Inside Morton Williams' west side glory

NEW YORK — Morton Williams expertly merchandises fresh produce throughout its store in New York City's upper west side.

With an emphasis on local produce, the specialty supermarket — boasting 15 stores in New York and one in New Jersey — sources the majority of its produce from Hunts Point Produce Market in the Bronx, says the store's produce guru, Tony Tepelidis.

“About 60-70% of our produce comes from Hunts Point,” said Tepelidis. The balance is sourced from C&S Wholesale Grocers and Four Seasons produce distributors. To expedite produce deliveries, Morton Williams has its own people and three trucks to pick up produce from Hunts Point.

The Packer recently shopped the store as part of the New York Produce Show's Manhattan retail tour on Dec. 7, 2023.

The store at 15 West End Ave. sells between $65,000 to $85,000 a week in produce, Tepelidis told the tour participants.

Local produce as well as apples, grapes, clementines, mandarins and organic salad do particularly well, he said, adding that juices are also strong — selling close to $8,000 a week.

In addition to bulk greens and packaged salads, Morton Williams features a Chopped Salad bar with build-your-own options as well as its own gourmet salad creations including Greek, Avocado Citrus, Santa Fe and Cobb Salad.

When it comes to produce, fresh-squeezed juices and smoothies, Morton Williams customers are looking for quality, not for the cheapest price, Tepelidis said.

“Our customers like to try new things, especially if they are in season,” he said.

Among the store's stunning array of fresh-cut produce, the mixed fruit salad is the No. 1 seller, Tepelidis said.

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