DIXON, CA (MPG) - Just a year ago, Joe Bruch was working for a deli and produce chain, living in Manteca, and dreaming about opening his own business and this week, he and his wife, Christa live in Dixon, and are partners in the Grocery Outlet in Dixon at 2400 North First Street.

"I'm feeling the butterflies," Christa admitted about the culmination of ten months of management training for her and Joe. "This was really fast!" Their grand opening was Thursday morning.

Joe has been in the retail grocery business for 30 years starting in Manteca and helping to establish SaveMart Stores in Tracy and surrounding cities. But, it wasn't until these latter years of experiencing long commutes and stresses of working for someone else that made him start to think outside the--excuse the pun--grocery box.

He said the idea began to churn inside him and when he approached his wife, who had waited many evenings for him to come home to dinner, she was clearly open to the idea.

"You mean I get to do this, too?" she remembered saying. "We could work together and involve the kids; we have a couple 20-somethings and they'll work in the store," It went over well.

"But, we really wanted a small town. When Dixon came up, we knew that was it." Until then, they had only driven past Dixon but now both seem enthralled and moved here six weeks ago.

"She's not waiting up for me anymore," Joe said with a laugh.

"Yes, if he's working late, I'm right here with him working late, too," said Christa.

They also hired 90 percent of their staff from Dixon, boasting all 39 employees except three live right here in town and five of those are high school students. They have also been members of their hometown Moose Lodge and saw that the local Dixon Moose are very active.

They have found the town very supportive including Dixon Family Services where Cookie Powell allowed their hiring event and also getting the regular updates from Larry Burkhardt the City of Dixon Economic Development/Grants Manager.

"There are a number of facets that I like about this project," said Burkhardt. "It is their first self-employment endeavor and they have a thirst for getting involved in the community; they put together a beautiful store; and, they are emphasizing whole, healthy food."

"It's all been extremely positive," said Christa. "It's made a huge difference in all our transactions." They also have been very pleased with the support from the Regional Merchandising Team folks like Roosevelt Kelly who was on hand stocking shelves all over the store this past week.

Founded in 1946, Grocery Outlet is a unique and simple business. The company works with many notable national brands to buy their overruns, surplus inventories, repackaged products, and perishable foods. They purchase the items in bulk and sell them to customers at deep discounts, often up to 60% below conventional grocery store retail prices.

"It's the T.J. Max of grocery stores," said Joe.