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The Flax Don't Lie
Vineyards scores big making and marketing healthy flax products.
T
here are two types of success
stories ...When it is first attained
and it is followed by more suc-
Bars, which have become so
triumphant that a national and
international distribution pro-
cesses.
gram will soon begin.
Both make up the Vineyards' success
The Live Smart Flax Bars
story, that began from a meager beginning resulted from Ron and Maggie's
in 1985 to evolve into a marketplace that
continuous search to find fresh,
today encompasses a multitude of opera-
nutritional, simple foods for their
tions.
Vineyards Marketplace business
When Ron and Maggie Asmar took over ...After discovering the flax grain
the bedraggled little semi-burned 1800
to be a miracle health food, they
square foot spot on Northwestern Highway combined it with more simple
between Middlebelt and 14 Mile Road,
high antioxidant foods to eventu-
Farmington Hills, a successful future, if
ally give birth to their extremely
any, seemed an unlikely distance away.
popular and healthy flax bar ...And thus
However, Ron and Maggie fooled many
the name Live Smart Flax Bars and cookies
people as they continued to open addi-
with their 100 percent natural antioxidants
tional internal enterprises through their
and extreme nutritional value and wheat-
perseverance, ambition, hard work and
free and vegan contents that include so
creative ideas.
many healthy ingredients.
As a result, what began with just one
So in demand have been the Vineyards'
full-time employee today has more than
Flax Bars in original and chocolate fla-
35 regular and 15 part-time employees
vors, that they are now being sold at
drawing paychecks and occupying about
Plum Markets and about 50 health food
11,000 square feet at
stores, 12 fit-
the same location.
ness centers and
In addition, the
the coffee shops
Asmars operate a
at Providence
warehouse and manu-
Hospital and the
facturing setup in
Detroit Medical
Oak Park that origi-
Center.
nally took up 2,000
Ground flax
square feet for one
to sprinkle on
of its products and
cereal, beverages,
The Vineyards' Ron and Maggie Asmar
has been increased
ice cream, etc., is
and their son Tony, the general manager
to 9,000 and soon
also available at
to be 15,000 ...
Vineyards in plas-
Just another highly successful operation
tic cartons, original and chocolate.
to go under the Vineyards Marketplace
Assisting Ron and Maggie in no small
umbrella that already includes Deli
way is their son Tony Asmar who was 7
Basket, Vineyard Catering, Bloom's Jewish
years old when Mom and Dad opened
Cuisine, Vineyards Fine Wine & Spirits,
Vineyards, standing on a milk crate to
Nibbles & Nuts, Maggie's Chocolates and
be tall enough to enjoy the in-store food
Strawberries and Bubbie's Biscottis.
tasting promotions ... Today, Tony is their
Added is the unbelievably successful
highly efficient, knowledgeable and cour-
manufacturing of its own Live Smart Flax
teous general manager whose multi-fac-
MOTHER'S DAY BRUNCH SPECIAL FOR 2 $15.99
CHOIC E
FISH PLATE & EGGS
• Nova Lox & Whitefish Salad Plate
• Scrambled Eggs
• Hashbrown Potatoes
• Served with Vegetable Garnish
• Cream Cheese & 2 Bagels
OMELET SPECIAL
O R
• Your choice of Any (2) Omelets
• Hashbrown Potatoes
• Served with Vegetable Garnish
• Bacon, Ham or Turkey Sausage
• Cream Cheese & 2 Bagels
Good only with purchase of 2 beverages No Coupon on Brunch Packages • Dine in Only
Bagel & LaxFor 4 $15.99
Includes:
• 1/2 LB Nova Lox
• Whipped creme cheese
• Sliced tomatoes and onions
• 4 N.Y. Ba els
eted talents have contributed
The dream of owning a first class restau-
in no small way to the huge
rant had finally come true 30 years later
Vineyards success.
in 1973 ... Within the beautiful Raleigh
Whatever the future con-
House catering edifice on Telegraph in
tinues to bring to this fine
Southfield was the pre-opening of his
still hard-working family,
elegant House of Lords Gourmet dining
one can almost bet the mort-
room and Lion's Head English-style pub
gage that their Vineyards
... But he never forgot his little restaurant
Marketplace will not stop
roots, and just two days later Sammy's
rolling along with more ideas
Piccadilly Delicatessen-Restaurant joined
and marketing realizations.
the two inside the Raleigh House in hav-
THE SOON-COMING
ing a triple public opening ... Three res-
Texas de Brazil will bring
taurants built in the record time of just 10
another most welcomed res-
months ... The Piccadilly with George Fink,
taurant opening in this area ... A hardhat
formerly of Ben & George's on Dexter
tour is being planned for a few weeks
Blvd., as manager, was a Miami-style
prior to its opening, slated to be the lat-
deli, fully carpeted with covered ceilings,
ter part of May in Detroit's Compuware
mate's chairs, booths and counter service
Building ... The Brazilian steakhouse will
... The Lion's head was an actual English-
have meats prepared over an open flame
designed room with wild-game scenes ...
and carved tableside by servers dressed in and the Elizabethan House of Lords was
Brazilian cowboy style.
within a plush atmosphere where patrons
QUESTION & ANSWER DEPT. ...
could receive French-style service directly
"We just got back from California and
at their table with food brought in and
had a wonderful lunch at Nate 'n Al Deli
served from carts ... Executive chef was
in Beverly Hills. We saw movie star John
the wonderful Certified Master Chef Milos
Voight, who is Angelina Jolie's father, Regis Cihelka who, only a year before in 1972,
Philbin and others. Is it the same Nate
had won two gold medals as a member of
who owned Nate's Delicatessen years ago
the United States Culinary Olympics Team
on Dexter?" ... Gertrude Newfeldt
that competed in Frankfort, Germany ...
[No, the Nate 'n Al Deli in Beverly
Yes, Sammy had sure come a long way!
Hills, Calif., was named for Nate Reimer
REUNION DEPT. ... Central High class
who opened it with Al Mendelson. Both
of 1951's 60th shindig is 6 p.m. Sunday,
worked together behind the counter
Sept. 4, at Baypointe Golf Club, West
at Boesky's Delicatessen on 12th and
Bloomfield ... Contact Janet (Lowenger)
Hazelwood before moving out West ...
Halpern, (248) 682-8555, or JoAnne
Nate's Delicatessen on Dexter was owned
(Satovsky) Shatanoff, (248) 682-8555.
by Isadore Atler and Joe Mosten.]
CONGRATS ... To Ilene Schaefer on her
REMEMBERING WHEN the gen-
birthday ... To Susan Katz on her birthday
eral manager and vice-president
... To Patti MacFarlane on her birthday ...
walked around with a face that beamed
To David Goss on his birthday ... To Steve
higher than the rafters above ... Sammy
Schwartz on his birthday ... To Mindy
Lieberman thought of the long-ago when
Levine on her birthday ... To Billy Rose on
he ran the Blaine Restaurant and Avalon
his 80th birthday. I I
Room in Oak Park back in 1943 ... Here
he was shaking his head is disbelief ...
Danny's email is dannyraskin@sbcglobal.net .
Deli For 4
$15.99
To-Go
Includes:
1 LB or corned beef or turkey
1LB slaw or potato salad
1 LB Jewish Rye
Old and new kosher dills
Russian dressing
32418 Northwestern Hwy. • between Middlebelt & 14 Mile • 248.855-9463 • www.JewishCatering.com
56 April 21 . 2011
VINEYARDS
DELI • CAFE • CATERING