Golden Grocer’s proprietor John LaRico, above, added a welcomed jolt of energy to his business last year when he hired dynamo Leah Cruz as manager. At 37 years in operation, Golden Grocer is one of the oldest businesses in the neighborhood. New Market Hardware tops the longevity list at 104 years. Left Bank Books comes in second at about 45. (LBB was located in U. City in its early years.)
Golden Grocer opened in 1975 in a lower level space at 17 S. Euclid (underneath what is now the BBQ Saloon). LaRico soon expanded into an adjoining space where he opened a shoe store called The Foot Pleaser. In 1979-80 the business relocated and expanded into a 10,000 s.f. space at 4733 McPherson Ave., where Centro is now located. LaRico asked if I remembered “Bern-Rico” which he opened next door, where he stocked everything Golden Grocer didn’t—meat, seafood, imported beers, wines, and a special counter for fancy cigarettes and cigars. There was a lobster tank, and a chef from Italy who prepared foods to go behind the deli counter. Other than the smokes, this sounds pretty wonderful, doesn’t it?
Golden Grocer’s manager Leah Cruz, above, opened Vega Deli in Chesterfield and, in 2010, Pura Vegan in DeBaliviere Place at Pershing & Belt. Cruz created the raw foods served at Pura Vegan. She sold that business in 2012 (Pura Vegan Organic Cafe & Yoga is still open) and moved to California for a few years before returning to St. Louis and joining the team at Golden Grocer.
Cruz’s specialties include organic and gluten-free meals, desserts, and drinks. In the photograph above she’s holding a tray of her delicious homemade vegan, gluten-free chocolate peanut butter cupcakes. She is considering offering cooking classes at Golden Grocer in the future.
In addition to her work as a caterer and chef, Cruz has been a health, nutrition and wellness coach for the past 10 years. She became a vegan 20 years ago after learning she had cancer. She cured herself of the disease and has been cancer-free ever since. Cruz now counsels people with health issues, helping them switch to a healthy plant-based diet. She also offers reasonably-priced 3, 5, & 7 day meal plans which can be ordered a day in advance and picked up at Golden Grocer. You can learn more about the meal plans and her services on her website: Love ‘n Light Wellness.
One of the first things LaRico and Cruz collaborated on was the addition of an open kitchen and juice bar. They are now able to host events, giving local chefs and others in the community an opportunity to introduce their own natural foods and health and beauty products to the public. Information about an upcoming event can be found at the end of this post.
On the Monday I visited, Cruz had prepared a vegan, gluten-free menu for Meatless Monday. Usually Adina (not photographed) prepares the food on Mondays and for Taco Tuesdays. Food service is available from noon to 5 p.m., or until they sell out. A sample Meatless Monday menu follows:
Ray Jon, above, runs the Juice Bar where he offers herbal drinks, smoothies, tonics, teas and juice cleanses.
Since the store has been rearranged I have rediscovered the herbal foods section, above, which is a great, inexpensive resource for loose tea, a large variety of dried herbs, and dried edible flowers such as lavender and rose buds.
This Friday from 6 to 10 p.m. Golden Grocer will host a Local Vendor International Pop-Up featuring Cruz’s Love ‘n Light Wellness and Cuisine, Theatre De La Rue, Adina’s Vegan Cuisine, Juicebox Rejuventation, Supreme Raw Organic, herbal smoothies, juices and elixirs, and Art by Carrie.
Golden Grocer, 335 N. Euclid, open 
Monday thru Friday 8 a.m. to 8 p.m., Saturday 9 a.m. to 8 p.m., and Sunday 11 a.m. to 5 p.m., (314) 367-0405.
John LaRico is a true visionary and pioneer in this industry. He deserves all of the accolades given to him. He is one of the three most influential people in my life and one who I will cherish forever.
I love the Golden Grocer. The staff really knows their stuff compared to the big box stores. If I have a problem they are always there to suggest just the right thing even if it means not buying anything from the store. Now that is way cool. If I’m going to spend my money, I want it going to support local businesses. Especially those that stand the test of time like the Golden Grocer. Under the leadership of John LaRico, and with Leah that store is even more fun to shop in than ever.
John is an icon in the neighborhood–great to see Golden Grocer doing so well with the addition of Leah and other new members of the team. Go John.