a fresh look at food in the Garden State
by Zachary Zawila | December 12, 2024
- Winston Churchill
New Jersey is the Garden State. The food business is in its nature. But how the state's foodways work, and particularly how they shape the cities of North Jersey, brings vitality to some neighborhoods while leaving others behind. The cities of Orange, Elizabeth, and Paterson have especially interesting food pasts, and particularly promising food futures.
Drive or walk down Main Street in the City of Orange, New Jersey and it looks a lot like other small New Jersey cities. A dense business thoroughfare is populated with small clothing stores, dollar stores, hardware stores, pharmacies, fruit markets, and banks. And, of course, Main Street has countless restaurants—restaurants with names like Eterna Primavera, Mister Taco, La Rosa, J’s Soul Food, or Danie’s International Cuisine, representing food from the Caribbean and Latin America. One block south: the Four City Brewing Co., a craft brewery.
There are any number of cities where food tells the story of gentrification—but often, the real story is more complicated than the simple process of one group moving in, causing another to move out. Northern New Jersey has deep connections to the food industry that persist even as everything from farmland to customer preferences has changed. And in the cities of North Jersey, a changing food scene can just as easily be a new beginning for economically struggling municipalities as it can be a harbinger of rising housing prices and new construction. Winston Churchill’s famous pronouncement that “We shape our buildings; thereafter they shape us” is just as true with food. Simultaneously, we shape our food scene—opening restaurants, changing grocery stores, expanding food production—while it shapes us, with the food industry driving cities across the region.
It’s hard to picture Orange as anything other than the small city it is today. Even as far back as the 1930s, when aerial photography was first taken for the region, Orange and neighboring East Orange are just as densely populated. Block after block of small, single-family houses stretch beyond Main Street and Central Avenue, the town’s other main thoroughfare, with larger buildings filled by apartments, commerce, and manufacturing. But when Puritan colonists arrived in the 1660s and settled in the area occupied by the Lenape Native American tribe, the area now called Orange was an agricultural area within the city of Newark. It served as a farming community until the Industrial Revolution, when the Morris and Essex Railroad was constructed through the area. The railroad and the Morris Canal both allowed Newark to import food from farther-away regions, and Orange began to develop as a city in its own right.
Orange never had a large food manufacturing industry, but in 1901, a beer brewer named Michael Winter began construction on a brewery, ultimately spanning about an acre. The Orange Brewery supplied area pubs, first with horse-drawn carriages and then with trucks, and shipped beer by train on the Morris and Essex. It changed ownership several times (and switched to soda production during Prohibition) before finally closing in 1978 under the ownership of Rheingold Beer, putting 625 people out of a job. According to The Star-Ledger at the time, it was the last regional brewery still operating in New Jersey. In 1977, Orange’s director of economic development Peter Repetti told The Star-Ledger, “It seems as if Rheingold has been going through a death agony for about a year. At least, now it’s over.”
The Four City Brewing Company in Orange, New Jersey is located on Essex Avenue.
But in 2019, Orange’s beer production started up again, this time on a much smaller scale. Instead of a five-story factory spanning hundreds of thousands of square feet, Four City Brewing Co. brews their roughly two dozen seasonal craft beer and hard seltzer varieties in just 4,600 square feet. Four City is located just south of downtown Orange, about four blocks west of the old Rheingold facility, in a mixed-use residential and commercial building constructed in 2014. Within a block and a half of that, seven new residential buildings have risen in the last ten years, several still under construction. They crowd around the Orange train station, having barely anything to do with the busy Main Street just a block away. These buildings—including Four City—are sandwiched between the train line, today New Jersey Transit’s Morris & Essex line, and Interstate 280. Residents can cross the street and get on a train to New York City, or go as far in the other direction to get on route 280, all without needing to interact with the Orange that exists outside that two-block radius. If Four City exists in that context, is it even possible to say that it’s truly in Orange?
Four City’s founders are careful to say in promotional materials that they have deep connections to “the Oranges,” a local slang collective term encompassing Orange, East Orange, West Orange, and South Orange (there is no North Orange). But all three owners are from West Orange, and although it’s only a town over, its median household income is more than three times that of Orange, a meaningful difference. Then again, when Winter constructed the Orange Brewery in 1901, he came into the city from Pittsburgh—not exactly a local. Four City, which doesn’t serve food, does give customers the option of ordering takeout, giving them menus from restaurants nearby at the bar. Still, the distance between Four City’s “Hedison's Phonograph Volume 15” beer (a play on Edison’s Phonograph, as the inventor lived in West Orange) and the delicias Guatemaltecas promised at Eterna Primavera on Main Street is, in reality, much farther than the 1,000 feet that separate the businesses.
Like much of North Jersey, Orange became densely populated in the early 1900s as population spread from bigger cities like Newark. The area, once covered by farmland, was by the second world war populated in large part by owners and managers of factories in Newark, many of them Eastern European and Italian immigrants. Food businesses followed. In the southwestern corner of Orange, a tiny Little Italy sprang up, with several blocks between Essex Avenue and Valley Road hosting a variety of Italian American-owned businesses. Some, including restaurants and a corner store called Joe’s Market, remain today, but most of the Italian and other European communities moved out in the trend of white flight in the 1960s. For the next several decades, Orange’s businesses struggled, culminating in the closure of Rheingold. But shortly thereafter, a new group of immigrants—from the Caribbean, and later South America—began to enter Orange and East Orange, once again bringing their food with them. And as the neighborhoods gentrify, once again, new residents bring in new food businesses.
Eight miles south of Orange, a nearly 15-foot-tall ShopRite logo overlooks a busy stretch of the New Jersey Turnpike. But it’s not a sign for the supermarket—it’s mounted on a warehouse spanning over 500,000 square feet that supplies ShopRite supermarkets with packaged grocery goods, operated by a company called Wakefern Food. A block away, a warehouse half that size sends produce out to ShopRite stores. (For comparison, the average supermarket is 50,000 square feet.) The city of Elizabeth, New Jersey is home to two of Wakefern’s seven warehouses. They’re tucked into an industrial area between the Turnpike and Route 1, another major thoroughfare, just south of the Newark Airport.
Elizabeth isn’t a well-known city in New Jersey, and although it’s large, with a population of over 135,000 people, it’s frequently overshadowed by its larger neighbors: Newark, which immediately borders it to the north; Jersey City, across the Newark Bay to the northeast; and of course, New York City east of that. As the city grew in the early twentieth century, ethnic enclaves grew as Polish immigrants settled in Elizabethport—”down the port,” as they would eventually come to say—and Italians moved into Peterstown, along with other groups in other parts of the city. As new Portuguese, Latin American, and Caribbean immigrants came into the city, those older immigrant groups moved out to the suburbs.
Public markets once lined Elizabeth Avenue, a thoroughfare extending from Broad Street in downtown Elizabeth to the port. Known simply as “the Avenue,” the street was where Italian-Americans sold baked goods, fresh meat, vegetables brought in from the port, and live poultry in outdoor markets and small storefronts. And although the city and the Avenue have changed, live poultry markets still line Elizabeth Avenue. A seasonal farmers market still sells local produce. And institutions like Bella Palermo Pastry Shop and J. Sacco & Sons Meat Market (in nearby Peterstown) offer reminders of the urban strip’s past even as Latin American restaurants, markets, and bakeries now fill the storefronts.
Latin American spices and seasonings in a grocery store on Elizabeth Avenue.
As the city expanded in the early 1900s, formerly rural areas like Elmora (previously part of a neighboring municipality) developed with residences and businesses. Morris Avenue became an essential thoroughfare, connecting the intersection of two railroads and a main street in northern downtown Elizabeth to the western suburbs. It was home to Elmora’s first grocery store, Febrey Brothers, located at the corner of Morris and Westfield Avenues. Febrey Brothers moved to Elmora as the neighborhood developed from a spot on Broad Street around 1905. And although Febrey Brothers closed long ago, Morris Avenue remains a vital food center for the city. More than 20 Latin American restaurants occupy a two-block stretch—including one in the former Febrey Brothers building. And just two blocks west of Febrey Brothers’ former home, a small store called Caribbean Supermarket made its home in a former car dealership in 2014.
Still, food is far from bountiful in some parts of the city. In Elizabethport, an estimated 20,000 people live in under a square mile. A handful of small restaurants and shops line the streets, which are frequently filled with pedestrians as many residents don’t drive. The insular neighborhood—bounded by water, a highway, and industrial areas, making it hard to get into and out of—is just across the highway from the Wakefern warehouse where hundreds of trucks ship fresh produce and groceries every day. But in an irony repeated in several other neighborhoods across the country, access to fresh food in Elizabethport is severely limited. Two small supermarkets supply a small but complete range of food to port residents, but the two stores combined are still smaller than the size of Elizabethport’s Family Dollar store. The lower-income, predominantly Black and Latino residents of Elizabethport are stuck traveling across the city for a full supermarket, even as trucks supplying hundreds of ShopRite stores pass through their neighborhood daily.
Elizabeth’s identity as a food center was established by its port, and solidified by the many railroad lines and highways that would eventually cross the city. Still, its dearth of food options in some neighborhoods exists for the same reason that its food business thrives: it’s a midway point, the stop on the route between where the produce is grown, frequently in Latin America, and its ultimate destination, frequently several states away. The city’s infrastructure was built around the food trade. But it was built in large part to facilitate food both entering and exiting the city, leaving some neighborhoods behind.
Long before even Febrey Brothers was established, a 21-year-old Alexander Hamilton paused while traveling through New Jersey. “He picnicked on cold ham, tongue and, according to an aide-de-camp, ‘some excellent grog’ with George Washington and the Marquis de Lafayette along the banks of the Passaic River overlooking the 77-foot natural waterfalls,” writes food writer Kristen Hartke in The Washington Post, in 2016. Hamilton, wanting to take advantage of the power potential of the falls, established the Society for Establishing Useful Manufactures, which in turn established and developed Paterson, the first planned industrial city in the country. Paterson was primarily a mill town, earning it the nickname The Silk City. But the city’s industry was wide-ranging, including breweries before prohibition, locomotives, submarines, and iron.
Well beyond Hamilton’s visit, Paterson has a deep food history—with wide-ranging implications far outside the city itself. In fact, a collaboration between music producers Diplo and Mark Ronson formed in 2018 has adopted the Silk City name through a circuitous route. Diplo apparently named the partnership after the Silk City Diner, a diner and music venue where he performed early in his career. But the diner, which is in Philadelphia, actually derives its name from Paterson. The city was once a hub for diner manufacturing, since the Paterson Wagon Company began building diners in 1926 under the name Silk City Diners. The Philadelphia location, constructed by Silk City in Paterson in 1952 and moved to Philadelphia two years later. Diners (in their purest form) are different from other types of restaurants because they are manufactured, then shipped to a site, rather than being constructed on-site. Paterson, like Elizabeth, counts several decades of diner exporting in its food story.
Waves of Italian, Jewish Eastern European, Caribbean, Peruvian, Dominican, Colombian, Ecuadorian, Filipino, Turkish, Palestinian, Syrian, Jordanian, Lebanese, Albanian, and Bangladeshi immigrants over the last century have made Paterson an exceptionally diverse city. Each group has brought its own food to the city, even as ethnic groups depart Paterson over time. The Italian community, for instance, has largely moved to northern suburbs like North Haledon and Wayne, but landmark Italian restaurants remain like Taormina, Patsy’s, and E&V Ristorante. Residents looking for Italian grocers, though, would be better served by visiting the Maniaci family’s supermarket in North Haledon, called The Fresh Grocer. The Maniacis’ first store, though, was in Paterson. In Hillcrest, where Italian food once was ubiquitous, today supermarkets and restaurants sell Bangladeshi food.
The Great Falls of Paterson.
Increasingly, outsiders are recognizing Paterson’s food prowess. Part of this is by design: a 2015 ad campaign connected the landmark waterfall to the city’s food scene, and “Great Falls, Great Food, Great Stories” posters went up at restaurants across the city. Paterson’s mayor–Andre Sayegh, the town’s first Arab mayor–has made it a specific point, too, to emphasize the city’s food scene. He created a food tour of the city with a food writer from a local paper, saying he’s inspired by the likes of Anthony Bourdain, and that Paterson, “may have lost the factories but we still have the great food." Eater describes Paterson’s “hidden gems.” Montclair Local advises its readers in the affluent artsy city of Montclair to travel “just up the Parkway” for a food adventure. Serious Eats admits Paterson might even be worth a trip for New Yorkers. And The New York Times hails the city as “undiscovered.”
Undiscovered by whom? On a Sunday afternoon just before Ramadan, a Palestinian supermarket in South Paterson called Brother’s Produce was so crowded that people lined up down the sidewalk just to enter, filling carts with fresh and dried fruits, nuts, cheeses, and leafy vegetables. Was this an abnormal crowd, preparing for the feast associated with the holiday? “Nah,” said the owner Halema Gaber, who goes by Al, with a laugh. “This is just a regular weekend.”
Brother’s isn’t alone in this neighborhood. Within an easy walk, the Paterson Farmers’ Market has sold produce, meat, and poultry for decades. Al-Hilal Meat & Fish Market and Sultan Supermarket serve the Syrian, Lebanese, Palestinian, and Turkish communities. A SuperFresh supermarket across the train tracks has an average supermarket selection—and a massive halal butcher counter. A former mill building just across the border into Clifton is now occupied in part by the Istanbul Food Bazar.
Still, the explosive growth of Middle Eastern food businesses hasn’t been without its casualties. Around the corner from Brother’s, a large specialty supermarket called Corrado’s Market has stood for decades, long a bastion of the Italian community in South Paterson. Corrado’s, which expanded into a small chain, changed and adapted as the neighborhood changed, too. "It started with tahini," said owner Peter Corrado in an interview with The New York Times in 2005. "Twenty years ago, Turkish immigrants came in looking for it. I had no idea what it was, but we got some. Now we have tahini from two countries." But these days, Corrado’s is a shadow of its former self as shelves empty out, as the store prepares to downsize and incorporate a garden center and beer and winemaking supply store that were previously located in separate buildings. Still, Corrado’s wind-down seems less related to the neighborhood changes and more to bigger struggles: the chain has closed its four other locations and canceled a planned store at the Jersey Shore.
Corrado’s seems to be the exception that proves the rule. All throughout Paterson, food businesses have revitalized the city. In the wholesale sector, a kosher food distributor recently moved from Canada to Paterson. In restaurants, new owners from refugees to local businessmen have opened their own businesses, bringing new life to once-desolate corridors. And local entrepreneurs have also opened grocery stores, filling gaps in underserved neighborhoods.
No city is perfect, but Paterson’s model is an interesting—and so far, successful—transformation, due to the intentional, concerted effort by the city government to support the city’s diverse culinary businesses, and present that diversity as a boon. New businesses and development have served the residents already there, without pricing them out or relying on outsiders. Gentrification doesn’t tell the whole story; each of these cities have more complicated development going on. And just as it long has, the food business feeds us as much as it feeds innovation and economic development.