"Beloved for its craveable Fieldtrays, London-born Farmer J makes its U.S. debut in midtown. Midtown just got a serious lunch upgrade and London's cult-favorite Farmer J is the one making it happen. After a buzzy opening celebration this week, the fast-casual spot beloved across the pond for its farm-to-fork Fieldtrays has officially opened its first-ever U.S. location at 31 W. 52nd Street, right in the heart of Rockefeller Center territory."
"Founded in London in 2014, Farmer J built its reputation on serving real, cooked-from-scratch food at the speed of a quick lunch run. The signature order is the Fieldtray, a choose-your-own combo of a base, a hot main and two seasonal sides, that changes regularly to keep things interesting. The veg-forward options feel like food that came from a restaurant kitchen, not a sad desk drawer."
""Over a decade ago, I sat at my desk and was fed up with lunch options around my office. I sought to upgrade the boring, sad deli sandwich for healthy, tasty food that I could easily grab and bring with me," explained co-founder Jonathan Recanati in an official statement. "Thus, Farmer J was born. We have expanded this vision across London and are planting new roots in the U.S. to revolutionize the lunch scene with always fresh ingredients and never, ever boring flavors.""
Farmer J, founded in London in 2014, opened its first U.S. location at 31 W. 52nd Street in Midtown Manhattan near Rockefeller Center. The fast-casual concept centers on Fieldtrays: a choose-your-own combination of a base, a hot main, and two seasonal sides served quickly and cooked from scratch. The menu emphasizes veg-forward, restaurant-quality flavors and rotates seasonally. The brand has a strong London following and celebrity fans. The concept targets busy professionals seeking a filling, flavorful alternative to chain salads or soggy deli sandwiches, promising fresh ingredients and bold, never-boring flavors.
Read at Time Out New York
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