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Frozen Yogurt (Part Three): Strawberry Fields Opens

The third self-serve frozen yogurt business in Morristown opened at 88 South St. on May 12.

The battle for self-serve frozen yogurt dominance in Morristown just got a little more crowded.

Strawberry Fields, located at 88 South St.––opened on Friday, May 12. An official "Grand Opening" celebration is slated for Saturday, May 19, with a ribbon cutting ceremony with Mayor Tim Dougherty scheduled for 5 p.m.

This is the third location for Strawberry Fields, which , then . Several other locations also are in the works.

Like other self-serve froyo joints that have popped up all over the place (including two others in Morristown, and ), Strawberry Fields features a selection of self-service frozen yogurt machines, offering flavors ranging from vanilla, chocolate and strawberry, to banana, cheesecake and creamsicle. Patrons then can choose from a field of toppings, and everything is weighed by the ounce at the register. Besides the standard options, Strawberry Fields offers some dairy-free and no sugar added options, as well.

Robin Mercadante, of Mendham, noted with happiness that the long process of getting her third location on-board was over. 

"It was our intention to be open last fall, but things didn't turn out the way we planned," said Mercadante, who is co-owner of the Morristown location with husband Robert, and friends Ann and Gary Harris, and Lisa and Todd Bank. "Better late than never."

During that delay, however, the froyo landscape changed.

Mercadante acknowledged the increased competition but noted, "We think there's enough of a population here and interest in frozen yogurt for everyone to successful."

The opening of Strawberry Fields in Morristown represents for Mercadante the realization of a longtime dream. 

"I've been wanting to come here for a really long time," she said. "We love this area and everything happening here. We like frequenting the other retailers in the area."

With their main company, Yogurt Management LLC, located in the back of Strawberry Fields Morristown location, Mercadante will have a lot of opportunities to check other retailers out. "I love being here. It's a lot of fun," she said.

Strawberry Fields is located at 88 South St. in Morristown. Hours are 11 a.m. to 10 p.m., Sunday through Thursday; 11 a.m. to 11 p.m. Friday and Saturday. For more information, call the store at 973-590-2714 or visit strawberryfieldsfrozenyogurt.com.

Thanks-love your positivity!!
Donald Rossoff May 16, 2012 at 09:33 AM
I think the more that these places offer unique flavors, the more business they will attract. Right now, all these places lag behind other froyo options in the area.
Dougal Murrayfield May 16, 2012 at 10:18 AM
Each dessert place fits a different demographic, for me as a grey haired man, i feel incredibly uncomfortable going into CUPS with the young girls in tank tops. In fact I think the young girls themselves, and the cups logo, feel uncomfortable themselves. #justsaying
Kristine Brown June 18, 2012 at 11:28 AM
Went to Strawberry Fields the weekend it opened. Three people in my party. It was very late...11:10 to be exact, doors were still open, owner talking to some friends in lobby, thought the place was great inside, however, I didnt care much for the extremely soft texture almost liquid like consistency of yogurt...had pistachio and coconut.....I was sick and so were my two kids all night long in the bathroom. Maybe the yogurts texture was a sign that the yogurt was not refrigerated enough. Called the store the following day only to get a smart ass girl with short tempered comments about my experience. I'll stick with Cups, even th girls with the Hi, welocme to cups and short tshirts is a betterr option than Strawberry Fields...BEWARE
Jenna McMahon June 20, 2012 at 11:06 PM
I recently went to Strawberry Fields and loved the yogurt! I thought the flavors tasted great and I liked how they had a variety. I was with one of my friends who is diabetic and they even had a sugar free flavor for her to enjoy! They have so many toppings too and every time I go back they have something new. It's my favorite yogurt place so far and I will definitely be going back.

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