Kwakudala ngaphambi kokuba uMrhwebi uJoe athengise i-buffet yeetshizi zakwamanye amazwe ezinqabileyo, wayenayo uBrie. Kwaye uMrhwebi uJoe wayenoBrie kuqala.



Ibali lendlela ikhonkco legrosari esekwe eMazantsi eKhalifoniya lingene kwikona yentengiso yesonka samasi saseFrentshi yenye yeentsomi ezibaliswayo. Joe coulombe Imemo yeshishini, Ukuba nguMrhwebi uJoe: Ndenze njani iShishini ngendlela yam kwaye ndisabetha ooGuys abakhulu.

UCoulombe, owakhulela kwifama ye-avocado eDel Mar, wafa ngoFebruwari 2020 kwikhaya lakhe lasePasadena eneminyaka eyi-89. Nangona kunjalo, ngoncedo lombhali uPatty Civaleri, amazwi akhe ahlala.





Ukuba nguMrhwebi uJoe yincwadi yeshishini, enye ebalisa ngemvelaphi yevenkile yegrosari ezaliswe kukutya okumangalisayo nokungaqhelekanga okunje ngepopcorn epickle kunye neembiza zokutya zaselwandle zaseSriracha kunye, uyazi, izinto eziqhelekileyo njengesonka kunye nobisi kunye nezinye izinto ezisisiseko. Ikwayimbali yophawu oludumileyo lwaseMelika, olusekwe ngoku eMonrovia, olukhule lwaba ziindawo ezingama-530 kwaye lwathengisa iibhotile ezingachazwanga zewayini ezimbini zeBuck Chuck.

I-precursor ye-Trader Joe's yayizivenkile ze-Pronto Market, ikhonkco elincinci elingafaniyo neevenkile zegrosari zanamhlanje. EPronto, ngewuthathe ioyile yemoto yakho okanye iphepha langasese kunye neelekese.



Bazibiza ngokuba ziivenkile ezahlukeneyo kuba unokufumana izinto ezahlukeneyo, utshilo uCivalleri. Uninzi lwezinto ezijikeleze indlu.

Imvelaphi yale ncwadi ngokwayo ilibali: UCoulombe wayewuvelisile lo mbhalo-ngqangi, kodwa izicwangciso zayo zazibekwe ecaleni ixesha elide kwaye wapha umhlobo wakhe osenyongweni kunye nomsebenzi wokuqala kaJoe, uLeroy Watson. Emva kokufa kukaCoulombe, uWatson wabonisa uCivalleri lo mbhalo-ngqangi ekrwada waza wambuza enoba angamnceda kusini na ekwaluseni le ncwadi ukuze ipapashwe.



  • Ukuba nguMrhwebi uJoe nguJoe Coulombe kunye noPatty Civaleri. (Iqweqwe ngoncedo lwe-Harper Collins Leadership)



  • Emva kokuboniswa umbhalo wesandla okrwada kaJoe Coulombe, uPatty Civaleri wanceda umalusi ukuba nguMrhwebi uJoe ukuba apapashwe. (Ifoto ngoncedo lwe-Harper Collins Leadership)



  • Lo mfanekiso we-circa 1985 onikezwe ngu-Esme Gibson ubonisa uJoe Coulombe, umsunguli wekhonkco lemarike ye-Trader Joe, ekhayeni lakhe e-Pasadena, e-Calif. (Umfanekiso nguEsme nge AP)

  • UJoe Coulombe, umseki we-Trader Joe's grocery chain uboniswa kwi-Trader Joe's store e-Huntington Beach ngoLwesithathu, ngoDisemba 3, 1986. (Ifoto nguJohn Blackmer, i-Orange County Register / SCNG)

Bonisa i-Captionye Yandisa

UCivaleri uthi wayithanda. Uyihlele wayibumba yazizahluko, enikezela ngoxwebhu kwi-arhente yakhe. Apha, uthetha ngencwadi, ivenkile kunye neengcambu zayo zaseMazantsi eCalifornia. Incoko ihlelwe ubude kunye nokucaca.

Q. UJoe wangena njani kwiivenkile zegrosari, ukuqala nje?

UJoe wayekwiminyaka yakhe yama-20, kanye ephuma kwiSikolo soShishino saseStanford, kwaye wathatha umsebenzi kwiRexall Pharmacies esenza i-5 ngenyanga. Usekela-mongameli wase-Rexall wamthatha phantsi kwephiko lakhe. URexall wayenevenkile ezintandathu zePronto Market eSouthern California.

Umnini weeFama ze-Adohr wayecela uJoe ukuba aphathe iimveliso zakhe zobisi kwiivenkile zasePronto. Emva kwesidlo sasemini esimnandi ngenye imini, uAdohr wanika uJoe imali-mboleko kwaye wathenga i-51 pesenti yePronto kwaRexall. Kwaye uJoe wakwazi ukugcina iimveliso zobisi ze-Adohr Farms kwiivenkile.

Kodwa yayiyindaleko ukusuka kwiPronto ukuya kuMrhwebi uJoe njengoko sisazi. Umrhwebi wePronto-early uJoe wayenomdla kakhulu kumfana owayenobomi obukhululekile.

Q. Waqala njani uMrhwebi uJoe wokuqala ePasadena?

UJoe wafumana umoya wokuba ivenkile eyohlukeneyo awayeyindwendwele eTexas yayisiza eCalifornia. Babenohlahlo lwabiwo-mali olukhulu lwentengiso, kwaye uJoe wacinga ukuba baza kumkhupha kwishishini.

Ke uJoe uyagoduka, abambe inkosikazi nabantwana bakhe, kwaye baya kwindlwana yaseLake Arrowhead.

Ngaloo mpelaveki ubona imuvi malunga neenqanawa zakudala zokurhweba. Yamenza wacinga ngesiselo esibandayo awayesifumene kwibar ye-cocktail ye-Trader Vic. Babedume nge-mai tai, kwaye wayefuna enye. Ezi ngcinga zaqala ukujikeleza engqondweni yakhe kwaye yindlela awathi wavela ngayo nombono.

Ngelo xesha kwazalwa u-Trader Joe's, ngo-1967. Nganye, batshintsha iivenkile ezintandathu ukuya kwi-Trader Joe's.

Kwaye le venkile yaseTexas eyahlukeneyo? Ewe, yayiyi-7-Eleven.

Q. Yayiyintoni inkuthazo kaJoe yokufumana iimveliso ezizodwa?

UJoe wachonga imakethi emva kweminyaka yee-'60s kunye nee'70s. Wababiza ngokuba ngabantu abafundileyo nabahlawulwa kancinci. Abantu abangakumbi kweli lizwe babefumana imfundo. Kamva babizwa ngokuba ngabakumgangatho ophakathi. Aba bantu babenengqiqo enzulu yento ababefuna ukuyitya. Babengafuni ukutya okukhenkcezisiweyo okanye iimbotyi zeDel Monte ezinkonkxiweyo. Bafumana impilo entle, yaye uJoe waphulaphula.

Ngequbuliso wayenokutya okumangalisayo okwakungathwalwa ziivenkile ezinkulu zegrosari. Unoxanduva lokuqalisa inkcubeko yokutya esiyonwabelayo namhlanje. Watshintsha isiseko sale nkcubeko.

Q. Thetha ngoBrie, ukuba uyafuna.

Ngelo xesha, ishishini lobisi lalilawula itshizi eU.S. Cheddar kunye neSwitzerland yayiziindidi ezimbini zetshizi kwiivenkile ezinkulu zegrosari. Kaloku, uLeroy Watson wabona itshizi enye ngoxa wayeseYurophu. Sonke siyayazi kwaye siyayithanda. Ibizwa ngokuba nguBrie. UJoe wakwazi ukuzisa uBrie kwiivenkile kuba i-American Dairy consortium yayingavunyelwanga ukulawula itshizi yangaphandle.

Kwaye uJoe wakwazi ukuyithengisa ngemali engaphantsi kwexabiso levenkile ethengisa ukutya eVelveeta.

Q. Ngaba unokuthetha noqhagamshelo lukaJoe kuMazantsi eCalifornia?

Wayeyithanda iPasadena. Bobabini uJoe nenkosikazi yakhe babebandakanyeke kakhulu ekuhlaleni, ingakumbi umboniso wobugcisa. Enyanisweni, uJoe wayesebenzisa ukuprinta ulwazi lweziganeko zobugcisa bendawo ngasemva kweengxowa zoMrhwebi uJoe.

Q. Waziwa kakuhle ukuba uJoe ubeke kwindawo yokuqala ulonwabo lwabasebenzi bakhe. Ngaba wayesoloko ephambi kwegophe kule nto?

Eyona nto iphambili kuye, ukusukela kusuku lokuqala kude kube yimini yokufa kwakhe, yayingabasebenzi bakhe. Waziva esona sigqibo silungileyo awakhe wasenza kukuba wayebahlawula kakhulu abantu. Into eyamthengelayo yayingabasebenzi abanokuzithemba okuphezulu kunye nesimilo. Wafumana abantu abeza nemibono. Wafumana ukunyaniseka. Wafumana abantu abayikhathaleleyo imisebenzi yabo.

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