A Unique Market Experience

Walking into Halal Pastures’ vibrant stand at the north end of Union Square’s Greenmarket feels like entering another world. The space bursts with colorful produce—lush greens, herbs, peppers, and squashes—each labeled with bright, hand-drawn signs describing names, uses, and prices. Hindi pop and Egyptian oud fill the air, while farmers wearing kufis and hijabs move through the aisles, offering samples to customers. Posters of rolling farmlands hang behind the checkout counter, and on hot days, a misting system keeps over a dozen varieties of lettuce and cilantro crisp. It’s a small, lively village nestled beside 17th Street.

Among the shoppers are not only locals but also familiar faces from the city’s top restaurants. Chefs chat with the farmers about their menus and recent travels, tasting freshly harvested arugula, red celery, or sweet peppers to inspire new dishes. The stand has become a creative meeting place for culinary professionals and food enthusiasts alike.

From Half an Acre to a Chef-Favorite Farm

Samer and Diane Aboushi Saleh, the husband-and-wife duo behind Halal Pastures, began farming in 2015 on just half an acre of land north of New York City. Initially growing food for their family, they soon realized that their commitment to “always halal, always organic” resonated with chefs and home cooks seeking high-quality, ethically grown produce.

Neither came from a farming background—Samer worked in investment banking and Diane, a Palestinian-American from Sunset Park, was a lawyer. Yet, their dedication to integrity and hands-on farming drew the attention of professional chefs who valued seasonal, transparent sourcing. “Farming is deeply satisfying,” says Samer, “but if you’re in it for money, you’re in the wrong field.”

Earning a Coveted Spot at Union Square

After another vendor left, Halal Pastures secured its prime Wednesday Greenmarket location—open from early morning to evening. Wednesdays became their most important day, not just for sales but for building relationships with chefs. Diane, who homeschools their two sons, spends that day at the stand, using her hand-lettered product signs as a teaching tool. “If six-year-olds can understand the Scoville scale, anyone can,” she laughs.

The Salehs’ family plays an active role in the business. Their daughter Malak, 12, often helps, while Samer’s older children—Yaseen and Daleelah—contribute in different ways, including managing the farm’s social media.

Chefs’ Enduring Trust and Admiration

For many chefs, Halal Pastures is now an essential stop. Ayaka Guido, chef at the new ABC Kitchens in Dumbo, visits weekly, sometimes with her mentor Jean-Georges Vongerichten. Her menu showcases Halal Pastures’ chards, mustards, and peppers, and she praises the Salehs’ “integrity, consistency, and transparency.”

Other chefs echo this respect. One anonymous chef said, “After a few years at the Greenmarket, you can tell who’s authentic—Diane is the real deal.”

The Salehs’ approach to farming is collaborative: they grow what chefs request. Zucchini, for example, is cultivated in small, delicate sizes prized for flavor and presentation. As produce distributor Robert Duncan notes, “You can get zucchini anywhere—but not this size or quality.”

Growing with Purpose

Halal Pastures now spans 125 acres, tended by a 25-person team. The rich black soil of Orange County, though fertile, presents challenges that the couple continues to navigate. They’ve experimented with various crops—fresh chickpeas failed, but drying shell beans proved successful, leading them to offer ten varieties year-round.

Their commitment extends beyond the market. Chefs are often invited to visit the farm to see where their ingredients are grown, strengthening the connection between field and kitchen.

A Beloved Community Hub

Beyond its chef clientele, Halal Pastures has built a loyal following among home cooks. Becky Hodges, a West Village resident, praises their weekly CSA box: “For $35 a week, it’s the greatest thing on Earth,” she says, admiring her fresh produce and a massive sunflower head.

From its humble beginnings to its current reputation among culinary elites, Halal Pastures has transformed the way New Yorkers experience their Greenmarket—proving that food rooted in faith, integrity, and care can unite a diverse community around the joy of good eating.

Original Article:

Hoffman, B. (2025, October 23). Your favourite chefs have a new favourite Greenmarket stand. GrubStreet. Retrieved from https://www.grubstreet.com/article/halal-pastures-greenmarket-stand.html