Business & Tech
Plainfield Grocer Reflects Generations of Knowledge
Peter Rubi owner Brandon Graves wants to offer residents the best produce he can find.
Peter Rubi Fresh Produce opened its doors in 2012 and since that time has garnered a reputation for fresh produce and homemade guacamole. But while those who have found the store keep coming back, owner Brandon Graves said people just don't realize what the store offers.
"Our biggest challenge is getting people in," Graves said of the store, 15412 S. Route 59.
Graves said people might drive past and notice the store, but because it is small, they think it is more expensive than a big box store. But that is not the case. According to the business' Facebook page, a sale from Oct. 10 to Oct. 15 features Honeycrisp apples for 99 cents a pound. These are the same Honeycrisp apples the store handed out at the Plainfield homecoming parade last weekend.
Graves grew up in Plainfield and believes there was a need for a produce store in town. And he doesn't just stock any produce. He believes in the quality of his product and he won't put out produce that does not meet his standards. In fact, even though guacamole is quite popular at the store, if he cannot find avocados that meet his quality standard, the store will not make any that day.
"I really like to buy high-quality things," Graves said.
And when he buys them, he is doing so at the warehouse where his father works. Graves is the fourth generation of his family to work in produce.
"I am the only one in the family in four generations that is strictly retail," Graves said.
His father took over ownership of Evan's Greenhouse, which was owned by Graves' grandfather, and eventually opened a store in Westmont that sold to restaurants. In fact, Graves mother and father met at the produce market in Chicago where Graves father now works.
Graves learned at an early age some of the challenges of owning a produce store. One of them is that fall is the slow season.
"October is one of the worst months of the year," Graves said.
He theorizes that private gardens are harvesting and people don't seek out produce. In addition, customers might not know how to prepare produce that is in season in the fall.
"All your hard squashes, this is the best time to get them because it's American grown," he said.
He suggests making pumpkin pies with fresh pumpkin instead of canned.
"Using fresh pumpkin as one of your ingredients instead of canned will change your world," he said.
And if you need some inspiration, you can follow the Peter Rubi Pinterest page.
"Our biggest challenge is getting people in," Graves said of the store, 15412 S. Route 59.
Graves said people might drive past and notice the store, but because it is small, they think it is more expensive than a big box store. But that is not the case. According to the business' Facebook page, a sale from Oct. 10 to Oct. 15 features Honeycrisp apples for 99 cents a pound. These are the same Honeycrisp apples the store handed out at the Plainfield homecoming parade last weekend.
Graves grew up in Plainfield and believes there was a need for a produce store in town. And he doesn't just stock any produce. He believes in the quality of his product and he won't put out produce that does not meet his standards. In fact, even though guacamole is quite popular at the store, if he cannot find avocados that meet his quality standard, the store will not make any that day.
"I really like to buy high-quality things," Graves said.
And when he buys them, he is doing so at the warehouse where his father works. Graves is the fourth generation of his family to work in produce.
"I am the only one in the family in four generations that is strictly retail," Graves said.
His father took over ownership of Evan's Greenhouse, which was owned by Graves' grandfather, and eventually opened a store in Westmont that sold to restaurants. In fact, Graves mother and father met at the produce market in Chicago where Graves father now works.
Graves learned at an early age some of the challenges of owning a produce store. One of them is that fall is the slow season.
"October is one of the worst months of the year," Graves said.
He theorizes that private gardens are harvesting and people don't seek out produce. In addition, customers might not know how to prepare produce that is in season in the fall.
"All your hard squashes, this is the best time to get them because it's American grown," he said.
He suggests making pumpkin pies with fresh pumpkin instead of canned.
"Using fresh pumpkin as one of your ingredients instead of canned will change your world," he said.
And if you need some inspiration, you can follow the Peter Rubi Pinterest page.
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