Plainsboro welcomes a new SuperFresh catered towards the town’s Asian community

By Stephen Nelson

Monday, March 19, 2018

PLAINSBORO, N.J. – Plainsboro residents are welcomed this month to the return of the supermarket SuperFresh, some however are not happy with the changes of food selection.

“I was disappointed that SuperFresh is now more of a specialty store carrying Asian products, instead of a supermarket like McCaffrey’s, considering there already is the Asian Food Market in the Plainsboro Plaza only two minutes away from SuperFresh,” said Plainsboro resident Robert Gregory.

The new SuperFresh on 10 Schalks Crossing Road is a mix of cultures, much like the town itself, while it does lean more Asian with the food products available, there is a deli with all the standard meats and cheeses

The original SuperFresh on 10 Schalks Crossing Road was very profitable and enjoyed by the residents in town, but closed due to the company SuperFresh losing money and forced the closure of the Plainsboro SuperFresh.

“SuperFresh was very convenient to be right in the middle of town, while the prices were not the best it was easier to pick up groceries after events with the kids, rather than go to West Windsor or Route One for groceries,” said Plainsboro resident Rebecca Taglifero.   

Some people are just happy to have a supermarket back in town because the original SuperFresh closed back in January of 2014.

“Although it is not the same it is still a supermarket and place to pick up cheap milk and eggs, which we go through a lot. I will probably end up coming here more over time,” said Taglifero.

There have not been all positive receptions towards SuperFresh’s return.

“I don’t see why we need another Asian food market in the area, we already have one. And the prices are too high, I will stick to ShopRite,” said Jake Costas.

The demographic over the past twenty years in Plainsboro has changed and become more of an Asian community so the change seems natural. There is an Indian owned bank right next to SuperFresh along with several Asian restaurants in the plaza and in town.

“I was expecting a typical American supermarket, but I was surprised with the food available and the mix of Asian products, especially the deserts. I will however stick to the Asian Food Market, mostly out of brand loyalty,” said Simran Deshpande. 

Some have made complaints about how the service was lacking in the first few weeks of the SuperFresh being open.

“It seems like they were not ready to open yet and many of the staff are teenagers who do not know where anything is and there are boxes everywhere,” said Drew King.