Bowery Farming launches product category with mustard frills

Bowery Farming's mustard frill is a new small-batch green offered at select retailers.
Bowery Farming's mustard frill is a new small-batch green offered at select retailers.
(Photo courtesy Bowery Farming)


New York-based Bowery Farming has unveiled a line of rotating, small-batch greens in its Farmer’s Selection line.

Mustard frills — described as hearty mustard greens with a tingly start and a fiery, wasabi-style finish — is the first product released under this new category and will be at select New York City independent retailers starting mid-January through spring, according to a news release.

Green sorrel will follow, and will be sold by a broader range of retailers.

“We’re thrilled to unveil our new Farmer’s Selection category, which showcases the nimbleness of our farms and beauty in this emerging category of protected produce through these rotating, first-of-its-kind greens, developed with flavor in mind first and foremost, with seeds selected for their unique properties. For this first release, we set out to develop a recipe with a kick, and mustard frills surpassed even our wildest expectations,” chief marketing officer Katie Seawell said in the release.

The new products stem from the desire to bring the thrill of discovering a new ingredient at a local farm stand to the grocery store, according to the release.

With products available in almost 700 retailers in the mid-Atlantic and northeast regions, including Whole Foods Market, Giant Food, Stop & Shop and Walmart, Bowery had 600% growth in brick-and-mortar sales and more than doubled its sales with e-commerce partners, including Amazon, in 2020, according to the release.

Bowery, with investors and culinary advisors including Tom Colicchio and Jose Andres, recently appointed Top Chef alum Chef Eric Adjepong as a culinary advisor.


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