Our Story

BagelUp’s mission is to promote bagels and the people, culture, and history behind New York's iconic food.

BagelUp was born out of a shocking realization in founder Sam Silverman in 2017: in a city full of festivals for any food imaginable, none existed for one synonymous with New York: bagels. Struck by this "hole in the market," the vision for BagelFest was born.

What started as a side-project quickly snowballed into the world’s leading trade and consumer show for the bagel industry. Today, the New York BagelFest attracts thousands of enthusiasts and industry professionals from around the globe for an annual gathering at Citi Field, and has helped launch brands like PopUp Bagels and Starship Bagel into the national spotlight.

As BagelFest’s network and reputation grew, the BagelUp team identified new ways to entertain and educate visitors, locals, and groups year-round. These experiences are highlighted by our Artisan Hands-on Bagel Baking Classes offer a chance for bakers of all skill levels to learn and refine the art of bagel making, and guided NYC Bagel Tours, where we taste our way through the city's best bagels, uncovering hidden gems and local favorites while exploring the history of this food.

Our Team

At the heart of NYC Bagel Tours is our dedicated team. Sam Silverman, recognized as New York's "Bagel Ambassador" and one of Brooklyn's 50 Most Fascinating People of 2023 by Brooklyn Magazine, leads the team alongside master storytellers and instructors like Aidan Everly and Rory Torstensson. Each brings a unique flavor to the experience, combining expertise, enthusiasm, and a deep love for New York's bagel culture.

Our Promise

Whether you're a bagel lover, trying one for the first time, or an industry professional looking to enhance your craft, we promise to provide you with a unique, delicious, and authentic New York bagel experience. Join us, and become a link in the chain of New York's storied bagel heritage.