West to East

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

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 Morto

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