Enter Ben Schneible. Now a senior, Schneible was then a sophomore student at Temple’s Fox School of Business who had helped found the school’s Students for Responsible Business (SRB).He was struck by the number of trucks that all offered the same greasy fare – and he was looking for a project.
Schneible approached Zeka and Rudi Gurra, the truck’s co-owner, with a plan. He and another SRB member would make some quick suggestions for change based on market research, anecdotal observations around campus and insight as students themselves.
Three weeks later – in time for the annual campus Spring Fling, the 2008 theme of which focused on sustainability – Zeka’s truck had been painted green, was serving an entirely fresh, new menu, and had a new name: The Sexy Green Truck.
"We handed out coupons [at Spring Fling] and the line for the truck was down the street," Schneible said.
They estimate that business went up some 400 percent immediately following the grand re-opening.
The truck was originally going to be called The Green Truck, but Schneible said the group was surprised to hear from another sustainability-minded truck in California named the Go Green Truck.
After receiving a cease and desist letter, Schneible and his partner decided to tack on the "Sexy," which had already been painted under the truck’s countertop as an inside joke among staffers.
Schneible, who has experience with catering and whose mother is a graduate of the New England Culinary Institute, suggested that the truck take its menu in a greener direction. Why? Where did he get the idea?
"I’ve always paid attention to food," he said.
Soon the truck was as well known for its wraps, salads and vegetarian fare as for its bright green color.
Sustainability was also a big part of Schneible and SRB’s mission in remaking the Sexy Green Truck. By buying local, organic ingredients, Zeka is able to contribute to lowering carbon emissions by reducing food transportation.
The truck’s power source is tied into the grid right now, but Schneible has big plans for that too.
"We are looking into PECO wind," he said.
Buying locally also allows him to support nearby farmers and retailers.
"I try to bring in different produce," Zeka said.
The truck always offers organic coffee, spinach and yogurt, he said, and is well known for using only cage-free eggs.
"In the summer, the Amish bring [produce] by twice a week," he said. That usually enables him to offer local lettuce, cucumbers and other vegetables.
Three years later, Zeka says business is still booming. He estimates the truck serves nearly 300 people a day. He, his wife and two other chefs staff the 20-by-8 truck from 7 a.m. to 7 p.m., 5 days a week. Between semester breaks and a summer vacation, the truck works all but about 8 weeks each year.
Students are still snapping up the pesto chicken and hummus wraps, Zeka said, which were immediately popular on the new menu in 2008. Paninis, pitas and wraps are his other most-popular items.
Schneible and SRB are still very much involved with the truck on a volunteer basis.
"We’re not trying to profit," Schneible said. He still talks with Zeka often, offering suggestions and networking opportunities.
As of now, the Sexy Green Truck remains the only truck with a focus on organic foods and sustainability on campus – and Zeka wouldn’t have it any other way.
"It’s unique to Temple," Zeka said.
Shannon can be reached at shannonm@temple.edu
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