Changes brewing at Associated on Avenue C and 8th Street

Photos and reporting by Stacie Joy 

The Associated Supermarket at Avenue C and Eighth Street is undergoing a rebrand and refresh.

According to store employees, the neighborhood grocery is merging with Monza, a Brazilian brand. Renovations are underway, with plans to introduce a barista bar with pastries, a cheese station and a new sandwich bar.

Despite the changes, the store will remain part of the Associated marketplace and continue sourcing products from Associated suppliers, including Met Food and Compare.

The current staff has been retained and is now sporting Monza-branded shirts, aprons, and caps. Store employees say all the products locals rely on will still be available.

The owner reportedly operated several other Associated stores in the area (like 14th Street), but this is the last one remaining. 

H/T Dave on 7th!

Whole Foods Market signage going up now in Stuy Town

Photo by Diane Randall 

On Monday, we mentioned that the Whole Foods Market is shaping up at 409 E. 14th St. between Avenue A and First Avenue. 

This afternoon, workers are hanging the signage. The Whole thing (sorry) is not up yet. 

The smaller-format store will offer more grab-pay-and-go items and the usual WF merch. 

Updated:

Stuy Town grocery starting to look more Whole Foods-y

There's noticeable progress at the incoming Whole Foods Market Daily Shop at 409 E. 14th St. between Avenue A and First Avenue.

We have entrances...

... and more shelving...

As previously reported, Whole Foods Market is opening a smaller-format store, Whole Foods Market Daily Shop, in this space. No word yet about an opening date, other than some time this year, which narrows it down to April-December. 

Last Fall, Beam Living shared the following email with StuyTown residents about what to expect: 

This store will be one of the first locations of the new Whole Foods Market Daily Shop — a recently announced quick-shop concept from the grocer. Whole Foods Market StuyTown will provide a convenient option for grab-and-go meals and snacks, weekly essentials, and the wide range of fresh, seasonal produce that Whole Foods Market is known and loved for. This location will also feature Juice & Java, which provides coffee, tea, fresh-pressed juices, smoothies, sandwiches, soups, and desserts. 

You can read this EVG post for more details. 

NYC's first Whole Foods Market Daily Shop opened at 1175 Third Ave. on the UES last fall.

Associated closed here in December 2019. Joseph Falzon, the store's owner, said that a confluence of factors had cut business nearly in half.

The incoming Whole Foods Market Daily Shop shapes up in StuyTown

Photos and reporting by Stacie Joy 

The transformation of the former Associated continues at 409 E. 14th St. between Avenue A and First Avenue. 

Workers told us progress is "going quickly" and the "next stage" should begin soon. (We don't know exactly what the next stage might entail.) 

As previously reported, Whole Foods Market is opening a smaller-format store, Whole Foods Market Daily Shop, in this space...

Last Fall, Beam Living shared the following email with StuyTown residents about what to expect: 

This store will be one of the first locations of the new Whole Foods Market Daily Shop — a recently announced quick-shop concept from the grocer. Whole Foods Market StuyTown will provide a convenient option for grab-and-go meals and snacks, weekly essentials, and the wide range of fresh, seasonal produce that Whole Foods Market is known and loved for. This location will also feature Juice & Java, which provides coffee, tea, fresh-pressed juices, smoothies, sandwiches, soups, and desserts. 

You can read this EVG post for more details. NYC's first Whole Foods Market Daily Shop opened at 1175 Third Ave. on the UES last fall. 

Associated closed here in December 2019. Joseph Falzon, the store's owner, previously said that a confluence of factors had cut business nearly in half. For starters, construction on 14th Street for the L train obscured the supermarket with a 12-foot fence for nearly two years.

More details emerge about the new Whole Foods Market StuyTown on 14th Street

On Wednesday, Whole Foods Market will open its first smaller-format store, Whole Foods Market Daily Shop, at 1175 Third Ave. on the UES. 

The announcement also sheds some light on what to expect from the previously announced (in July) Whole Foods set to open next year in the former Associated Space on 14th Street between Avenue A and First Avenue. 

From a Whole Foods press release on Friday: 

Whole Foods Market Daily Shop will provide a convenient option for grab-and-go meals and snacks, weekly essentials, and a quick, easy destination to pick up ingredients to complete a meal—with all items meeting the company’s rigorous quality standards. 

The innovative, smaller-format stores will range between 7,000 and 14,000 square feet, or about a quarter to half the footprint of an average 40,000-square-foot store. 

Features and product assortment of the Lenox Hill location include: 

• More than 400 local products from 100+ Northeast-based suppliers, including New York-based favorites Family Farmstead Dairy, The White Moustache, Annie’s Ginger Elixir, Dam Good English Muffins, and Mill Hollow Maple Syrup. 

• New local brands are launching at the Lenox Hill location, including Jack & Friends, P-Nuff Crunch, and Mimi Cheng’s. Additionally, TALEA Beer Co. is introducing its Lenox Hill Pilsner, which will only be available at the Lenox Hill location. 

• First Juice & Java venue in New York City, offering coffee, tea, juices, smoothies, sandwiches, soups and various desserts. 

• Launch of new ready-to-heat sous vide entrees and sides from the Whole Foods Market Kitchens brand. Single-serve hot bowls and meals include health-forward Teriyaki Salmon, Falafel Tahini, and Chipotle Chicken grain and protein bowls. 

• Whole Foods Market favorites, including an ample selection of fresh, seasonal produce, meat and seafood, prepared foods like sandwiches and pre-packed meals, breads, alcohol, and supplements, as well as a handpicked range of local specialties and our own 365 by Whole Foods Market brand. 

Meanwhile, Beam Living shared the following email with StuyTown residents on Friday: 

This store will be one of the first locations of the new Whole Foods Market Daily Shop — a recently announced quick-shop concept from the grocer. 

Whole Foods Market StuyTown will provide a convenient option for grab-and-go meals and snacks, weekly essentials, and the wide range of fresh, seasonal produce that Whole Foods Market is known and loved for. This location will also feature Juice & Java, which provides coffee, tea, fresh-pressed juices, smoothies, sandwiches, soups, and desserts. 

We believe this smaller-footprint concept will be a perfect fit for our community, and we are excited to add Whole Foods Market as another best-in-class grocery option to the neighborhood alongside offerings from Trader Joe’s, D'Agostino Supermarkets, and Target. 

We are currently in the early stages of readying the space for the new store and look forward to sharing more information on an opening timeline later this year.

A Whole Foods Market Daily Shop will also open in Hell's Kitchen, making three for Manhattan. 

Back in February 2021, StuyTown management informed residents that Chef's Local Harvest, a 10,000-square-foot grocery store, would open in this 14th Street space ... from the father-son duo Paul and Aaron Fernandez, who helped create the Union Market chainlet (as seen on Avenue A and Houston) and Ideal Marketplace in Chelsea. 

Associated closed here in December 2019. Joseph Falzon, the store's owner, previously told Crain's that a confluence of factors had cut business nearly in half. For starters, construction on 14th Street for the L train obscured the supermarket with a 12-foot fence for nearly two years. 

Lastly, the StuyTown people have apparently spoken... (not sure about the validity of this poll, such as the sample size and corresponding margin of error! And would a Chick-fil-A really go into the same space as the former Associated?)

 

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No new grocery now for the former Associated space on 14th Street in Stuy Town

Plans for a new grocery store at the former Associated Supermarket space on 14th Street between Avenue A and First Avenue are not moving forward.

Several residents participating in a Tenants Association meeting earlier this month passed along the tip.

A spokesperson for Beam Living, the Blackstone-owned management company that oversees Stuyvesant Town and Peter Cooper Village, confirmed the news.

"We have decided not to proceed with the potential new grocery offering at this time and are focused on finding a tenant that complements the area's existing offerings, continuing to build on our successes of adding great new tenants to the neighborhood," the spokesperson wrote in an email to EVG. "We are excited that in recent years both Trader Joe's and Target, two best-in-class brands that provide fantastic food offerings at a good price point, have opened directly across the street from the contemplated new grocery location."

As you may recall, in February 2021, Stuy Town management informed residents that Chef's Local Harvest, a 10,000-square-foot grocery store, would open in this space.

The family-run market is owned and operated by father-son duo Paul and Aaron Fernandez, who helped create the Union Market chainlet (as seen on Avenue A and Houston) and Ideal Marketplace in Chelsea. 

Here's more from the announcement to residents in February 2021:

Paul Fernandez has operated best-in-class supermarkets in New York City for the last 40 years and has worked to provide quality service and products throughout his career. He grew up in Little Italy after immigrating to the United States at 14, and is a founding member and principal in the Union Market chain, as well as America's Food Basket Banners. 

Chef's Local Harvest will feature a combination of fresh produce, fish and meat, in addition to a wide selection of prepared food and grab-and-go options via a café, deli and more. 

The space will also conveniently include an entrance directly connecting to the Stuyvesant Town-Peter Cooper Village community, providing quick and easy store access for our community. The store will be open seven days a week from 7 a.m. to 11 p.m. 

Last fall, we heard about ongoing discussions regarding an entertainment/performance space in the store... with an outdoor cafe and a new entrance at the mezzanine level. (The deal included 7,300 square feet of the usable basement, per The Real Deal.)

As sources explained it, given the unique situation of the interior of the Stuy Town-Peter Cooper Village being zoned as R7-2, any type of commercial enterprise must be a "resident amenity." Hence, any liquor license must be a "club" only for "residents and their guests." 

While the plans didn't materialize for the Chef's Local Harvest, the Beam Living spokesperson was quick to tout other additions in recent years, including Rosemary's East, Bread Story and "a successful and well-received renovation of Hane, the popular local Japanese restaurant."

Associated closed in December 2019. Joseph Falzon, the store's owner, previously told Crain's that a confluence of factors had cut business nearly in half. For starters, construction on 14th Street for the L train obscured the supermarket with a 12-foot fence for nearly two years.

 EVG photo from the fall of 2022

Activity at the former Associated on 14th Street

For the first time in a long time, there have been signs of activity at the former Associated space on 14th Street between Avenue A and First Avenue in Stuy Town.

Asbestos Abatement signage went up earlier in October... (and the Wrong Language police checked in later)...

As you may recall, back in February 2021, Stuy Town management informed residents that Chef's Local Harvest, a 10,000-square-foot grocery store, would open in this space (this year).

The family-run market is owned and operated by father-son duo Paul and Aaron Fernandez, who helped create the Union Market chainlet (as seen on Avenue A and Houston) and Ideal Marketplace in Chelsea. 

Here's more from the announcement to residents in February 2021:

Paul Fernandez has operated best-in-class supermarkets in New York City for the last 40 years and has worked to provide quality service and products throughout his career. He grew up in Little Italy after immigrating to the United States at 14, and is a founding member and principal in the Union Market chain, as well as America’s Food Basket Banners. 

Chef's Local Harvest will feature a combination of fresh produce, fish and meat, in addition to a wide selection of prepared food and grab-and-go options via a café, deli and more. 

The space will also conveniently include an entrance directly connecting to the Stuyvesant Town-Peter Cooper Village community, providing quick and easy store access for our community. The store will be open seven days a week from 7 a.m. to 11 p.m. 

We're told that this is all still going to happen... and that there's a discussion about some kind of entertainment/performance space in the store... with an outdoor cafe and a new entrance at the mezzanine level. (The deal included 7,300 square feet of the usable basement, per The Real Deal.)

As we understand it, given the unique situation of the interior of the Stuy Town-Peter Cooper Village being zoned as R7-2, any type of commercial enterprise must be a "resident amenity." Hence, any liquor license has to be a "club" one only for "residents and their guests." 

Associated closed in December 2019. Joseph Falzon, the store's owner, previously told Crain's that a confluence of factors had cut business nearly in half. For starters, construction on 14th Street for the L train obscured the supermarket with a 12-foot fence for nearly two years.

[Updated OMG] An Avenue A product available on Avenue A: an investigation

The other day, EVG reader Nancy shared a photo of Avenue A napkins, which she said she purchased at Key Food on Avenue A.

This email caused some confusion in the EVG Newsroom. As far as we knew, Avenue A products — some 370 strong (for real) — were sold exclusively at Associated.

We thought Nancy was confused... perhaps she was at Associated on Avenue C and Eighth Street. (We make this mistake all the time and only realize it when we don't hear any Mike + the Mechanics or Glass Tiger playing via the store sound system.) 

So we headed over to Key to see for ourselves. 

We don't recall ever seeing Avenue A products here. (Then again, we never realized that Key sold firewood, which was upfront by the birdseed and those big tins of Keebler Export Sodas that no one has bought since 1994.) 

Sure enough, one pack of Avenue A napkins was left this morning ...

... seemingly a popular pick at $2.99...

So we don't know why (at the moment) an Avenue A product reserved for Associated, Met, Pioneer and Compare Foods brands ended up here. 

Meanwhile, the firewood is nearby now...

Updated 7:33 p.m. 

Thankfully, EVG Senior Key Food Correspondent Stacie Joy is on the case now... 

An explanation: According to the store, the issue is that this brand has just become available at the distribution warehouse. So the warehouse is where KeyFood/ManDell shops, and you can select/order anything listed as available at the warehouse. This brand is now listed as "available," so Key bought it and stocked it. 

There are three products from this line now at Key: the napkins, paper towels and, oddly, crackers.

A grocery store is coming to the former Associated space on 14th Street

A new grocery store to serve Stuy Town and parts of the East Village is coming to the former Associated space on 14th Street between Avenue A and First Avenue.

Yesterday, Stuy Town management informed residents that Chef's Local Harvest, a 10,000-square-foot grocery store, will open early next year. (Thank you to everyone who shared the message!)

And some familiar names are behind the new store: The family-run market is owned and operated by father-son duo Paul and Aaron Fernandez, who helped create the Union Market chainlet (as seen on Avenue A and Houston) and Ideal Marketplace in Chelsea. 

Here's more from the announcement to residents:

Paul Fernandez has operated best-in-class supermarkets in New York City for the last 40 years and has worked to provide quality service and products throughout his career. He grew up in Little Italy after immigrating to the United States at 14, and is a founding member and principal in the Union Market chain, as well as America’s Food Basket Banners. 

He is also a former president of the National Supermarket Association, a coalition of independent supermarket owners. His son Aaron began his career playing professional baseball with the Detroit Tigers before joining his father in the family business. 

Chef's Local Harvest will feature a combination of fresh produce, fish and meat, in addition to a wide selection of prepared food and grab-and-go options via a café, deli and more. 

The space will also conveniently include an entrance directly connecting to the Stuyvesant Town-Peter Cooper Village community, providing quick and easy store access for our community. The store will be open seven days a week from 7 a.m. to 11 p.m. 

Associated closed in December 2019. Joseph Falzon, the store's owner, previously told Crain's that a confluence of factors had cut business nearly in half. For starters, construction on 14th Street for the L train obscured the supermarket with a 12-foot fence for nearly two years.

A Trader Joe's opened across the street in early January 2020. (The Target on 14th and A opened in July 2018)

During the pandemic, City Harvest used the space for a distribution center called the Stuy Town Pantry. 

Former Associated in Stuy Town now for rent

Broker marketing is now up along the former Associated Supermarket on 14th Street between Avenue A and First Avenue... the space is apparently between downtown and downtime...





The listing hasn't arrived online just yet.

The supermarket, that served Stuy Town and parts of the East Village, closed this past December.

Joseph Falzon, the store’s owner, previously told Crain's that a confluence of factors had cut business nearly in half. For starters, construction on 14th Street for the L train obscured the supermarket with a 12-foot fence for nearly two years.

A Trader Joe's opened across the street in early January. (The Target on 14th and A opened in July 2018)

During the pandemic, City Harvest is using the space for a distribution center called the Stuy Town Pantry.

City Harvest opening distribution center in the former Associated on 14th Street

From the EVG tip line yesterday... workers from City Harvest were spotted unloading supplies into the former Associated Supermarket space on 14th Street between Avenue A and First Avenue...



City Harvest is setting up a distribution center (Repacks or Mobile Markets?) in the space. Will update the post when more information is available.

The Associated closed here back in December.

Thanks to Michelle and Gamelan, who took these photos...

L-train construction fence finally comes down on 14th Street — 3 weeks after the Associated closed

[Obscured view of the former Associated from Dec. 14]

The Associated Supermarket on 14th Street in Stuy Town closed in mid-December.

Joseph Falzon, the store’s owner, previously told Crain's that a confluence of factors had cut business nearly in half. For starters, construction on 14th Street for the L-train upgrades obscured the single-level storefront with a 12-foot fence these past two-plus years.

Now, roughly three weeks after the store closed, workers removed that fence from the north side of 14th Street ... offering unobstructed views of the now-shuttered supermarket...







The corner of 14th Street and Avenue A has served as the main staging area for the L-train reconstruction dating back to July 2017.

Previously on EV Grieve:
• Trees coming down for L train expansion on 14th Street

The Associated has closed on 14th Street

[Photos by Steven]

The Associated Supermarket on 14th Street in Stuy Town is now closed. According to several readers, the grocery shut down after the business day this past Thursday here between Avenue A and First Avenue.

EVG correspondent Steven stopped by on Friday morning and found the store shuttered ... there were no signs to note a closure... people figured it out on their own, though...











News of this closure first surfaced in September. The final day was expected to be somewhere at the end of November or early December, per Town & Village.

The closing date continued to change over the course of the past week. Employees told customers different dates, including Dec. 9 and Dec. 10.

On Saturday morning, workers were spotted removing items from the market...



Longtime store manager Norman Quintanilla told this to T&V in September:

“A lot of people are crying and upset about it,” he said. “It especially affects a lot of elderly customers that we help with phone orders. They don’t know where else to go.”

Quintanilla said that he wasn’t involved in discussions with Associated’s ownership and Blackstone regarding why the store is closing but he said that business has been steadily decreasing every year.

Joseph Falzon, the store’s owner, previously told Crain's that a confluence of factors had cut business nearly in half. For starters, construction on 14th Street for the L train obscured the supermarket with a 12-foot fence these past two years.


[Obscured view of the former Associated from Saturday]

If the Associated remained open, then they'd have faced competition from the Trader Joe' opening soon across 14th Street. The TJ signage arrived last week...



In an email in September, Stuyvesant Town General Manager Rick Hayduk told residents that they are "working on finding a new tenant with full understanding that a local grocery store is important to the community; but this will take some time."

Previously on EV Grieve:
The Associated on 14th Street in Stuy Town is said to close by year's end

[Updated] The Associated on 14th Street in Stuy Town closes on Monday

[Photos yesterday by Steven]

Employees at the Associated on 14th Street in Stuy Town are telling patrons that this Monday (Dec. 9) is the last day. [Updated: Employees are now saying Wednesday, Dec. 10. Updated 2: The store is closed as of Friday (Dec. 13).]

As one reader told us: "It is starting to look that way, though there is no sign of marked-down merchandise."

There weren't any store closing signs posted as of yesterday here between Avenue A and First Avenue ... though there is a notice that sale items/coupons will be honored at the Associated on Avenue C at Eighth Street...



News of this closure first surfaced in September. The final day was expected to be somewhere at the end of November or early December, per Town & Village.

Longtime store manager Norman Quintanilla told this to T&V in September:

“A lot of people are crying and upset about it,” he said. “It especially affects a lot of elderly customers that we help with phone orders. They don’t know where else to go.”

Quintanilla said that he wasn’t involved in discussions with Associated’s ownership and Blackstone regarding why the store is closing but he said that business has been steadily decreasing every year.

Joseph Falzon, the store’s owner, previously told Crain's that a confluence of factors had cut business nearly in half. For starters, construction on 14th Street for the L train obscured the supermarket with a 12-foot fence these past two years.

There's also increased competition, including the Target on 14th and A that opened in July 2018 with a large food-and-beverage selection. In addition, the Trader Joe's is expected to open early next year right across 14th Street. (Per the comments in previous posts on this closure, a good number of residents don't find the Target or Trader Joe's to be an adequate replacement for an old-fashioned supermarket.)

In an email in September, Stuyvesant Town General Manager Rick Hayduk told residents that they are "working on finding a new tenant with full understanding that a local grocery store is important to the community; but this will take some time."

Previously on EV Grieve:
The Associated on 14th Street in Stuy Town is said to close by year's end