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The latest sales flier from Fairway Market in Paramus is filled with a lot of information -- some of it totally useless. And when the flier raises questions, it doesn't always answer them.
For example, the flier that came in the paper today offers wild-caught salmon for $9.99 a pound. However, shoppers can't tell where the fish is from and whether it is fresh or had been frozen, or even what kind of salmon it is (king, sockeye and so forth). The flier is silent on these questions.
This also is the case with the prime beef that is on sale frequently at the Paramus store (rib steak is $8.99 a pound). Prime is the highest of three USDA grades, but merely denotes the fattiest beef. There are no details in the flier on how the cattle were raised and what they were fed, so it's likely they were raised conventionally with antibiotics, growth hormones and animal byproducts while confined to feed pens.
One good buy is two pounds of Sunset-brand, herbicide-free Campari tomatoes for $4 -- about a dollar less than Costco's price for the same tomatoes. Another consistently good buy is the weekly, freshly roasted coffee selection for $4.99 a pound. The sale starts Friday.
Fairway's flier is filled with photos of the baker, butcher, cheese monger, coffee roaster, organics director and even the rabbi that certifies kosher meat. Two employees appear on the same page with their chins resting in their hands. How cute. What is the shopper to conclude? Do they stand behind the quality of the food they sell? Can you take any item back for a refund, as you can at Costco and Whole Foods Market? The flier doesn't say.
The flier trumpets: "The World's Greatest Food Store." I don't think so.