MUD Coffee
From Wikipedia, the free encyclopedia
MUD Coffee is an East Village, New York City-based coffee company that started by selling its own blend out of a converted Consolidated Edison step-van known as the MUDtruck. It can regularly be found on weekdays parked by the Astor Place entrance of the uptown-bound number 6 subway line.
It bills itself as the "anti-establishment" coffee company, a not-so subtle shot across the bow towards their nearest Astor Place neighbor and competitor, Seattle's own Starbucks Coffee Company, who happen to operate two stores within less than 500 ft (150 m) of each other.
The company, started in 2001 by husband and wife team, Greg Northrop and Nina Barott, is known for their coffee as well as their locally-oriented approach to business.[1] This grassroots approach towards conducting sustainable business while remaining faithful to the eclectic nature of the neighborhood has earned MUD the title of official coffee of the Onion, a local fake news newspaper, the endorsement of Reverend Billy, leader of cultural jammers the Church of Stop Shopping, as well as secured them a welcome place within the East Village community.[citation needed]
According to MUD’s founders, Nina Berott, a former advertising professional, and Greg Northrop, a rock musician, the company name was chosen because Greg's Italian grandmother called her coffee mud.[2]
MUD has also been voted best cup of coffee in New York by Time Out New York[3], Village Voice[4], as well as, most recently, by Rachael Ray[5], a Food Network celebrity chef and recurring guest on the Oprah Winfrey Show.
In addition to operating the original Astor Place truck, they also have another truck parked near the New York Stock Exchange on Wall Street, a Zagat-rated[6] cafe called Mudspot on East 9th Street and 2nd Avenue, across the avenue from one of NYC's 178 corporately-owned Starbucks, as well as a coffee and espresso bar located inside the flagship store of bath/body company and L'Oréal subsidiary Kiehl's.[7]
