vendor

Viva Fruits & Vegetables

hours

Mon to Sat 8AM–8PM • Sun 10AM–6PM
(212) 353-0871

about

Sobeida De La Cruz is a LES native, having grown up on Orchard Street right down the street from Essex Market. Her father Jose owned a wholesale food business, but the family always wanted to open a stall at the market. In 2000 he opened Viva Fruits and Vegetables, and since then the neighborhood has relied on the family’s business for fresh produce and speciality items imported from the Dominican Republic. 

When you come to the market you’ll see Sobeida and her family not only working hard but chatting and laughing with their longtime customers.