For Immediate Release: August 11, 2009
NEW AMSTERDAM MARKET INAUGURATES FIRST SEASON OF MONTHLY MARKETS AT SOUTH STREET SEAPORT IN MANHATTAN

For Immediate Release: September 8, 2009
Contact: Susan Graziano/Dan Klores Communications
212 981 5130

FAIRWAY’S BREADS ON THE RISE!!
THREE NEW HANDCRAFTED BREADS TO DEBUT AT THE NEW AMSTERDAM MARKET ON SEPTEMBER 13TH
Sarah Black – New Bakery Director – Changing the Ingredients, Techniques, Textures and Tastes of Fairway’s Breads


New York, N.Y. September, 2009 – Bread is the staff of life and Fairway Market’s Director of Bakery Operations, Sarah Black, is taking this statement literally. Since taking her position with New York’s most iconic supermarket a year ago, this distinguished artisanal baker has made product integrity, quality and attention to detail priorities in her bakery. Three of the newest breads created under her direction will debut on Sunday, September 13, 2009, at the New Amsterdam Market of which Fairway is a major sponsor.
“I am so proud of the steps we have taken to rework our breads and pastries,” said Black, who oversees 65 employees responsible for all the bakery items in the five stores. “Fairway has always produced wonderful high quality baked goods but now we are truly raising the bar.”
The New Amsterdam Market (www.newamsterdammarket.org) will inaugurate its first season of monthly indoor markets (South Street between Beekman Street and Peck Slip on the East River waterfront in Lower Manhattan from 11:00am to 4:00pm) starting September 13th with more than 80 of New York’s top regional foods and purveyors coming together on South Street in Lower Manhattan. Fairway will introduce small loaves of their White Bread Ring, Ciabatta Rectangle and Semolina Snail (described below) at the Market which also runs on October 25th, November 22 and December 20th.
Sarah Black began her baking career by opening two of the first artisanal New York City bakeries, Tom Cat Bakery and Ecce Panis, before starting her own wholesale bread business called Companio Breads, which was sold in 1999. She has consulted across the United States with bakeries large and small, including Amy’s Bread and Pepperidge Farm, and has taught bread making classes at The Institute of Culinary Education and The Artisan Baking Center, both in New York. She is also currently at work on her first book “Two Hands To Dough To Bread” to be published by Wiley Publishers.

FAIRWAY’S NEW ARTISAN BREADS

DESCRIPTION: SEMOLINA SNAIL (left)
Fairway’s own semolina is shaped in decorative coils and topped with toasted sesame seeds. This bread is one of our favorites: the hearty durum wheat flour melded with virgin olive oil promotes a delicious taste and lovely texture. Against the crunch of toasted sesame seeds, this combination can’t be beat.

DESCRIPTION: CIABATTA RECTANGLE (middle)
Fairway’s own ciabatta is made in the traditional way.Ciabatta means ‘slipper’ in Italian, and although this ciabatta may be fashioned after an old shoe, the interior is an elegant network of holes, woven into chewy strands of dough. The aromas of the dark crust diffuse into the bread’s interior which brings out an earthy, nutty flavor.

DESCRIPTION: WHITE RING BREAD (right)
Fairway’s white ring bread is a take on the traditional Italian ring bread, similar to a tortano - made w/ white flour, whole wheat and semolina.

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For Immediate Release: August 11, 2009
robert [at] newamsterdammarket.org

NEW AMSTERDAM MARKET INAUGURATES FIRST SEASON OF MONTHLY MARKETS
AT SOUTH STREET SEAPORT IN MANHATTAN
First Market to be Held on Sunday, September 13 2009
in Conjunction with Citywide Harbor Day Celebrations


New York, N.Y. - New Amsterdam Market announced today that it will inaugurate its first season of monthly, one-day markets on Sunday, September 13, 2009, from 11:00 am to 4:00 pm. The markets will take place on South Street, between Beekman Street and Peck Slip in Lower Manhattan, and will also convene at the same time and location on the following Sundays, October 25, November 22, and December 20, 2009.

"New Amsterdam Market is exactly what we need at South Street Seaport: a resource for the community and an attraction for the world," said State Senator Daniel Squadron. "The market brings the best of regional produce to the heart of the city. This fall, it will continue to link the people of New York City with farmers around the state, helping develop a sustainable food system and strengthening our regional economy."

Last held at the Seaport in December 2007 and June 2008, New Amsterdam Market featured innovative New York City food entrepreneurs such as Saxelby Cheesemongers, Marlow and Sons, Dickson's Farmstand Meats, BoBo Poultry, and Hot Bread Kitchen, businesses which provide local jobs while specializing in sourcing and utilizing regional products. To date, New Amsterdam Market has been attended by an estimated 8,000 New Yorkers from diverse neighborhoods in all five Boroughs, as well as visitors from as far as Boston and Philadelphia.

"We are grateful for the New York City Economic Development Corporation's cooperation as we planned these monthly events in the South Street neighborhood, which has been a market district for the past four centuries," said Robert LaValva, director and founder of New Amsterdam Market. "New York City is leading the way in incubating this important, growing business sector: purveyors sourcing food directly from farmers and producers in our region who are responsible stewards of its lands and waters."

The September 13 market inauguration will coincide with New York City's celebration of Harbor Day, which this year honors the 400th anniversary of Henry Hudson's voyage to the New World. New Amsterdam Market and its diverse vendors will join the Harbor Day festivities by representing the agricultural bounty of the lands visited by Hudson in 1609. Farmers, producers, and purveyors will sell fresh seasonal produce, meats and dairy, wild-gathered greens, breads, cheeses and cured meats, fruits, wine, and cider all from the Northeast, and with a special emphasis on the Hudson Valley. The market will also offer picnic baskets and other prepared foods to take away and enjoy along the public piers on South Street or take on Harbor Day ferry boat service to other waterfront destinations around New York City. An estimated 150,000 New Yorkers are expected to attend the citywide Harbor Day events, which are being produced by NYC and Company, New York City's official marketing, tourism and partnership organization.

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