Biz Of The Month: Silverstein’s Produce

OF THE MONTH

"Lettuce" Celebrate 54 Fruitful Years Of Silverstein’s Produce

By Dave Hall

Silverstein’s Produce supplies many restaurants, institutions, and chain stores, as well as its own retail outlet, for indoor shopping or curbside pickup. Online Specialists Cameron Badour, (far left) and Andrew Carlone (far right) can help place your order while President, Tony Sorge (middle) and Vice President Anna Sorge-McGregor (absent) oversee the entire operation. Photo by Rod Denis.

It’s been more than 50 years since

Silverstein’s Produce began supplying fresh fruits, vegetables and meat to customers across Windsor and Essex County.

Gino Sorge, a one-time delivery driver and salesman, launched the company in 1967 after he and wife Fiorina bought Adolf’s Produce, following the death of the company’s owner.

In 1977, they purchased Silverstein’s Produce and kept the name because it had such a good reputation across the region.

“My dad couldn’t read or write very well when he came to Canada, so he delivered furniture and produce to make a living,” notes Tony Sorge, who now runs the company along with sister, Anna Sorge-McGregor. “But he always wanted to start his own business and he had his chance when he bought Adolf’s Produce from his former employer.”

Gino kept that name as well and didn’t switch over to Silverstein’s until he bought that business.

At the time, Silverstein’s was located a block from the former downtown city market and Tony remembers starting work there when he was seven years old.

“My dad had me down there before 4 a.m. selling oranges and lemons from a small stall,” he says, laughing. “I can’t believe it’s been that long.”

Gino, who passed away in 2019, moved the company to its current location in 1991. And while Silverstein’s has been successful for the past 54 years, there have been challenges, most recently during the current COVID-19 pandemic,

Pivoting and adjusting business models over the past 12 months are the main reasons why many companies have survived in the face of economic hardships caused by government-mandated restrictions.

In adapting to current circumstances, Silverstein’s has created an online retail store to make it easier for customers to shop for their fresh produce, as well as meat and frozen products.

“A lot of our customers still don’t believe this virus is serious and many come shopping with families in large numbers,” explains Tony. “We decided to try and come up with something which would make shopping safer and more convenient for our customers.”

Ordering online and combining that with curbside pickup, seems to be the ideal solution.

“It’s been difficult to manage inventory because so many restaurants have had to switch to curbside pickup or delivery, so they don’t need as much product from our wholesale division,” indicates Cameron Badour, who has been instrumental in setting up the company’s website and pickup program. “We have a retail store at the rear of our warehouse, which makes it easy and convenient for our customers to pick up their orders.”

Customers just need to visit the online retail store at: SilversteinsProduce.ca to browse through more than 400 items, in such categories as fruit, vegetables, grocery, meat, and frozen products. There’s also an option to purchase pre-selected items.

“We were looking for a safe way to provide produce to our older customers because many remain nervous about going out during the pandemic,” states Andrew Carlone, who is part of the company’s online team. “Getting that message out is a challenge, but it’s slowly growing and it has the potential to be a large part of our business.”

Then, it’s simply a matter of paying by credit card, waiting for a confirmation email, visiting the store and picking up the pre-packaged order.

“It’s simple and easy, and based on comments from customers, it’s becoming very popular,” adds Badour. “Generally, orders can be ready for pickup within an hour or so.”

Badour acknowledges that many shoppers prefer to select their own fresh produce, but he says that issue is mitigated by Silverstein’s commitment to top-quality meats, fruits and vegetables.

Silverstein’s has about two dozen staff and Badour mentions that the new initiative has kept them extremely busy.

Despite the challenges and demands that have been placed on all small businesses because of COVID-19 restrictions, Silverstein’s has remained open through the entire pandemic.

“We think it’s very important that we have been able to adapt and overcome pandemic challenges by using innovation, modernization and technology to continue serving our community with the produce and grocery selections they need,” Badour declares.

Tony feels the company’s success has been due in large part to its commitment to supporting local suppliers throughout its history.

“It’s important to buy local as much as possible,” he stresses.

Silverstein’s Produce is located at 999 E.C. Row Avenue, along the South Service Road.