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Delafield grocery changes ownership and direction

July 26, 2010

City of Delafield — The Steiner Group of Cudahy, downtown Delafield's biggest landlord, has taken over ownership of the former Ceriello's Fine Italian Foods and is changing the marketing direction of the grocery store that has become a modern downtown land mark despite its business struggles.

"We want to be the local grocery store where customers can stop by every day to purchase their essentials in addition to having the opportunity to buy fresh and healthy meats, produce and other foods grown on local farms," said Susie Steiner, general manager of the newly named Delafield Fine Foods.

Steiner said the grocery story is moving away from "specialty foods" and toward providing grocery essentials as well as fresh, locally grown food products because she thinks that is what consumers in the Lake Country region are seeking.

Steiner said the grocery inventory will include grass-fed beef from a co-op of regional meat producers and vegetables produced by more than a half-dozen local farmers. Customers will also have the option of purchasing individual shares of farmers' crops this year.

Steiner is optimistic that with an inventory of grocery essentials and locally produced food, along with personalized customer service, including special food orders, the downtown grocery store will be able to compete with nearby "big box stores" and other locally owned grocery stores.

The store will also feature a large menu of "grab-and-go" meals for commuters coming home from work and seeking a quick, easy, yet healthful prepared meal. The grab-and-go meals, along with other daily specials, will also be available at the cafeteria in the grocery store.

In addition, there will be catering options, cooking classes and children's programs. Customers who want to keep up on the store's specials and activities can join the store's Facebook page @ceriello-delafield and learn about some of them children's programs at wildchildchow@hotmail.com

Steiner, whose husband, Jason, in 2007 purchased 13 downtown buildings formerly owned by developer Bob Lang, took over operations of the grocery store earlier this year.

She and other Steiner Group officials determined that the partnership with Ceriello's Italian Foods would not be successful in Lake Country and decided to take over the grocery store.

"We want the grocery store to become a hub downtown that can attract people to the downtown business district and become customers of other downtown businesses as well as the grocery store," she said.

Susie Steiner became active in local business organizations and promoting downtown Delafield after she and Jason moved the family to Delafield in November 2009.

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Weekend Happenings

Featured this week:  

Dousman FD Pancake Breakfast: 8 a.m.-12 p.m.  Oct. 11, Dousman Fire Department, 107 S. Main, Dousman. Also includes Flight for Life at 9 a.m.; room fire demonstration (live fire) at 10 a.m.; car extrication demonstration at 11 a.m.  plus balloon creations (8-10 a.m.),  bounce house.  Waukesha County Communications (9-1-1), Waukesha County Sheriff K-9, Waukesha County Mobile Command Unit, ATF vehicle.

Pancake Breakfast Fundraiser: 7 a.m. -12 p.m. Oct. 10, Oconomowoc Volunteer Fire Department, 212 Concord Road, Oconomowoc. Free will donations appreciated. Also includes fire trucks and displays, raffles, kids activities. Proceeds go toward the purchase of new emergency equipment.

Move Your Mutt for HAWS: 7 a.m. Oct. 10, Genesee Lake Road Town Park, Genesee Lake Road, Oconomowoc. Choose the 5K and bring your pet or run the 10K without your dog. There is also a one-mile walk. Raise $100 in pledges and race for free. Food and beverages available as well as vendor booths and adoptable pets from HAWS. $25 one-mile walk, $45 for 5K, 10K.


Tyke Hike: 10 a.m. Oct. 10, Lapham Peak State Park, W 329 N 846, Delafield. Please meet at the observation tower. Look for yellow ’Ice Age Trail Event’ signs. Tyke hikes are 60- to 90-minute slow-paced hikes promoting nature and family hiking in an outdoor educational setting. 


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