Allegiance Member Debuts New Banner

Allegiance Retail Services LLC said that Farmtastic Market has opened its doors in Whippany, N.J., in the state's Morris County. Owned and operated by Roberto Laracca, the new banner zeroes in on perishables, in addition to providing a WiFi-enabled coffee bar, a juice bar, a large prepared food section featuring daily selections and grab-and-go options, as well as an in-store pharmacy.

"By partnering with Allegiance, we are able to expand into a new banner that meets the needs of the community," noted Laracca, while Allegiance President and COO Michael Stolarz said that the company would "continue to expand our diverse store base."

Iselin, N.J.-based Allegiance provides such independent supermarkets as Foodtown, Freshtown, D’Agostino, LaBella Marketplace, Brooklyn Harvest and now Farmtastic with marketing, advertising, technological and merchandising support, as well as a full line of Foodtown private label products.