The Trenton Times published the following article on August 17, 2014. To read the full article, click here.
With expansion in the works, Trenton’s City Beef & Provisions looking to build brand recognition
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on August 17, 2014 at 7:20 AMFrom the sidewalk, it can be taken as just another building on North Willow Street. A medium-sized structure, it bears no flashy signs or bright colors. But it was the way wholesaler City Beef & Provisions fit seamlessly into the community that made Rick Tarantino fall in love.
“Being in the middle of Trenton, City Beef is steeped with culture,” said Tarantino, who, along with business partner James Nelson, purchased the 59-year-old company in January. “Trenton is a food town — there’s pizza and pork roll and so many big food brands around here. It’s a town of foodies and it’s allowed us to hit the ground running.”
Now, Tarantino and Nelson are seeing how far that momentum can take them, with plans to expand City Beef — both as a brand popular with area restaurateurs and store owners and physically, as a brick-and-mortar facility, to accommodate more production.
They hope to have at least half of that expansion realized by next year, when the store will celebrate its 60th anniversary. They plan to double the building’s size with a 6,500-square-foot addition, which will house more freezers, storage space and production lines.