INTRODUCTION
Situated on the intersection of 9th Street and 2nd Avenue in the heart of East Village, Veselka Restaurant has been a bustling hub of authentic and traditional Ukrainian comfort food since 1954. Jason Birchard, Veselka’s current owner, describes his restaurant as the perfect destination for Ukrainian soul food in Manhattan, with his favorite dish being vareniki, a hearty flour dumpling containing sweet or savory fillings.
Jason inherited the business from his father, who had first inherited the business from Jason’s grandfather. As the third generation owner who took the reins of this cherished family business, Jason’s life has been intertwined with Veselka’s warm atmosphere and delicious aromas from a young age.
Jason’s grandfather came to New York City in the 1940s as a Ukrainian immigrant with little resources in the tumultuous era of World War II. Eager to maintain his connections to his home country and his cherished Ukrainian heritage, Jason’s grandfather became an active member of Plast, a Ukrainian scouting organization dedicated to teaching youth about Ukrainian culture and invaluable outdoor survival skills. As his involvement in New York City’s Plast chapter deepened, Jason’s grandfather found himself hosting cultural fairs where he distributed batteries, food, and delectable desserts. Veselka Restaurant was later born out of these gatherings.
Jason himself is an economics graduate of SUNY at Albany and currently lives with his wife and daughter in New York City, enjoying reading, spending time with his family, and being a restaurant owner. Jason credits an overseas trip to Ukraine in 2006 for strengthening his connection, love, and resolve to help the people of Ukraine as their country became engulfed by the flames of war.
Veselka Restaurant Old Storefront
VESELKA EXTENDS A HELPING HAND TO UKRAINE
Jason had just finished dinner with his family when he first learned of the Russian offensive in Kiev. Although he was aware that Russia had stationed troops around Ukraine, Jason had wanted to maintain some sense of optimism that Russia would not follow through with the unthinkable.
As the war unfolded, the press found its way to Veselka, one of the oldest Ukrainian businesses in New York City, as they were eager to report on the state of their families abroad and how the restaurant could support the families impacted by this relentless conflict. In the months that passed, Veselka became more than just a place of business: it became a symbol of resilience, a testament to the enduring spirit of the Ukrainian people.
Jason and his restaurant staff immediately gathered together to brainstorm how they could use their expertise, position, and influence to aid relief efforts. With hearts full of compassion and a culinary legacy to share, they planned large-scale campaigns which involved selling quintessential dishes from Ukrainian cuisine and donating the proceeds from these campaigns to humanitarian organizations who were aiding Ukraine. These campaigns have resulted in an astounding $400,000 worth of charitable donations sent to various international humanitarian organizations.
Veselka’s most successful campaign to date involved the selling of borscht, which is a traditional Ukrainian soup made from beetroots that is not only beloved for its rich flavor but also for its nutritional value. Jason and his staff selected borscht as the centerpiece of their first campaign because in April of 2022, the United Nations Educational, Scientific, and Cultural Organization (UNESCO) designated the preparation of borscht as an intangible cultural heritage in need of urgent safeguarding.
The persistent Veselka staff found more ways to help the families of Ukraine in addition to the generous monetary support their campaigns generated. Working along with the St. George Ukrainian Catholic Church, the staff organized donation drives where they collected essential items desperately needed by families fleeing the war-torn region. This included all types of baby supplies, batteries, clothes, and more. The restaurant soon became a haven for donations because of its long store hours, and Jason oversaw the transportation of donated goods to the church. Over $100,000 was further contributed to shipping the collected goods to Poland where they were distributed to families who had just escaped war.
Finally, Jason himself has actively assisted fleeing citizens. He has submitted 12 applications to help fleeing Ukranians immigrate to the United States, 10 of which have been accepted. On top of this, Jason has generously offered to hire the newly immigrated families to provide them with a stable income and occupation. Among the 10 individuals who successfully immigrated, 8 are now employed at Veselka.
Veselka’s 9th Street Mural
THE LEGACY CONTINUES
Jason’s personal advice to readers is to be humble, always be grateful for what you have, do what you can to help in any small or large way, write to local politicians, and most of all, stay positive!
Now, Veselka Restaurant continues to thrive, welcoming patrons from all walks of life as Jason and his team begin expanding Veselka into more neighborhoods of New York City. Jason proudly carries on his family’s legacy and heritage, preserving the flavors and traditions that had woven Veselka into the fabric of East Village. With each plate served, and each smiling face leaving the restaurant, the spirit of the Ukrainian people lives on.
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New Restaurant Mural