real food spring 2006

winter 2005
spring 2006

Savor the
Flavors of Spring

ts read and
en
w
d
SHARP stu

rit
e
6 0
-20

teracy Through the Power of Art!

05

th 20
10

Ann
iversary

Spring Vegetables Holiday Brunch Menu

Seafood, American-Style Joys of Ginger
volume 2 number 1

Sensational Sandwiches Perfect Pasta

Great Spring Recipes

 Sendik’s Food Market
welcome

Ring in Spring
Open 7 a.m. – 9 p.m. daily

S
pring is just around
the corner and we are
Whitefish Bay pleased to bring you
500 E. Silver Spring Dr. the second edition of Sendik’s
Whitefish Bay, WI 53217 Real Food magazine.This issue
(414) 962-9525 is full of great spring food
ideas. In addition to recipes
Mequon for delicious dishes, you will
10930 N. Port Washington Rd. find more information about
Mequon, WI 53092 Sendik’s and some of the
(262) 241-9525 products in our stores.
We would like to extend
Wauwatosa an enthusiastic “thank you” to Left to right: Margaret Harris and Ted Balistreri of Sendik’s
8616 W. North Ave. those of you who purchased with ABCD’s Melodie Wilson and Kathleen Ludington.

Wauwatosa, WI 53226 the first issue of Real Food. As

(414) 456-9525 a result of your support, we donated $6,000 the store is something to behold. To bet-
to our charitable partner, After Breast Can- ter acquaint you with the store, we have
Grafton cer Diagnosis (ABCD).This quarter, we are included a profile of the manager, Mike
2195 1st Ave. teaming up with Creative SHARP Presen- Frederick. Please be sure to say hello to him
Grafton, WI 53024 tations, which is a very successful literacy the next time you are in the store. He’s a
(262) 376-9525 program for urban youth. As part of our great person and loves getting to know his
ongoing commitment to the communities customers.
served by Sendik’s, we will again donate We like to highlight products that we
one dollar from every sale of this magazine feel provide exceptional quality and value,
to the SHARP program. (Please see more and you’ll find some of them featured in
information below.) this issue. Plus, if you have a favorite product
As many of you know, Sendik’s enjoys you buy at Sendik’s and think it should be
a long and rich (some might even say featured, please let us know about it.
romantic) history. In this issue we share a We truly hope you enjoy this issue of
heartwarming story about Tom Balistreri, Sendik’s Real Food.
Sr. and his wife of over 60 years, Margaret.
Together they established many of the tradi- Sincerely,
tions on which Sendik’s is founded. The Balistreris: Ted Sr., Ted, Nick, Patrick,
This past October saw the opening of and Margaret (Balistreri) Harris
our newest store in Grafton. With a new
façade, new equipment, and upbeat décor,

Literacy Through the Power of Art!
Creative SHARP is a Milwaukee-based
nonprofit organization that uses an inno-
vative literacy program to encourage
young urban students to read and write
and become actively engaged in devel-
oping the skills needed to succeed in an
information-based world. Creative SHARP
(Student Historical Art Resource Program)
began in 1996 using the visual arts and art
history to increase the reading, writing,
and social study skills of youth who may
not otherwise have the resources.
And it’s working—a third party study
showed that SHARP program students
score between 40% and 70% higher in
their vocabulary, writing, and behavioral
skills than students who do not participate
in SHARP.
The Creative SHARP program pro-
vides willing young urban students with
the opportunity to learn, grow, achieve,
succeed, and take a more active role in
shaping their own destiny in a positive
and effective way.
For more information about the Creative
SHARP literacy program call (414) 270-
3388 or visit www.creativesharp.org.

“To read is to understand, to write is to communicate. To do both well, is to succeed in shaping ones own destiny.”

www.sendiksmarket.com real food 

Sendik’s Food Market Sendik’s Food Market
dietitian’s corner quality in the name

Post-holiday Sendik’s
shape-up
One or two pounds each holiday season Vino
can add up—it’s time to break the cycle.
An Old World wine at
By Colleen Kristbaum, MS, RD, CD an everyday price.
Staff dietitian, sendik’s food market

By Ted Balistreri
Co-owner, Sendik’s Food Market

I
t is the moment of truth—did you put
on a few pounds over the holidays? Did
you make excuses not to exercise? If you
did, join the crowd!
Studies show that most people only gain
perfect and some eating habits I have are not
healthy? Am I willing to invest the time and
energy into making this work?
• Do I have a supportive environment? Are
my family and friends willing and able to
Vino Rosso is a perfectly sculptured
blend of Zinfandel, Petite Sirah, and
Getting started Carignane. $9.99/btl.
Making the commitment is essential for
Flavor Characteristics:
success. Knowing where to begin may

T
be a little overwhelming. The following • Minimal oak treatment with robust fruit
one to two pounds over the holidays. The help me through challenging times? he name Sendik’s is synonymous row. When friends and family paid a visit,
tips may help you get started in the right components.
problem is, one year later, those couple • Do I know where to find professional help with quality and value, and Sendik’s Grandpa would celebrate by opening a bottle • A Zinfandel fruit profile with subtle notes
direction.
pounds are still there.With another holiday if I need it? wine provides just that. Long before or two of special wine he held in reserve. of boysenberry, ripe cherry, and raisin.
season, a couple more pounds, and so on, • What do I think being more nutritionally university studies confirmed its health ben- After many years of searching—and a lot • The Petite Sirah and Carignane provide the
• Keep a food diary. Write down every-
and so on, and so on until we reach the and physically fit will do for me? In the efits, Grandpa Balistreri knew that a glass of of tasting—we are proud to offer two wines flavor and balance of deeper, darker fruits
thing you eat and the amount you have
point in our lives where we look at our- next few months? In the next few years? eaten. Learn what and where the prob-
wine could refresh the spirit, warm the soul, bearing the Sendik’s name that capture the and spices.
selves and wonder, “Where did those extra If you answered these questions honestly, lems are. Address these problems one and heal the body. After a long day working flavor of those Grandpa used to produce. Great with: Red meats, chili, pasta with red
10 pounds come from?” and feel you are ready to take the next at a time. in the store, Grandpa would come home Sendik’s wine is made by Stone’s Throw sauce, pizza—and friends.
It is time to break that negative cycle step, visit your doctor and let him or her • Set specific short term, achievable and relax, enjoy a glass of homemade wine, Winery in Door County, which is quickly
and win the battle of the bulge. How? You know that you want to make some positive goals. Don’t set yourself up for failure. reflect on the day, and contemplate tomor- gaining a reputation for producing excep-
may ask. It takes commitment, honesty, and changes in your lifestyle. Get some guide- • Make better food choices. Learn to use tional wines. They buy California grapes
the ability to look to the future. First, ask lines on the type and amount of exercise the Food Guide Pyramid as a guide to and have them shipped to Wisconsin where
yourself these questions: appropriate for you. Then go for it! good eating—choose a variety of foods they are pressed and vinified by expert
from each of the food groups.
• Am I ready? Am I ready to make a perma- winemaker and Stone’s Throw owner,
• Watch your portions. We typically suffer
nent lifestyle change? Not a change for a Russell Turco.Working with Stone’s Throw
from “portion distortion.”
couple weeks or months to lose some weight, gives us the ability to develop the wines
• Beware of unhealthy popular diets that
then gain it all (and then some) back again. promote a fast weight loss or recom-
locally to our specifications. Moreover,
Am I ready to be honest with myself? Am mend supplements or special foods. The Turco’s expertise has helped us to faithfully
I willing to admit to myself that I am not safest weight loss is a slow weight loss. replicate the rustic flavor of the homemade
• Be active. Start moving a little more, but wines Grandpa used to make.
stay within your means. Start out slow. In Sendik’s Vino Bianco and Vino Rosso,
FUN FACTS • Seek the advice of a registered dietitian we have affordable red and white wines that
to help and support you through this Vino Bianco is an exceptionally well-
Sendik’s will squeeze stand on their own in terms of quality. More
lifestyle change. crafted blend of Chardonnay, Sauvignon
over 36,000 cases of importantly, they are everyday wines that are Blanc, and Viognier. $9.99/btl.
oranges this year to perfect complements to any meal with fam-
produce 90,000 gal- If you are going to do it, do it right–or
ily or friends. After all, at Sendik’s we are all Flavor Characteristics:
lons of its famous you will be doing it again. Keep in mind
about good food, family, and friends. • Rich, fresh, and lively with soft floral aromas.
fresh OJ. That’s over that the health problems associated with
being overweight far “outweigh” the
We invite you to stop in and try a bottle • Subtle flavors of white peaches, Macin-
3,600,000 oranges, or
40 oranges per gallon! perceived difficulty of making these life- of our special wine and discover what tosch apples, and light hints of vanilla.
style changes. Grandpa knew all along.We think you will Great with: Poultry, pork, or seafood, and of
be impressed. course, friends.

10 real food www.sendiksmarket.com www.sendiksmarket.com real food 11

Sendik’s Food Market Sendik’s Food Market
dietitian’s corner quality in the name

Post-holiday Sendik’s
shape-up
One or two pounds each holiday season Vino
can add up—it’s time to break the cycle.
An Old World wine at
By Colleen Kristbaum, MS, RD, CD an everyday price.
Staff dietitian, sendik’s food market

By Ted Balistreri
Co-owner, Sendik’s Food Market

I
t is the moment of truth—did you put
on a few pounds over the holidays? Did
you make excuses not to exercise? If you
did, join the crowd!
Studies show that most people only gain
perfect and some eating habits I have are not
healthy? Am I willing to invest the time and
energy into making this work?
• Do I have a supportive environment? Are
my family and friends willing and able to
Vino Rosso is a perfectly sculptured
blend of Zinfandel, Petite Sirah, and
Getting started Carignane. $9.99/btl.
Making the commitment is essential for
Flavor Characteristics:
success. Knowing where to begin may

T
be a little overwhelming. The following • Minimal oak treatment with robust fruit
one to two pounds over the holidays. The help me through challenging times? he name Sendik’s is synonymous row. When friends and family paid a visit,
tips may help you get started in the right components.
problem is, one year later, those couple • Do I know where to find professional help with quality and value, and Sendik’s Grandpa would celebrate by opening a bottle • A Zinfandel fruit profile with subtle notes
direction.
pounds are still there.With another holiday if I need it? wine provides just that. Long before or two of special wine he held in reserve. of boysenberry, ripe cherry, and raisin.
season, a couple more pounds, and so on, • What do I think being more nutritionally university studies confirmed its health ben- After many years of searching—and a lot • The Petite Sirah and Carignane provide the
• Keep a food diary. Write down every-
and so on, and so on until we reach the and physically fit will do for me? In the efits, Grandpa Balistreri knew that a glass of of tasting—we are proud to offer two wines flavor and balance of deeper, darker fruits
thing you eat and the amount you have
point in our lives where we look at our- next few months? In the next few years? eaten. Learn what and where the prob-
wine could refresh the spirit, warm the soul, bearing the Sendik’s name that capture the and spices.
selves and wonder, “Where did those extra If you answered these questions honestly, lems are. Address these problems one and heal the body. After a long day working flavor of those Grandpa used to produce. Great with: Red meats, chili, pasta with red
10 pounds come from?” and feel you are ready to take the next at a time. in the store, Grandpa would come home Sendik’s wine is made by Stone’s Throw sauce, pizza—and friends.
It is time to break that negative cycle step, visit your doctor and let him or her • Set specific short term, achievable and relax, enjoy a glass of homemade wine, Winery in Door County, which is quickly
and win the battle of the bulge. How? You know that you want to make some positive goals. Don’t set yourself up for failure. reflect on the day, and contemplate tomor- gaining a reputation for producing excep-
may ask. It takes commitment, honesty, and changes in your lifestyle. Get some guide- • Make better food choices. Learn to use tional wines. They buy California grapes
the ability to look to the future. First, ask lines on the type and amount of exercise the Food Guide Pyramid as a guide to and have them shipped to Wisconsin where
yourself these questions: appropriate for you. Then go for it! good eating—choose a variety of foods they are pressed and vinified by expert
from each of the food groups.
• Am I ready? Am I ready to make a perma- winemaker and Stone’s Throw owner,
• Watch your portions. We typically suffer
nent lifestyle change? Not a change for a Russell Turco.Working with Stone’s Throw
from “portion distortion.”
couple weeks or months to lose some weight, gives us the ability to develop the wines
• Beware of unhealthy popular diets that
then gain it all (and then some) back again. promote a fast weight loss or recom-
locally to our specifications. Moreover,
Am I ready to be honest with myself? Am mend supplements or special foods. The Turco’s expertise has helped us to faithfully
I willing to admit to myself that I am not safest weight loss is a slow weight loss. replicate the rustic flavor of the homemade
• Be active. Start moving a little more, but wines Grandpa used to make.
stay within your means. Start out slow. In Sendik’s Vino Bianco and Vino Rosso,
FUN FACTS • Seek the advice of a registered dietitian we have affordable red and white wines that
to help and support you through this Vino Bianco is an exceptionally well-
Sendik’s will squeeze stand on their own in terms of quality. More
lifestyle change. crafted blend of Chardonnay, Sauvignon
over 36,000 cases of importantly, they are everyday wines that are Blanc, and Viognier. $9.99/btl.
oranges this year to perfect complements to any meal with fam-
produce 90,000 gal- If you are going to do it, do it right–or
ily or friends. After all, at Sendik’s we are all Flavor Characteristics:
lons of its famous you will be doing it again. Keep in mind
about good food, family, and friends. • Rich, fresh, and lively with soft floral aromas.
fresh OJ. That’s over that the health problems associated with
being overweight far “outweigh” the
We invite you to stop in and try a bottle • Subtle flavors of white peaches, Macin-
3,600,000 oranges, or
40 oranges per gallon! perceived difficulty of making these life- of our special wine and discover what tosch apples, and light hints of vanilla.
style changes. Grandpa knew all along.We think you will Great with: Poultry, pork, or seafood, and of
be impressed. course, friends.

10 real food www.sendiksmarket.com www.sendiksmarket.com real food 11

Sendik’s Food Market
what’s in store
Is variety
the spice of life?
By paul voeller,
store director at
sendik’s in mequon
P » crabtree & evelyn
art of the fun of shopping at Sendik’s Food Markets is the
unique products we offer customers who delight in trying
something new and different. We take pride in carrying
an extremely large variety of products, and this distinguishes us
from other retailers.You may wonder why we have 553 different
varieties of boxed tea. Our answer is that variety makes grocery
shopping and eating fun.
Sendik’s is a full line, full-service grocery store catering to people
who eat. People say that you cannot be everything to everybody,
but at Sendik’s we say that we sure can try. We have national brand
items, and specialty products; products that are local and products
that come from around the world. If you are looking for a new salad
dressing, we have 425 varieties. If you would like to make a simple
balsamic vinaigrette, we have 230 varieties of olive oil and 54 dif-
ferent balsamic vinegars to choose from.
Specialty products are becoming increasingly popular. More
people are interested in cooking new and different foods and also
trying new non-food items. People also like convenience, and
convenience in specialty foods has greatly improved over the last
few years. If you want to make a great pasta sauce for your buca-
tini pasta, you don’t need to slave over the stove all day. You can
head over to our pasta sauce section and choose one from the 208
varieties—it may even be better than your own.
As the demand for unique specialty products grows, be assured
that Sendik’s will be searching for just the right ones to fill our
shelves. If we do not have an item you’re looking for, our staff will
gladly call you once we track down the product.We have selected
just a few or our unique products for the pages of Sendik’s Real
Food. Stop by any one of the four Balistreri-owned and operated
Sendik’s stores in Grafton, Mequon, Wauwatosa, or Whitefish Bay
and spice up your life with a wide variety of products.
“We cater to
people who eat.”
12 real food www.sendiksmarket.com
Sendik’s Food Market
what’s in store
» shooting star farms
Life is busy these days, but Shooting Star Farms can
simplify your entertaining needs or enhance your
daily life with its products and recipes. Shooting Star
Farms Harvest Tortilla Chips and Shooting Star Farms
Salsas are just a sampling of this fabulous product
line available at Sendik’s Food Markets.
Pastene
»
Product excellence at Pastene has never been compromised
in our more than 125 years of existence. Consumers have
come to trust and associate the Pastene name with quality.
We insist on very strict product quality and developmental
standards, and we never release any new product until we
are proud to put the Pastene name on it. When you buy a
Pastene product, you’re buying the best.
At Crabtree & Evelyn we are passionate about life’s simplest pleasures.
Our idea of luxury stems from our English heritage which means
enjoying the moment and taking time to treat yourself. While we love
» harney & sons our English way of life, we also travel the world to find little luxuries
that make life more precious—chic comforts for your home and fine
“Tea” means many things to
fragrances as well as pampering spa treats for the bath and body.
many people: from black teas
to herbals to iced. Harney & Our products are crafted using unhurried, time-honored methods.
Sons’ goal is to be your best We use the finest ingredients and above all, we are proud of our
source for tea—however you uncompromising eye for quality and attention to detail. You wouldn’t
define it. Our commitment to settle for less and neither would we.
providing you with the finest
possible cup of tea is strong.
Our teas are fresh and of the
highest quality. We guarantee
you will always be pleased.
We drink to your health.
alterra coffee
»
Strong coffee since 1993.
CenSea Quality shrimp
»
CenSea offers over 40 years of expertise with imported and
domestic seafood products. Our buyers regularly visit seafood
producers throughout the world. This personal contact has
earned us the trust of seafood suppliers and enables us to
deliver quality seafood products to our customers.
neu Gentle home cleaning
»
The NEU Gentle Home Cleaning line offers safer cleaning
product alternatives. NEU cleaners are organic, low foaming,
cruelty-free, and environmentally friendly since less rinse
water is needed. Plus, they are infused with soothing
aromatherapy scents that make cleaning a little less mundane
and freshen the entire home.
window cleaner • floor cleaner • disposer cleaner • all-purpose
cleaner • manual dish soap • automatic dishwashing liquid
NEU homecare products are made and packaged in Mequon,
Wisconsin by Environmentally Sensitive Solutions, Inc. (ESS), a
recognized leader in neutral pH cleaners. NEU products are available
at Sendik’s in Mequon and Grafton.
real food 13
Sendik’s Food Market
what’s in store
Is variety
the spice of life?
By paul voeller,
store director at
sendik’s in mequon
P » crabtree & evelyn
art of the fun of shopping at Sendik’s Food Markets is the
unique products we offer customers who delight in trying
something new and different. We take pride in carrying
an extremely large variety of products, and this distinguishes us
from other retailers.You may wonder why we have 553 different
varieties of boxed tea. Our answer is that variety makes grocery
shopping and eating fun.
Sendik’s is a full line, full-service grocery store catering to people
who eat. People say that you cannot be everything to everybody,
but at Sendik’s we say that we sure can try. We have national brand
items, and specialty products; products that are local and products
that come from around the world. If you are looking for a new salad
dressing, we have 425 varieties. If you would like to make a simple
balsamic vinaigrette, we have 230 varieties of olive oil and 54 dif-
ferent balsamic vinegars to choose from.
Specialty products are becoming increasingly popular. More
people are interested in cooking new and different foods and also
trying new non-food items. People also like convenience, and
convenience in specialty foods has greatly improved over the last
few years. If you want to make a great pasta sauce for your buca-
tini pasta, you don’t need to slave over the stove all day. You can
head over to our pasta sauce section and choose one from the 208
varieties—it may even be better than your own.
As the demand for unique specialty products grows, be assured
that Sendik’s will be searching for just the right ones to fill our
shelves. If we do not have an item you’re looking for, our staff will
gladly call you once we track down the product.We have selected
just a few or our unique products for the pages of Sendik’s Real
Food. Stop by any one of the four Balistreri-owned and operated
Sendik’s stores in Grafton, Mequon, Wauwatosa, or Whitefish Bay
and spice up your life with a wide variety of products.
“We cater to
people who eat.”
12 real food www.sendiksmarket.com
Sendik’s Food Market
what’s in store
» shooting star farms
Life is busy these days, but Shooting Star Farms can
simplify your entertaining needs or enhance your
daily life with its products and recipes. Shooting Star
Farms Harvest Tortilla Chips and Shooting Star Farms
Salsas are just a sampling of this fabulous product
line available at Sendik’s Food Markets.
Pastene
»
Product excellence at Pastene has never been compromised
in our more than 125 years of existence. Consumers have
come to trust and associate the Pastene name with quality.
We insist on very strict product quality and developmental
standards, and we never release any new product until we
are proud to put the Pastene name on it. When you buy a
Pastene product, you’re buying the best.
At Crabtree & Evelyn we are passionate about life’s simplest pleasures.
Our idea of luxury stems from our English heritage which means
enjoying the moment and taking time to treat yourself. While we love
» harney & sons our English way of life, we also travel the world to find little luxuries
that make life more precious—chic comforts for your home and fine
“Tea” means many things to
fragrances as well as pampering spa treats for the bath and body.
many people: from black teas
to herbals to iced. Harney & Our products are crafted using unhurried, time-honored methods.
Sons’ goal is to be your best We use the finest ingredients and above all, we are proud of our
source for tea—however you uncompromising eye for quality and attention to detail. You wouldn’t
define it. Our commitment to settle for less and neither would we.
providing you with the finest
possible cup of tea is strong.
Our teas are fresh and of the
highest quality. We guarantee
you will always be pleased.
We drink to your health.
alterra coffee
»
Strong coffee since 1993.
CenSea Quality shrimp
»
CenSea offers over 40 years of expertise with imported and
domestic seafood products. Our buyers regularly visit seafood
producers throughout the world. This personal contact has
earned us the trust of seafood suppliers and enables us to
deliver quality seafood products to our customers.
neu Gentle home cleaning
»
The NEU Gentle Home Cleaning line offers safer cleaning
product alternatives. NEU cleaners are organic, low foaming,
cruelty-free, and environmentally friendly since less rinse
water is needed. Plus, they are infused with soothing
aromatherapy scents that make cleaning a little less mundane
and freshen the entire home.
window cleaner • floor cleaner • disposer cleaner • all-purpose
cleaner • manual dish soap • automatic dishwashing liquid
NEU homecare products are made and packaged in Mequon,
Wisconsin by Environmentally Sensitive Solutions, Inc. (ESS), a
recognized leader in neutral pH cleaners. NEU products are available
at Sendik’s in Mequon and Grafton.
real food 13
Sendik’s Food Market
sendik’s people
Love in the
produce aisles
“What do you want?” the elder man stated
with the trace of an Italian accent. He was stand-
ing in the doorway to his home. “My daughters
are not accustomed to standing on the street corner
talking to strange men for the whole neighborhood
to see.” The young man, looking up from his con-
versation, understood the challenge that the older
man was making. Although he was an American
citizen, he, too, was an immigrant from Sicily, and
appreciated the Old-World values represented in
the elder man’s words. If he were to continue the
conversation, he would have to convince the elder
man of his honorable intentions.
They had met in a produce market on
Downer Avenue on Milwaukee’s lower east
side. It was 1933 and jobs were scarce. She
had worked over the holidays at the Boston
Store in what is now referred to as Grand
Sixteen-year-old Margaret Quartullo
(right) with her sister Louise in 1928.
Recalling their meeting in 1933, Tom would state that he instantly fell in love with Margaret in the produce aisles of Sendik’s.
Perhaps it was coincidence but it may have had something to do with the atmosphere. We wonder if others may have met and
fallen in love at Sendik’s. If so, we would like to hear from you.
Please write us: Sendik’s, Attn: Margaret, 5623 N. Lake Drive, Whitefish Bay, WI, 53217.
14 real food www.sendiksmarket.com
Sendik’s Food Market
sendik’s people
Meet the Staff:
Mike Frederick
Avenue. But the holidays were over, MIKE FREDERICK
the Boston Store no longer needed is Sendik’s Director
her services, and she needed a job. of Operations at the
A family friend told her that his
nephews, owners of a fruit and
new Grafton location.
vegetable market called Sendik’s, He is a thirty-year
were hiring and that she should go industry veteran and
there and ask to speak with Tom. is responsible for
Arriving at Sendik’s the next day,
she approached a young worker. “I Margaret and Tom Balistreri celebrate their 25th
overseeing the store’s
am Tom,” the young man replied. wedding anniversary in Italy, 1959. 130 employees and 12
She quickly explained that his uncle separate departments.
had sent her and that she was interested in earning a reputation for selling only the fin-
a job. “Just a minute while I talk this over est fresh fruits and vegetables available.Then
with my brother,” Tom explained. His older one day she and her sister were walking FIRST JOB:
brother confirmed what Tom already knew. home down Oakland Avenue and ran into Shagging carts as a teenager at a local years—and I like the people I work with. HOBBIES:
“We don’t need any more help,” he said.“But Tom. They were talking outside her house grocery store where I grew up in Illinois. I also like the autonomy I have to make Between work and family, I don’t have
we need this one,” Tom replied. when her father interrupted them.That day, Thirty years later I’m still shagging carts. decisions based on my customers’ needs too much time for hobbies. I do like an
The young woman began her Sendik’s Tom convinced the elder man of his honor- Go figure. rather than corporate mandates. occasional round of golf, gardening, and
career the very next day, arriving one hour able intentions and was eventually invited woodworking.
early for her scheduled shift. She excelled into the home where he would become a MANAGEMENT PHILOSOPHY: FUNNIEST MOMENT IN 30 YEARS
at her job and learned that Sendik’s was fast frequent guest. I have a laid-back personality but am par- OF GROCERY WORK: GUT CHECK MOMENTS:
Over time, Tom’s interest in Margaret, ticular about the details of the business. I Trying to apprehend a shoplifter whose When things get tough, I recall three
Margaret and Tom Balistreri celebrate their this beautiful young lady, grew. They began look at myself more as a facilitator in the method of escape was shedding her dress tenets that I have hanging on the wall in
golden wedding anniversary in 1984. dating, always accompanied by her younger process, helping the department heads and running into the parking lot without any my office: Adapt, overcome, and improve.
brother, who was sent along as a chaperon. and the staff to get their jobs done. I am clothes.We let her go but kept the dress. When things get hairy I follow these
Tom learned that Margaret liked ice cream, fortunate to have an extremely talented, tenets and meet the challenge
and on one date he took her to five differ- hardworking, and knowledgeable staff at OVERRIDING GOAL: head on. To me, that’s what it
ent ice cream stands. Her father noted that Sendik’s. My role is really to coordinate To create the best possible shopping expe- is all about.
if she “married that man, she would never and facilitate their ability to do their very rience for each and every customer that
go hungry.” And so it was that Margaret best to serve our customers. visits our stores by providing a clean and
Quartullo, daughter of Dominic and Fedela, pleasing environment, offering products
married Tom Balistreri, Sendik’s cofounder JOINING THE STAFF AT SENDIK’S: with exceptional value, and giving friendly
and patriarch on June 20, 1934. Needless to I met with the owners on several occasions personal service, everyday—the kind of
say, in more than sixty-eight years of mar- and liked what I saw. I knew this was a fam- service you used to get at the corner
riage, until Tom’s passing in 2002, there was ily owned and operated business and felt that market.
always plenty of food on the table. we shared the same values with regard to
how to serve and create value for customers. SOMETHING YOU ARE
So far, we’re having a lot of fun. embarrassed TO ADMIT:
Share your story with us! I’m a Bear’s fan. I grew up in Illinois
BEST PART OF THE and have stayed loyal since my childhood,
GRAFTON STORE: even over that last ten years when there
The people. I like the customers—many wasn’t much to cheer about. But really,
of whom I’ve known for a number of we’re not all that bad.
www.sendiksmarket.com real food 15
Sendik’s Food Market
sendik’s people
Love in the
produce aisles
“What do you want?” the elder man stated
with the trace of an Italian accent. He was stand-
ing in the doorway to his home. “My daughters
are not accustomed to standing on the street corner
talking to strange men for the whole neighborhood
to see.” The young man, looking up from his con-
versation, understood the challenge that the older
man was making. Although he was an American
citizen, he, too, was an immigrant from Sicily, and
appreciated the Old-World values represented in
the elder man’s words. If he were to continue the
conversation, he would have to convince the elder
man of his honorable intentions.
They had met in a produce market on
Downer Avenue on Milwaukee’s lower east
side. It was 1933 and jobs were scarce. She
had worked over the holidays at the Boston
Store in what is now referred to as Grand
Sixteen-year-old Margaret Quartullo
(right) with her sister Louise in 1928.
Recalling their meeting in 1933, Tom would state that he instantly fell in love with Margaret in the produce aisles of Sendik’s.
Perhaps it was coincidence but it may have had something to do with the atmosphere. We wonder if others may have met and
fallen in love at Sendik’s. If so, we would like to hear from you.
Please write us: Sendik’s, Attn: Margaret, 5623 N. Lake Drive, Whitefish Bay, WI, 53217.
14 real food www.sendiksmarket.com
Sendik’s Food Market
sendik’s people
Meet the Staff:
Mike Frederick
Avenue. But the holidays were over, MIKE FREDERICK
the Boston Store no longer needed is Sendik’s Director
her services, and she needed a job. of Operations at the
A family friend told her that his
nephews, owners of a fruit and
new Grafton location.
vegetable market called Sendik’s, He is a thirty-year
were hiring and that she should go industry veteran and
there and ask to speak with Tom. is responsible for
Arriving at Sendik’s the next day,
she approached a young worker. “I Margaret and Tom Balistreri celebrate their 25th
overseeing the store’s
am Tom,” the young man replied. wedding anniversary in Italy, 1959. 130 employees and 12
She quickly explained that his uncle separate departments.
had sent her and that she was interested in earning a reputation for selling only the fin-
a job. “Just a minute while I talk this over est fresh fruits and vegetables available.Then
with my brother,” Tom explained. His older one day she and her sister were walking FIRST JOB:
brother confirmed what Tom already knew. home down Oakland Avenue and ran into Shagging carts as a teenager at a local years—and I like the people I work with. HOBBIES:
“We don’t need any more help,” he said.“But Tom. They were talking outside her house grocery store where I grew up in Illinois. I also like the autonomy I have to make Between work and family, I don’t have
we need this one,” Tom replied. when her father interrupted them.That day, Thirty years later I’m still shagging carts. decisions based on my customers’ needs too much time for hobbies. I do like an
The young woman began her Sendik’s Tom convinced the elder man of his honor- Go figure. rather than corporate mandates. occasional round of golf, gardening, and
career the very next day, arriving one hour able intentions and was eventually invited woodworking.
early for her scheduled shift. She excelled into the home where he would become a MANAGEMENT PHILOSOPHY: FUNNIEST MOMENT IN 30 YEARS
at her job and learned that Sendik’s was fast frequent guest. I have a laid-back personality but am par- OF GROCERY WORK: GUT CHECK MOMENTS:
Over time, Tom’s interest in Margaret, ticular about the details of the business. I Trying to apprehend a shoplifter whose When things get tough, I recall three
Margaret and Tom Balistreri celebrate their this beautiful young lady, grew. They began look at myself more as a facilitator in the method of escape was shedding her dress tenets that I have hanging on the wall in
golden wedding anniversary in 1984. dating, always accompanied by her younger process, helping the department heads and running into the parking lot without any my office: Adapt, overcome, and improve.
brother, who was sent along as a chaperon. and the staff to get their jobs done. I am clothes.We let her go but kept the dress. When things get hairy I follow these
Tom learned that Margaret liked ice cream, fortunate to have an extremely talented, tenets and meet the challenge
and on one date he took her to five differ- hardworking, and knowledgeable staff at OVERRIDING GOAL: head on. To me, that’s what it
ent ice cream stands. Her father noted that Sendik’s. My role is really to coordinate To create the best possible shopping expe- is all about.
if she “married that man, she would never and facilitate their ability to do their very rience for each and every customer that
go hungry.” And so it was that Margaret best to serve our customers. visits our stores by providing a clean and
Quartullo, daughter of Dominic and Fedela, pleasing environment, offering products
married Tom Balistreri, Sendik’s cofounder JOINING THE STAFF AT SENDIK’S: with exceptional value, and giving friendly
and patriarch on June 20, 1934. Needless to I met with the owners on several occasions personal service, everyday—the kind of
say, in more than sixty-eight years of mar- and liked what I saw. I knew this was a fam- service you used to get at the corner
riage, until Tom’s passing in 2002, there was ily owned and operated business and felt that market.
always plenty of food on the table. we shared the same values with regard to
how to serve and create value for customers. SOMETHING YOU ARE
So far, we’re having a lot of fun. embarrassed TO ADMIT:
Share your story with us! I’m a Bear’s fan. I grew up in Illinois
BEST PART OF THE and have stayed loyal since my childhood,
GRAFTON STORE: even over that last ten years when there
The people. I like the customers—many wasn’t much to cheer about. But really,
of whom I’ve known for a number of we’re not all that bad.
www.sendiksmarket.com real food 15
 Sendik’s Food Market
wine shop
Wine Values
from Down Under
By Marc goodman
sendik’s wine and spirits director
A BALGOWNIE ESTATE
ustralia has gained a reputa-
tion for producing inexpensive,
everyday wines, but some have
been criticized for lacking depth. Lately,
however, our wine managers have uncov-
ered some extraordinary wines from
Australia that easily stand up to those
produced in better-known regions. In
fact, we believe some of the best values
in our wine departments can be found in
mid-priced Australian reds. Whether you
are looking for a Shiraz, Cabernet, or a
red blend, many of these wines outshine
their higher priced brothers, and like our
Photo courtesy of the Australian Wine Export Council
16 real food www.sendiksmarket.com
Photo courtesy of the Australian Wine Export Council
featured wines, can offer an altogether
new wine experience. Bendigo, Victoria, Australia
Balgownie Estates, located in the little-
Cabernet Sauvignon
known region of Victoria, Australia, has
2002 $21.99 
been hand making and bottling single vine-
yard Shiraz and Cabernet since 1972. We “The 2002 Cabernet
believe that these wines (reviewed right) Sauvignon boasts ter-
offer exceptional value for our customers. rific texture as well as
From a more prestigious region, they would a beautiful bouquet
easily command more than $50 per bottle. and flavors of black
These are wines that can be consumed now cur rants, crème de
or cellared for years. We encourage you cassis, earth, licorice,
to stop in and ask our wine staff about  and well-integrated oak. This brilliantly
these and other wines from Australia. executed, medium to full-bodied, pow-
erful yet elegant Cabernet should hit its
prime in 2-3 years, and last for 12-15.”
92 points —Robert Parker
Shiraz 2002
$21.99 
“The opaque purple-
colored 2002 Shiraz,
which includes 5%
Viognier, offers knock-
out aromas of honey-
suckle, blackberries,
currants, and licorice,
medium to full body, outstanding purity,
and a full-throttle finish revealing plenty of
sweet tannin. Still somewhat primary, 1-2
more years of cellaring will result in greater
focus, and it should evolve for 10-12+
years.” 91 points —Robert Parker
Victoria, Australia