MONTAGUE, N.J. -- At Big V Supermarkets' prototype format here, the produce catches you broadside as soon as you step inside the door. It is an aggressive merchandising effect that does more than draw the shoppers' attention; it virtually stops them in their tracks with the message that there is an abundance of fresh fruits and vegetables here. It is a message that Big V wants its shoppers to get, loud and clear. At the chain's store here, and at subsequent units it continues to open in ...

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