For years, I was a fan of Elm City Market, conveniently located for the train commuter (i.e. me) on State and Elm in New Haven across from the Metro station. When I found out it was closing but moving after Christmas (January originally, but now finally set on the day after tomorrow) I was thrilled but worried.
For when one has their favorite places, they include not only products but sense memories - the first coffee on a cold morning, the taste tests before holidays, learning to pronounce 'quinoa' correctly (this really happened, but I cannot remember whether I taught myself or just heard a fellow shopper pronounce it.)
Elm City Market reopens 7-11 at 275 S. Orange in New Haven, with a PR blitz - giveaways, 'meet the vendors', New Haven Mayor
Justin Elicker and might I add
air conditioning.
I spoke to the CEO, Kurt Luttecke yesterday about the new digs.
"So it's been really hot, I'm not embarrassed to say I'll be coming for the AC."
(chuckles) "We've got that. We'll have air conditioning."
Luttecke's Linkedin page touts him as a turnaround expert, which was indicative during our conversation. He only had positive things to say about this launch, and it made me forget the months I'd suffered wondering when Elm City was returning or why I couldn't get a decent sandwich at its competitor,
Market 360 (the sandwiches look fine, but they are a few bucks more expensive than what Elm offered.)
"I'm thrilled they (360) are here, because New Haven has had few options for healthy eating," Luttecke claimed. When asked how they will differentiate themselves, he said, "We are geared toward organic and vegetarian selections, highly perishable foods," for example.
I told him the only thing I like better is the large water container there with fresh cut-up citrus inside. He said that does sound nice.
Luttecke also claims that for a long time - he's been with the company a decade - "I had my eye on creating a smaller footprint." The new space, part of a multipurpose complex that will include apartments and I
assume some kind of gym I can't afford, is in a growing area. He said that a space half the size of the previous one, 5K square feet, will allow them to align with goals that include changing the kitchen to one that has a commissary,which allows for stored provisions.
His head chef,
Brianna Cole (seen in the coffee bar photo), has worked for him for eight years and comes to the new space. Some other staff from the previous Elm returns, but there were also significant cuts. He declined to disclose the cost of reopening or contrast this to the previous operating costs. He had his publicist tell me via e-mail, "Given that Elm City Market is a privately owned and operated business, we do not wish to share this information at this time."
On the bright side, everyone seems excited about the coffee pick-up window which makes me think more of New York than New Haven. Perhaps that's the point, as one can actually walk (it's not for
cars, so nahhh nahhh!) and grab their
joe and other drinks. Other things the company touts include:
✅ 75% organic inventory
✅ Products by Arethusa Farm, Bishop’s Orchards, and Liuzzi Cheese
✅ Plant-based, gluten-free, and all-natural options
✅ Community cooking classes starting mid-July
Hopefully, the trimmer Elm City Market will serve the communities beyond the commuter, the
eco-conscious Yalie or the influencer running to catch her Uber. Luttecke, to his credit, has long partnered with food banks and worked in the community to help underserved children in particular. They work with
Women of the Village, and as they go forward will continue giving tours to children who can learn about organic or natural options beyond the urban food desert. The community will enjoy events as it has before (I loved the Sunday musicians, particularly classical), such as how to make a great marinara or cheese pulling (I plan to learn about this!)
Asked what he's excited about, he laughs that it starts with the parking. The building by Spinnaker is six-storied and is in the process of completing on-site parking, so presumably this will also draw in those soccer moms from Danbury.
Come to the reopening July 11, starting at 11, or any time you're hungry for quinoa.
Elm City Market promotes sustainability in myriad ways. Please see their Sustainability Calendar.
Photos: Used with permission, Elm City Market
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