Delafield grocery changes ownership and direction

Posted: July 26, 2010

enlarge photo

Todd Ponath

COOKING WITH KIDS - Spencer Steele, left, pours sugar into a mixing bowl with the help of Sierra Steiner and Ava Jenkins at Delafield Fine Foods during a cooking class for kids.

Todd Ponath

COOKING WITH KIDS - Spencer Steele, left, pours sugar into a mixing bowl with the help of Sierra Steiner and Ava Jenkins at Delafield Fine Foods during a cooking class for kids.

Close

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.