Calling all Foodies: PAPER Magazine Announces the Launch of the SUPER(DUPER)MARKET

NEW YORK--()--The country is experiencing a culinary cultural revolution that’s transforming a whole new generation of young people into food enthusiasts. Today PAPER Magazine editor and publisher Kim Hastreiter announced that on July 13, 2012, the magazine is joining with Target and American Express to kick off its first annual Super (Duper) Market in New York City. Free and open to the public, the three-day pop-up super-store will highlight the next generation of food innovators many of whom will travel from far and wide to participate. Food lovers will be in for a culinary adventure, as PAPER takes over a raw space located in West Chelsea, transforming it into a hip, fully functioning grocery market.

“Instead of starting bands or making art so many young, creative people are baking, cooking, butchering and growing or raising food naturally, sustainably and responsibly,” said Hastreiter. “Everyone from farmers to cheese makers, organic winemakers to foragers, spice mix masters to amazing innovative chefs. There are even those who are innovating off the grid—baking divine nettles and peach pizza over wood on the back of a pickup truck; or adding truffle and foie gras to ice cream! It is to these idealistic innovators and to this spirit that I tip my hat and dedicate the Super (Duper) Market.”

The Super (Duper) Market will bring together an eclectic mix of the newest coolest artisanal food products from around the United States from the most progressive indie food entrepreneurs, young talents, cutting edge chefs and enterprising restaurant owners for one unforgettable cultural experience. Curated by Hastreiter, the first-ever “alternative supermarket” will feature live demonstrations, unique fresh produce, and packaged and prepared foods from more than 50 small indie food purveyors from both coasts. Representing from the West, shoppers can expect vendors like Boulette’s Larder, ice cream guru Humphrey Slocombe, Tartine Bakery, Scribe Winery, Miette Candy and Sciabica Olive Oil. Featured New York booths will include quirky purveyors like Sour Puss Pickles, Le Gefilteria (hipster gefilte fish!), Salty Road (taffy!), the Tang Brothers (noodles!) S’more Bakery and lots more.

Popular NYC eateries like Red Rooster and The Spotted Pig will be selling amazing products concocted especially for the Super (Duper) Market. Notable surprise foodies also manning booths include artist Maira Kalman, hotelier Andre Balazs who will be selling his Locust Farm organic eggs and designer Norma Kamali who will be selling her own brand of olive oil, popcorn and organic juices. The Super (Duper) Market will also host several exclusive events for ticket-holders.

Presenting sponsors Target and American Express will also add loads of fun to the Super (Duper) Market experience.

Target will be hosting a free food-is-fun workshop for kids on Friday July 13th. During the workshops, the renown YummyFun food expert Claire Crespo will be teaching kids how to make everything from veggie animals to eyeball cupcakes to gelatin aquariums using food from Target’s grocery assortment.

In celebration of the Blue Cash PreferredSM Card and Blue Cash EverydaySM Card from American Express, American Express will offer a 10 percent discount to all shoppers who use any American Express® Card at the Super (Duper) Market on purchases up to $250 per merchant.1 In addition, American Express will host an exclusive TwEAT Dinner in honor of foodies, fans and friends of American Express at the Super (Duper) Market on Friday, July 13th. Consumers can follow @AmericanExpress for an opportunity to tweet for a seat at the social supper! The Blue Cash PreferredSM Card and Blue Cash EverydaySM Card from American Express allow Cardmembers to earn cash back in the form of Reward Dollars at actual supermarkets. Reward Dollars can be redeemed for statement credits, gift cards and merchandise.

A preliminary schedule of events include:

  • July 12 – Press Preview (3PM-6PM)– Private
  • July 12 – Opening Night Party (8PM-11PM)– Private
  • July 13–Open daily to the Public (11AM to 4PM) – Free Admission
  • July 14–Open daily to the Public (11AM to 6PM) – Free Admission
  • July 15–Open daily to the Public (11AM to 4PM) – Free Admission
  • July 13 – American Express Blue Cash TwEAT Dinner (8:30PM-11PM)- Private
  • July 15 – Closing night party “The Last Supper” A Potluck Dinner (8PM-11PM)– Private

For additional information about the Super (Duper) Market, participating vendors and schedule please visit

For media materials and further inquires please contact Janjay Sherman at or 212.226.4405 ext.317.

About PAPER Magazine: Over 27 years of experience has made Paper one of the most credible, authentic and organic brands in the business. As a style leader, PAPER aims to explore pop culture just beyond the scope of the mainstream in order to expose our readers to the groundbreaking ideas that will influence the trends of tomorrow. PAPER is an indispensible style, cultural and entertainment guide catering to our highly influential audience. For the past 27 years, has been the online source for those leading a lifestyle that revolves around music, fashion, food, nightlife and the arts.

About Target: Minneapolis-based Target Corporation (NYSE:TGT) serves guests at 1,763 stores across the United States and at The company plans to open its first stores in Canada in 2013. In addition, the company operates a credit card segment that offers branded proprietary credit card products. Since 1946, Target has given 5 percent of its income through community grants and programs; today, that giving equals more than $3 million a week. For more information about Target’s commitment to corporate responsibility, visit

About American Express: American Express is a global services company, providing customers with access to products, insights and experiences that enrich lives and build business success. Learn more at and connect with us on,,,, and be eligible to receive the 10 percent discount, American Express Cardmemebers must us their American Express Card at the point of purchase. This offer is valid at the Super(Duper)Market only from 7/13/12. Maximum $250 purchase per merchant participating in the Super(Duper)Market.


PAPER Magazine
Janjay Sherman, 212-226-4405, ext. 317


PAPER Magazine
Janjay Sherman, 212-226-4405, ext. 317