Oliver’s Market founder Steve Maass has built a successful business that’s also become a community mainstay by focusing on his “most important asset: I feel the success of the business is due to the teamwork of the entire staff,” he says. “Our employees are what make Oliver’s what it is, and I strive to see them all as individuals and ensure they’re always treated with respect. Although we have more than 600 employees, I think we’ve maintained a family atmosphere.”
Maass’ journey from rock bands at Hollywood High to manning a roadside produce stand to community-minded businessman living on a small ranch in Forestville began when, “After taking a year off to build my house [in 1984], I went to work at Food 4 Less in Santa Rosa and became produce manager,” he reveals. “After a couple years, I felt I needed a bigger challenge, so I mortgaged my house and, with the support of my parents, bought our Cotati store. We opened our doors on November 7, 1988.”
But there’s more to this story: “I also bought the store because my wife had cancer, and I needed a group of at least 12 to buy group health insurance. Needless to say, having never run a grocery store before, my desire for a new challenge was certainly satisfied.”
Do you have a big family?
I was married for 31 years to my wife, Ruthie, who died in 2006 after battling cancer for 30 years. I’m presently living with my childhood sweetheart, Kathleen Gallagher, who I reconnected with after Ruthie’s passing. My mom is 96 and lives on the ranch in a separate house that my father designed. I have a daughter, Eva, who’s a musician and plays with several local rock ‘n’ roll groups. My nephew, Josh Silvers, owns Jackson’s Bar and Oven and Petite Syrah in Santa Rosa. And I have a niece who’s a computer programmer in Los Angeles.
What was the stupidest thing you did in college?
Not finish. What can I say? It was the 1960s and I went to San Francisco State right out of high school. I majored in sex, drugs and rock ‘n’ roll. I lived in the Haight. It was a very tumultuous time. It was also a wonderful time.
What was the last book you read?
I’m currently reading Walter Isaacson’s biography of Steve Jobs. I’m enjoying the book and find Jobs an interesting character who personified the connection between art and commerce.
If you could have lunch with anyone, who would it be?
President Obama. I’d like to hear about his world vision and how he envisions implementing it. I’d also want to know how he balances his private life with his public life, and I’d ask him how his race has impacted his presidency.
What qualities do you most appreciate in a friend?
I appreciate kindness, honesty, intelligence, loyalty, a good sense of humor and someone with whom I can communicate and have fun.
What’s your favorite wine?
Sonoma and Napa counties are blessed with so many great wines. I like Zinfandels and Pinot Noir. Carol Shelton makes great Zinfandels, and my favorite Pinot is Dehlinger Goldridge Vineyard 2009. Years ago, Trentadue produced an unfiltered red table wine called Old Patch. It was one of the least expensive great wines I’ve tasted.
If you could have witnessed an event in history, what would it be?
I would have loved to see Secretariat win the 1973 Belmont stakes. He won that race in record time by more than 25 lengths—and set a record that still holds more than 39 years later. I would also have liked to witness Martin Luther King’s “I Have a Dream” speech, which certainly influenced history.
What big challenge have you taken on recently?
We bought 6.5 acres in Cotati where we’ve been trying to develop a shopping center. In retrospect, it was probably a mistake buying in Cotati before we got entitlements to build. Most developers, I found out later, purchase an option to buy based on getting entitlements. I had no idea how hard it would be to get permission to build. It’s been extremely challenging, especially after redevelopment funds were taken from the cities. It’s been frustrating and challenging at the same time.
Describe one of your happiest life moments.
I once spent a month in Kauai with Ruthie and Eva hiking the Na Pali Coast. I love being out in nature and the excitement and serenity that brings to me. It was breathtakingly beautiful.
What do you love to do outside of work?
I love to ride my horses at Point Reyes or on remote trails with my friends. I love horse camping, being outdoors and going to places I’ve never been. I also have a wood working shop and make furniture, and Kathleen and I like to take road trips.
