New York - November 16, 2005

Whole Foods

The Plant Opens

Andy Warhol — artist, celebrity, avatar of pop art — had the Factory.

Matthew Kenney — chef, restaurateur, embodiment of sustainable urban living — has The Plant.

(They’re similar in social concept and ideological construction but vary just a tad in application. Sorry, kids, that means no amphetamines.)

Kenney’s new clubhouse is built around the raw, vegan, and vegetarian cuisine he developed at Pure Food and Wine. The bright, 4,000-square-foot warehouse offers classes, lectures, and panels on organic living, raw food preparation, and health education. And though everything’s raw (read: there’s nary a stove in sight), there is an open kitchen, a drying room, a massive refrigerator, and plenty of fresh fruits and vegs.

Not ready to go all green? Then stop by to hydrate and refuel at Blue/Green, The Plant’s cafe, which offers sandwiches, salads, spring rolls, fresh organic juices, and vegan desserts. (More Blue/Green cafes are rolling out in various locations around the city.)

Also in the works is Kenney’s high-end vegetarian restaurant, Heirloom, set to open next week on Orchard Street. It’s all a part of his new, socially conscious lifestyle company, Organic Umbrella.

If he keeps up the pace, Kenney’s bound be famous. At least for fifteen minutes.

The Plant, 25 Jay Street, between John and Plymouth Streets, DUMBO (718-722-7541 or organicumbrella.com).