Getting the Goods

Shoppers flock to markets that are family-owned and operated

Despite the dominance of big-box stores and grocery chains, shoppers keep flocking to markets that are family-owned and operated. That’s because these purveyors put a premium on customer service, feature top-notch takeout foods, and display a passion for food retailing.

These local family markets continue to thrive, in part, because they’re multigenerational, says Nugget Markets President Eric Stille. “The independent grocers that are still around have evolved into unique and special markets,” he says. “Confronting the big chains has made us all tougher and smarter, and food lovers reap the benefits.”

If you love good food (who doesn’t?) you may already know about these upscale markets. If you don’t know about them (or haven’t visited in a while) why not indulge in the kind of specialty marketing experience these mainstays of the community offer? You know it’s the kind of shopping you love and deserve.

Selection satisfies celebrity appetites

When the Smith family founded Sunshine Foods in 1975, they chose Main Street in St. Helena. “My mother, father, sister, brother, wife and I started the business with the help of three aunts and two cousins,” says Jay Smith. “When we decided to get into the independent grocery business, we chose a lifestyle. That’s how we picked our location.” The 10,000-square-foot store is a haven for Napa Valley food lovers with its beautifully stocked meat counter showcasing pristine fish, Rosie’s Organic Chickens, ducks and quail, plus fresh beef, lamb and pork. “Our forte is great customer service, and we try to provide the best products available. We buy as much locally as possible and do a lot of prepared foods, too—850 entrée items that we rotate. We also do blind tastings of products to identify what we feel is the best out there.”

But like other successful independent grocers, Smith says the way customers are treated sets the store apart. “It goes back to the people who work here. Our staff knows how to make our customers feel welcome.”

So, don’t be surprised if the guy next to you at the meat counter looks like Joe Montana. He may well be Joe Montana. Regular customers include Bill Murray, Robin Williams and Francis Ford Coppola, as well as dozens of local vintners and chefs. “We buy the same products that the best chefs in the world are buying,” Smith says.

Sounds good to us.

Gold standard

The big boy of upscale family markets in Solano and Yolo counties is Woodland-based Nugget Markets. All together, there are seven Nuggets: two in Sacramento, two in Davis, and one each in Vacaville, West Sacramento and Woodland. The company also operates three Food 4 Less stores: one in Vallejo, another in Woodland, and the third in Cameron Park near Sacramento. The father-son team of William and Mack Stille opened the Woodland store in 1926, pioneering new concepts such as refrigerated produce cases, a separate meat department and checkout stands with take-away power belts. Today, Mack’s son, Gene, and his grandsons, Eric and Greg, are continuing that tradition of creativity, hard work and community involvement.

Eric Stille, who took over as president in 1995, says he loves the grocery business. “This company has been blessed with very talented people. The last three stores we opened were designed—and 30 percent fabricated in-house—things like aisle markers, faux finishes on the walls, fixtures, even the store design.” He describes Nugget Markets’ some 1,100 employees as the company’s “No. 1 asset.”

Nugget began its expansion in the 1980s, opening two stores in Sacramento and one in Davis. Next, in 2001, Vacaville and a second store in Davis opened. The latest arrival is the store in West Sacramento. Nugget’s trendsetting markets attract food lovers by offering superior produce, meat and deli departments, and by purveying artisan breads and pastries. Its kitchens are led by professional chefs, who serve up prepared foods to rave reviews.

At the Nugget Market in Vacaville, students cook side-by-side with local chefs. Shallots Cooking School classes follow a demonstration format in which instructors prepare a variety of dishes, and students sample each one. Getting information about classes and registering is easy. You can do it all online at nuggetmarket.com. September and October offerings include Dim Sum and Latin Sizzles. There’s also a Just for Kids (ages 8-13) class—Halloween Treats—in late October.

Service (and more) with a smile

In Napa, Vallerga’s Markets is celebrating 58 years of providing ripe produce, choice meats, fresh seafood and a variety of gourmet products. Founded by Joe Vallerga, this Napa institution operates two markets. There’s one in north Napa at the Redwood Shopping Center, and one in east Napa at 301 First St. The Vallergas also own JV Wine & Spirits at 426 First St.

Vallerga’s serves up a huge selection of imported and domestic cheeses, beef and pork ribs, an olive bar, smoked fish, fresh-made salads and hot entrées. With 125 employees, it may have more staff members than many other grocery stores. Two family members, Vice President Chris Burns and her father also work at the market. “Forty years ago, my dad hired Ray Sercu to run the business,” Burns says. “(Ray) runs the store operations so my dad can be the smiley guy with all the customers.”

To make sure customers get all the attention they need, Vallerga’s stocks the shelves after the doors close at night. “That ups the level of service,” Burns says. “We also have a policy that if one customer asks for a gourmet product, we’ll bring it in.”

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