Brooklyn, N.Y., Nov. 18 —Joshua Rubin, a Brooklyn café owner, has been missing for nearly three weeks. To announce a significant change to the search efforts, his family will hold a press conference at 12 p.m. on Saturday, Nov. 19. The conference will take place on the steps of the 70th Precinct Police Station, 154 Lawrence Ave., in Brooklyn, not far from where Joshua was last seen. All media are welcome to attend.

Rubin, 30, is originally from Pawtucket, R.I., and was last seen around 9 p.m. on Oct. 31 exiting his apartment at 100 Lawrence Ave. He is a diabetic and is likely missing his medication. Rubin is the owner of Whisk Bakery Café – a business he recently opened in Ditmas Park.

Since his disappearance last month, countless volunteers have mobilized in New York to blanket the area with hundreds of missing person posters. Friends and family worked to create the “Find Josh Rubin” Facebook page to help coordinate volunteers; so far more than 1,200 people have started following the page to receive updates on Rubin. Rubin’s disappearance and the large network of volunteers have been reported in The New York Times, Huffington Post and a variety of local newspapers and blogs.