"Free samples, low-fat, healthy food," he barks, trying to lure leery patrons.
An older, white-haired man pauses, eyeing the spreads.
"What is it?" the man asks, leaning closer to the food, an assortment of flatbread stuffed with spinach, pumpkin, potato or lentil. It is smothered with a tantalizing array of sauces: garlic mint cheese, cilantro pesto, sun-dried tomato, lentil curry, eggplant or hummus.
"It's Afghanistan …," Zagal starts to say, holding out a sample.
Hearing "Afghanistan," the man recoils and wrinkles his nose. "No, no, thank you," he says bristling, walking away quickly.
"I get that sometimes," Zagal says, putting down the sample on a plate. "People are taken aback. Some people don't understand. Food is political."
When asked what he means by "food is political," Zagal puts his bachelor's degree in economics to work.
"When people are buying this food, they are investing in the whole process chain — the local economy, where it comes from, how it's made, the working conditions, who they are buying it from. They might be from Mexico, Canada or Afghanistan."
Zagal pauses and makes more samples. He shakes his head.
Given the war in Afghanistan, it's not surprising that Zagal feels obligated to represent and answer questions about his adopted "homeland." He has to explain, educate and sometimes steer conversations back to the food to make it tangible.
He has become well versed in the culture and geography of Afghanistan, trying to better understand the impact that location and circumstance can have on food.
It could be any food, Zagal says, but he believes in the values behind the product, sold under the brand name Bolani by East and West Gourmet Afghan Food, headquartered in Concord. Zagal met the founder of the company in the Bay Area while he was going to school.