Who’s Who in Sonoma: Sonoma Market's General Manager Al Minero

In 1985 Dale Downing and Don Shone combined their retail grocery experience and created Sonoma Market. Eight years later they opened Glen Ellen Village Market.

General manager Al Minero joined the Sonoma Market family in 2008. While he’s relatively new to Sonoma Market, he’s not new to the grocery business. He started in 1974 as a bagger at a San Francisco Safeway and worked up to checker and then head clerk.

For Al, the grocery business is "people business." He prides himself on knowing customers' names and thrives on the fact that Sonoma Market is committed to quality, organics and local foods.

Minero's a familiar face in my life: I live within walking distance to Sonoma Market. When giving directions to my home, I refer to Sonoma Market as a landmark. It is a landmark.

Sonoma Patch: Where did you grow up?

Al: I’m a native San Franciscan from the Sunset District and have lived in Petaluma for 32 years.

SP:  What makes Sonoma Market different from “chain” stores?

Al: We pride ourselves in greeting our local customers on a first name basis. And we have amazing departments. Our Service Deli has the ability to cook breakfast, lunch and full dinners in house.

SP: I live right around the corner and tend to drop in for fresh veggies and fish.

Al: Our Produce buyer hand-picks our selection from the produce terminal in South San Francisco 3 days a week, and buys from local farmers.

SP: And your cheese department is amazing- you must eat a lot of cheese.

Al: We offer over 500 varieties (and during the Holidays, over 700), and many local cheeses. And 70 varieties of olives.

SP: How challenging is it to run a “market” against the big chains?

Al: Very challenging, especially when it comes to their multi-store purchasing power. With the state of our economy, everyone is looking for savings. I attend a lot of food shows and work closely with many vendors so we can offer a wide variety of products that are simply unavailable in the big chains.

SP: How supportive are Sonoma residents?

Al: Sonomans are extremely loyal.  Don and Dale are very generous and supportive of the community and encourage us to be responsive to the requests of our customers.

SP: I know Sonoma Market gives back to the community. How involved are you in these programs?

Al: Don and Dale & I believe in giving back to the community that is our namesake. We proudly support many non-profits such as the Boys & Girls Club, Mentoring Alliance and La Luz, as well as all of the local schools. 

SP: What are your favorite things about Sonoma?

Al: The people. Sonoma has such a tight-knit community of people, always there for one another.  

SP: What would you be doing if you weren’t running Sonoma Market?

Al: I can’t imagine not working for Sonoma Market. I have a fantastic crew and feel very blessed to be here.

SP: How do you spend your free time?

Al: With my beautiful family. We’re celebrating our newest addition, our first grand-daughter, who just turned one-month old.

SP: Congratulations!