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    New Health-Conscious Banner Opens in New Jersey

    Fresh & Wholesome Market will serve "health-savvy" consumers in Berkeley Heights, N.J., said the store's owners.

    From organic produce to supplements to freshly prepared meals, Fresh & Wholesome Market, which opened Wednesday in Berkeley Heights, N.J., is geared to the needs of health-conscious consumers, the new format's owners said.

    The new 10,000-square-foot market is operated by Joseph Eorio; his wife, Linda; and sons Rob and Daniel, along with Eorio's partner, John Giuliano. According to a press release, both Eorio and Giuliano have been serving the New Jersey community with wellness products for more than 30 years, since opening their first natural food store, Fountain of Vitality, in Chatham in 1975.

    Store departments at the new store include organic and local produce, fresh fruit and vegetable salads (made on-site daily), café/bakery, deli/meat/cheese, beauty products, freshly prepared foods (overseen by a chef), refrigerated items, gluten-free products, vitamins/nutraceuticals/supplements, and poultry and beef (hormone-free).

    Eorio said he and his partners converted the market from the previous format because customers were looking for more than what the original store offered. "We want Fresh & Wholesome to be a place where the community can go with questions and get honest answers, so that people can take an active role in what they are buying," he said.

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