Hamptonite Bethenny Frankel posted a now-viral TikTok with the caption: “I was just out on a small-town stroll and got kidnapped by the most INSANE gourmet market… You’re welcome.” For Jonathan Bernard, founder of Farm & Forage Market, that five-minute moment online was the kind of exposure every small business dreams of.
Its Southampton flagship has long been sustained by a loyal community of year-round and seasonal customers who keep coming back. At the heart of the business is a thoughtfully crafted prepared foods program, led by private chef Anna Lembo, featuring a daily handmade menu of organic, seed-oil-free dishes—all made in-house using the finest local and international ingredients. The specialty market is equally distinctive, offering a curated mix of rare, hard-to-find items from around the world alongside standout products from beloved Hamptons artisans and small vendors.
Organic peach matcha made with ceremonial-grade matcha, housemade peach syrup and organic almond milk
Photo courtesy of brand
This summer, the team introduced something new: the Farm & Forage Outpost in East Hampton. “We made it super quaint—kind of like the greatest hits of what we do in Southampton,” says Bernard. “Maybe over time we’ll expand the space, but for now it’s a limited offering. We prep everything fresh at 6 in the morning, then drive it over ourselves to be ready for a 10 a.m. opening in East Hampton.”
The approach at Farm & Forage has always been simple: Give 100% every day. “Anna doesn’t cut any corners,” says Bernard. “If you come into either location, you’ll probably see me there. We’ve been lucky to find a really good team at both locations.”
That dedication has earned them a fiercely loyal customer base—some of whom have been coming since the very first year. “Sometimes someone walks in and I’m like, ‘Oh, my God, I haven’t seen you in two or three summers!’ And I still remember their favorite is the green tea. It’s cool.” Still, it’s the locals who make the business sustainable year-round. “Once September’s over, we really get to focus on the local customers. We’ll do custom dinner orders, special things we can’t normally offer because we are so busy in the summer,” he says.
The daily specials draw a line out the door every weekend.
Photo courtesy of brand
The team may be small, but it’s strong—and this summer, their organic matcha and gluten-free chicken tenders have become community favorites. The matcha syrups are made in-house with simple, real ingredients, including Japanese ceremonial-grade matcha and organic, gum-free milks. Both items are crafted to perfection, and it shows.
As summer winds down, there’s still more to look forward to, including a new lineup of fall drinks. For Bernard, staying visible in a world of ever-growing competition comes down to genuine connection—and the power of social media. “It feels like everything is creeping into every kind of business. But then a viral video can come along and remind people that you’re doing something that matters. It can make all the difference.” 36 Hampton Road, Southampton; 58B Park Place, East Hampton
