Vibrant dragon fruit, golden plantains, crisp green cucumbers and freshly prepared sushi now line the shelves of The Fresh Grocer; offerings many shoppers say have been hard to find in the neighborhood.

“There aren’t too many really fresh options in the area,” said shopper Alisha Danji. “I saw some different cuisine types, some nice fresh meals in there.”

Launched by Inserra Supermarkets, the new store focuses on locally sourced produce, fresh seafood, full-service butcher offerings, a bakery and a wide selection of international products.

The company says its mission is simple: make quality food both accessible and affordable.

“One of the big things that I saw when I came into this area - it was expensive,” said Lawrence Inserra III, owner of The Fresh Grocer.

“We want people to be able to save money when shopping, but we also want them to get value. And our value is serving fresh food to your families.”

Beyond groceries, the supermarket is also delivering an economic boost to the community. The store has created 140 new jobs and aims to encourage healthier eating habits among residents.

“This year I made a goal to eat healthier,” said shopper Nkechi Cason. “So by this supermarket being here, it actually helps me stay on track by reaching that goal.”

Inserra Supermarkets says expansion plans for The Fresh Grocer could soon extend to more neighborhoods citywide, bringing the same combination of fresh food and affordability to additional families.

“We want to introduce people to the name of The Fresh Grocer and let them know that if they bounce around the boroughs, we’re available to them as well with the same offerings,” Inserra said.