Business & Finance

New Providence Residents Welcome Strawberry Fields with Open Arms

The ribbon cutting at Strawberry Fields included Councilman Alan Lesnewich, Council President Mike Gennaro, Councilman Armand Galluccio, Ann Harris, Robin Mercadante, Robert Mercadante and Jim Madden. Credits: Suzanne Botvinis
The Harris and Mercadante families (Gary Harris and Dana Mercadante not pictured) Credits: Suzanne Botvinis
Robert and Robin Mercadante with their friends, Jim and Angela Madden of New Providence.   Credits: Suzanne Botvinis
Strawberry Fields is now open on South Street. Credits: Suzanne Botvinis
Strawberry Fields offers a dazzling variety of frozen yogurt flavors and toppings. Credits: Suzanne Botvinis
New Providence residents and councilmen with the owners of Strawberry Fields at the grand opening. Credits: Suzanne Botvinis

NEW PROVIDENCE, NJ – Want to satisfy your sweet tooth and not feel guilty? Then stop by New Providence’s new Frozen Yogurt shop called Strawberry Fields located on South Street. With two other locations in Maplewood and soon in Morristown, this self-serve frozen yogurt is quickly becoming a favorite in northern New Jersey. 

Strawberry Fields frozen yogurt is a healthy alternative to ice cream and most of the yogurt is only 100 calories for a four-ounce serving.  Choose from over 15 delicious flavors including chocolate, mango, red velvet and banana as well as over 40 different toppings from fresh fruit to M&Ms; to granola to snow caps…the choices are endless. There is also a non-dairy flavor and coming soon a “no sugar added” flavor.

Owned and operated by Robert and Robin Mercadante of Mendham and Gary and Ann Harris of Chatham, Strawberry Fields held its official Grand Opening event on Saturday, March 10 with a ribbon cutting, face painting, raffles and other giveaways.

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Friends, neighbors, residents and town officials came in droves to check out this beautifully decorated and “cool” establishment.  From the gorgeous “cascading waterfall” of tile to the vibrant red counter tops & chairs to the unique art work this location offers a trendy but comfortable atmosphere.

The Mercadante and Harris children (Dana, Kristie, Sabrina, Annie and Meg) have also been involved in the planning process and some even work in the Maplewood location.

“I’m having a lot of fun” said Meg. The family even offered up some of their favorite flavors/blends: Annie likes the plain tart while Meg likes a swirl of pomegranate and banana. Dana’s number one choice is chocolate with mochi (a popular but hard-to-find topping), graham cracker and strawberries. Her sisters, Kristie and Sabrina like plain with graham cracker, walnuts and strawberries and cookies & cream with strawberries, Oreo, cookie dough and Twix respectively.  Ann loves the plain tart with blueberry and granola while Robin’s top pick is vanilla with fruit and flax seeds.

Robert enjoys the pistachio and his second favorite is peanut butter but his partner, Gary, goes for the chocolate every time.

“We’ve been swamped since our opening on March 1 and we are very excited! We were lucky to find this location. We had to move fast since we had a corner store-front and ample parking,” said Robert, who is the general manager.

With the help of resident and friend, Jim Madden, they knew they were destined for success. Madden is a lifelong friend of Gary Harris and Robert Mercadante from their home towns of Maplewood/South Orange.  Madden convinced the owners that New Providence would be a great town to consider within their business plan of new store openings. "New Providence is such a great business destination,” said Robert. “This downtown is alive and thriving, and Strawberry Fields is the perfect business to add to the core of the downtown.”

Robert added, "Jim is very involved in the town here and introduced us to the downtown business association. Together they convinced us of the attributes and central location. It was a perfect fit!"

Resident Perry Sann also helped convince the Mercadante and Harris families that New Providence is a great town.

Robin and Ann commented “We have been welcomed with open arms! Everyone is so warm and friendly and we are thrilled to open up our second location here in this town.” Robin went on to say that “the residents of New Providence are young spirited and health conscience and we want them to appreciate all the benefits Strawberry Fields has to offer.”

“We want this to be a gathering place for all to enjoy,” added Ann.   

Robin, who handles advertising and public relations in addition to many other aspects of the business, has had some design input.

“We’ve been getting a lot of compliments on the artwork. Our niece, Laura San Fillipo of Fleur De Lis Photography, supplies our stores with her magnificent artwork. She’s an up and coming artist and photographer and each of our locations will display her artwork…no two pieces are the same.” To inquire about purchasing a piece of art, please contact Laura directly at or check out her website at

Strawberry Fields is offering loyalty programs for customers with a “loyalty card” that gets you free yogurt on your birthday and your tenth visit, plus 10 percent off coupons (while supplies last). In the coming weeks they will introduce gourmet coffee and smoothies. So bring a friend and stop in today to enjoy some frozen yogurt that tastes good and is good for you.

To sign up for specials, check out their website at or find them on Facebook at

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