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Grocer Jerry Denha stands in his new Noah’s Marketplace, which will feature a
wide selection of kosher food. He expects to open in early December.
Renewing Ties
Chaldean grocer set to open new
store stocked with kosher items.
Esther Allweiss Ingber | Contributing Writer
L
ori Hoffman Eisenberg of
Southfield is among the legions
who “can’t wait” for former Farm
Fresh Market owner Jerry Denha to open
his new supermarket.
When Farm Fresh closed
three years ago, some
Jewish customers were
disappointed to lose their
favorite place for buying
kosher food. The store
was also popular for its
fair prices and a shoppers’
rewards program.
After months of anticipation, passers-
by can see the colorful letters of Denha’s
new venture, Noah’s Marketplace, affixed
to the freshly painted tan, burgundy and
cream facade of a former Farmer Jack
supermarket in Southfield. The logo is
also on the polished concrete floor inside.
Denha’s crew is stocking shelves and put-
ting the finishing touches on what should
be a unique independent supermarket
for Metro Detroit.
“I plan to open in early December,”
said Denha. Noah’s Marketplace is on 11
Mile Road, east of Lahser.
The location in Southfield, near the
I-696 freeway, is ideal, he says. The
supermarket should not be too far for
his Oak Park and Huntington Woods
customers, and will attract new shoppers
from the western suburbs.
With Noah’s Marketplace — named
for the youngest of his four children —
Denha is making a renewed commitment
to his Jewish customer base.
“Twenty-five percent of our space is
devoted to kosher,” he said. The Council
of Orthodox Rabbis provides kashrut
supervision.
A native of Iraq, Denha feels an affinity
with Jews and knows the Jewish holidays
and customs.
“It was really a lot of fun working with
the Jewish community,” Denha said, “and
that’s why I want to get back and have a
kosher market.”
The 37,000-square-foot space in
the Harvard Row shopping center was
remade to Denha’s specifications. He
deemed only one produce case usable
from the former business.
Pro-Touch Painting, owned by Israeli
immigrant Motty Potter,
painted white walls in colors
Denha selected for eight differ-
ent areas of the store.
For example, “the kosher
meat department is painted
blue to match with the Israeli
flag,” Denha said.
Meal Mart will be among
several kosher food suppliers. Bloom’s
Kosher Carryout will prepare meals for
take-out dining. Bake Station will provide
kosher baked goods.
As a high-end, full-service supermar-
ket, Noah’s Marketplace will offer various
party trays, flowers and plants, extensive
beer and wine selections, and more. A
pharmacy and future vendors (perhaps
coffee or scooped ice cream) will lease
front-of-the-store space.
The self-serve checkout stations intro-
duced at other supermarkets won’t be
found at Noah’s Marketplace.
“I don’t believe in that,” Denha said. “I
believe in customer service.” He’ll have
seven staffed checkout lanes.
Farm Fresh’s stamp loyalty program
led to quarterly checks for customer-
designated organizations, including
Yeshiva Beth Yehudah, Congregation
Beth Shalom and Temple Emanu-El.
Noah’s Marketplace will offer a rewards
program, too. Denha hasn’t decided on
the format yet, but it’s likely to be points
collected on a card.
In addition to kosher Jewish special-
ties to-go, the supermarket will have
Chaldean carryout food. Items made on
premises will include beef and chicken
shwarma, meat pies, kibbee and stuffed
grape leaves. Denha’s sister, Ann Salmo
— “a very good cook” — will lead the
operation, assisted by his wife, Rita
Denha, and other family members.
$1.34
000000
*
Noah’s Marketplace is at 21800 W. 11 Mile Road,
Southfield; (248) 996-9898.
2137630
November 24 • 2016
15