FLEMINGTON, NJ – Freshii, a restaurant franchise that describes itself as a “health-casual, fresh food concept,” plans to open its first store in New Jersey here.

The store will be located at 100 Reaville Ave. in the Shoppes at Flemington and the franchise will be operated by Stephen and Stefanie Sheriff. The couple lives in New Hope, Pa., but Stefanie grew up here.

Freshii has about 300 locations in 20 countries. The location here plans to open Nov. 1, according to company spokesperson Nikki Nardick.

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Freshii was awarded 2013's Top Franchise of the Year in Canada. The restaurant states that its mission is to “provide nutritious meal choices that energize people on the go” and has been critical of McDonald’s restaurants.

In a letter to McDonald’s published on the Freshii website, Freshii CEO Matthew Corrin writes, “We are a nation headed in two directions. Americans are more concerned than ever about making healthier eating choices. Yet increasingly, we are  both overweight and undernourished.”

Corrin believes that the “apparent conflict – fast food vs. fresh food – is a false dichotomy.” He told the burger giant that, “As an industry, and as a nation, we can have both.”

Editor's note: This article was updated to include the latest information about the number of Freshii franchise locations.