The sale of Traverso’s Market (2097 Stagecoach Rd., Santa Rosa) to Gursharn and Parmjeet Sekhon of Marin County has fallen through and there will be no transfer of ownership. Instead, the beloved market, founded in downtown Santa Rosa in 1933, will close at the end of November. George Traverso, Rico Traverso’s son and Michael Traverso’s father, called with the news at about 10:30 this morning.
In the short run, this means that Thanksgiving shopping can go on as it has for decades. In the long run, it is a sad development for the Traverso family, for the employees who hoped to stay on after the transfer, for Fountaingrove neighbors and for everyone who has gone out of their way to shop at the new location.
Loyal customers–myself included–took the news of the sale hard, as the history, warmth and dedication of the Traverso family has made shopping at the market more than simply stocking the pantry. It has been an ongoing relationship, a valued friendship. But there was comfort in the news that the new owners planned to continue many of the market’s traditions and intended to be the face of the market. Now, it will simply vanish into history and the memories of those who knew and loved it.
You can find last week’s feature about Traverso’s Market here.