Photo by Greg Reedy

Popular Johnsonburg grocery store undergoes name change.

By Greg Reedy

Record Sports Editor

JOHNSONBURG – The store formerly known as Paper City Jubilee is undergoing a name change.
The store will officially be known as Mike's Shurfine Foodmart and will go forward with the name beginning on Monday.
Owner/president Mike Greenthaner will have 100 percent ownership and control of the store after being in a 50/50 partnership prior. He said the Shurfine label is one known around the region and the ability to have goods shipped from Olean, N.Y. is an advantage.
"The reason I went to Olean is they're a co-op and I just believe the Shurfine label is so powerful around this area," Greenthaner said. "I'm able to get my goods cheaper than what I was and save on my freights and fees."
He said the difference in shipping time was something important and called it "a good business decision." He also was pleased with Olean because of the co-op nature of the warehouse.
"Olean is a co-op and the difference between a co-op and a regular warehouse is I actually own the store but I also own the warehouse," Greenthaner said. "It was in the best interest of the store to buy everything that I can from my own warehouse and support them as well as promote the Shurfine label which is our private label. That's why the move was made, so I can offer the customers better variety at lower retails."
Greenthaner said reaction around the community has been positive with a new brand coming into Johnsonburg.
"It's been pretty positive," Greenthaner said. "The Shurfine label around here is known because they tell me Nelson's Grocery Store years ago would have the Shurfine label. It's a positive reaction. It's not a label that people have never heard of."
Greenthaner said he has been impressed with the quality of the Shurfine label.
"There's been several cuts done with national labels and the private label meets or exceeds expectations of national labels," Greenthaner said. "We just did a presentation with our gift boxes. They did a taste test between Shurfine cookies and Oreos. The people picked the Shurfine over the Oreo. Their pride is in quality and then they worry about the price later."
Greenthaner feels his brand can match what national brands have to offer.
"It's always going to be at a lower retail than the national brand," Greenthaner said. "The quality is even better than what the national brand is on certain items."
Certain items in the store may change depending on availability.
"There's items out there we weren't able to get before and now we're able to get. Granted, there may be a flip-flop with some items," Greenthaner said. "It's just a good fit for the store and for the community."
Greenthaner said circulars for Mike's Shurfine Foodmart will be running beginning on Monday and a duplicate copy of the circular will be in Shop-Right The Ultimate Shopper.