Discover Exotic & Delicious Eggplants at Local Greenmarkets

This is the time of year food lovers wait all year long for.

It’s the sweet spot of farm to table, pasture to plate, fin to fork, and, oh, whatever the myriad, au courant other ways to say “real food.”

The farmers and food artisans earned their due last week, celebrating their moment in the sun with National Farmers Week.  (Do we really need “just” a week or shouldn’t every week be Farmer’s Week?)

Like Daisy in the “Great Gatsby” who cries over the sheer beauty of the shirts, Greenmarket fans could well up at the imposing beauty of the season’s best.

There are boatloads of garden fresh vegetables, fruits and herbs spilling, tottering, towering.

Perched as pretty as jewels in a Tiffany window display, the seasonal temptresses affix their gaze from baskets, tabletops, and carts, winking at market shoppers.

According to the Farmer’s Market Coalition, “Since 2000, the number of farmers markets has grown 150%, from 2,863 markets to 7,175 in 2011.  These numbers continue to rise as farmers markets become fresh food mainstays for shoppers across all socio-economic, political, and ethnic ranges. Farmers markets bolster local economies, improve community health, and bring diverse groups of people together through a shared social space.” 

The number of jobs Greenmarkets provide were acknowledged recently by Rodale Press:  “Along with the USDA's new statistics, the nonprofit Union of Concerned Scientists (UCS) released a report finding that farmer's markets could be a much-needed antidote to high unemployment. Their economic analysis found that even modest public support for up to 500 farmer's markets annually would create up to 13,500 jobs in a five-year window, bolstering local and regional food systems. "On the whole, farmers markets have seen exceptional growth.”

Naturally, New York City has been a leader in the Greenmarket or Farmer’s Market initiative. In 1976, the Council on the Environment of New York City, and now is GrowNYC who established the Greenmarket program, which provides regional small farmers with opportunities to sell their fruits, vegetables and other products at open-air markets in the city.

The best known of these in New York City is the Union Square Greenmarket.

Many of the chefs in this reporter’s soon to be released book, “Long Island Homegrown Cookbook,” followed by the “NYC Homegrown Cookbook” helped contribute to the establishment of the NYC Greenmarkets. (www.celebritychefsandtheirgardens.blogspot.com)

As did, of course, the father of today’s NYC Parks Department Commissioner, Adrian Benepe, Barry.  

It’s a fascinating story of fortitude, community, and love of food.

http://www.grownyc.org/greenmarket

Union Square market is held Mondays, Wednesdays, Fridays, and Saturdays between 8 AM and 6 PM year round. GrowyNYC claims there are approximately 250,000 customers a week who purchase 1,000 varieties of fruits and vegetables at the market from the more than 140 regional farmers and artisanal food makers.  http://www.grownyc.org/unionsquaregreenmarket

That is the stage set. Back to the seduction.

One cannot stop indulging in these adorable, curious, other-worldly, be-still-my-heart, tasty, vegetables and fruits.

No longer is it enough to secure or grow fresh produce.

Like shopping Bergdorf’s or Saks, where one knows, yes, there are dresses and shoes and coats.  But in those palaces of fashion, exist the likes of which one has not seen and must have.

So too, the Greenmarkets offer pulsating, ever-curious designs on the season. 

To whit.  Who could deny the cute as a puppy Fairy Tale eggplant? 

Or the Orange Turkish Eggplant? And how about those Sweet Kermit Eggplants?  They even boast a nickname: The Garden Egg. 

This is the new foodie frontier!

To discover not just fresh food – but curious, wonderful, sexy, veggies and herbs.

The kaleidoscope of colors is spellbinding. Worthy of a Mondrian painting.

Here’s a sampling at this week’s Greenmarket:

Rosa Bianca Eggplant

* Rosa Bianca Heirloom Eggplant is heralded as “one of the best tasting variety recommended by many chefs as creamy and mild flavor. Grill or roasting is recommended.” Or pan-cooked with olive oil and salt.  “Also makes great eggplant parmesan.” 

* The beautiful India Paint Eggplant has tender white flesh that is delicious grilled, baked, or pan-cooked with oil and salt.  

India Paint Eggplant

* The velvety royal purple baby sized Japanese eggplant is very sweet, creamy, and noted as the most popular.  There are no seeds, so the pint sized prizes can be sliced up and grilled or in a pan with a dash of olive oil and salt. 

*Kermit “… have a delicious meaty flesh and flavor with hints of mushroom and artichoke.  Firm flesh holds up well in curries and can be eaten raw or cooked.” Kermit is a multi-talent cosmopolitan!

* Fairy Tale dwarfs have a sweet, succulent taste, no bitterness.  They are terrific pan-cooked or caramelized with a little olive oil and vinegar. 

*  Orange Turkish Eggplant is the runway model of the new crop of eggplant beauties with its showy red and orange color statement.  Trouble is whether to cuddle them or cook them!  Nevia No, the vegetable farming artist and favorite of NYC’s master chefs at Bodhitree Farms (http://bodhitreefarm.com/) at the Greenmarket, recommends slicing very thin and frying them – like potato chips!   This is an eggplant with a sense of humor and style.

Inspired, this reporter bought more than enough of the cutey-pie eggplants for dinner -- like an expectant date hoping for that magic at Victoria’s Secret…

Along with their equally exotic farm stand knock outs: the seasonal tomato: zebra, heirlooms, red and yellow. 

Enamored of the jewel box eggplant and tomato collectibles, next step was to procure appropriate recipes to exploit their petite charms. 

Voila!  Melissa Clarke’s Wednesday feature in the New York Times Dining section had a full page on eggplant recipes. (http://nyti.ms/pFRbNc)

After Tweeting Melissa to ask if the Fairy Tales and Turkish eggplants could be substituted for the traditional purple globe eggplant and she confirmed “You can.  They should be great!”  Dinner was a go.  She’s a doll. (www.melissaclark.net)

Enjoy a great summer of eggplant, food fantasy discovery!

Appetite City Premieres August 11, Hosted by William Grimes

William Grimes has a lot to say about food and restaurants. 

Grimes is a food historian, author, a former New York Times restaurant reviewer and host of TV’s new series, “Appetite City.”

Based on the topics highlighted in his best-selling 2009 book, “Appetite City: A Culinary History of New York” the new TV series premieres Thursday, August 11 at 8:30 pm on NYC life (Channel 25). 

An advance copy of Thursday’s show, which is devoted to Soul Food, reveals a fascinating format:  there’s a dash of history—intriguing sepia toned images and news footage; a pinch of celebrity chefs—Red Rooster Chef Marcus Samuelsson; and a dash of gastronomy historians: Sarah Lohman (http://www.fourpoundsflour.com/

and Frederick Douglass Opie (http://frederickdouglassopie.blogspot.com/

Grimes threads the food story strands peppered with the distinct, unique flavors of architecture, immigration, real estate, theater, interior design, politics, fashion and celebrities, to create a rich mix of New York history. 

Why didn’t someone think of this sooner?  Food lovers will be addicted to Appetite City as they are to their local deli or corner café.  After all, foodies do believe earth revolves not around the sun but around the dinner plate!  Future episodes explore the New York dining culture of Delis, GreenMarkets, Street Food, Oysters, Diners, Chinatown and Fine Dining.

But the main ingredient that makes this program simmer is Grimes.  It’s his boundless knowledge of all things food.  He knows his falafel carts from his pizza trucks  -- and all things served on a white tablecloth.  He’s got the chops!  Viewers will discover he can lead them, Ken Burns-like through the past, yes, but he also can tempt culinary curiosity with the now, as he does with Chef Samuelsson and in upcoming episodes with 11 Madison and the GreenMarkets. 

Appetite City presents the history of New York City through the culture of food.  The show is both a tasty time capsule and a delicious passport. 

Be sure to tune in for the Appetite City premiere, Thursday, August 11 at 8:30 pm for the evolution of soul food, “from the glory days of Harlem” to today’s Sylvia and Red Rooster restaurants.  Appetite City can be seen on NYC life, Channel 25 and/or Channel 22 on Cablevision. Appetite City will also be available to watch online on the NYC Media Video on Demand player – nyc.gov/vod and through the NYC Media app, available to download for free from iTunes.

New episodes will be added each week.

NYC life with its 1.5 million viewers per week is the “flagship channel” of the NYC Media network.  New York is diverse, exciting and smart: Gotham deserves this entertaining, quality content.

Watch a promo here: http://tiny.cc/3j4d0

Twilight @ Tavern: Film Screening

Watch a screening of Appetite City under the stars. Appetite City tells the history of New York through its food. No advance registration. Free. All ages welcome.

Date: Wednesday, August 10, 2011
 Time: 7:30 PM – 10:00 PM

Hungry For More? Food. Curated Season 2 Premieres Thursday, August 11th

If you’re reading this, it’s a sure bet that Food and Drink are passions to be embraced at every chance possible. It’s a kinetic world of unbridled creativity, delicious, ever-changing choices that kiss the seasons and mirror a neighborhood's food style and culture. 

Liza de Guia, Founder/Chief Storyteller, Food. Curated, NYC life

For the truly food-obsessed, there is “Food. Curated,” hosted by the irrepressible, curious, food lover, story teller, host and good-food sherpa, Liza de Guia.  

The new season premieres Thursday, August 11 at 9pm on NYC life (Channel 25). 

Liza’s insatiable inquisitiveness about where food comes from and how good food gets made, is what makes the compelling stories in her food-focused series all the more unique.  

“I love telling stories, “ she says with authentic, unbridled enthusiasm.  

It shows.

NYC life, the “flagship channel of the NYC Media network” recently held a premiere event at Tavern on the Green, offering a sneak preview of the new season’s episodes. 

It was a perfect evening for an outdoor media event – a little like an old fashioned drive-in movie (no pajamas, though).    

 There was great seating, plenty of distinctive cuisines provided by NYC Food Trucks including Van Leeuwen ice cream (www.vanleeuwenicecream.com), who, along with the premiere episode’s food artisans, are among the “food elite” beguiling enough to have captured Liza’s eye and featured on Food. Curated.

  

Food. Curated is like a big dining table Liza has set for her devoted food fans.  The show is not so much a how-to cooking show – although there is plenty of behind-the-kitchen-door prep and crafting that viewers crave. 

It’s the unique stories of the food craftspeople and how Liza narrates their food struggles and triumphs that leaves one pleading, “more, please.”

Born in Brooklyn, raised in Florida by her Filipino parents – she claims her father was kitchen obsessed and enlisted his kids as sous chefs. She was taught to taste everything, cook, and experience the flavors of fresh food. The family also traveled a lot: Asia and Europe especially, and she learned about cultures from food.  She returned to New York City suffused with a dream.  She loved photography and people – and food: the holy trinity of New York food culture. 

For almost three years  -- until 2001-- Liza was marketing prime time shows at ABC TV.  As a natural storyteller and self-taught videographer, though, she wanted to produce the segments.  Further, after the attacks on the World Trade Center changed Gotham forever, she needed to hit the pause button. 

Liza mapped out a world tour, traveling and tasting; mainly exploring. 

In 2003, back in New York, she got her big chance at the Long Island start-up: Plum TV.  “I was at the right place at the right time,” she grins.  What’s that saying about success belonging to the prepared?

Well, Liza had in fact researched the enterprise, met the owners in a parking lot and they hired her. 

On the spot.  

Watching Liza guide the viewer through the Food. Curated profiles, and better yet, meeting her in person as she bounds to a hello greeting and, immediately, I knew there was never any question that they would’ve said no.  She is pure, happy energy you want to pixie dust to make the world better!

At Plum TV she was given carte blanche to cover what she wanted.  There was no doubt it would be food.  She soon became the food "it" girl for the channel, visiting farms and restaurants. 

The feedback from the homegrown community told her they’d never known about the local crops or harvest, for example until they saw her show.   

“It was here in Long Island – in the Hamptons -- that I connected with food on another level and it hit me:  this is what I’m going to do.”

After Plum TV and a brief run at an environmental hosting position, she doggedly determined to return to her first lover: food.  And to do her own food series. 

On her own.  

In NYC.   (Just the biggest media market there is.... )

Wow! That's conviction.

However, much to her surprise, too many networks, media and food blogs turned her down, telling her no one would stick around for a seven-minute video piece about food, she later commented to the premiere audience.  But she would not let her dream dissipate like an ephemeral, frothy topping she’d soon be reporting on.  Oh, no. 

What's a food narrator to do?  She launched Food. Curated solo in 2009

She put together a modest budget, produced just five video segments and posted it.

Then it went viral.

“It’s an awesome thing to tell the real story of food: the doughnut bakers or ice cream or cheese makers. I love that sense of educating people to eat better. To make a difference,” she explains.

It becomes clear Liza is not so much producing TV shows as much as she is on a mission.  This talented visual artist loves what she does.  She respects the food artisans, farmers, fishermen, and chefs.   

That romance ignites the screen.  Make no mistake though, this is food entertainment as much as it is education.  

And Liza does it all: once a week or so she is researching the food profile candidates, interviewing,  shooting video, editing, setting it to music, graphics.  

It’s a sensory experience that has earned her two James Beard nominations.

“My curiosity is so vast, I know I will never run out of stories to tell,” Liza says about her upcoming second season.  She notes she’s discovered the story of a North Catskill slaughterhouse kill floor, a pizzeria started by a middle-aged former tech consultant, Pauli Gee, and an ostrich farmer.  “I get my stories most often by eating somewhere delicious then I contact them and I’ll stick to them until they agree to be a featured food artisan,” this gregarious, over-achiever says.

In her opening remarks to the audience at the food series' premiere at Tavern on the Green, she explains Food. Curated is less about food than it is about the people she profiles.  

It's their stories she's channelling. 

Like a Shakespearean protege, Liza has a keen sense of the drama and comedy inherent in timeless storytelling.  She profiles their struggles, challenges, and triumphs with respect and intimacy, as they pursue their dreams with a single-mindedness that is pure Horatio Alger.  

That they more often than not fit Liza's profile of pursuing a passion and a dream is not a coincidence.  Her empathy enriches the narrative.

She says she is inspired to create a kind of storytelling she knows from her favorite radio show, "This American Life." 

The new Food. Curated show, airs 9:00pm, Thursday, August 11^th on channel NYC life is available in the New York tri-state area on broadcast, cable and satellite channels, channel 25 on most cable systems and 22 on Cablevision.      

It features husband and wife baking team Matt and Allison who create crazy good, flavors-that-only-a-sorcerer-could-imagine cupcakes (hello Creamsicle or Peaches & Red Wine): Robicelli’s cupcakes (http://robicellis.tumblr.com), along with Betsy Devine and Rachel Mark Devine who make Salvatore Brooklyn ricotta cheese (www.salvatorebklyn.com) that you will wonder how you ever lived without – especially this time of year with just-picked tomatoes from the garden or Greenmarket some salt and a little olive oil; and Danny Cohen, creator and baker of Danny Macaroons (www.dannymacaroons.com) who creates and makes coconut macaroons in flavors that are off the charts, including roasted almond, German chocolate and are gluten-free!  Danny also makes "naked" and cloaked biscotti J 

Catch a Sneak Preview of Food. Curated here:

http://tiny.cc/hpcff

Watch episodes from season one online at: http://tiny.cc/e5era

Visit http://tiny.cc/u10iv to learn more about the show and NYC life. The city brings truly great programming home.  This is welcome entertainment indeed, especially those culturally-curious viewers abandoned by too much faux reality tv.  Applause, Applause, NYC Media Network!

In the future, Liza hopes she can produce full-length food documentaries, saying “food can be told in a story format.”  Tune in for Food. Curated and see how it’s done. 

New York Restaurant Week Ends Soon: Don’t Miss The Best in Local Dining

There isn’t anyone who’d argue that New York offers THE best dining experience in the world.  So why not take advantage of the fresh, local produce of the season and artisanal food artisans as prepared by the world’s greatest culinary artists?

Now in its 20^th year, the restaurants offer a prix-fixed lunch and dinner at the same prices as in 2006—$24.07 and $35, respectively (excluding beverages, taxes and gratuities).

There’s nostalgia to embrace!

New restaurants participating this season include: BLT Bar & Grill, David Burke Kitchen (see Examiner review: http://exm.nr/egHFHz), Lincoln Restaurant and Plaza Food Hall by Todd English (see Examiner.com review: http://exm.nr/q9czRS). 

The program also welcomes back original participants in 1992, such as Aquavit, Capsouto Freres, Mesa Grill and Union Square Café.

According to NYC & Company: “In honor of NYC Restaurant Week’s 20th year, American Express Cardmembers will receive a $20 statement credit when they register and use any eligible American Express® Card to dine out three or more times at participating restaurants during NYC Restaurant Week, July 11–24. To register an American Express Card and for terms and conditions, visit nycgo.com/restaurantweek.

So hurry, hurry—only three days left.

Chefs Love Their Gardens!

Citizens of Gotham won’t be left at the garden gate come next week, though.

What can cheer New Yorkers beginning July 25^th is the just-announced summer union between Gramercy Tavern’s (www.gramercytavern.com) executive chef, James Beard nominee, Michael Anthony and Norwich Meadows Farm (www.NorwichMeadowsFarm.com) Zaid Kurdich.  Together the two marry their outstanding talents to bring the seasons farm-fresh produce offset by Chef Michael’s dazzling, sweet summertime recipes. What could be better?   Chef Michael will even personally select the sassy, perky produce, including Swiss chard, Orient Express Eggplant and Persian Cucumbers, Hungarian Yellow Peppers and organic eggs.  Sounds like a jewelry box!

It’s just $60, with weekly delivery in Manhattan, South Westchester, and Stamford & Greenwich, CT through August.  Go here for delivery sign up. http://www.myfarmshare.com/OrderProcess/ProductList.aspx

This reporter has seen first-hand the enduring respect and mutual love of farm-fresh food shared by Chef Michael Anthony and farmer Zaid Kurdich in 2009.  Asked then to select chef’s most inspired garden or farm for the upcoming book, Homegrown NYC, and without hesitation, Chef Michael named Zaid and Norwich Farms.  The photo session was filled with vibrant vegetable colors and textures – along with an extra serving or two of integrity and admiration.

Enjoy the fruits of their labor!   

You can search a favorite or new restaurant to try by name, neighborhood or cuisine here:  http://www.nycgo.com/restaurantweek

Membership Has It's Privileges: Learn to Cook Italian the Fun & Easy Way

Question: What does Italy and France share besides the glamorous Riviera coastline? 

Answer: An invitation from the member’s only distinctly Parisian-sounding Rue La La to a cooking class at Alta Cucina’s Italian epicurean society.

At the New York City Italian cultural mecca, food enthusiasts meet and share a passion for learning all things amore Italiano -- from top-tier chefs in hands-on cooking demonstrations, tasting freshly prepared food and enjoying regional Italian vintage wines.

Recently, chef Eric Francou led a class of Rue La La members.

Francou is an Italian national, born in Sicily, graduated from culinary school, studied with master of cooking, Paul Bocuse, in Belgium, honed his skills in 3-star Michelin restaurants in the south of France, establishing his culinary bona fides in Rome before bringing his regional Italian cooking charm to the Marketplace restaurant in Roslyn, Long Island. He was named a Top-25 Italian chef in America in 2003.

Chef Eric sold the restaurant in 2009 to pursue international restaurant consulting and teaching. 

He is charming, shy, and unpretentious – and with a movie accent that would make a Fellini fan go mad with desire, he dons his teaching toque with Italian pride and confidence based on experience and love of food.  There is an evident dedication to his culinary cultural heritage: a joy in sharing his knowledge, along with his cooking technique and skills.  Chef Eric throws down the gauntlet to try to cook a delicious, fresh from the market Italian meal.   OK, the glove may be made of the finest Italian leather, but it with unabashed enthusiasm that cooking students and foodies can’t resist the tasty temptation.

Chef Eric was introduced to teaching cooking classes along with his restaurant consulting that takes him from Williamsburg (Brooklyn) to Azerbaijan.  He was in there recently for almost a year, advising on opening two restaurants in the largest country in the rapidly changing Caucasus region.  It was a “Fantastic experience’ chef claims.

In this way, he learns from different cuisines – inculcating and absorbing regional cooking customs -- incorporating them into his portfolio of teaching how to cook different cuisines.

His culinary creativity is always inspiring him to create new dishes based on his solid foundation of traditional culinary gastronomy.

His forte is undoubtedly Mediterranean.

He cooks all-regions of Italy; his favorites he admits are the local Abbruzzian and Roman cuisines.  “There is not too much cream and butter in the dishes,” he explains. 

Overall, chef uses seasonal products. And not too much complexity in his preparation or cooking.  Adhering to the adage “One eats with the eyes first,” he states that presentation is key – “It’s the first thing the guest sees.” 

He believes in simplicity of the dish and balance on the plate.

Teaching remains a driving force for him.  Unlike the yelling, screaming, frothy top chef TV hosts, he believes a good chef is inherently an instructor. 

Chef Eric says he likes to share his cooking techniques and his recipes - - no secrets.

He loves what he does!  “I try to give the students a way to recreate the menu at home – using very easy recipes such as seasonal salads and antipasta that have a lot of flavor,” Describing the classes, he says “I try to give them passion for the food.”

Not surprisingly, chef Eric has developed a loyal following of chef wanna-be’s at Alta Cucina.  “We even stay in touch via email.  They may need an answer to a quick question about what food goes with what or cooking times,” he says.  “We’re like a family.”  He says he can judge the success of the class by the chemistry that bubbles up from the group.   Maybe that is the Prosecco….

With students in place around the stocked high-rise table so all can see the Mondrian-colored prepped vegetables including, red pepper, zucchini, eggplant, onions, basil, lemons, celery, parsley, and bok choy, wait with quiet patience.  

There is a hush as Chef dons his toque and begins by telling his story of his Sicilian home, his experience cooking and the never-ending excitement of the kitchen.  

Soon he is cutting the portabella mushrooms – he doesn’t recommend using tips/stems.

He does suggest using them in bouillon for soup stock, along with onion cuttings.  Nothing edible gets tossed away!

He shows how to dice and cut – taking time to demonstrate how to hold a knife, starting with holding the hand out, making a fist, keep ends out so the produce doesn’t fall apart – and place the knife against the fingers, cutting down and away. No chance to cut the fingers this way. “Never cut or carve towards you,” chef cautioned. 

And no wine is served during the cutting portion of class, either.

For the rigatoni, chef explained he prefers crushed garlic with extra virgin oil. He doesn’t like sliced garlic.  Once the crushed garlic is golden color in pan –throw out from pot. 

Likewise, when onions break down, they get sweet, so no sugar needed in sauce!

Once red pepper begins to sauté he adds crushed tomatoes or canned from San Marzano --always crushed by hand, he shows, as cooks want roughness and pieces of tomato in the sauce.

Outside of your Nonni’s kitchen, (and maybe Eataly! www.eatalyny.com)

Alta Cucina is the ideal place to learn Italian cuisine, provide information and experience about the products of Italy.  www.lacucinaitalianamagazine.com Just as the foodie lifestyle was taking root, and not too long before Del Posto received the first Italian restaurant four-star rating from the New York Times, Alta Cucina was launched in 2008 with the sole purpose of promoting all things Italian.

How Bellissimo!

Today, they provide a team of four Italian chefs who develop their own menus to teach cooking classes, demonstrations and conduct seminar.  They also moderate food and wine tastings.

The do most of the food experiences at their new expanded facility in midtown, according to Alberto Paderi, co-owner of Alta Cucina. “We also do huge wine tastings like the one we did at Ciprianni’s, for example,” he adds.  We can do individual demonstrations, small groups or catering.” He says.

Paderi went on to explain “We started to work social networks in order to expand our audience, beginning with Ru La La.  It’s a win-win.  Members of Rue La La save on the cooking classes that normally run $95 to $100 and their members get to experience the Alta Cucina epicurean society and will hopefully become members here.”  

The classes following a laid back, casual format:  the first hour or hour and a half is spent watching the working featured executive chef.  The pre-cut, prepared meal ingredients are laid out; the chef goes through every step of a three-course meal, followed by hands-on food preparation by the students.

A recent class featured a salad with mushrooms, celery, and citrus dressing; pasta picorato with red onions, peppers, topped by creamy mushrooms, sautéed in a light sauce, ladled over fresh cooked rigatoni.  Dessert was a delicious, easy to make flourless chocolate cake.

Alta Cucina provides everything: from aprons to knives. 

Following all the cutting, dicing, and chiffonading, the students retreat to the bar area for a wine tasting while the chef cooks the meal from the student prepared ingredients.  A little like going to the living room for family talk while Nonni is busy in the kitchen.  When the meal is ready, students return to the long, fully set tablescape for the sit-down dinner with the food they have prepped and the chef has cooked.

Good food, good wine, a shared love of Italian slow food lifestyle makes the dinner conversation flow like the wine and bonding happens. No wonder chef Eric thinks of his students like a big family.  

In addition, students get to take home a ready-made gourmet package of Italian products.

Rue La La offered a free membership to enjoy events and discounts as part of this package.  Rue La La, “is an exclusive, invitation-only enterprise where members are offered exciting, premier brand experiences.  Check them out at their online destination hub for the unexpected:  www.ruelala.com/membership

Alta Cucina is located at 22 East 38^th Street between Madison and Park Avenues. 646-415-9031

info@altacucinasociety.com

Buon Appetito!

Mexicue Parks It on Seventh Avenue Food Truck Fav Opens 1st Restaurant

Upstairs dining room @ Mexicue

Long known as Fashion Avenue, the Mexican barbeque food truck phenomenon Mexicue fittingly styled it’s first brick and mortar store, located at 345 Seventh Avenue (29^th St), in its “reinterpreted signature orange” on the walls, (see below* for fashion report on color orange) natural wainscotting, “salvaged wood beams and black diamond plate.”  The floors are a dark swirl of slate.  The upstairs offers orange and amber track lighting overhead, wooden bench seating the length of one side and three bistro tables on the other; both sides ending at the full view window overlooking the avenue. 

Step right up & order 

It’s an authentic, natural look that mirrors the simple and strong Mexicue food concept.  The name itself says it best:  Mexican cozying up to BBQ, to fuse: Mexicue.  Can you hear the mariachi trumpets blaring?!

Who doesn’t love the smokin’ earthy taste of southern BBQ served with a spicy mix of a Mexican fire dancing on the tongue?

Not the legions of Mexicue fans who well, queued around the block to get their lips around the finger-lickin’ Burnt End Sliders with cilantro lime cream and house pickled jalapenos, Berkshire Pulled Pork with avocado smash and picked red onion, not to mention the Tacos featuring Alabama Chicken with creamy bbq sauce and cotija, Smokey BBQ Beans with habanero aioli slaw, tortilla strips and cotija or Smoked Short Ribs with Memphis mole, romaine, and cotija. 

From The New York Times (http://nyti.ms/otGnsj) to midtownlunch http://bit.ly/pBeaJa to Village Voice http://bit.ly/ngR2h5, to Examiner http://tiny.cc/63i14

there was so much anticipation and buzz for the restaurant during it’s soft opening according to Mexicue’s store manager, Greg Parsons, the owners Dave Schillace and Thomas Kelly determined to slide up the date of the Grand Opening.  Kelly adds that operationally, they also confirmed the staff and kitchen were good to go.  Parsons claims it is a coincidence Mexicue opened during New York Restaurant Week http://www.nycgo.com/restaurantweek  But just sayin’

Like many New Yorkers, the owners came to Gotham with a dream.   And their dream was to open a restaurant.  Riding the initial fast lane of truck food frenzy, the two always knew they’d do a restaurant.  While many view the food truck craze as a distant step-child to established restaurants, Mexicue doesn’t seem to view it as either/or.  They will continue to drive their food truck, adding a second one soon, in fact, to bring their fusion food experience to more of their foodie fans.  At the same time, they’ll look to add more brick and mortar restaurants.  “A lot of people vastly underestimate and misjudge the cost it takes to operate a food truck, especially if the food is cooked on the truck,” explains Kelly in answering the question of why take on the expense and responsibility of a storefront restaurant. So rather than view food trucks as a cheaper restaurant, the two smart entrepreneurs are managing their burgeoning food empire, having tested their food concept and cultivating a following.

While acknowledging he’d like to source more of Mexicue’s ingredients locally, doing as much as they can presently with local farmers (digits crossed for garnering more local ingredients…) they do offer a seasonal recipe contest.  Customers are encouraged to submit their ideas for taco or slider menu items using the featured seasonal ingredient and winners will be featured on the menu for a month, receive a Mexicue gift certificate and a Manhattan Messenger bag by Lexdray (www.lexdray.com) And win $50. (that can buy a lot of sliders!)  Now, the Market Special Contest features sweet corn from Lancaster Farm Fresh Co-op. http://www.lancasterfarmfresh.com

As kings of the road, Shillace and Kelly know the mean streets of New York so why pick the veritable food desert that is Midtown to put the brakes on and open the restaurant?  “We spent a lot of time in the neighborhood, and the response was always very good,” responds Kelly. 

Manager Parsons said their customers are the hip, energized demographic that is not unlike the owners or the Mexicue staff.  With two exceptions, everything on the menu is under $10 too. There is a big lunch audience who will undoubtedly become Mexicue regulars.  Kelly notes the most popular menu item is the BBQ Brisket slider. 

What does success look like for their first restaurant?  “People enjoying the food,” says Kelly.

Mexicue will be fashionably open on 7^th Avenue from 11 am to

Located at 345 Seventh Avenue

212-244-0002

Deliveries will begin in a month or so

http://mexicue.com/

Follow on Twitter: @mexicue nyc

* By the way, every fashionista knows orange is a vibrant, energizing color statement.  But here’s a little fun Mexicue color factoid.  Did you know that, according to blurtit.com, orange “is a color which symbolizes energy, zest, enthusiasm and creativity. One who wears orange is known to be someone who loves to experiment. Orange is also an appetite stimulant. (Not that you’ll need it at Mexicue!)

The color orange signifies an open-minded approach. It gives vibes of friendship, fun and informality. Sexually speaking, the color orange signifies passion and foreplay, an adjunct to the color red, which signifies erotica. If red is the color of passion, then orange is known to be the 'igniter' of passion.”

Watch out Mexicue diners!  There is so much fun to be had with the hot, spicy and sexy food where you see the Mexicue orange.