by Charlotte Beal
- When a cook has a need for a specific ingredient, how does she know if trudging to the farmers’ market will be a waste of time? Enter WhatIsFresh.com, an online guide to the greenmarkets in the boroughs of NYC.
- Consumers can use the site to search by market location, day of the week, vendor or ingredient. The latter category is broken down into handy descriptions and even culinary history, sometimes listing special varieties offered by particular vendors.
- The site was the brainchild of a greenmarket customer. Rumor has it that Chicago and L.A. markets might be next on his list (TastingTable.com 1.20.10).
WHAT THIS MEANS TO BUSINESS
- Aimlessly wandering the stalls of an open-air market in search of culinary inspiration is a nice fantasy, but not always reality for busy consumers. Many food shoppers want the convenience of one-click, targeted searches — even (especially?) when we’re talking about fresh-from-the-farm fare.