Livoti's Old World Market Opens in Marlboro

If you are the kind of person who swoons over warm, fresh mozzarella, knows something about how to cook octopus and has strong opinions about the only kind of canned tomatoes to buy, you'll be happy to know that Livoti's has now opened in Marlboro Plaza at Route 9 and 520, next to Kohl's. 

The store is opening behind schedule due to utility work, but the staff of 90 people are expecting to quickly make up for lost time with longtime customers, often Italian-Americans and other foodies who have been trekking to the Aberdeen Towne Square Livoti's for their Italian food fix, from places like Marlboro, Monroe, Millstone, Howell and Freehold.

The grand opening comes just a day after the hugely popular Marlboro Whole Foods opened across Route 9 in Marlboro Commons. Livoti's store owner John Livoti was nonchalant. "They have their niche, we have ours," he said. The family-run grocery business is confident in its formula of providing premium products, prepared in-house with low margins. "We have better products, food control and pricing," Livoti said. 

At 11,000 square feet, with just five check-out stations, it's bigger than Brooklyn pork store, but smaller than the suburban supermarket. General manager Mike Ali says, "Twenty minutes, in and out, you do all your shopping," he said.

If you know the Aberdeen store, you will notice that the Marlboro location is different because it features a steam table and salad station for the lunch crowd, as well as a dedicated catering office, which accounts for 20 percent of the Livoti business. 

But other than that, the family is banking on the same formula of offering quality produce, meats, specialty items, homemade bread, amazing pastries and more with a high level of customer service and competitive prices. 

Like in Aberdeen, there is a mozzarella maker on duty. Benito Casamento of Staten Island, who invites you to call him "Uncle Benny," makes the fresh mozzarella cheese from experience. He will tell you he has been working in the Italian specialty markets for 30 years. 

The cheese is sold in large balls, or combined with prosciutto, red peppers, even Nutella and pine nuts -- a Livoti invention --- and packaged for sale.

Denise Parascando of Monroe loves to buy the fresh mozzarella and the braciole. In fact, she attempted to purchase braciole for a finger food dish she makes with pretzel rods, but learned the store was not yet open for business. "They have wonderful food," she said, promising to return when the store was up and running. 

The company's sales circular is in the Greater Media newspapers or viewable on their website. Patrons can get a coupon for $5 off $30 or more at Livoti's through May 28 by signing up for the weekly Wednesday email blast on the site (look on the right-hand side of the front page.) 
 
The official address of the store is 160 U.S 9 North, Englishtown, NJ.