CHECKOUT PAPER: For founder Kim Hastreiter, Paper magazine’s Super Duper Market is as much about a cultural shift in consumerism as it is about helping out little-known foodies. She handpicked the 40 artisanal vendors who will hawk their culinary goods at the three-day pop-up store in Chelsea Market, which opens to the public Friday. Hastreiter cooked up the idea after meeting all sorts of “super-stylish” budding gourmands, while driving from Los Angeles to Vancouver. “In my generation, they would have been doing art or in a band, but these kids are all about farming, cooking and making God knows all types of chocolate,” she said. “To me, the food thing is so interesting as a cultural movement. It represents a whole new young generation that is shopping and buying things in a different way,” she said. “They are a new kind of consumer who really care about how and where things are made. They want them to be ethical, sustainable, local and artisanal. They apply these ideas to everything they buy.”

Target and American Express are sponsoring this weekend’s market but Hastreiter said vendors will keep all of the money they make. And no one could buy a booth no matter how tasty their horseradish, Gefilte fish or kombucha is. “Everything that is being sold has provenance from where the cows are from to how the milk is from cows that were grazing looking at the ocean,” Hastreiter said.

This story first appeared in the July 12, 2012 issue of WWD. Subscribe Today.

Three thousand shoppers are expected each day. And to keep lines moving, Foursquare reps will be around to help gourmands ring up sales with a swipe of their iPhones

Dedicated as she is to raising up indie foodies, especially West Coast ones like Cowgirl Creamery, Humphry Slocombe Ice Cream and Scribe Winery, Hastreiter couldn’t resist inviting a few big names. Norma Kamali will be selling her signature olive oil and juices, The Red Rooster’s Marcus Samuelsson will serve up corn bread and Red Velvet cake and illustrator Maira Kalman will sell vintage egg slicers as well as copies of Michael Pollan’s “Food Rules: An Eater’s Manual,” which she provided the drawings for. Tartine Bakery’s Elisabeth Prueitt and her husband Chad Robertson will have an outpost as will Modern Appealing Clothing though their assortment will be food provisions, not designer labels. YummyFun’s Clare Crespo will be on hand to keep the kiddies entertained.

“I love putting people together and then 10 years from now they will say, ‘That was the best.’” Hastreiter said. “I like having things be open and then it’s gone.”

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