Business & Tech

New Farm Market in Whiting Focuses on Serving Locals

Manchester Marketplace opened last December on Route 530

The owner of a new farm market in Whiting is trying to show customers that they should think local.

Ken Munroe, who opened in the township's western section last December, said that fresh, locally produced products and a convenient location are key to making customers happy.

"The trend is away from big box stores and more toward independent farm markets where people know the people they're buying from," Munroe said. "They know the quality of what they're buying and they know where it comes from. We're a little neighborhood store here."

Interested in local real estate?Subscribe to Patch's new newsletter to be the first to know about open houses, new listings and more.

Munroe, along with his father and wife, operate a landscaping business in Toms River and in 2008 opened Mantoloking Marketplace in Brick as another way to connect with customers by providing a storefront where produce, deli meats, wine and other goods could be sold. When Shamrock Gardens — the Munroe's former tenant at 640 Route 530 in Whiting — went out of business after six years of operation, the family decided to take over that spot.

The Whiting location is almost an inverse of the Brick store; Manchester Marketplace has a 2,500 square foot interior with 25 acres for a garden center, compared to a 10,000 square foot store and 1 acre garden center at Mantoloking Marketplace.

Interested in local real estate?Subscribe to Patch's new newsletter to be the first to know about open houses, new listings and more.

"We've done the same thing here, just on a smaller scale on the inside and a larger scale on the outside," Munroe said.

Inside, shoppers can find what Munroe called "the staples of life," including produce, bread, salads and soups. Lottery tickets also are available and the owners have applied for a farmers market wine license, which they hope will be approved for the sale of wines produced within New Jersey sometime in spring.

Munroe said that he is excited for the warmer weather and the use of the expansive outdoor areas.

"I keep telling people, if they're impressed with what we've done on the inside, wait until they see the outside. That's really where our background is — flowers, annuals, perennials, trees, shrubs," he said. 

Inside, behind the deli counter, Robert Perri makes homemade soups and salads and slices deli meats.

"I've got one word for this whole thing: convenience. We're all about convenience here," Perri said. His specialities are the potato salad — a 60-year-old family recipe — and homemade split pea soup with smoked ham.

"I just can't make enough of it," Perri said.

Farm markets are increasing in popularity, Munroe said, as is the demand for more organic and locally grown produce.

"A lot of people are conscious of that now," Munroe said. "Now they want to see how many miles it takes to get here, so it truly is green. It's as local as we can get it."

Florida and California haven't experience frost this year — for the first in 20 years, Munroe said — which means lower prices and fewer products coming from South America. In the summer, an organic farmer in Howell will supply items such as corn, cucumbers, tomatoes and peppers, Munroe said.

Joanne Biekshea of Whiting stopped in the market for the first time last week on the recommendation of a friend.

"They have nice fruits and vegetables here," Biekshea said, adding that the store's smaller size when compared to local supermarkets is "a nice thing to have."

Organic produce is not treated with pesticides or herbicides. Whenever possible, Munroe said that he will purchase organic produce for his store, which may run about $.10-.20 more per pound. 

"The downside is lesser shelf life," Munroe said. 

Plans for the outdoor patio area include a sitting area where customers can relax when the weather becomes warmer.

"You can come in, get a cup of coffee or whatever, sit and read the paper and enjoy the environment that we can create for you," Munroe said. 

Garden clubs have already approached the marketplace about holding meetings and having workers give seminars.

"We could provide them with lunch and a little lecture of something that we're working on outside," Munroe said. Organizations are welcome to call the store to inquire about using the patio space, Munroe said.

So far, Munroe said that locals have had a positive response to the market. Word of mouth — including an email chain that spread through Whiting's retirement villages — has helped to increase business and about 250 customers now stop in each day.

"We're riding the wave as people want to shop local, they want to support their local community," said Munroe, who does his part by volunteering at numerous charitable organizations throughout Ocean County. "I try to encourage people to spend local because those dollars stay local. I think that's starting to catch on."

Manchester Marketplace can be reached by calling 732-350-3515 and is open Monday through Sunday, 8 a.m. to 6 p.m. Delivers are made throughout Whiting for a $2 fee.


Get more local news delivered straight to your inbox. Sign up for free Patch newsletters and alerts.

We’ve removed the ability to reply as we work to make improvements. Learn more here