Organic Avenue Marches Uptown

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Even when it was just a tiny shop on the Lower East Side, Organic Avenue had an Upper East Side clientele. "We were doing a lot of deliveries there already," says co-founder Doug Evans. Now the juice and raw-food specialist has conquered the hood at last, with a new location on Lexington Avenue near 73rd Street. The 400-square-foot shop opened Friday and did "extraordinarily well" over the weekend, Evans told Grub Street. Along with the selection of salads, wraps, and juices common to every location is a "concierge" meant to "help people walk through" the brand's five options for juice and raw-food cleanses. Hours for now are 8 a.m. to 8 p.m. daily. And Evans reports that the company is by no means done expanding: A couple more locations are in the works, though he's mum on the details for now. Sheesh, we're beginning to think raw food is one of the few profitable industries left!

Organic Avenue, 1021 Lexington Ave., nr. 73rd St.; 212-358-0500