Popular Pop-Up Goes Permanent at Boston’s Local Food Market
The Popover Lady, a small batch popover and baked goods company based in Melrose, MA, is now open at the Boston Public Market. The bakery — located near the Market Hub between Finesse Pastries and Chestnut Farms — will sell a variety of sweet and savory popovers baked fresh every day using all natural ingredients.
“I am very excited to open our first retail location in Boston,” said Naomi Cannistraci, baker and owner of The Popover Lady. “I started eight years ago selling at weekend farmers markets. When my office job was outsourced two years ago, I decided to commit full-time to selling popovers, pies, scones, and other baked goods.”
The Popover Lady is no stranger to the Boston Public Market community. She has run three successful pop-ups in the past two years at the Boston Public Market, her most recent visit lasting three months due to her overwhelming popularity among Market shoppers.
The concept of a popover – a light, hollow roll made from egg batter similar to English Yorkshire Pudding – may seem simple, but Cannistraci has developed a faithful following in the greater Boston area for a reason. Her products have a crisp, fluffy texture and come in a variety of flavors including Asiago cheese, toasted onion, cinnamon sugar, chocolate drizzle, and original. Among other baked goods such as scones and fruit pies, she plans to offer popover sandwiches using ingredients from fellow Boston Public Market neighbors at her new permanent location.
“We’re delighted to welcome back The Popover Lady, this time in a permanent capacity,” said Cheryl Cronin, CEO of the Boston Public Market. “Popovers are a New England favorite; Naomi’s product aligns well with our focus on showcasing the best of what this region has to offer while also further diversifying our breakfast and baked good offerings.”
The Boston Public Market offers two types of vendor opportunities – permanent and pop-up. Permanent vendors maintain the full operating hours of the Market (Monday – Saturday, 8 a.m. – 8 p.m., Sunday 10 a.m. – 8 p.m.) and lease a space for one or more years, in which they may create their own retail environment in a wide range of size options.
The pop-up vendor opportunity allows food growers and producers the chance to participate in the Market for a limited time frame (typically two to four weeks). This option is ideal for businesses that sell more limited products, including those with short-growing seasons, holiday concepts, single product producers, and specialized production concepts, as well as entrepreneurs testing a concept.
The Popover Lady is the third pop-up vendor to sign a lease for a permanent vendor space at the Market, following Jennifer Lee’s Gourmet Bakery in March 2016 and Finesse Pastries in January 2017. You can follow The Popover Lady on Facebook, Instagram, and Twitter.