Lunch: Friday, May 1, 2009

Love, love, love Russ & Daughters.

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photo-3It’s so perfectly New York. The gorgeous smoked fish, the chocolate-dipped everything, the cheeses, the fresh-squeezed juice and premium dried fruits — makes me look at the rain outside and get impatient for summer and park picnics and all the good food and merriment that goes hand-in-hand. 

photo2I love the “Super Heeb” sandwich, which is horseradish creme cheese, whitefish salad and wasabi-flavored roe that are both so pretty and green and crunch so squeakily and give the whole thing a nice kick.

So how surprised was I to see that the Heeb and Super Heeb ($2 worth of the wasabi roe to make it “super”) have been renamed to the Heebster and the Super Heebster — what?!! LOL

There is some brilliance stirring here: Lower East Side (Jewish) institution enters 21st century, realizes is surrounded by cute young things with asymmetrical haircuts, decides to embrace the new LES culture, makes hipster pun yet remains true to heritage.

Not a bad model for neighborhoods everywhere which are evolving and changing: If you’ve got a good thing going, you don’t have to change. But there’s no reason you can’t some have fun with it. 

COST: $25 splurge
PREP TIME: 5 minute walk!  

Drool-worthy photos of fish and more after the jump: 

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So good, right? mmm I bought a quarter pound of Scottish smoked salmon for the weekend. Might do an egg, onion and lox scramble in the morning.

 

 

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… This bit of belly lox (left) goes out to you-know-who … And these Medjool dates are sweeter than candy. 

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