In the mid-2000s, one of New York City’s hottest spots was raw food restaurant Pure Food and Wine, which attracted a who’s who of cultural icons, from vegans like Alicia Silverstone to actors like Alec Baldwin to former presidents like Bill Clinton.
Within a decade, Pure Food and Wine’s star had faded. Bad Vegan, a new docuseries, dives into the rise and fall of the raw vegan restaurant, the allure of co-founder Sarma Melngailis, the devotion inspired by the con man who promised to grant her dog immortality, and the way everything in their raw food empire quickly crumbled.
Before all that happened, Pure Food and Wine was practically an institution in a city of ever-changing trends — including lots of celebrities interested in a vegan lifestyle. Here’s a rundown of all the famous faces who visited before Pure Food and Wine closed for good.
Alec and Hilaria Baldwin: The 30 Rock star was a longtime fan of the restaurant — and of Melngailis. He pursued her for a bit, but she turned him down — though he is responsible for Sarma meeting her beloved dog, Leon. Baldwin didn’t give up on finding love at Pure Food and Wine, though, and wound up meeting Hilaria — his future wife — there.
David Blaine: It was dinner and a show whenever the magician visited Pure Food and Wine. The staff recalled that he used to do card tricks while dining... and that they’d recruit him to entertain them in the kitchen, too.
Gisele Bündchen: This supermodel is constantly globe-trotting, but when she was in NYC in the ’00s, Pure Food and Wine was a must-visit. Bündchen was such a frequent guest that she even went to see a server’s band play. Her husband, football star Tom Brady, was also a patron.
Bill Clinton: The former president of the United States, who became a vegan well over a decade ago, frequented the restaurant, even posing with the staff for photos. His daughter, Chelsea Clinton, was also a fan.
From left; Woody Harrelson with Pure Food and Wine co-founder Sarma Melngailis, chef Matthew Kenney and actor Jason Lewis at the restaurant in 2004.
Common: The actor-rapper — and former vegan — praised Pure Food and Wine in 2012 as serving “food that makes you feel alive.”
Jimmy Fallon: The late-night host (and former Saturday Night Live star) might not be known for his vegan lifestyle (although his Ben & Jerry’s flavor, The Tonight Dough, does come in a nondairy version), but he also popped by the restaurant in its heyday to try the Master Cleanse drink.
Boy George: For a stretch in 2014, the musician was a one-person PR machine for the restaurant, tweeting recommendations for fans to check out Pure Food and Wine. He even chose it as his dinner location while being profiled by The New York Times.
Woody Harrelson: The actor, a regular at the restaurant, celebrated the release of his documentary film Go Further with a premiere party in 2004; Sex and the City star Jason Lewis also attended.
Katie Holmes: Back in 2011 — after her very public split from Tom Cruise — the former Dawson’s Creek star was one of the most photographed women in the world. One of the many places she was spotted visiting? Pure Food and Wine, of course.
Janet Jackson and Jermaine Dupri: The musicians — who were notoriously private when they were a couple — were spotted at the restaurant in 2010. On their table? The infamous Master Cleanse Tinis.
Matthew Kenney and Sarma Melngailis with Kyle MacLachlan at their book opening.
Kyle MacLachlan: The Sex and the City actor attended the book release party for Raw Food/Real World, written by Melngailis and her Pure Food and Wine co-founder, Matthew Kenney. The event also drew actors Elisabeth Röhm (Law & Order) and Daryl Hannah (Sense8) as well as reporter Ann Curry.
Bill Nye: You don’t have to be a rocket scientist to understand why the staff at Pure Food and Wine geeked out when the Science Guy stopped by the restaurant; they even created a special dessert for him.
Gwyneth Paltrow: The actress and lifestyle guru/businesswoman has recommended everything from NSFW items to beauty products from her Goop platform. Also making the cut? Pure Food and Wine.
Alicia Silverstone: The Clueless actor and author ofThe Kind Diet and The Kind Mama is one of the most famous vegans in Hollywood. It’s no surprise she ranked Pure Food and Wine as her No. 1 restaurant in a 2013 blog.
Howard Stern: The prickly radio personality praised the restaurant — and Melngailis — on his show. “I went to dinner last night, Pure Food and Wine,” he said. “It’s all raw food, nothing is cooked... At the next table is a super hot blonde. It turns out she’s the owner of the place.” Stern’s shout-out worked: The restaurant was filled for weeks after.
Owen Wilson: In recent years, the Royal Tenenbaums actor has invested in a vegan meat company. Back when he was at the height of his fame in the ’00s, thanks to starring roles in Wedding Crashers and Zoolander, Wilson went to Pure Food and Wine often, and was so comfortable that former staff members recalled he used to go barefoot while visiting.
Stevie Wonder: Signed, sealed, delivered, he was theirs. The musical icon visited Pure Food and Wine in 2014 and indulged in a few desserts.
Sarma with Daryl Hannah at her book launch in 2005.
