Food has the power to bring people together and make them talk.No one understands better than those who compose it ghetto gastro, a Bronx-born culinary collective that uses food to create movement. We spoke with co-founder John Gray about how he helped build the luxury lifestyle brand.
A Bronx native with a background in fashion and design, Gray developed the idea of ghetto gastro with friends and chefs Lester Walker and Pierre Serrao. The trio began combining their love of food, fashion and art to create unique cultural experiences. The movement started organically. The group invited a network of influencers to a house party centered around healthy, high-quality food flavored with ancestral ingredients. Food was thoughtfully introduced alongside music and art in ways that sparked conversations on topics such as race and economic equality. He says that his goal was to create something that could be shared with his audience.
Their footprint grew as the word spread. Since 2012, Ghetto Gastro has partnered with well-known brands such as Cartier and Nike, and has also appeared at pop-up his events at Art He Fashion Basel and New York He Fashion Week. But even with its growing popularity, Ghetto Gastro officials insist it’s not about code switching. As such, everything about the brand, including the name, reflects the fact that it represents BX to the fullest extent. “People often have a hard time seeing things with black roots as luxury. So for us, it was very important,” he said. “We are collecting [Ghetto] and define it the way we want it. I’ve been working with Cartier and the Metropolitan Museum of Art and am excited to see posters that say ghetto gastro. ”
Ten years after its launch, Ghetto Gastro shows no signs of slowing down. In 2021, Pantry expanded his brand of items, including pancake and waffle mixes with African Diaspora ingredients such as organic cassava flour. And recently, the kitchenware brand he partnered with Crux to create CRUXGG small appliances. Target and utensils Williams Sonoma“We are from New York City, home of the small kitchen countertop. Also in line with its mission to give back to the community, 5% of CRUXGG’s proceeds will be donated to non-profit organizations working to combat food insecurity.
Looking to the future, Ghetto Gastro hopes to continue its success and expand its reach in the consumer goods sector. “We want to provide more nutritional benefits to communities like ours who have been neglected or systematically manipulated into eating bad food.
Gray adds that the group plans to continue to find innovative ways to show people just how delicious healthy food can be. “I don’t think people will run if you drop a lot of watermelon, chard and radishes on the hood. We want to create content,” he says.
But most importantly, Gray says he wants to have the resources to make positive changes at home. , it’s time to reinvest in the community,” he said.