, but some changes, like sanitization stations, will become standard.

The Goldbergs emphasize the importance of adaptability, sound decision-making, and customer satisfaction in maintaining long-term success. By reinvesting in digital marketing and client relationships, NYFTA remains well-positioned for continued growth in a dynamic industry.