Growing in popularity

Elise Gee

When Rich Penjoyan began selling peanuts on the side of the road more

than 30 years ago, he probably had no idea that he was planting the seeds

of a thriving family business.

Growers Ranch, a produce store on Newport Boulevard, celebrates its 30th

anniversary this month. Besides peanuts, the small, country-style store

offers an array of fresh fruits and vegetables -- a combination that has

had customers coming back for as long as it’s been in existence.

Rich Penjoyan’s son Mike joined the business following his illness and

subsequent death, and is committed to keeping the market going.

“Each passing day I respected what he did a little more because I saw

what it took to run the place,” Mike said.

And it was more than just selling peanuts. In addition to the produce

store, the family also runs Penjoyan Produce, a wholesale business. It

makes up about 80% of the family’s enterprise and caters to more than 130

of the area’s restaurants, including some of the region’s finest dining

establishments.

Tim Goodell, who owns Troquet in Costa Mesa and Aubergine in Newport

Beach, has been a client of Penjoyan for six years. He remains loyal to

the family because when he was first starting out, the Penjoyans were the

only vendor that would extend him a 30-day credit.

That small-town practice isn’t something found in large, grocery store

chains and is part of the down-to-earth approach Rich Penjoyan

established at his business, Mike said.

A little bit of that small-town feel can still be found at the store at

2016 Newport Blvd., from the sawdust on the floor and homemade wooden

signs to the quaint displays of colorful vegetables and fragrant fruits.

Although the business has grown substantially, Mike and his mother Peggy,

who has run the business since its earliest days, have kept in mind what

shaped the roots of the business’ success.

Buyers still go to market every day to hand-select the produce for

Growers Ranch, just as they did when the business was a small fruit stand

operating out of an old shack.

Jack Bower, who has been a buyer with Growers Ranch for 23 years, said

the job continues to become more and more challenging as growers cater

more to grocery stores chains.

“So much stuff is made for shelf life,” Bower said.

That’s why it’s even more important for him to go to market himself, so

he can personally taste the melons, berries and other fruit rather than

buy over the phone, he said.

The quality of produce and the personal relationships he has with the

staff at Growers Ranch is what keeps longtime customer Howard Roop coming

back. Another plus is being able to sample fruit at the store on a

regular basis.

“They just cut one open for you,” said Roop, a customer since the 1980s.

Although times have changed, Mike said he plans on operating the store

until he simply can’t do it anymore.

And although local farmers are disappearing, Growers Ranch will continue

to provide a place for the few that remain, Peggy said, adding that it

has been satisfying to see how the business has grown and adjusted to the

changing times.

“It’s almost been like it’s another child,” she said.