About us
Explore the roots of Verde Vida, and
our vision for a healthier, more equitable future.
ESTABLISHED 2021
Rooted in
Community.
We are more than a market. We are a living canvas of urban sustainability, bringing fresh life and local produce to the heart of New York.
Impact
We believe in radical transparency. Every
seed planted and every dollar donated
contributes to a healthier, greener NY.
Community Reach
Families served weekly
85%
Goal: 5,000 Families
Donations Funded
Annual operating goal
$25K
Goal: $250k USD
150k+
Lbs fresh produce rescued
3
Pop up Market
52
Volunteers
Our Purpose
Nurturing New York's green future through food equity.
The Mission
Verde Vida works to build a sustainable and equitable food system by expanding access to fresh produce, dismantling barriers to food access, and empowering communities in Washington Heights, Inwood, and across New York City.
The Vision
Verde Vida works to build a sustainable and equitable food system by expanding access to fresh produce, dismantling barriers to food access, and empowering communities in Washington Heights, Inwood, and across New York City.
Our Story
Built For Change
Here’s a look at the key moments that shaped Verde Vida and the journey we’ve taken to nourish our neighbors and empower communities across New York City.
2021
The Seed is Planted
In the wake of the COVID-19 pandemic, food insecurity in Upper Manhattan reached a breaking point. While the city’s “GetFood NYC” emergency programs were beginning to wind down, local community leaders in Washington Heights noticed a “cliff”, families were still struggling, but the emergency resources were disappearing. Verde Vida was conceived as a way to fill this gap, focusing, at first, the Latino communities in Inwood and the Heights who were often hesitant to use traditional, stationary pantries due to language barriers or documentation concerns.
2022
Formal Roots
Verde Vida officially incorporated and received its 501(c)(3) status. The mission was clear: move away from the “breadline” model and toward a “market” model.
They began their first small-scale distributions, mostly operating out of the trunks of cars and borrowed folding tables.
The focus was on cultural dignity—ensuring that if they were serving a Dominican or Puerto Rican neighborhood, the boxes contained batata (sweet potatoes) and cilantro rather than just canned corn.
2023
The "Pop-Up" Revolution
This was the year Verde Vida found its signature rhythm. They realized they didn’t need a storefront; they needed to be where the people were—near subway hubs and school gates.
They established their home base at 4580 Broadway and hit a milestone of serving 250 families per month.
They forged a key relationship with the Hunts Point Market in the Bronx, allowing them to rescue high-quality produce that would have otherwise gone to waste.
2024
Scaling Up
By 2024, the “Pop-Up Produce Market” became a neighborhood fixture.
Their reach expanded beyond Manhattan into the South Bronx.
They passed the 100,000-pound mark for total produce distributed.
This year saw the launch of their Nutrition Education workshops, teaching residents how to cook healthy meals on a SNAP-eligible budget.
2025
Strategic Partnerships
In 2025, the NGO moved from “neighborhood secret” to a major player in NYC food policy.
November 2025: They officially announced a major partnership with Rethink Food, a high-profile non-profit that repurposes restaurant excess. This allowed Verde Vida to add high-quality proteins and prepared meals to their produce-heavy markets.
They scaled their operations to serve over 500 families every month (approx. 7,500 families annually).
2026 & Beyond
Advocacy & The Future
…
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Your support helps bring fresh, healthy food directly to families who need it most.
