MUD Coffee
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 proved 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. 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 satirical 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.
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.
MUD has also been voted best cup of coffee in New York by Time Out New York, Village Voice, as well as, most recently, by Rachael Ray
, 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 at Sheridan Square in the West Village, a Zagat-rated 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
.
East Village, Manhattan
The East Village is a neighborhood in the borough of Manhattan in New York City, lying east of Greenwich Village, south of Gramercy and Stuyvesant Town, and north of the Lower East Side...
, New York City
New York City
New York is the most populous city in the United States and the center of the New York Metropolitan Area, one of the most populous metropolitan areas in the world. New York exerts a significant impact upon global commerce, finance, media, art, fashion, research, technology, education, and...
-based coffee company that started by selling its own blend out of a converted Consolidated Edison
Consolidated Edison
Consolidated Edison, Inc. is one of the largest investor-owned energy companies in the United States, with approximately $14 billion in annual revenues and $36 billion in assets...
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
6 (New York City Subway service)
The 6 Lexington Avenue and Pelham Local and Lexington Avenue Local and Pelham Express are two rapid transit services of the New York City Subway. The 6 local has a circle shape while the ' express has a diamond shape...
subway
New York City Subway
The New York City Subway is a rapid transit system owned by the City of New York and leased to the New York City Transit Authority, a subsidiary agency of the Metropolitan Transportation Authority and also known as MTA New York City Transit...
line.
It proved itself as the "anti-establishment
Anti-establishment
An anti-establishment view or belief is one which stands in opposition to the conventional social, political, and economic principles of a society. The term was first used in the modern sense in 1958, by the British magazine New Statesman to refer to its political and social agenda...
" coffee company, a not-so subtle shot across the bow towards their nearest Astor Place neighbor and competitor, Seattle's own Starbucks
Starbucks
Starbucks Corporation is an international coffee and coffeehouse chain based in Seattle, Washington. Starbucks is the largest coffeehouse company in the world, with 17,009 stores in 55 countries, including over 11,000 in the United States, over 1,000 in Canada, over 700 in the United Kingdom, and...
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. 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
The Onion
The Onion is an American news satire organization. It is an entertainment newspaper and a website featuring satirical articles reporting on international, national, and local news, in addition to a non-satirical entertainment section known as The A.V. Club...
, a local satirical newspaper
News satire
thumb|right|220px|[[The Daily Show with Jon Stewart]] is a news satire program.News satire, also called fake news , is a type of parody presented in a format typical of mainstream journalism, and called a satire because of its content...
, the endorsement of Reverend Billy, leader of cultural jammers
Culture jamming
Culture jamming, coined in 1984, denotes a tactic used by many anti-consumerist social movements to disrupt or subvert mainstream cultural institutions, including corporate advertising. Guerrilla semiotics and night discourse are sometimes used synonymously with the term culture jamming.Culture...
the Church of Stop Shopping, as well as secured them a welcome place within the East Village community.
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.
MUD has also been voted best cup of coffee in New York by Time Out New York, Village Voice, as well as, most recently, by Rachael Ray
Rachael Ray
Rachael Domenica Ray is an American television personality, businesswoman, celebrity chef and author. She hosts the syndicated talk and lifestyle program Rachael Ray and three Food Network series, 30 Minute Meals, Rachael Ray's Tasty Travels and $40 a Day...
, a Food Network
Food Network
Food Network is a television specialty channel that airs both one-time and recurring programs about food and cooking. Scripps Networks Interactive owns 70 percent of the network, with Tribune Company controlling the remaining 30 percent....
celebrity chef
Celebrity chef
A celebrity chef is a kitchen chef who has become famous and well known. Today celebrity chefs often become celebrities by presenting cookery advice and demonstrations via mass media, especially television. Historically, celebrity chefs have included Antoine Carême and Martino da Como.-External...
and recurring guest on the Oprah Winfrey Show.
In addition to operating the original Astor Place truck, they also have another truck parked at Sheridan Square in the West Village, a Zagat-rated cafe called Mudspot on East 9th Street and 2nd Avenue
Second Avenue (Manhattan)
Second Avenue is an avenue on the East Side of the New York City borough of Manhattan extending from Houston Street at its south end to the Harlem River Drive at 128th Street at its north end. A one-way street, vehicular traffic runs only downtown. A bicycle lane in the left hand portion from 55th...
, 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
L'Oréal
The L'Oréal Group is the world's largest cosmetics and beauty company. With its registered office in Paris and head office in the Paris suburb of Clichy, Hauts-de-Seine, France, it has developed activities in the field of cosmetics...
subsidiary Kiehl's
Kiehl's
Kiehl's is an American cosmetics brand retailer that specializes in making premium skin, hair, and body care products. Founded as a single pharmacy in New York City's East Village in 1851, Kiehl’s was purchased by the L'Oréal Group in 2000 and currently has more than 30 retail stores worldwide,...
.