NEW YORK, NY (February 4, 2013) – Whole Foods Market (NASDAQ: WFM) will be expanding its partnership with Brooklyn Flea by launching Smorgasburg Snack Bar, a second in-store venue at the retailer’s Bowery location. This new venue, set to open in mid-March 2013, will serve as a locally focused snack bar and specialty shop, offering a variety of handmade products from baked goods and beverages to tea towels and apparel. The 2nd floor Smorgasburg Snack Bar will take the place of the current Whole Foods Market Bowery coffee bar, which will relocate to the store’s ground floor.
The unique partnership between Whole Foods Market and the Brooklyn Flea is seen as an investment in encouraging entrepreneurship and shining a spotlight on growing responsible, local food businesses.
“Watching Flea and Smorgasburg vendors reach newer and bigger audiences, especially at places like Whole Foods Market, is the most gratifying aspect of what we do,” said Brooklyn Flea co-Founder Eric Demby. “There's an almost parental feeling, where seeing these folks mature in such a prominent venue makes us proud of them and helps us think of ourselves in a new way too. We can't wait to see what lies ahead for this partnership.”
Guests can expect to find the following Brooklyn Flea vendors (and goodies) at Smorgasburg Snack Bar: Butter & Scotch (S’Mores Pies featuring a from-scratch graham cracker crust), Claudia Pearson (beautifully illustrated wall art and tea towels), Dough (handmade doughnuts and a far cry from what you’re used to), Grady’s Cold Brew (New Orleans-style iced coffee), Kelvin Natural Slush (fruity slushies with a kick), Magpies (flaky hand tarts filled with Anarchy in a Jar jams), Odette Williams (stylish aprons and baby apparel), OMilk (protein-packed almond and cashew milks) and Pipcorn (hull-less kernels offered in sea salt and other seasonal flavors). New vendors and products will be added to this list as the Snack Bar continues to grow in the upcoming months.
“Our partnership with the Brooklyn Flea continues to grow as we have the same goal in mind—to discover and develop up-and-coming local producers,” said Elly Truesdell, Whole Foods Market’s Local Forager for the Northeast Region. “This new Snack Bar creates an additional opportunity for us to celebrate our community artisans with our shoppers.”
This expansion follows the initial opening of Smorgasburg Bowery at Whole Foods Market in October 2012, in which one Brooklyn Flea vendor has the opportunity to activate an intimate restaurant for a designated period of time. To date, Cemita’s, Milk Truck Grilled Cheese and Mighty Quinn’s have all participated. This Spring will bring two new vendors serving lighter, Japanese cuisine: Rice & Miso Everyday (Feb. 5th-Mar. 5th) and Yuji Ramen (Mar. 11th-mid-May).