During this frustrating year of sheltering in place and social distancing, many businesses, including markets, have initiated or increased home delivery services to stay competitive. The Home Market of San Anselmo, Ross Valley’s first ‘super’ market, advertised home delivery services almost 100 years ago for their meats, produce and groceries. Gabriel Franchini was a successful butcher and grocer in San Francisco when he moved his family to San Anselmo in 1916. He built a home in the “Sunnyside tract” on Ross Ave. across from present-day Wade Thomas School in what was then a predominately Italian neighborhood. In 1925, Franchini and Leon Galatoire formed a partnership under the name of the ‘Home Market’ and built the building that still stands today on San Anselmo Ave. next to what was then called The Bank of Italy; more recently, The Bank of America. The market occupied 407, 409 and 411 San Anselmo Ave. and the Italianate design can still be seen in the Courtyard building’s upper story windows and wrought-iron metalwork. For many years the second floor was leased to medical and dental offices.
According to a 1995 San Anselmo Historical Museum interview with William Franchini, Gabriel’s son, his father leased space to other grocers who sold produce, fish and seafood and dry goods, while he operated the butcher shop. Advertisements over the years in local newspapers listed not only staple prices, but seasonal specials and two phone numbers for deliveries of meat and all other groceries. Throughout the years, the Home Market ran ads that were somewhat unique as they were often illustrated with seasonal themes and figures such as, “Come Runnin’ says the Bunny for Delicious Easter Foods” with shoppers running toward the ad, and “We’ll Make Your Dollars Go A Long Way Too, Washington’s Birthday Specials”, with a drawing of a young George Washington throwing a dollar across
the Potomac (or more likely, the Rappahannock) River. A much earlier and more sober ad claimed that, “Monotony is Deadly and Particularly Food Monotony.”
The market stayed in the Franchini family for nearly 50 years with Gabriel’s sons, William and Roy managing the market in the later years. Gabriel died in 1971 and William sold the market the following year. William was also a leading citizen in San Anselmo, serving on the Town Council, as Mayor for two terms, and as Town Treasurer. In the 1995 interview, William recalled that, “In the early days you’d call in your order for food, you’d charge it, and we’d deliver it…We did two deliveries, in the morning and the afternoon. You could call for soup bones and pork chops in the morning and if you forgot something, you could call it in later and we’d get it to you in time for dinner.”
(Originally appeared as History Watch article in the Marin Independent Journal)