Market Hours: Mon-Thu 7a-7p,
Fri-Sat 7a-9p, Sun 8a-6p

Domu Hours: Mon-Fri 5:30-10:00;
Sat-Sun 11:00-2:30; 5:30-10:00



Category Archive: Behind the Counter

  1. Artisan Butcher at Local Roots

    Local Roots Farm Store is working with Hinckley’s Fancy Meats to create an artisan butcher program focused on locally farmed meats that are crafted with a true culinary perspective.  To launch this program, Local Roots purchased a large hog from Pasture Prime Family Farm in Summerfield earlier this week.  Matt Hinckley, chef and owner of Hinckley’s Fancy Meats, has spent the last few days breaking down the animal to create unique and thoughtfully handcrafted sausages, as well as an array of other artisan meat products:

    On The Menu


    Chef Matt’s “Old School Italian Sausage”

    Old School Italian Sausage
    Smoked Rabbit Andouille
    Tasso Ham
    Breakfast Sausage
    Irish Bangers
    Assorted Fresh Cuts
    Hinckley’s Fancy Bacon
    Jamaican Bacon
    Country Hams, and a few other surprises!

    You may recognize Matt’s work from Michael’s Genuine Food & Drink, Harry’s Pizzeria or Box Park in Miami. After helming a Michelin-starred restaurant as a Chef de Cuisine at PUBLIC in NYC, Chef Matt said that he is “ . . . thrilled to be back in Orlando. The passion for the local food movement here is palpable, and I’m excited to have Hinckley’s Fancy Meats be a part of it.”

    Tasso Ham prepared by Chef Matt

    Tasso Ham from Hinckley’s Fancy Meats

    Chef Matt traveled extensively before returning home to Florida.  From Alaska to East Africa, Matt has learned an array of culinary skills and a philosophy built on sustainability. Artisan, low-volume meat production is  a labor intensive process, and Chef Matt and Emily Rankin, owner of Local Roots, are committed to creating cuisine that deepens our appreciation for local food, its producers, and ultimately our own Floridian heritage.

    Photo by

    Matt Hinckley of Hinckley Meats (photo by

    This first production at East End Market is just the beginning of a larger collaboration between Local Roots and Hinckley’s Fancy Meats. Emily  and the rest of her team at Local Roots Farm To Restaurant Distribution have spent the past year renovating Lake Helen’s neighborhood butchery to become the Local Roots Food Hub.  The Hub will be equipped with an industrial walk-in smoker and all the other chef equipment necessary for such an ambitious culinary undertaking. Emily recently revealed that they will also be expanding their meat selection with a charcuterie and meat service led by Chef Matt Hinckley:

    “Local Roots is very excited to invite Chef Matt Hinckley to produce for our farm store, while he builds his new company, Hinckley’s Fancy Meats, at our Local Roots Food Hub.”

    Before they open later this fall, you can taste what’s to come at Local Roots Farm Store at East End Market.

    Photo by Hilaryanne Marie Photography

    The butcher shop before Local Roots’ purchase (photo by Hilaryanne Marie Photography)

  2. Behind the Counter with Jarrett Johnson

    With Lineage’s new and exciting partnerships with local businesses (um, hello Swine & Sons), we thought it was a perfect time to sit down with Jarrett Johnson, the founder of Orlando’s favorite coffee spot, Lineage Coffee Roasting. In our last edition of Behind the Counter, we asked Jarrett everything from what his coffee rituals are, his favorite local hangout, how he decides on source locations and we even found out what’s in his fridge.

    First things first, how do you take your coffee? Black, always.

    How did the idea of Lineage come about? I wanted to do something new for Orlando and knew I had to be involved in the craft scene here. I loved how much was happening nationally in coffee so I decided to buy every book I could find and visit as many great shops to not only learn from the best, but with hopes to become the best.

    What five ingredients could you not live without? Potatoes, leeks, basil, cilantro, and curry.

    What’s the most underrated place in town? I really love picnics on Lake Ivanhoe and never see anyone there so that’s kinda cool!

    What’s your favorite thing about East End? The community aspect even beyond the great food and drink.

    What class would you like to see offered at East End? How to cook a ton of meals from the same simple ingredients because I feel like everyone can use that knowledge.

    Favorite local hangout? Redlight Redlight.

    What’s the last meal that you cooked? Green Curry.

    If we opened your fridge right now, what would we find? Lots of leftovers because when we cook we make it for like a week and then keep eating out and never get back to it.

    How do you decide on source locations for your different roasts? I really try to go into each coffee with an idea of what I hope to get and also what the coffee wants to give. It’s a lot about not screwing up great green coffee in our business. Too many roasters try to push around the coffee to make it fit their profile and that can not be the best thing.

    Do you have any rituals when you’re cupping coffee? Totally. When I start getting caffeinated I start popping my lips. Also, when I get really excited about a great coffee I have to call my wife to come taste it.

    What’s next for Lineage? Do you have any upcoming events that you can share with us? We are doing a really fun tasting at Swine & Sons next week which should be a blast.

    What are some of the trends you’ve witnessed in coffee roasting throughout the years? The trend was to roast incredibly light when the “Scandinavian Profile” really caught on in the US. Now things are easing up a bit and roasters have a bit more openness about roasting slightly darker. I think this was a kickback to Starbucks roasting so incredibly dark.

    Finish the sentence, My relationship with coffee is…hot. Very very steamy and hot. Like a passionate love affair!

    Don’t forget to follow Lineage’s instagram: @lineagecoffeeroasting

  3. Behind the Counter with Kimberly Britt



    Kimberly Britt knows a thing or two about hosting events. Being the owner of Bookmark It, Kim believes it’s important to engage the community through learning and discussion. From hosting events like book signings, readings, and discussions to book fairs and writing workshops and even the ever-so-fun Sunset Shop & Sip, where guests enjoyed complementary wine and extended hours, it’s no surprise that Bookmark It is quickly becoming the go-to local bookstore. With a full schedule of fun events, Kim took some time out to sit down with me and fill me in on her favorite local hangouts and her true feelings on E-Readers.


    First things first, what are you reading at the moment?  The Replacement Life (fiction) by Boris Fishman and American Higher Education in Crises (non-fiction) by Goldie Blumenstyk. We will be co-hosting free community events for both of these nationally known authors in the next month and I have to do my homework (which, because both books are enlightening and well written, is not really a chore at all).

    Have you always wanted to own a bookstore? I suspect I’ve always wanted to LIVE in a bookstore. My first job at age 15 was at the Winter Park Library back when it was just a small building on the corner of Interlachen and Fairbanks. I have always been a reader (and closet writer). The thought of one day actually owning and running my own bookstore seemed far-fetched and daunting. Which, in essence, it still does.

    What kinds of books do you personally enjoy? Why? I think like most people, the kind of book I enjoy fluctuates along my mood and life circumstance. I have a stack beside my bed covering almost every genre so I can pick up whatever I feel drawn to at that moment, from non-fiction to short story to poetry. One of the best parts about owning Bookmark It and working with my brilliant team (and local authors) is that I am continually being introduced to new and varied literary styles or topics that I might not have discovered on my own.

    What is your favorite book and why? Sheesh, why not ask me which is my favorite child?!  I can’t really pick just one, but a few recent ones that managed to embed themselves higher on the list include (local author) Jaime Poisssant’s The Heaven of Animals; Jamie Quatro’s I Want to Show You More; and (local) poet Stacy Barton’s collection, Like Summer Grass.  Each one is brilliantly written and came into my reading sphere at that magical moment when content and questioning perfectly coincide.

    You cover a lot of different topics when hosting author events. What is your dream event to host? The number one question posed to authors during our various events is usually “how did you come up with that idea?” I think a dream event for me would be one where all the attendees and participating authors left with a notebook full of “ideas” and the courage and perseverance to go home and expand on them. Local poets Billy Collins and Brian Turner would be the moderators, The Cook Trio would play jazz during intermission and Fatto in Casa would cater an enormous dessert bar.

    If you could invite any author for a book reading/signing to your shop, who would you choose? As cliché as it may sound, given her current literary rock-star status, I would love to invite Cheryl Strayed (author of the memoir Wild and The Rumpus advice column collection, Dear Sugar). Not because Wild was just made into a movie, or because the Dear Sugar column is now recorded live and available as a podcast, but because while Strayed’s writing style is simple and straightforward, (for me) she always manages to capture the nuances of life’s absurdity and makes you feel okay about being human.

    It’s the New Year, what kind of things can we look forward to from Bookmark It?  More events and joint ventures with the other vendors at East End Market and our growing list of community partners. The mission of the store has always been to build connectivity – both author to reader (and in the case of our market-inspired titles) expert to beginner. We already have events on the calendar joint-venturing with IDEAS for Us, The Holocaust Center, The Orange County Public Library system, Downtown Arts District, East End’s Local Roots and Burrow Press. We plan to be everywhere.

    Favorite late night grub? Scratch (on Fairbanks) or Stardust are my regular haunts on the rare nights I’m out late. But if I could re-open an establishment from my youth, it would be Skeeter’s Big Biscuits, hands-down. The biscuits were as big as your head and topped with everything that my doctor has now declared bad for me.

    Favorite local hangout?  As a working single mother of two busy teenagers, I can honestly say I don’t have time to “hang out.” But if you ask where you might find me most often (when not at work or home), it would be a three way tie: Redlight Redlight, The Gallery at Avalon Island and the Glenridge Middle School car-line.

    What’s the most underrated place in town?  Walgreens. I can go in there feeling cruddy, come out an hour later with a prescription, a nice assortment of (likely-belated) birthday cards, a new tube of lipstick, (another) replacement phone charger,  a gallon of milk, a bottle of wine (for when I feel better), a head start on the next holiday-du-jour kid treats, my christmas photos finally printed, and if I’m lucky, a rebate coupon.

    You just got off work and you want to grab some drinks. Where are you going and what are you drinking? Txokos for happy hour sangria…easy commute from work!

    What’s your favorite thing about East End? The prevailing sense of hope that permeates the people who both shop and work here.   It is a community intent on thinking positively.

    What class would you like to see offered at East End? For strictly selfish reasons I’d love to see an Entrepreneurial Series.   East End Market seems to be a magnet for creative, enthusiastic and driven individuals.  Turning a passion into a sustainable business venture is tricky.  A lot of people here are figuring it out.  I’d love to see a round-table topic driven series that covered everything from accounting to creating a balanced life.

    Any tips on starting your own book club?  Having been in a few book clubs over my life I would offer just one tip: seek variety. Strive for diversity of the club’s membership, in the book selections, in the meeting location, heck, even in the choice of beverage. For me, too much of my life is on the rinse, repeat cycle. A book club should be a living extension of what a good book delivers: a chance to expand your own personal notions of life (and let you escape yours for a while).

    What little-known book would you like to see make it big? In our store we have a small, short story collection written by teenagers in the Central Florida area called What Happened to Orlando?  It is a collaborative effort between local publisher Burrow Press; the non-profit children’s literacy program, Page 15; local paper artist Lesley Silvia; dozens of teachers, hundreds of students and the many professional writers who provided free mentoring and editing to the 15 students whose stories were ultimately chosen to be published. It is easily one of the most picked-up books in the store. If that little book made it big, the ripples of its success would roll through this town like a tidal wave.

    In what ways do you feel your store is serving the community? Any great stories you’d like to share? From it’s inception, Bookmark It was always intended to be a support vehicle for Central Florida’s local writing and entrepreneurial community. At the time we opened, Orlando’s indie bookstore offerings were few and far between and primarily focused on used titles. Our little store has the bigger mission of creating opportunities for personal connection between readers and writers. Through our events and collaborations with our community partners,  we get to witness the magic of that moment quite often. The one event that still makes me cry was a joint venture with Apopka High School and the author of Lay That Trumpet in our Hands, Susan Carol McCarthy. Her book is a fictionalized accounting of the 1951 racial prejudice and injustice that rocked that small Central Florida farming community and personally affected her life growing up. At the event we witnessed multiple generations of farm owners and workers bringing their children and grandchildren to her author table and thanking her for finally telling the true story.

    What types of books sell best at Bookmark It? Our inventory is pretty evenly split between DIY titles (cooking, gardening, juicing, etc…) and literary tomes.  If I had to say what “type” of book sells best, I would have to answer “smart ones.”  We do not cater to lazy readers.   We curate a selection of titles that deliver challenging, thought-provoking, professional, unique and (most importantly) beautifully written books that we feel represent the best of the best.

    Finish the sentence, E-Readers are…So 2014. Paper books are the new black.

    Don’t forget to follow Bookmark It’s instagram: @bookmarkit_shop

    For more TAKEOVERTUESDAY  action, follow our instagram: @eastendmkt

  4. Behind the Counter with Henry Salgado


    With an ever-evolving, seasonally-driven menu, it’s no surprise that Txokos Basque Kitchen is winning awards during its first year of business. So with Txokos’ monthly paella party this Saturday, we sat down with the ever-so-busy Chef Henry Salgado, mastermind behind the restaurant, to get to know him and what he loves most about our City Beautiful.

    First things first, what’s the story behind the name Txokos? The Basque culture of Txokos, or underground gastronomic societies, is one that honors the meal itself, the act of sharing it, and Basque tradition. The sacred quality of these shared kitchens result in a great respect for the preparation and consumption of food and allows for people to gather in celebration of communities.

     For your monthly Paella Party, is the paella you make the traditional Valencian paella, or do you incorporate seafood as well? There are a lot of recipes for different Paella- we like to mix it up and add land animal meat as well as seafood.

    What five ingredients could you not live without? Salt & Pepper, garlic, butter, sugar, pimentón.

     It’s date night, where in town are you taking them? Shin Jung Korean BBQ Restaurant.

     What is your favorite dish that you offer and why? Since my family is from Spain, it would have to be the Pulpo Gallego.

     What’s your favorite thing about East End? The strong sense of community and the garden.

     If you were handed squid ink, spaghetti squash, cured ham and water chestnuts, what dish would you be putting together? I would do a squash fideuà.

     What is your favorite herb? Parsley, I put it in almost anything.

     What is your favorite fall vegetable to harvest? In Florida, it would be tomatoes.

     What’s the last meal that you cooked at home? Crab Enchilau. It is a traditional neighborhood dish in Tampa, Florida with blue crab stewed in tomato sauce.

    Go-to condiment? Hot sauce. The hotter the better!

    What is your favorite cut of beef and why? Ribeye, the marbling makes it so tasty!

    Favorite fish and why? Hog Snapper. It’s flaky, white, sweet meat and you can only get it by spearing. No hook and line.

    Pork belly is all the rage right now, any advice on cooking it at home? There are three important steps: 1) cured 2) smoked 3) roasted.

    What is your favorite pork belly recipe? My favorite pork belly recipe is the one I serve at Txokos, with kalimotxo.

    What’s in your sangria? Cheap red wine. The rest is a secret!

    What inspires your new dishes? My travels and experiences.

    What’s your favorite dish to cook? Anything braised. I love to braise meat. I love to cook low and slow.

    What’s your favorite dish to eat on your menu right now? Caldo Gallego- now that the weather has changed, and it cures what ails you.

    Favorite way to eat eggplant? Fried, baby!

    If we opened your fridge right now, what would we find? Beer, wine, and eggs. I love eggs.

    Favorite local hangout? My own bar at Txokos Basque Kitchen. You can almost always find me there.

    Finish this sentence, My relationship with food is… a love affair. I love food. It’s my life.

    Don’t forget to follow Txokos Basque Kitchen’s instagram: @txokoskitchen

    For more TAKEOVERTUESDAY action, follow our instagram: @eastendmkt

  5. Behind the Counter with Krystal Edwards



    Krystal Edwards, chef and owner of Skyebird Juice Bar & Experimental Kitchen has been providing the community with invigorating and healthy juices ever since East End first opened its doors. Serving up juices, smoothies, kombucha, salads and sandwiches- which all happen to be plant based, you’re sure to walk away feeling full, energized and healthy. For our latest issue of Behind the Counter, I sat down with Krystal to ask her some very important questions about kombucha, the origins of Skyebird and what she loves about Orlando.

    First things first, what’s the story behind the name Skyebird? Skye of course! Our sweet daughter who inspired us to create a heathy alternative and to help others to shift their perspective about the food they eat.

    What five ingredients could you not live without? Raw organic almonds, coconuts, ginger, chia seeds, and garlic. The almonds are great for snacking, making almond butter, milk, flour etc. and are great for the heart, skin, and bones. The coconuts we use for coconut milk, water, and flour. I love that coconut oil doesn’t deplete the body’s antioxidant reserve like other oils do. With all the digestive issues we experience as a result of a “modern” diet, ginger is great at aiding digestion and is a wonderful anti-inflammatory. I could add this to almost everything I eat or drink! Chia seeds are all about fiber! They’re loaded with antioxidants and are high in protein. They can be added to just about any drink or smoothie. And last but certainly not least, garlic is one of the best natural forms of antibiotics, so of course we put this in some of our juice recipes!

    It’s date night, where in town are you taking them? So many good options. Would have to start off with dinner at The Strand or Kappo (if we have reservations), then we’d have a cocktail at Lil Indies and perhaps a night cap at Imperial.

     What is your favorite product that you sell and why? I couldn’t possibly choose one! Spicy lemonade, kombucha, tropical kale, complete protein- taco salad, Asian slaw wrap, kale chips…you will have to come in and see why those are my favorites!

    Favorite late night grub? Tako Cheena.

    You just got off work and you want to grab some drinks. Where are you going and what are you drinking?  Stardust- whatever Jenna is making!

    What’s your favorite thing about East End? The energy of the people that walk through the doors every day! Being able to pick up local bread from Olde Hearth, farm-fresh local produce, eggs and meats from Local Roots, going upstairs to Bookmark It and checking out what great books they have, the fun dishes and headbands at Whisk and Bowl, the pear torte at Fatto in Casa with coffee from Lineage and of course, looking at all the beautiful plants at Porch Therapy everyday!

    What’s your favorite thing to grow in the fall? Beets!

    What class would you like to see offered at East End? I believe we are doing a wonderful job on class offerings, but would love to see classes that focus on ethnic cuisine. Everyone should know how to make a good curry.

    Favorite local hangout? Stardust Video & Coffee.

    What’s the last meal that you cooked? Quinoa, kale, and mushrooms.

    Go-to condiment? Organic Miso.

    Can you explain what kombucha tastes like, for all the people who have never tried it. And can you explain the benefits of drinking it? That depends on who makes it and how it is flavored. Traditional Kombucha which has not been flavored has a slightly sweet vinegar taste with just a bit of fizz. It is a bit of an acquired taste so most start out with a flavored brew, and our staff come up with some amazing flavors. Mango-Habanero, Starfruit-Lemongrass and some of our flavored tea blends are among the most popular. If you haven’t tried it before, our staff will be more than happy to try a shot with you.

    What are your favorite ingredients to juice? Ginger and Turmeric!

    Any tips on making almond milk at home? Soak your almonds overnight.

    Is everything you offer vegan? We prefer the term plant based, because everything we serve is, plant based. We do offer honey and bee pollen for people to add to a smoothie, so we are careful not to refer to ourselves as exclusively vegan.

    How important is the pulp? It depends on the individual and their normal diet. Simply put…all things in moderation. Fiber is important to help the body to digest and clean the digestive tract. Too much fiber can be as bad as not enough fiber. The principle of juicing is to maximize the amount of raw nutrients to help offset the effects of modern food which is often devoid of nutritional value.

    What happens to all of the pulp that comes from your juices? We repurpose quite a bit of our pulp for our pineapple jerky, meatless meatballs, macaroons, almond flour and falafel balls that we put into our salads and wraps and what does not get repurposed gets composted or donated for raw animal food!

    Finish the sentence, My relationship with food is…BEAUTIFUL.

    Don’t forget to follow Skyebird Juice Bar’s instagram: @skyebirdorganic

    For more TAKEOVERTUESDAY action, follow our instagram: @eastendmkt