How to Sell Blue Jeans: Get a Chef, a Farmer, and a Pig Carcass in Front of Some Cameras

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The John Dory crew tells us that this week, theyve decided to serve a limited dinner menu of mostly raw-bar items (see it here, along with the lunch menu), and will be closed on Sunday. Meanwhile, that New Yorker piece isnt the only thing upping April Bloomfields profile this week. Check out this video, produced by Levis, in which Bloomfield visits Franca Tantillos Berried Treasures farm while Marcelo Gomes photographs them for an upcoming book and exhibition (also produced by Levis) called Farm to Table. Theres even a Greenmarket cameo by David Bouley (curiously wearing a hand cast).

And it doesnt stop at a video, book, and gallery show: Bloomfield is also teaching a butchering class (sign up here) where photographer Toby McFarlan Pond will simultaneously enlighten you about Light and Composition for Recently Cut Meat. Weve come a long way since the days when you marketed blue jeans with hot blondes pumping gas.

Farm to Table: Chef April Bloomfield [YouTube]