New Jersey’s Route 70 was envisioned as a parkway linking the Philadelphia area to the Jersey Shore and, more specifically, a scenic route for people to avoid the congested White Horse Pike. It was the creative planning of Gilmore Clarkin, a civil engineer and landscape architect, in 1926. His idea was to combine landscaping and roadside aesthetics to make travel pleasant.
This was a precursor to the Palisades Parkway and the Garden State Parkway, projects for which Clarkin was also a consultant. But alas, much of the money to create his full vision was funneled to other highway projects in North Jersey, and Route 70 developed similar to other nondescript New Jersey highways.
For years shore-goers have passed curiosities on Route 70 in Vincentown: the Red Top Farm Market and next to it the Green Top Farm Market. On a recent excursion, I decided to stop and find out the story behind these two farm markets.
I spoke with Mary Narozanick, one of the present owners of the Red Top Market. In 1926 James and Kate Conte owned a nearby farm and raised tomatoes and strawberries. The tomatoes were sold to Campbell Soups in Camden. Suddenly, Campbell’s didn’t want any more tomatoes. What were they to do with this excess produce?
James loaded it into a wagon, hitched up a team of horses and pulled it to the side of the main dirt road near his farm, which was to become Route 70. Even then, there was a passing parade of Model T’s, horse-drawn wagons and the occasional Packard or other luxury car heading to the sand and surf, many going to Long Beach Island. James put up a red umbrella to shade his produce.
Soon, state officials said he could not park his wagon on the side of the road because he did not own the property. He promptly pulled out a wad of bills and became the owner of the site. Officials also said he needed to give his business a name. He looked up at the umbrella and said, “I’ll call it the Red Top Market.”
His business prospered, and as time went on, the wagon evolved into a farm stand with a red roof. It featured a drive-through where the staff would help customers choose their produce. The dirt road became the two-lane asphalt highway we know today.
In the late 1930s, after the Contes had started their business, another entrepreneur bought the property next door and established the Green Top Market. In 1962, William Moore took over ownership of the market from the original owners. Wayne Costello bought the establishment from Moore about a decade ago. Wayne said, “I’ve been in the horticulture industry my whole life and got tired of working for other people.”
Though both markets sell produce, they don’t share any vendors. Wayne tries to find products that are unique to his market. He carries a vibrant selection of shrubs, flowers, produce and seasonal decorations, while the Red Top concentrates on a wide variety of produce and flowering plants.
The Conte family handed the Red Top Market to Elisa and Buddy Milsit, who in turn passed it to Mary and Lee Narozanick and family. The market has been in existence for 100 years and is truly a family operation with five generations of the same family running it, as well as extended family members and longtime friends.
The Green Top Market “is only the length of an apple throw” from the Red Top Market, but don’t expect a hostile rivalry between the two establishments. It has now evolved into friendly competition.
Terence Golda lives in Ringoes, N.J., and Harvey Cedars.
