236 N 12th St
Brooklyn, NY 11211
Cuisine: Sandwiches/Gourmet Shop
Our Rating: ★ ★ ★ ★
Cards: All major
Hours: Mon-Fri 7am-9pm; Sat-Sun 8am-9pm
Booze: Beer and Wine
Subway: L to Bedford Ave.; G to Nassau Ave.
Menu: Click Here
NY Mag says:
Imagine if Morgan Spurlock were to open a burger joint where the hamburgers were fashioned from contented, grass-fed, sustainably raised cows. That would be something like the situation at Urban Rustic, a grocery store in Williamsburg. Co-owner Aaron Woolf also happens to have directed the documentary film King Corn, and as it was in his film, Woolf’s mission here is to raise awareness about where our food comes from as much as it is to sell groceries. At Urban Rustic, the goods come mainly from local farmers, butchers, cheesemakers, and assorted purveyors. The 2,600-square-foot space is designed, in the current fashion, to look like a sleepy nineteenth-century general store, but has just about everything you’d expect to find in a modern foodie emporium, including a juice-and-coffee bar and an elevated dining area. Every item for sale, from the biodynamic yogurt to the Brooklyn bath salts, has a story, and, like good documentarians, Woolf and his partners plan to tell each one.
Further proof that green is the new black comes by way of this eco-minded Williamsburg mega-grocery, which peddles locally sourced products with a focus on sustainability, seasonality and—add this to your eco-buzzword thesaurus—traceability. “We really put a lot of work into knowing where our food is coming from,” say co-owner Dan Cipriani. “We wanted to open up a place where we develop a relationship with the farmers and know how our food is raised.” The products span the range from organic baby food grown in Brooklyn, to a line of soaps made with organic olive oil and packaged in paper from discarded books. A separate dining area offers shoppers omelettes, panini and smoothies during the day, and at night it switches over to a full-service dinner spot with a menu—charcuterie, salads, meats—dependent on the day’s produce.