By Gene Robbins, Managing editor
Feed them for free and they will come.
That social axiom was proved in spades Friday when hundreds of people overwhelmed the 12 or so food vendors in the first “Hillsborough Sampler” expo.
The event was advertised to last for four hours, but most of the vendors saw their offerings quickly devoured. Some businesses called back to their stores for more, but others could not, said Gene Strupinsky, the township’s business advocate.
The evening’s goal was to intrigue people with the offerings of new restaurants, said Strupinsky, and to that extent, the evening was a smash hit.
”The hope is that peoiple will go back and patronize them again,” said Strupinsky.
Papa John’s Pizza saw18 pies vanish in about eight minutes and ultimately gave away more than 40 pies, said franchisee John Moretti.
Laura Sargent and daughter Emily Bowers of Hillsborough lined up for some of the offerings of Hurry Chutney, an Indian café near Somerville, and later strategically placed themselves near the Baker’s Treat table to capture a piece of chocolate cake. They were successful.
Other businesses served up everything from deli sandwiches to sushi to organic food.
Also deluged quickly was La Costenita, which is located on 450 Amwell Road across from the post office. Offerings of chicken tamales, Mexican rice, refried black beans, pico de gallo and chicken flautas were gone about an hour into the event.
Chef and owner Alicia Arango admitted to being a little embarrassed by running short, although she called back to the store for more of everything. She said she had participated in the Taste of Hillsborough last year and on Friday she brought about the same amount of food that lasted about four hours at that fee event.
”I always want to try to keep business in town,” said Papa John’s Moretti. His business was coming off a great Super Bowl Sunday, when it made 210 deliveries in about five hours, he said.
Friday’s event was “productive,” he said. “In this economy, it’s very hard to spend money on take out or to dine out. It’s good the town gets involved and that people come out.”

