Team Behind Sustainable Sushi Spot, Rosella, Opening Two New Concepts this Summer

A small upscale offshoot concept, Rosella Bar Miller, is coming to 620 East 6th Street, with a marketplace offering takeout and delivery services, TJ’s Sushi Deli, opening next door.
Team Behind Sustainable Sushi Spot, Rosella, Opening Two New Concepts This Summer
Photo Credit: @rosellasushi on Instagram

The team behind sustainable sushi spot, Rosella, is debuting two new concepts next door to each other in the East Village this summer, co-owner Thomas Provenzano confirms. 

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The new concepts include a small upscale offshoot, Rosella Bar Miller, coming to 620 East 6th Street, and a casual marketplace with takeout and delivery services, TJ’s Sushi Deli, opening next door. Rosella Bar Miller will have just eight seats offering a select tasting menu. Within a year of debuting their flagship concept at 137 Avenue A in the East Village in 2020, which serves a la carte sustainable sushi, it was featured as one of Michelin’s new plate restaurants. Co-owners Provenzano and Chef Jeff Miller specialize in sourcing their fish domestically to reduce their ecological footprint. 

All of their fish is approved by either Seafood Watch, a California-based nonprofit program through the Monterey Bay Aquarium that helps consumers and businesses make choices for a healthy ocean, or the U.S. Department of Commerce’s regulatory agency, the National Oceanic and Atmospheric Administration (NOAA).

“We’re showing the best of the best of what sustainable species can offer,” Provenzano says about Rosella Bar Miller.

The global seafood industry is estimated to be worth $250 billion and is projected to reach $350 billion by 2027, according to Statista. One of the dark underbellies undercutting the industry is the issue of overfishing and the illicit activities associated with it. Overfishing is partially a response to increasing demand and is considered a main cause for the decline in ocean wildlife.

Overfishing has tripled within the past half a century, according to the nonprofit committed to conserving endangered species, World Wildlife Fund (WWF), which released a report in 2022 that found approximately 69 percent of the world’s mammal, bird, fish, reptile and amphibian population has been lost since the 1970s. It found that freshwater species are being disproportionately impacted, declining 83 percent on average. Many commonly eaten fish like bluefin tuna are considered endangered species at risk for extinction. 

“These plunges in wildlife populations can have dire consequences for our health and economies,” says Rebecca Shaw, global chief scientist of WWF, in a press release about the report. “When wildlife populations decline to this degree, it means dramatic changes are impacting their habitats and the food and water they rely on. We should care deeply about the unraveling of natural systems because these same resources sustain human life.”

The hospitality team is currently working on opening their first New England location at a waterfront hotel in Maine. Afterwards, they will return to New York to focus on their two new East Village concepts.

“[Sustainable fishing is] something the sushi world can really use right now,” Provenzano says. “The ocean is on the forefront of our minds to preserve for future generations to eat from.”

CORRECTION: This article previously stated that Rosella earned a Michelin star, however it was only featured as a new restaurant plate in 2021.

Falyn Stempler

Falyn Stempler

Falyn Stempler is a journalist based in Jersey City who writes about food, news, culture and lifestyle. Hailing from a family whose love language is cooking, she is passionate about learning different cultural cuisines and using food as medicine. In her spare time, she makes mixed-media journal art and hyperspecific playlists.
Falyn Stempler

Falyn Stempler

Falyn Stempler is a journalist based in Jersey City who writes about food, news, culture and lifestyle. Hailing from a family whose love language is cooking, she is passionate about learning different cultural cuisines and using food as medicine. In her spare time, she makes mixed-media journal art and hyperspecific playlists.
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