Cultivated

What Cultivated does

Cultivated is the exclusive hospitality and catering brand operating within the Jacob K. Javits Convention Center in New York City. Launched in March 2020 by Levy — a division of Compass Group, the world's largest foodservice company — the brand provides comprehensive food and beverage services for conventions, trade shows, corporate events, nonprofit galas, and special events held at the 840,000+ sq ft, 102-meeting-room venue, which hosts 170+ events annually. Cultivated is legally registered as Levy Premium Foodservice LP dba Cultivated and operates as a wholly-owned subsidiary of Compass Group; it has no independent venture or private equity ownership. Services span full-service catering with customizable menus, signature chef-driven experiences, sustainable farm-to-table sourcing anchored by a one-acre rooftop farm producing up to 21,500 pounds of produce per year, a 3,500 sq ft year-round hydroponic greenhouse, and 9 on-site beehives producing 120 pounds of Jacob's Honey annually. Digital tools include the Cultivated GO online pre-ordering platform for attendees and exhibitors and a secure client document portal for ordering forms, credit card authorizations, and custom menu requests.

The customer base is bifurcated: enterprise event organizers — corporate event planners, trade associations, convention producers, and nonprofit foundations — transact via direct sales through the in-house sales team for full-service event catering, while individual event attendees and exhibitors place per-transaction F&B pre-orders through Cultivated GO. Pricing is quote-based and negotiated per event; no public pricing exists, and clients must register for secure access to ordering documents. Distribution is exclusively on-site at the Javits Center — there is no retail, e-commerce, or off-premise storefront — making the venue contract the foundational commercial asset. Sustainability commitments are deeply embedded in the value proposition, including net-zero greenhouse gas emissions by 2050, carbon-neutral Scope 1 and 2 by 2030, and a stated goal of 25% of purchases from local sources by 2025.

Cultivated operates without independent funding, M&A activity, or external capital structure. Its growth is driven entirely by the volume and mix of events at the Javits Center, the breadth of its in-house culinary and service capabilities, and the differentiation provided by its rooftop farm and sustainability credentials. The leadership team includes hospitality veterans with pedigree from Hyatt, Marriott, Waldorf Astoria, Barclays Center, Madison Square Garden, the University of Pennsylvania, and James Beard recognition, supporting the brand's premium positioning within the venue-catering segment.

Name

Cultivated

Legal name

Levy Premium Foodservice LP dba Cultivated

Website

https://cultivatedny.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

51–100 employees

Short description

Cultivated is the exclusive hospitality and catering brand at the Jacob K. Javits Convention Center in New York City, operated by Levy (Compass Group). It provides full-service event catering, F&B, and digital pre-ordering for the venue's 170+ annual conventions, trade shows, and special events.

Ownership category

akta.pro rank

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Event Catering Services: Cultivated generates revenue by providing full-service catering and food & beverage services for events held at the Jacob K. Javits Convention Center. This includes customizable menus, on-site food preparation, service staff, and event beverage service for conventions, trade shows, corporate events, and special events. Revenue is project/contract-based, tied to specific events and attendee counts.
2. Pre-Order Online (Cultivated GO): Individual event attendees and exhibitors can pre-order food and beverages through the Cultivated GO online ordering platform. This generates per-transaction revenue for food and drink orders placed ahead of events at the Javits Center.
3. Sustainable Catering & Specialty Items: Revenue is also generated through premium catering offerings that feature sustainably sourced ingredients including produce from the rooftop farm, rooftop honey (Jacob's Honey), locally sourced seasonal fare, and specialty menu items. Pricing for these differentiated offerings is embedded in catering menu packages and custom menu requests.

Pricing tiers

Go-to-market motion3 records

Distribution channels2 records

Marketing channels5 records

Core offering

Cultivated provides exclusive catering and food and beverage services at the Jacob K. Javits Convention Center in New York City, delivering event catering, custom menus, on-demand dining via Cultivated GO, and integrated event production services including audio-visual, lighting, decor, and entertainment. The offering is supported by an on-site rooftop farm, greenhouse, and beehives that supply fresh ingredients and reinforce sustainability claims.

Product overview

Cultivated is a catering and event services company operating at the Javits Center in New York City. The company offers a unified service platform consisting of Cultivated GO (online pre-ordering), catering and beverage menus, custom menu creation, special events catering, and venue space services. Customers access products through the main website, online ordering portal, and secure documents portal for event planning needs.

Differentiator

Problem solved

Functional benefit

Products and services

• Cultivated GO

Quantifiable outcome

• Up to 21,500 pounds of produce per year from rooftop farm
• +4 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

Seven partnerships are on record, tiered core, supporting and minor.

• Levy (a division of Compass Group)coreStrategic or Co-development PartnerLevy is the operating parent of Cultivated, operating the hospitality brand at the Jacob K. Javits Convention Center. Levy is itself a sector of Compass Group, the world's largest food service company. Cultivated is listed as 'Levy Premium Foodservice LP dba Cultivated' in financial documents (W-9). Dimitrios Mantzouranis joined Levy in March 2020 to launch the CULTIVATED brand at Javits Center. The relationship includes Levy's Convention Center Division sustainability commitments (net-zero by 2050, carbon neutral by 2030) and operational best practices being embedded in Cultivated's operations.
• Jacob K. Javits Convention CentercoreStrategic or Co-development PartnerCultivated is the exclusive hospitality and catering brand operating within the Javits Center. The partnership provides access to 840,000+ sq. feet of exhibition space, 102 meeting rooms, and 170+ events annually. Cultivated leverages the venue's infrastructure including the rooftop farm and greenhouse. The Javits Center opening of the 7 Subway line extension across the street enhances accessibility for events served by Cultivated.
• Local Farmers and Produce DistributorssupportingStrategic or Co-development PartnerCultivated works with local farmers and produce distributors to supply its kitchen with the freshest and most sustainable seasonal fare. The company prioritizes ingredients from local sources (less than a day's drive) to support small and mid-sized American family farms. A stated goal is to ensure a minimum of 25% of purchases are from local sources by 2025.
• Single Use Materials Decelerator (SUM'D)supportingStrategic or Co-development PartnerCultivated, through its parent Levy/Compass Group, is a member of the Single Use Materials Decelerator (SUM'D), a collaboration of leading foodservice companies, environmental NGOs, and technical experts who have created an online scorecard measuring commonly used food ware and food packaging materials based on key sustainability attributes.
• Monterey Bay Aquarium's Seafood Watch ProgramsupportingStrategic or Co-development PartnerCultivated serves wild caught and aquaculture seafood that aligns with the Monterey Bay Aquarium's Seafood Watch Program, a sustainability standard for seafood sourcing.
• Boomerang (Water Filtration and Bottling)supportingTechnology or IntegrationCultivated uses Boomerang's state-of-the-art filtration and bottling system across Levy Convention Center properties to provide premium filtered water in returnable bottles, moving away from single-use bottled water.
• Change Please CoffeeminorStrategic or Co-development PartnerFair trade and eco certified coffee is available through Change Please Coffee, an organization where 100% of profits go towards training and employing people experiencing homelessness as baristas while supporting them with vital services.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Aramark: Aramark is one of the largest US contract foodservice and venue hospitality operators, providing catering and food service at convention centers, sports venues, and corporate campuses. Directly comparable as a peer to Cultivated/Levy in venue-exclusive hospitality arrangements, with overlapping enterprise catering offerings for large-scale events.
• Restaurant Associates: Restaurant Associates (a Compass Group subsidiary, like Cultivated) provides fine-dining and event catering at cultural institutions, corporate dining, and special events. Comparable as a peer in high-end event catering and corporate hospitality services within the broader Compass family.
• Centerplate (legacy): Centerplate was the previous hospitality operator at the Javits Center before being replaced by Levy/Cultivated in 2020; the Centerplate brand was subsequently absorbed into Sodexo. Highly comparable as a predecessor venue caterer at the very location Cultivated now operates.
• Patina Restaurant Group: Patina Restaurant Group operates premium dining and event catering at iconic venues including Lincoln Center, Barclays Center, and Grand Central. Comparable as a peer to Cultivated in upscale venue-based event catering and special events at high-traffic cultural/venues.
• Constellation Culinary Group: Constellation Culinary Group is a Boston-based catering and hospitality company specializing in event catering, weddings, galas, and corporate events. Comparable as a peer in full-service event catering with a sustainability and farm-to-table orientation.
• Sodexo Live!: Sodexo Live! (formerly Centerplate, the prior Javits Center operator) provides hospitality, catering, and concessions at major convention centers, sports venues, and entertainment destinations across the US. Directly comparable as Cultivated's most direct venue-hospitality competitor, having previously operated the Javits Center contract.
• Delaware North: Delaware North is a global hospitality and food service company operating at sports stadiums, convention centers, airports, and entertainment venues. Comparable as a peer to Cultivated in venue-exclusive event catering, concessions, and premium hospitality services.

Regional players

• Great Performances: Great Performances is a NYC-based women-owned catering company serving corporate, cultural, and social events at venues across the New York metro area. Comparable as a peer in event catering and venue-based hospitality in the same NYC market.
• Sterling Affair Caterers: Sterling Affair is a NYC-area off-premise catering company serving corporate, social, and nonprofit events across the New York metro region. Comparable as a peer in full-service event catering for the same geographic and customer market.
• Abigail Kirsch Culinary Group: Abigail Kirsch is a leading NYC-based catering company specializing in weddings, galas, and corporate events at premium venues. Comparable as a peer in upscale NYC event catering for corporate and nonprofit clients.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/cultivatedny
• Instagraminstagram.com/cultivatedny

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Cultivated