Rose and Domenick Capalbo, both Italian immigrants with limited education, began the business in 1906. Back then there were no phones to be managed, no computers to program, no websites to populate and maintain, not even a storefront... just a horse, a wagon, a scale and some produce. They began by selling fruit and vegetables door to door to the affluent families of Essex County, New Jersey. Domenick would get to the produce market by 5:00 a.m. to carefully hand select the day's merchandise. Eventually the Capalbo’s opened a storefront at 339 Passaic Ave., Nutley, where our store still stands today.

As Frank, Domenick and Rose’s son, grew older and became more involved in the business, he recognized the cost advantages of purchasing goods in larger quantities. He didn't let the company's small size stop him, and instead formed buying cooperatives with other small local produce operations. Naturally, better buying meant better prices for the customer, and the idea took off.Soon Frank began to add gourmet food items to the product selection. Attending food shows in New York City, he discovered delicacies from around the world. He paid strict attention to quality, while making every effort to buy efficiently and economically, just as his father did.

So it was that Frank and wife, Dolores, introduced fruit baskets to the product line, while maintaining their popular gourmet food store. Slowly but surely, the gift basket business blossomed as customers found them appropriate for more and more occasions: to express condolences, as get well wishes, as birthday wishes, etc.

As the buzz on gift baskets grew, so did Capalbo’s. We found that fast, efficient, reliable service was a top priority. In order to produce our baskets with a quick turn-around time, we moved into our current home, a 35,000 square foot building where we annually produce roughly 100,000 baskets. Needless to say, the growth in volume led to an increased need for help across the board. Our current staff of about 25 year-round employees swells to over 150 during the 4th quarter peak season.

Our customers want convenient ordering from home or office. We deliver it with our full-color, 48 page catalog, with over 100 gift items from which to choose. And let's not forget our most recent development: our brand-new website!

For us, delivering quality is still the name of the game. Our famous Grade A Extra Fancy fruit is inspected at four different stages before shipment. Any basket that does not pass inspection is immediately sent back to the production department.

People often ask us, "What's the magical ingredient behind Capalbo's success?”. We just smile and explain that we're just doing what our founders taught us more than a century ago. Listen to your customers. Pay attention to quality. Give people value for their money. And don't be afraid to roll up your sleeves and work hard. Old-fashioned? Perhaps. But that's who we are, and that's what Capalbo's is all about.

We welcome your comments, feedback and suggestions on any of our basket creations and promise to take them to heart.

While you are online, be sure to visit our other primary sites, www.winebasket.com, to see our stunning selection of baskets with wine, spirits and gourmet food and www.babybasket.com, for a bonanza of beautiful gift baskets and ideas for babies, big siblings and their parents, too.