LIFE BEFORE THE GREENMARKET

Grow – NYC.

April is Earth month, an expansioin of Earth Day which was a foundational moment for the environmental movement in 1970, the year GrowNYC was founded. and has been instrumental to making

I started working with GrowNYC in 2009, or thereabouts, little did I know the restaurant and Grow had a long history that extended from the organization’s birth in 1970, which was supported by then Sanitation Commissioner, Jerry Kretchmer, Gotham’s founder. Originally the organization was a

I had been running Gotham for just two years and was fascinated by the restaurant’s history, which was born out of naivete and successful due to acumen and passion, plus a little help from lady luck.

The history of Gotham’s success was part of a return to quality ingredients that was championed by chefs clamoring for better products, notably by Alice Waters who influenced many a young chef including Alfred Portale who helped Gotham find its audience. Gotham chefs would walk the Union Square Greenmarket for product and inspiration regularly. This Greenmarket and Union Square Park itself are thriving due to the drive by a few

We now take it for granted that New Yorkers have access to fresh produce, grown organically on farms just miles from the city. It is a symbiotic relationship, GrowNYC provides a market and distribution system that has allowed these farms to develop, evolve and thrive. GrowNYC represents the perfect combination of non-profit initiative and the utilization of market mentality to increase the quality of life for New Yorkers and the farms surrounding the city, which provides meaningful economic opportunities for the farms and greater food security for the city.

This May 21st is the annual GrowNYC gala, honoring Bloomberg’s contribution to making New York a better place to live. Please join me in supporting this worthy organization, particularly this year when so much is in flux surrounding many of our programs, particularly those that support underserved communities.

Three ways to support:

1. Buy a table or ticket to the gala. Tickets are $1000 to $10,000

2. Join me at my table: Tickets are $1500

3. Just give, pick an amount and keep farmers paid, markets open and communities all around New York served.

, not a trained chef but rather a

It was an accident really, as a leader of a restaurant based on ingredients, which at first sounds silly, I was looking for a charity with a food

Over the past 50 years the environmental movement has been successful at moving from the radical to the norm. It is with incredulity that we reflect upon the environmental state and the nature of life in New York just 50 years ago, when greenspace

Why would we allow our environment to be degraded, why would we want the circumstances, objects, or conditions by which one is surrounded : the factors and influences that affect the growth, health, progress, functioning, etc., of someone or something be compromised or lacking in beauty. The thinking wasn’t always so sacrosanct and while we must and should manipulate our environment for the betterment of humanity’s quality of life and its progress, it is with respect and awe we take advantage of Earth’s rich bio-diversity.

GrowNYC has fostered a better New York for 50 years. It is an organization for the people of New York City that was designed to improve the quality of life in our city. What GrowNYC was and what it is today is very different, but so is our city, but the value GrowNYC delivers is exponentially greater today with it’s emphasis on providing quality produce, education and programs to New Yorkers.

Objective: Weave a personal essay about my work with GrowNYC for now 15 years into an opinion on why non-profits create value and cooperation between private and public organizations is a powerful tool for matters that make our whole world better.

Most of us can hardly remember a time before the Union Square Greenmarket. We take for granted the bounty on display four days a week, the parade of fresh produce and specialty items coming from local farms in New Jersey, Pennsylvania, Long Island, the Catskills, and the Hudson Valley. This wasn’t always the case.

The Greenmarket Program was established in July, 1976 with a single market at the corner of 59th Street and Second Avenue. The project was the brainchild of urban planners Bob Lewis and Barry Benepe. The Fund for the City of New York kicked in $5,000, with additional gifts from the J.M. Kaplan Fund ($10,000) and the Vincent Astor Foundation ($10,000). Armed with this much-needed seed money, the two men set out to make a difference.

A BRIEF DIGRESSION

To comprehend what a feat this was, it’s important to first understand the problem as it existed then. Between 1950 and 1970 the number of farms in the United States had declined by 50%, while the size of an average farm had more than doubled, from about 200 acres to nearly 450.

Two big things were happening to American farming: Consolidation and Specialization.

Smaller farms were suffering as farming became industrialized. Many were forced to either sell their land or specialize in order to keep up with the powerful conglomerates. Distribution was becoming centralized and the connection between farmers and the consumer was being lost. New Yorkers in 1976 had very few choices as to where to buy their produce, and it was nearly impossible to know where the food was coming from or how it was grown.

HUMBLE BEGINNINGS

On that first day in 1976, in an abandoned Midtown parking lot, a half-dozen Long Island farmers set up stands to sell their fresh produce. Within a few weeks this Greenmarket was thriving and the City took notice. Sensing an opportunity to revitalize a decaying Union Square the city approached Benepe and Lewis with the idea to move the market. Klein’s Department Store was closing and drug dealers freely roamed the paths and walkways of Union Square Park. It was a grim place for a market and Benepe was reluctant.

In a 2012 interview in West View News, Benepe, recounted those early days: “We didn’t want to do it. Not at first. But Mayor Ed Koch was about to take office and he was a big supporter. The City really came on board and gave us all the necessary permits.” The Union Square Greenmarket would go on to become the crown jewel of the program with over 300,000 visitors every Saturday. It’s open four days a week (Monday, Wednesday, Friday, Saturday), all year round. At the height of the summer season, you’ll often find more than 140 different vendors selling their goods. Today there are more than fifty Greenmarkets peppered throughout NYC’s five boroughs.

SOMETHING TRULY REMARKABLE

Barry Benepe became the project director of the Greenmarket for the Council on the Environment of New York City, better known to us these days as GrowNYC. The Greenmarket program is just one of the many efforts GrowNYC has developed to improve life in NYC. Recycling, education, and community gardens are a few of the other initiatives championed by the organization. It has been a privilege to work so closely with them all these years. Whether it’s with our “Greenmarket to Gotham” Cookbook or in hosting the GrowNYC Annual Spring Gala, Gotham has been a longtime supporter of the organization and their mission.

Gotham’s Managing Partner, Bret Csencsitz, now serves on the non-profit’s Board of Directors and assisted in the opening of their newest venture: Project Farmhouse, a state-of-the-art event space dedicated to exploring environmental issues through the lens of food, arts, and horticulture.

The fact is: Gotham’s success is inextricably linked to GrowNYC’s Greenmarket. As the Greenmarket flourished, so did Union Square. Gotham Bar & Grill would open its doors in 1984, followed by a series of other notables: Union Square Cafe (1985), Gramercy Tavern (1994), Republic (1995), Blue Water Grill (1996), and Tocqueville (2000). The area continues to thrive, now extending up Broadway toward Madison Square Park and beyond. It’s an exciting time for dining in our neighborhood, and none of it would have been possible without the efforts of Barry Benepe, and the founders of GrowNYC.