ABERDEEN, NJ — Fresh produce is a key part of Livoti’s Old World Market, and in late August, the supermarket was strongly emphasizing the local nature of that fresh produce.

As the store is located here in Monmouth County, NJ, in the eastern-central part of the state, that meant, obviously, fresh produce from the Garden State.

Outside Livoti’s Old World Market on a sunny day in late August were Joe DeLorenzo, director of produce merchandising and operations at Alpha 1 Marketing, the merchandising arm of Krasdale Foods, which is a major supplier of fresh produce to Livoti’s; Matthew Murray, produce manager at Livoti’s; and Michael Ali, store manager at Livoti’s. (Photos by Gordon M. Hochberg)Even before shoppers could enter the supermarket, a sign in the window proudly proclaimed: “Support your local farms by shopping here at Livoti’s Old World Market,” with the “Jersey Fresh” logo featured prominently right underneath.

“We feature ‘Jersey Fresh’ all around the store,” Michael Ali, store manager, told The Produce News Aug. 22.

“Consumers look for good quality and a fair price. That’s how we’ve become successful,” he added.

Signage in the produce department also touted the locally grown fruits and vegetables, and price cards with the “Jersey Fresh” logo were well placed right next to the local items to let shoppers easily identify the local produce.

“Without a doubt, they ask for Jersey produce,” said Matthew Murray, who has been with the supermarket for about a year-and-a-half, all as produce manager.

The store has been offering “a lot of corn, tomatoes, all the lettuces, peaches, nectarines, watermelons and other melons” from New Jersey as they came into season. “Quality’s been good” all summer long, he said. “It all has to do with the weather.”

As fall approaches, the store was looking forward to continuing to handle local items, such as a full selection of greens, cauliflower, apples, apple cider, pumpkins, gourds and winter squash, Mr. Murray noted.

Livoti’s Old World Market, owned by John Livoti, opened for business May 27, 2010, according to Mr. Ali. The store is about 12,000 square feet, and as a clear sign of the importance of fresh fruits and vegetables, the produce department occupies about one-third of that square footage.

Krasdale Foods has been providing grocery items since the store opened and fresh produce for a little over a year, according to Joe DeLorenzo, director of produce merchandising and operations at Alpha 1 Marketing, the merchandising arm of Krasdale Foods.

The supermarket works with local farmers in season to secure much of its fresh produce, but Krasdale is a “major supplier of fresh produce to this store,” said Mr. DeLorenzo.