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Stop Identity Theft Program

Stop Identity Theft Program - Document On-Site Shredding Event

To help stop identity theft and as a service to our residents, the City of Murrieta City Clerk Department is hosting a FREE Document On-Site Shredding Event. The event will be held on Saturday, April 27, 2019 from 8:00 to 11:00 a.m. or until the truck is filled to capacity. Residents may bring up to FIVE banker-sized boxes per trip, to the back parking lot of City Hall.

Items that may be included are paper documents such as legal, medical, financial, tax, bank, photos, and credit card statements (no need to remove staples or paper clips). Residents may also bring credit cards and CDs. No businesses please.

For more information on this event, please call (951) 461-6013.


Barons Market in the Market for Growth

by Beth Mattson-Teig

For a small supermarket chain, Barons Market seems to be taking a big bite out of the grocery market. Generally, the sector is tough these days; competition is fierce, and profit margins are razor thin for most operators — hovering at about 1 to 2 percent. But San Diego–based Barons is not most operators. The family-owned chain has managed to achieve double-digit sales growth in recent years. Barons is now leveraging this financial success and a growing customer base to push ahead with store expansion in Southern California.

Joe Shemirani, the company's founder and president, moved his wife and three children from Maryland to California in the early 1990s and decided to start a business. He was a civil engineer and had no actual business background or experience. As it happens, though, he did possess some excellent business instincts. Upon arriving in San Diego, he discovered that there were no shops where one could get all-natural or organic foods at a low price, so he decided to fill that void. He opened the first Barons Market in 1992, in the city’s Point Loma area. 

That first store was followed by four more over several years, but that fairly leisurely pace of openings could be starting to accelerate now: Though the company rolled out its fifth store only last August, in Alpine, the next one is already in the pipeline. That opening is scheduled for early this summer in Murrieta

"Barons Market is a little bit of a mix of Whole Foods and Trader Joe’s and tends to draw a similar customer base," said Matthew Berger, senior vice president of leasing for the West region at Brixmor Property Group. Berger worked with Barons on the deal to open that sixth store, at the Brixmor-owned California Oaks shopping center. Barons Market will go into a space being vacated by a Ralphs supermarket. “They just offer a great product, and we think it’s going to bring a great clientele and a great demographic to our center,” said Berger.

One of the strategies behind Barons’ success and double-digit sales growth is keeping things simple, according to Joe’s daughter Rachel, the company’s marketing manager. “For us it has always been about the simplicity of our operations,” she said. “What that means is that there are no sales, no gimmicks, no coupons. We really, really try to hone in on everyday low prices.” 

Barons Market also operates in a smaller, neighborhood-market format. Some larger supermarket competitors operate 50,000-to-60,000-square-foot stores and may carry up to 50,000 different items. Barons stores typically measure between 15,000 and 19,000 square feet, with an inventory of about 10,000 items. “The customer wants to come in and out,” said Rachel Shemirani, the family member speaking throughout this article. “They don’t want 17 choices for spaghetti sauce for dinner. We give them three.” Those three are: all-natural, organic and gourmet — all at a price roughly 30 percent lower than at other markets, she says.

Barons puts products through a rigorous screening process before placing them on the shelves, according to Shemirani. A team of employees from the different stores meets on a weekly basis to assess the product samples presented to the company. This involves tasting and evaluating about 80 to 100 new products each week. The team also reviews the ingredients and pricing before its members vote on whether to carry any given product in all the stores. 

The business is now about as well stocked with first- and second-generation family members as it is with specialty products. Joe’s three brothers — Moe, Eli and Paris — followed Joe to California, where Moe and Eli are store managers and Paris is a buyer. Rachel’s sister, Dana, is a buyer too, and a cousin, Bijan -Moossazadeh, is vice president of operations. 

For now, the company’s store-growth vision will be concentrated in Southern California, Shemirani said. Barons is looking at opportunities in San Diego and in Orange and Riverside counties, and possibly in the Los Angeles metro area as well. 

“It is really important to us to be in communities that are tight-knit, which allows us to do a lot of marketing that is grassroots,” said Shemirani. When scouting locations, Barons typically tours the community and meets with business and civic leaders. The company likes to invest in the community through such things as Little League sponsorships and support for school programs, Shemirani says. “Because our advertising budget is so limited, we prefer to put the money back into the community,” she said. “We really like our stores to be a community hub.”     

For leasing, contact  Joe Shemirani, president at (619) 223-1696 or