A market in Parlin has connected Middlesex County to West Africa for more than 20 years. The Original Kaneshie Market offers staples like fufu and other foods central to West African cooking.

Kwame Sarfo, the COO, said this is not the typical corner store. He said he is adding his own personality to the business now that he handles most of the day‑to‑day work.

Sarfo posts videos on Instagram to showcase the culture and bring more energy to the store. “I love to just express my culture and just make it fun,” he said.

He said the market serves as a hub for the community. Customers come for products, but also for advice, help finding a job or even a roommate.

Sarfo said the market is a familiar place for people who recently arrived in the U.S. and may feel lost. He said a small team helps sell a couple thousand products at the store.