Morton Williams crosses the Hudson, tailoring its mix to new demographics, including Asian and Indian populations
Morton Williams was prepared for the area's ethnicity, but the degree of its customers' health-consciousness came as a surprise. Organic milk, eggs and yogurt outsell the regular versions of these products at the 12-unit independent's newest store, in Jersey City, N.J. Low-fat milk outsells whole milk, and customers order their sushi made with brown rice. In Jersey City — which is not your usual soccer-mom suburb — a new commercial and residential development anchored by Morton Williams' ...
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