Two New Stalls at Reading Terminal Market

 It's a photo finish!

Two new vendors raced to open their new stores at the Reading Terminal Market, and both opened Saturday morning.

The Tubby Olive (top photo) had its full stock of bulk olive oils and vinegars in place for opening day. It's located along the back wall of Avenue D, next to the Rick Nichols Room across the aisle from Molly Malloy's.

The Head Nut, as of Sunday, still had plenty of shelves to fill, but you could find spices and herbs for just about any cooking need. One I found that, if I recall correctly the old Spice Terminal didn't stock, is Za'atar, the Middle Eastern blend of sumac, roasted sesame seeds, and a variety of dried herbs (which vary depending on who's doing the blending, though thyme and marjoram are frequent components).

Wursthaus Schmitz is still under construction, with little more than the framing in place last time I looked. Still, if the pace picks up they could be open by the end of the month.

Valley Shepherd Creamery finally has all its permits in line, so construction could start soon.

The market has three additional spaces to fill.

Late last month it held a "cook-off" for four soul-food outfits contending to fill the former Delilah's space. Members of the market staff and board were among the tasters. No decision yet.

The market also is negotiating with a potential vendor to fill the Coastal Cave space. Market GM Paul Steinke won't even give a hint as to the type of business it is.

A third space yet to be filled is a sort of "end cap" wedged inbetween Wursthaus Schmitz and the Avenue D aisle. The market hasn't even begun to fill that tiny space yet.

Food factory: Reading Terminal Market

When Valley Shepherd Creamery's owner, Eran Wajswol, went to government agencies seeking permits for his forthcoming store and cheese-making operation at the Reading Terminal Market, he discovered a zoning variance was required to permit food manufacturing.

It wasn't only a surprise to Wajswol. It seems that any number of vendors were manufacturing food at the market in violation of the zoning regulations. (Among them: Miller's Twist, Old City Coffee, Sweet as Fudge Candy Shoppe, Famous Fourth Street Cookie, Mueller's Chocolates, Beiler's Bakery, Flying Monkey, Martin's Quality Meats, Giunta's Prime Shop, Pennsylvania General Store, and Herschel's East Side Deli.)

To solve the problem, the market applied for a single zoning variance to cover the entire premises. That variance is now in hand, legalizing all the food-manufacturing operations, which are distinct from restaurant operations.

Valley Shepherd still has to obtain other approvals from the Pennsylvania Department of Agriculture and the city's Board of Health, but it has its building permit. This week the large tank which will contain the milk which will become cheese was delivered to the market. It will be installed in the basement and the liquid will be pumped to the cheese-making room within the shop.

Valley Shepherd hopes to be open for business sometime in September.

Other new vendors also are making progress on their stalls.

The first to open likely will be the Head Nut, which this week is receiving deliveries of stock. They plan to be open sometime next week.

The Tubby Olive plans an Aug. 24 opening for the sale of bulk olive oils and vinegars.

Wursthaus Schmitz begins construction next Monday of its space behind Flying Monkey; the contractor says it will take a month.

Reading Terminal Market Nears Avenue D Finish Line

The new, improved Avenue D looking south
toward Filbert Street (Harry Ochs Way)

The Reading Terminal Market will celebrate its Avenue D improvement program with a ribbon cutting Monday and programs and panels for every foodie's taste through the following Saturday.

The $3.4 million program not only eliminated the zig-zag of the market's Avenue D corridor and replaced it with a straight-line vista (see photo at left), but created additional leaseable space for new merchants, and a new multi-purpose room which, when not used for general seating, can handle special programs and group meetings. The market's infrastructure was improved with the addition of a second freight elevator to the basement, where new dry, refrigerated and freezer storage was created.

The ceremonies kick off Monday, June 18, with Mayor Michael Nutter snipping the official opening ribbon at 10 a.m. That ceremony will also dedicate the multi-purpose room named after Rick Nichols, food columnist emeritus for the Philadelphia Inquirer, and the market history exhibit which adorns the room's walls. Nichols helped prepare the exhibit with the Philadelphia History Museum at the Atwater Kent.

Foodie programs will be held at 12 noon and 5 p.m. each day through Friday, with another noontime program on Saturday. On Wednesday at 5 p.m. a panel chaired by Michael Klein of the Inquirer and philly.com will feature local food bloggers: Claire Batten of phillyfoodlovers.com, Kaitlin Lunny of icancookthat.org, and yours truly. The full schedule of programs follows at the end of this blog entry.

Although next week marks the official dedication, none of the four new vendors announced so far will be open for business. The first to open is expected to be The Head Nut, in space formerly used as refrigerated storage under the market's mezzanine-level office. The purveyor of nuts, candy, general bulk dry goods, coffee and tea could be open as early as the end of June. Valley Shepherd Creamery and Wursthaus Schmitz are working on their zoning and building permits and their Health Department plan review process.  The Tubby Olive is finalizing its store design.

The Head Nut under construction

That still leaves unfilled one of the newly-created spaces (a small stall across Avenue D from La Cucina), in addition to finding a vendor to take over the larger Coastal Cave spot, vacated this spring when the owner retired. Another large, prime space to be filled was created earlier this year when Delilah Winder's eponymous soul food emporium entered bankruptcy.

The addition of The Head Nut has already trimmed a temporary surge in the market's seating capacity. When construction starts on Wursthaus Schmitz seating will shrink even more. Because of the earlier move of Flying Monkey and creation of the Rick Nichols Room, however, the market will have more seating than before the Avenue D project began. Still, it will be musical chairs for peak lunch hour seats.

Avenue D Dedication Week Programs

Monday, June 18:

12 noon -- Pennsylvania is for Chocolate Lovers, Michael Holahan of Pennsylvania  General Store; Philly Meets the Bayou with Bill Beck of Beck’s Cajun Café.
5 p.m., At Home with Steve Poses

Tuesday, June 19:

12 noon -- Cooking with Sal, Sal Vetri and Brad Spence of Amis Restaurant
5 p.m. -- How the Local Food Movement Got its Start, with Ann Karlen of Fair Food, Bob Pierson of Farm to City, Nicky Uy of The Food Trust, and Judy Wicks of the White Dog Foundation.

Wednesday, June 20:

12 noon -- Dipping into Philly’s Ice Cream Roots, Bassetts Ice Cream and the Berley Brothers of Franklin Fountain.
5 p.m. -- Food Bloggers panel.

Thursday, June 21:

12 noon -- What a Friend We Have in Cheeses, with Eran Wajswol, Valley Shepherd Creamery.
5 p.m. -- Making Serious Dough, with Wendy Born and James Barrett of Metropolitan Bakery

Friday, June 22:

12 noon -- Seafood Made Easy, with Ellen Yin and Terence Feury of Fork Restaurant.
5 p.m. -- Made in Germany, with Doug Hager and Jeremy Nolen of Wursthaus Schmitz

Saturday, June 23:

12 Noon -- From the Market Aisles to Your Plate with cookbook author Aliza Green La Cuchina at the Market's Anna Florio.

Vendor Adds Spices

Jonathan Best, the closest vendor to a general grocery store at the Reading Terminal Market, expanded its stock of bottled herbs and spices immediately after the late January closing of The Spice Terminal. They'll get competition when The Head Nut opens in early June, selling bulk herbs and spices, coffee, teas, etc.

RTM's Leasing Strategy Works Against Rick's Return

With the market's renovation program centered along Avenue D opening up space for four new merchants, General Manager Paul Steinke's emphasis has been to fill those slots with "purveyors" who primarily sell foods for cooking or eating at home. That's why the chances of any new pure lunch vendor of getting one of the two remaining stalls is slim at best and why Rick Olivieri's attempt to reenter the market with his Rick's Steaks business will fail.

It's certainly possible, though, that a vendor selling for both on- and off-premises consumption could get that nod. I think the only chance for a new vendor to primarily sell for on-premises consumption would be to offer something not now available from other lunch counters. Hot donuts, anyone?

Only one of the three new vendors announced so far will sell food for eating within the market, but it will also offer groceries and other food products to take home: Wursthaus Schmitz would carry German groceries and cold cuts as well as hot foods for eating either within the market or at home.

The second new vendor would be artisinal cheese maker Valley Shepherd Creamery, which is expected to sign a letter of intent within a few weeks. The latter's product would be overwhelmingly for off-premises consumption, though there's no reason why someone couldn't have a sheep milk yogurt for lunch in center court. A third new vendor, The Head Nut will essentially replicate the offerings of The Spice Terminal, which declined to renew its lease.

That leaves two remaining spaces for new vendors: one along the Avenue D wall, another in a small space on center court adjacent to where Wursthaus Schmitz will be located.

The market's operating policy guidelines require that no more than the greater of one-third of the number of vendors or one-third of the floor space go to businesses "which offer food intended primarily or exclusively for consumption within the Market."

While Steinke is comfortable that the current breakdown of merchants is well within that restriction, by my subjective count 36 of the 77 existing merchants exclusively or primarily fall into the "on-premises consumption" category.

Let me emphasize the subjective nature of determining whose "primary" business is for off-premises consumption or not. As an example, take 12th Street Cantina, which I consider among those who "primarily" sell for on-premises conception but Steinke does not. Steinke says this business a "two-sided" purveyor that doesn't count against the operating policy ratios because of the many take-home Mexican groceries and prepared foods they sell. My opinion is influenced by the fact that 12th Street Cantina has a seating area for diners. (I've got to admit, though, nearly all of my purchases there have been for ingredients to use at home.)

The same debate could be held about any number of other vendors, from Kamal's Middle Eastern Specialties to By George! Pizza, Pasta and Cheeseteaks, both of which also sell plenty of items for consumption and/or cooking at home, but also earn money as lunch vendors. (Indeed, the line for cheese steaks at By George! at lunchtime frequently blocks the aisle.) The key metric in making any such determination as to whether a business is "primarily" engaged in sales for off-premises consumption would be to know the revenue breakdowns, but neither Steinke nor I have access to that proprietary information.

Getting back to Olivieri, another factor why he has little chance of reestablishing his cheese-steakerie in the market are the three existing vendors who depend upon cheese steak sales, and two others who find it a highly profitable sideline. Although Steinke said he couldn't give a "blanket answer" to a hypothetical question about allowing a new merchant to compete with the same product of five existing merchants, it's hard to imagine him adding another tourist-centric cheese steak stall. He acknowledged to Dan Gross of the Daily News, who broke the Olivieri story Wednesday, that cheese steaks were not the market's "highest priority".

When Olivieri's lease was not renewed in 2008, the market allowed two additional vendors to sell cheese steaks: Carmen's Famous and By George! (Spataro's earlier had been permitted to add cheese steaks when they moved to a new center court location.) Today all three businesses incorporate "cheese steaks" into their formal names. In addition, the Down Home Diner sells cheese steaks, as does the new Molly Molloy's.

Rick's Steaks loss of its lease in 2008 followed Olivieri's vociferious leadership of the Reading Terminal Market Merchants Association when the market was restructuring lease agreements and fee structure. You can find earlier stories about the Olivieri-RTM clash here and here.

Head Nut To Supply RTM Shoppers With Bulk Spices, Nuts, Coffee

Narrow aisle at The Head Nut devoted to condiments

The Head Nut of Ardmore, which traces its history to 1945 with the founding of Temp Tee Nuts, will succeed The Spice Terminal as vendor of spices, herbs, nuts, baking ingredients and other bulk goods at the Reading Terminal Market. The shop plans to open in late spring or early summer in space underneath the market's administrative offices.

RTM General Manager Paul Steinke confirmed that The Head Nut signed a letter of intent today; the actual lease agreement is still subject to negotiation.

In visiting the Ardmore store on Haverford Avenue today I was impressed by the breadth of stock in its meandering warrens of shelves, everything from G-strings made of candy to Norwegian cod liver oil. Bigger sellers, no doubt, are the store's spices and herbs, baking and cooking ingredients (flours, dried fruits, vinegars, oils, condiments), teas and coffees, nuts and snacks, candies and jams.

In addition to the main store in Ardmore, The Head Nut sells at the Wayne Farmers Market. The website also lists locations in Swarthmore and West Chester.