FOR IMMEDIATE RELEASE
Terra Restaurant Moves After 13 Years in Hillcrest
- Jeff Rossman’s farm-to-fork locale to go from stodgy to organic and Earthy, even featuring a hanging wall garden -
San Diego, CA - January, 26, 2011 – Hillcrest’s Terra Restaurant, a long-time fixture specializing in farm-to-table fare, will close the doors of its current location March 20 after 13 years and re-emerge in La Mesa a new, more spruced up Terra American Bistro in April.
Currently on the 3900 block of Vermont Ave., and wedged in the Trader Joe’s shopping center, the not oft traveled location has been somewhat of a bane for Executive Chef/owner Jeff Rossman, whose relationship with local growers and school Garden Projects was the inspiration for the recently published “From Terra’s Table: New American Food, Fresh From Southern California’s Organic Farms” cookbook. Below, he cites a number of reasons for leaving and just as many for why he’ll miss Hillcrest.
“This is going to sound cliché, but it really is bittersweet,” he says. “I’ve loved being a part of the Hillcrest community for the last 13 years, yet our specific location is not one a person happens by.”
Thirteen years is nearly a lifetime in the world of restaurants and Terra has long needed a facelift; Rossman’s fresh, farm-to-table philosophy doesn’t quite mesh with the aged décor. The new space, located at 7091 El Cajon Blvd., La Mesa, CA 92115, will be entirely Earthy: Reclaimed materials throughout and even a hanging wall garden. Chef will take part in a recycling and composting program, and parking will no longer be a nightmare.
“We’ll have our own damn lot!” he says, enthusiastically.
But as eager as he is to open the sleek new locale, he finds it difficult to part with those who have supported him for over a decade.
“We’re grateful for the overwhelming support of the Hillcrest community,” he says. “Change is difficult, but we’re entering this new terrain with an eye toward adventure.”
In Chef Jeff’s own words:
Why the move
- Location: We’re in a bloody shopping center!
- East County needs a farm-to-table restaurant that focuses on sustainability and supporting local growers, artisans and families.
- Our current address isn’t googleable, GPSable or easily accessible. How do you find us?
- Parking’s a nightmare for everyone. Even our vendors nearly get ticketed for double- parking in the red zone out front.
- 13 years of commuting from East County and 12 hours per day in the kitchen is making this once spry chef a little too weary.
- Our landlord increased our rent, so combine that with redesigning the place and it makes more sense to start from scratch.
- We can more easily expand our efforts to bring fresh, local produce to children with myriad schools in East County.
- Cabin fever: 13 years, folks.
What we’ll miss
- The Hillcrest community. This place is lively!
- Comfort of the known. We’ve been here more years than my son has been in existence.
- Regulars who might not make the drive as often.
- Walking to Trader Joe’s and Ralph’s.
- Skipping to four! Starbucks.
- Diversity and the cool neighboring shops.
- Our patio – and doggy dining.
- Our private dining room.
Contact:
Brook Larios
PlainClarity Communications
brook@plainclarity.com
858.598.3660
