Started by Joe Ferrari in 2018, Tend Greenpoint is an urban garden shop nestled under a Magnolia tree on Franklin Street in Greenpoint, Brooklyn. We aim to help North Brooklyn’s small space gardeners - and aspiring gardeners - solve their planting needs. Our shelves are stocked with containers, soils, tools, supplies, and gifts. Our yard is brimming with just the right plants for our neighbors’ stoops, windowsills, balconies, patios, and terraces (and the rare yard too!). Come visit us




About Us - Joe image.jpg

JOE ferrari


Joe grew up in the small upstate hamlet of High Falls, NY - situated between the Shawangunk and Catskill Mountains. In the mid-1980s - alongside Mark, his father, and Edio, his grandfather - Joe helped to build the family house. While in middle school a small piece of land just off the house was given to Joe to create and tend his own garden, alongside his mom, Christine. His family still lives there among vegetable gardens and border gardens, and surrounded by natural meadows and groves of mature trees. 

After graduating from SUNY Geneseo in 1999, Joe maintained his green thumb with $1.99 grocery store houseplants that are still alive and thriving today. All the while, his separate love of shopping led him to a career in retail. He moved to Brooklyn in 2001 working, first, in major retail stores before moving over to Director level roles in store and e-commerce operations at kate spade new york. All the while Joe nurtured his passion to have his own shop someday.

In the summer of 2008, Joe found a rarity – an apartment with a corner garden situated along the front and side of the house. Over the years most Greenpoint homeowners had paved over their front gardens for easier maintenance and cleanliness, but Joe found an overgrown piece of land filled with, among other things, a neglected privet hedge and a fifty year old peace rose. The high lead content of the soil led him to create containers for herbs and vegetables and over the past ten years the garden has evolved into a thriving home for perennials (such as brown-eyed Susan from his upstate garden, Echinacea, and Salvia, among others). 

The garden’s corner location quickly turned a seemingly solitary hobby into a community event. Joe became the go-to for his neighbor's garden questions - the biggest being: where do you buy your plants? The answer was tough - Greenpoint is lacking in outdoor gardening shops. This sparked the initial idea for Tend Greenpoint. In 2014 Joe decided to formalize his gardening know-how as a student of The New York Botanical Garden’s Adult Education program (Gardening, Horticulture, Landscape Design), and in 2017 he left the corporate life to start this new, green adventure.

Learn more about Greenpoint, Brooklyn here!


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