This post’s for my daughter-in-law, who not only loves to cook but is also pretty savvy about healthful eating. I should know. I had a yummy something with orzo and mushrooms for Tofu Tuesday at my son’s house last night.
Today’s story from the NY Times is on the expanded distribution goals of a company with inventive food options currently popular with celebrities.
And, as Stephanie Strom writes, the offerings are not just for vegans.
“Organic Avenue, the tiny purveyor of high-end juices, fresh salads and specialty foods like cashew scallion cream cheese and Thai collard wraps, has hired a new chief executive with the goal of turning its new owner’s dreams of a national chain into reality.
“Martin Bates … will take charge of Organic Avenue in June. …
“ ‘I drink green juices and have done for the last year or so, but living the life of a vegan is not for me. I think there are lots of other people like me out there.’ …
“We want to grow this business around helping people who want food that’s better for them,” [investor Jonathan] Grayer said. ‘That doesn’t mean they have to be vegan. They certainly don’t have to favor raw. They don’t even have to be organic; they just have to want to be healthier.’ “
Bates, who turned around the Pret a Manger chain, said that he is up for the challenge.
“Perhaps tellingly, he said his favorite Organic Avenue product was Dragon’s Breath, a juice that incorporates ginger, lemon and cayenne pepper. ‘Caution,’ the company’s Web site warns. ‘This shot is not for the faint at heart!’ ” More.
We are into dragons around here. I’ll have to see if I am brave enough to drink Dragon’s Breath.
Organic Avenue, which caters to a celebrity-studded clientele, hopes to appeal to a range of healthy eaters