From the 2012 James Beard Award nominations
: A profile of Sam Mogannam, who transformed his tiny family grocery store, San Francisco's Bi-Rite Market, into one the most influential stores in the country:
"When Mogannam was 15 years old, the market was owned by his father and uncle. The Mission district hadn’t yet been discovered by a generation of tattooed 25-year-olds happy to stand in line for a $3 latte. Just up the street, Mission Dolores Park was popular with unemployed men who spent their days drinking fortified wine, some of which they bought at Bi-Rite. Though he was not yet old enough to drink, in 1983 Mogannam asked his father if he could remerchandise the wine department. He got rid of the Night Train Express, MD 20/20, and Ripple, and on the advice of the store’s wine reps brought in their strongest sellers—Sebastiani, Robert Mondavi, and Beaulieu Vineyard. The drunks found someplace else to shop, and Bi-Rite’s wine sales soared."
PUBLISHED: Oct. 20, 2011
LENGTH: 17 minutes (4397 words)