We are driven to succeed in convincing you that you will enjoy Fairway’s ON OUR PLATE. We have mightily resisted referring to it as a “blog,” simply because the word annoys the heck out of us, but a rose by any other name would still smell like a blog, so we’ll give in. That being said, what we intend to accomplish here is to provide you with more than useful information. We want to offer vastly readable material that makes you even smarter than you doubtless already are, since you’re a Fairway shopper, of course, and because you deliberately sought out this website.
We will feed you dramatic minutiae — the scholarly stuff about the edible products upon which we thrive. Simply knowing that kumquats are in season is not what this is about. We want you schooled in the care and feeding of the kumquat, not to mention its history and its place in the realm of gastronomy. We want you privy to the choices we make for specific foodstuffs that we want you to enjoy as much as we do. You see, for our entire careers, we have operated via an unspoken credo to wit: If you can’t eat it (that is, anything in this life, including theater or concert tickets, great books, or fly fishing) then what’s the point. We may take on telling you about an entirely different breed of beef, lamb, pork, chicken, or duck than you’re used to seeing. We want you to agree with that and understand why you simply have to have it. Same goes for a cheese, ham, pate, or olive oil. The list can go on and on. We want you to share in the fun of knowing exactly where a type of food comes from — and why it’s special.
I, a lifetime food scholar and career counterman, will often be the tedious author of this kind of stuff. As will the great Edward Burke, ex-General Manager (beloved) of the flagship store and present GM of the Paramus store. We will solicit other Fairway denizens for the occasional rant, or we’ll hold forth on some nourishing subject, such as foie gras or customer relations, delivering details that will be as juicy as the ripest seasonal peach. We will also provide frequent caveats, data, and recommendations from our health and nutrition consultant, the great Carlon Colker, MD, whom we have hired at great expense, which we will pass on and cover simply by charging more for delivering your groceries. Just kidding. He’s actually a very dedicated Fairway shopper, and lifelong fan himself, who happens to have a huge reputation in his industry and merely wants to be a part of Fairway world. Can’t blame him, and we certainly welcome him.
This corner of our website will also offer timely info about what’s going on at Fairway, an entity that’s more than a market, affecting and connecting the lives of millions of people in different locations. I mean, I shop every day, and just like Fairway, I’m a New Yorker. But even if you live in New Jersey or in Connecticut, shopping at your neighborhood Fairway makes you a New Yorker, too — whether you like the notion or not. You can even be a Red Sox fan and still call yourself a Fairway person. Just don’t wear the damn hat in here.
Tell us all the reasons why you adore Fairway. Come on, don’t be shy. We can take the praise.