A buck a loaf and more: Longmont ‘emporium’ has sold affordable food for 23 years

By Nissa LaPoint
Longmont Ledger

Longmont area residents trying to cope with shrinking household budgets are increasingly finding their way to an old bargain in town. But instead of clipping coupons, some are shopping at a discount grocery store downtown to save on food costs.

Jean Murrell operates the Longmont Food Emporium out of her home. The 23-year-old store offers discounted food to restaurants, day care centers, schools and the public. Kira Horvath photo

“Sometimes the owner has things no one else has,” says long-time customer Eddie Bock, who runs Eddie’s Catering in Longmont. From five-gallon canisters of pickles to bread and candy bars, the store offers a variety of items at a low price, he says.

Owner Jean Murrell, 56, runs the two-aisle Longmont Food Emporium, nested in the front room of her home at 804 Coffman St. known to many as “the dollar bread store.”

On this recent day, she greets each customer warmly, often by first name and points out some of the new items in the store, including Pepperidge Farm loaves of bread sold for $1 each.

In the current down economy, there’s no shortage of walk-in customers seeking a discount on common food items.

“It’s still a well-kept secret, but a lot of people are finding us,” says employee Debbie Nichols. “A lot of people coming in have talked about losing jobs … so they’re really grateful (for the discount).”

Murrell began selling discount grocery items 23 years ago. Looking for ways to cut food costs herself, she decided to become a salvage dealer. Every week she goes to a grocery warehouse and bids on expired or overstocked items against other dealers. The dealer with the highest bid takes the items, she says. Typically, she’s able to turn around and sell the food she buys at 50 percent discount, compared to most grocery stores.

The trade-off is many of the items are close to or past their sell-by dates.

But customers such as Ronnie Anderson of Longmont are not dissuaded by this fact. He comes in at least once a week for a loaf of bread.

“The products they sell, I’ve never had a problem with,” Anderson says. “I’ve gotten bread here and it’s never turned on me.”

Murrell says manufactures often set sell-by dates 10 days before the actual likely expiration date to give customers time to eat what they’ve bought.

Not all the items in the store are past expiration. Some simply sell well in grocery stores or the packaging was damaged, Murrell says. And some items are simply good deals; she sells packs of gum for 25 cents and Chips Ahoy chocolate chip cookies for 4 for $1.

.Some regular customers come in for the unique items and others just because Murrell is welcoming.
“She’s such a nice lady,” says Bobby Miska, who makes the trip from her home near Fort Lupton every two weeks to shop at the store.

In the current difficult economy, Murrell says her customer base has shifted. For years, local restaurants and businesses would do deals with her. But many are closing down, she says.

Now mothers with large families or residents who organize church, school or day-care events are frequenting the store, she says.

“The people that buy bread here are people who can’t afford to make ends meet,” says David Manchester, who delivers surplus Pepperidge Farm bread to the store about twice weekly.

Although Murrell’s store is one of the few in the Longmont area to sell discounted food, new competitors are popping up, she says. But as household budgets continue to suffer, business for stores like Murrell’s will continue to grow.

“I’ve found that small niche,” Murrell says.

Email: nissa.lapoint@gmail.com