San Francisco Natural Bi-Rite Market leverages an innovative new community program to connect with food-loving shoppers. by John Unrein A bakery shopper carefully inspects shelves of artisan bread loaves at Bi-Rite Market in San Francisco’s bohemian Mission District and pauses to ask what she considers a simple question: “Can you tell me the flavor differences between the Acme bread and Semifreddi’s,” she says, referring to two local brands of artisan bread Bi-Rite owner Sam Mogannam is committed to creating community through food. while addressing a store associate nearby. “I’m having a dinner party tonight. I want to make sure everything is perfect.” Her question is anything but simple. It speaks volumes about the changing demands of today’s bakery shoppers – why they want to know everything that goes into their food products and – oh, by the way – please be specific. Bi-Rite’s owner Sam Mogannam jokes that his deli customers buying bacon might want to know the name of the pig. For this reason, Mogannam is turning a key educational challenge into a blossoming connection opportunity. Once a week, this innovative specialty grocer hosts dinner demos in their community events center for consumers to hobnob with a local food producer, such as a rancher, a cheesemaker or produce grower. Typically, about 20 people gather | inStorebuyer | March 2011 | 39 |