[title]
Midtown just got a serious lunch upgrade and London’s cult-favorite Farmer J is the one making it happen.
After a buzzy opening celebration this week, the fast-casual spot beloved across the pond for its farm-to-fork Fieldtrays has officially opened its first-ever U.S. location at 31 W. 52nd Street, right in the heart of Rockefeller Center territory.
Founded in London in 2014, Farmer J built its reputation on serving real, cooked-from-scratch food at the speed of a quick lunch run. The signature order is the Fieldtray, a choose-your-own combo of a base, a hot main and two seasonal sides, that changes regularly to keep things interesting. The veg-forward options feel like food that came from a restaurant kitchen, not a sad desk drawer.
The brand has long been a go-to for busy Londoners who want better than a chain salad without committing to a sit-down lunch. It’s also quietly earned a fan base among celebrities like Harry Styles and Dua Lipa, but the real draw here is how well it fits New York’s midday reality: fast, flavorful and actually filling.
“Over a decade ago, I sat at my desk and was fed up with lunch options around my office. I sought to upgrade the boring, sad deli sandwich for healthy, tasty food that I could easily grab and bring with me,” explained co-founder Jonathan Recanati in an official statement. “Thus, Farmer J was born. We have expanded this vision across London and are planting new roots in the U.S. to revolutionize the lunch scene with always fresh ingredients and never, ever boring flavors.”
In a city where lunch is often rushed, overpriced or both, Farmer J’s arrival feels like a small but meaningful win. Consider it your new go-to when the clock hits noon and you’re hoping for something better than a soggy sandwich.