From the NY Times:
Barry Benepe, an urban planner who in 1976 conceived of inviting farmers to truck their ripe tomatoes, peppery arugula and fresh corn to forlorn patches of New York City, delivering bustling markets and excitement to the city along with flavorful and healthy food, died on Wednesday at his home in Saugerties, N.Y., in the Hudson Valley. He was 96.
New York’s popular Greenmarkets, the largest farmers’ market network in the country, helped start a national farm-to-table culinary movement. They are credited with saving thousands of acres of farmland in the region from development and reviving urban neighborhoods. Renowned chefs who discovered the bounties of fresh strawberries and zucchini blossoms were soon buying much of their seasonal produce from Greenmarket stalls.
Mr. Benepe (pronounced BEN-eh-pea) raised grant money and worked the city bureaucracy to organize the first market with a colleague, Robert A. Lewis, whose role was to recruit wary farmers. During a decade of high crime and urban decay in New York, farmers feared that whatever money they made would be boosted before they escaped the city.
Instead, the first Greenmarket — which kicked off in Manhattan in the summer of 1976 at East 59th Street and Second Avenue with a handful of upstate growers offering an open-air cornucopia — was an immediate success.
“It could not have been a better location,” between two popular department stores, Mr. Benepe recalled in a 2022 interview with On Hand, a foodie newsletter. “We were halfway between Bloomingdale’s and Alexander’s. We were in the passage between the two, so you had to stop.”
By contrast, the Union Square market — today the rock star of Greenmarkets — did not have a promising start. It opened later that year, but for weeks nobody came to visit the farmers who had set up in a park strewn with litter and known for drug sales. Mr. Benepe personally watered crab apple trees on the site.
The market went on to anchor a neighborhood rebirth that included Danny Meyer’s Union Square Café and a multiyear improvement plan by the Parks Department.
“We both loved the idea of the city benefiting from the revival of a European kind of lifestyle,” Mr. Lewis, whom Mr. Benepe hired in 1975 for his one-man planning firm, said in an interview. “He’d spent so much time in France and England. The daily shopping at the market. The fresh bread — this is Barry, a romantic.”
