The Fresh Grocer Debuts in New York City

Wakefern banner’s fresh format is designed for busy shoppers.

The Fresh Grocer of Brooklyn opened Feb. 13, marking the banner’s New York City debut and bringing premium produce, prepared foods, a full-service butcher, bakery, seafood and floral departments to a populated urban landscape.

The 18,000-square-foot store, located near the bustling commercial hub of the Fulton Street Mall in Kings County, NY, has a produce-forward presentation designed to be as welcoming and colorful as the path to it. The store design is such that busy urbanites can quickly get what they need, whether it’s to-go food or a full week’s groceries.

The Fresh Grocer of Brooklyn is part of Inserra Supermarkets, Mahwah, NJ, a Wakefern Cooperative member established in 1954. The company operates 24 ShopRite supermarkets in New Jersey and New York, as well as a pair of Price Rite Marketplace stores and a Fresh Grocer, all three located in the Garden State. The Fresh Grocer banner is proprietary to Wakefern.

Lawrence Inserra III, president of Price Rite and Fresh Grocer at Inserra Supermarkets, says fitting into the Brooklyn neighborhood is consistent with how the company plans its locations.

“As a family-owned company, we have always looked for neighborhoods where we can truly become part of the community, and downtown Brooklyn felt like a natural fit,” he says. “Being right across from the Fulton Mall, this location is at the heart of a vibrant, high-traffic area where people live, work and shop every day.”

“The Fresh Grocer format works especially well here because it’s built for busy urban customers,” Inserra adds. “We’re able to bring our deep experience as grocers to the neighborhood and offer fresh, high-quality foods, prepared meals and everyday essentials all in one place, making it easy for shoppers to get what they need quickly without sacrificing quality.”

SHOPPERS ON THE MOVE

In locating Fresh Grocer of Brooklyn, the ability to use a flexible format to service local consumers properly was key.

“We’re serving a really diverse Brooklyn community, from families to young professionals to commuters and workers passing through the area, and that’s something we are very intentional about,” says Inserra. “The store was designed to reflect those different needs and tastes, with everything from fresh produce and a full-service butcher to ready-made meals and grab-and-go options for customers on the move. We’ve also included a wide selection of international products and locally sourced items, so the store feels relevant and welcoming to the community it serves.”

“Bringing this store to life has been a thoughtful process,” Inserra adds, “and the team is proud to now welcome Brooklyn shoppers through the doors.”

As they approach Fresh Grocer Brooklyn, customers encounter a colorfully decorated entryway, including a mural at the entrance celebrating the Inserra family legacy in the supermarket business.

In addition to the entryway graphics, the butcher shop department features unique artwork, which itself was inspired by the original New Jersey butcher shop owned by the Inserra family.

Throughout the produce section, vibrant fruit graphics decorate supporting columns, enhancing the department’s visual engagement. On the floor, color-coded and labeled strips in green, red, blue and purple lead shoppers to produce, meats, seafood and prepared foods, respectively.

“Customers will find premium produce, a full-service butcher, a from-scratch bakery and a strong assortment of prepared foods, alongside national brands and Wakefern’s award-winning private label products,” says Inserra. “It’s about giving shoppers plenty of choices.”

The floor’s green stripe turns into the produce section, leading through the floor displays to the wall-mounted cold case, where peppers, cucumbers and associated vegetables lead to a presentation of greens.

As shoppers enter the produce department, they encounter a small, but conspicuous, floral presentation, which fronts a run of tub nuts, dried fruit and other potential grab-and-go edibles.

A crate-style double fixture mounts stone fruit and avocados on an endcap during a midspring visit to Fresh Grocer. The floor fixtures continue down the aisle with multi-shelf displays of citrus, melons and tropicals.

Floor displays include herbs, vegetables, peppers, and tomatoes along the aisle. On the other side of the display, the store racks up a presentation of melons that share space with potatoes and onions.

A single cold case section on the back wall features bagged salads with some fresh-cut vegetables, along with packaged veggies, including those under Wakefern’s Bowl & Basket private label.

FITTING IN

The Fresh Grocer produce section and store conception overall, as executed in Brooklyn, position the operation as a place where local shoppers who want a better, but reasonably priced, class of edibles can find satisfaction.

“What really sets The Fresh Grocer apart is that balance of quality, value and convenience,” says Inserra.

“At its core, the store is about serving the community, something the Inserra family has been committed to for more than 70 years in the places where we operate grocery stores,” says Inserra. “The Fresh Grocer of Brooklyn brings approximately 140 new jobs to the area and helps expand access to fresh, high-quality foods in a convenient location.”

He says the team is focused on creating a welcoming, neighborhood feel, with in-store events, sampling and opportunities for customers to engage with the store.

inside the store

The Fresh Grocer of Fulton St.
523 Fulton St., Brooklyn, NY 11201
Hours: 7 a.m.-10 p.m., daily
www.thefreshgrocer.com