Service of a Sleeper Brand: Morton Williams Shines Bright
January 26th, 2017
Categories: Food, Supermarket
I live in an area that doesn’t have the better known and oft-touted grocery stores Whole Foods, Fairway or Trader Joe’s nearby. I travel to these when I want something they sell but I’ve discovered that a neighborhood grocery chain—Morton Williams Supermarket–without the fame, media coverage and advertising budget of the others nevertheless offers a remarkable variety of high quality options at fair prices. [This wasn't so when the brand that preceeded it filled the space on Second Avenue in the 40s. It pays to check back.]
My apartment is sandwiched between two branches. Both occupy typical NYC modest spaces–microscopic by out of town standards. Nevertheless, this grocer often carries what I can’t find elsewhere–such as bright red current jelly [for cookies] or Siggi’s liquid yogurt, just two of many examples. I’ve complimented the manager at the 908 Second Avenue branch, Bob Siefring, on this accomplishment. Vegetables and fruits are fresh. When they have a sale, it’s a good one. [I wrote about one in a June 2016 post.]
Speaking of Siggi’s, I dropped by at a time an employee was filling refrigerator shelves and asked if he had any of the blueberry flavor [the best]. He left his post, walked briskly to the storage area and brought out a bottle. Another time I couldn’t find mushrooms and the young man neatening the onion display stopped and walked with me to the spot when he could easily have pointed me in the right direction.
We live above a grocery store that bears a well known name in the city and apart from milk, water and seltzer; it rarely has what I am looking for. In spite of sky-high prices, it doesn’t carry fresh cider bottled locally. Morton Williams does. [There was a time you could only buy this cider from the farmer’s market or a specialty food store.]
Do you have a local grocery store—or any establishment—that’s a diamond in the rough, one that surprises you because it’s so much better than you might expect it to be?