Sterling Farms grocery, co-owned by Wendell Pierce, closes after just one year

NOLA.com | The Times-Picayune ^ | May 01, 2014 | Jed Lipinski

[BBell]

A year after opening with a media spotlight on actor and co-owner Wendell Pierce, followed four months later by a personal appearance by Michelle Obama, the Sterling Farms grocery store in Marrero is closing with far less fanfare and celebrity.

Best-known for his roles in the cable TV series "The Wire" and "Treme," Pierce drew attention to the grocery with talk of "emerging markets" and fresh produce, while Obama visited the store after making an address in New Orleans on nutrition and obesity. But one industry expert said the store faced problems from the very beginning.

"It was poorly executed, in my opinion," said David Livingston, a supermarket consultant in Wisconsin who visited the Sterling Farms store last year. "Somebody didn't really know what they were doing when they put that store together."

Located in a former Winn-Dixie store near the corner of Lapalco and Ames Boulevards, Sterling Farms was portrayed as a healthy food outlet for low-income shoppers. At its grand opening last March, Pierce and his partners, Troy Henry and James Hatchett, described it as the first of four locations they planned to open in various urban "food deserts."

One year later, however, the other full-scale grocery locations have yet to open, and the Marrero store has struggled to attract shoppers. Last month, according to a local supermarket analyst employed by Livingston, much of the store's inventory had been removed. A sign reading "Under New Management" recently appeared in the storefront window.

[Oberon]

I especially liked this piece that mentioned George McGovern and the Stratford Inn.

[Grams A]

Thanks for the explanation. I understand why the store is doing it now from a business perspective but it still seems ridiculous to not lower the price and be able to sell something rather than not sell it and end up throwing it away. Surely the supplier has to be losing money.

Perhaps the supplier is betting on the market not being flooded and enough people will buy the product at the higher cost to make at least some profit for themselves. Just one of the reasons I wouldn’t want to own a business that deals in fresh fruit and produce products.

[Harmless Teddy Bear]

Glad I can help. As for the supplier I would agree with you but they are probably making up for it in some other area but they have a contract to provide a certain amount "fresh".

When it come to fruits and veggies you are better off buying frozen if possible.

[Intolerant in NJ]

Sad to say, you’re right.....

[Bogey78O]

I grew up not that far from there. Drove by and noticed the sign up last week.

The new locals killed the area. They had lots of help from the feds though.