New York - April 01, 2003

Rice, Rice, Baby

Rice to Riches, a Rice Pudding Shop Opens

Lisa and Marina, two frightfully clever downtown types, are best friends. They share everything from summer houses to blue jeans to facialists. They’ve even been known to fancy the same fellow on occasion (but no one likes to talk about that anymore).

The one thing they can’t agree on? Rice pudding.

Heaven’s version of comfort food, Lisa says.
Ick, Marina says.

Girls, meet your peacemaker. Rice to Riches finally opens today, after a year of teasing Nolita passersby, and it just may change forever our idea about rice pudding. For one thing, the shop, which is designed within an inch of its, um, grain, is so hipper-than-thou that even nonricers will want to be seen there.

And the flavors — Strawberry Floozy, Stubborn Banana with hint of Coconut, Chocolate Carnivore with a trace of Dark Raisins, and Obscene Orange with a tinge of Carrot — guarantee that this is not your granny’s rice pudding. Owner Pete Moceo and chef Jemal Edwards, inspired by Italian gelaterias (“Look, Marina, color-coordinated bowls and spoons!”), went so far as to produce a rice-pudding movie for the store.

Serving sizes range from “solo” to “sumo.” Perfect for converts who can’t get enough of the stuff.

Rice to Riches, 37 Spring Street, between Mott and Mulberry Streets (212-274-0008).