Tag Archives: business

Revisiting the Golden Island

Tony Ernandez’s award-winning pizza at Lisa’s Pizza in Janesville, Wis., has spanned three decades, but Tony is about more than pizza.

“At 16, were you thinking about owning a restaurant?” I asked.

“It was the easy thing to make it a going concern. It’s a dream,” he said. “It’s like, watta gotta lose? Am I right?” he added with his stereotypical Italian hand gestures.

“I found something that really got me moving, and the more I do it, the more I wish I would be younger, because you get more experienced. I wouldn’t do anything that much different, but I would do more things, because I would be more energetic.”

We were lunching at South Beloit’s Ramada Cattails Restaurant.

“I’m gonna have the salad,” he said. “Something simple.” He ordered their seafood Louie with creamy dill dressing. I decided on bronzed salmon served on a bed of spinach.

Tony’s mother was born in Beloit, Wis., moving to Sicily when she was about ten.   Unknown

“Grandpa decided to go back because of his health. He worked for Fairbanks. He had a problem with his lungs. The doctor said the only way to get out of it was to go where there’s a lot of fresh air.”

So Tony was born in Petrosino, Trapani, a Sicilian province. His after-school days in the Mediterranean were spent helping his father in the vineyards and orchards.

“When you hit twelve, you have a job,” he explained. I got my own motorcycle by twelve, MV, 50 cc’s. It’s a beautiful vehicle for everybody,” he smiled. “That’s the way they can go real cheap, city to city, if they have a job, because they don’t make an arm and a leg as money.”

Recollecting Sicily brought light to Tony’s dark eyes.

Unknown
an annual event in Sicily

“Your family made tomato sauce?” I prodded.

“Yes, we did that.Every year. One does one thing, the other one helps Mom. That’s the way it’s done. The mother organizes. Usually we are all together. Father, he is the one who provided the whole thing. We helped him pick the tomatoes and bring them home. Then you boil it, and then you have the machine by hand, and then you make the sauce, olive oil, and salt. You cook them, then;put it in 2-liter jars, and then you seal them. you make enough to last you all winter–60, 80, a 100, depending on how many you want. In the summer, you live by salad, almost every day. What we are missing here is a lot of fresh produce. It’s not the old days. Now we eat with chemical fertilizers,” he sighed.

“Sicily’s produce is very popular, known as the best around–oranges, lemons, because there is so much sun. Every day you have fresh vegetables, fresh fruit. The clime is fantastic; it’s not real big, but it’s so loaded with sun. It’s called the Gold Island.”    Unknown-1

It’s unfair, but my greens at the Ramada paled as I imagined sun-drenched Sicily’s deep greens, compared to his iceberg lettuce and limp field greens.

Tony struggled too with the comparison. “This shrimp, this is in a can, and it tastes funny,” he said. He’s a restauranteur.

Tony’s mother moved her family back to Beloit, a few years after his father died. Tony was 21.

“It seems you’d want to stay there with the beautiful climate, fresh air, the fresh produce. Why here?” I asked.

“It’s everybody’s dream to work if I could make more money. That’s the key. It’s like any other country. There’s better opportunity in America than there is over there.”

“You could go in the winter,” I suggested.

“Even if I could, I wouldn’t,” he explained. “Restaurants are like babies.”

“That’s why you don’t leave?”

“You’re right, a 100 percent right,” he said. “Most of the failures, the restaurants are not taken care of right.”

Tony loves America and his work. This isn’t his second choice.

“That’s my priority. It’s the food. That’s life,” he said.

Our server brought over a dessert tray.

“Do  you want dessert, “ I asked, looking at the cake on the tray.

“No,” he said. “You know why? I had a piece of zucchini bread we made three days ago. It’s fantastic–got nuts in it. So I’m thinkin’ when I go home, I’m gonna have a piece with an espress coffee,” his musical accent emerging again.

“Oh that sounds good,” our server said, unmistakably thinking more zucchini bread than cake.

Tony reached for the check.

“No,” I said.

“You sure they’re buying,” he said, referring to my newspaper (where this story appeared originally). “You don’t lie to me?”

I laughed. This beefy body builder was ready to fight for the check.

“This is Lunch with Marjorie,” I affirmed. “Tony, it’s my job.”

He acquiesced, reluctantly. It was hard for him to let a woman pay for lunch.

 

“How you gonna keep ’em down on the farm, after they’ve seen Freeport?”

“How you gonna keep ‘em down on the farm, after they’ve seen Freeport?” I could’t help but remember the lyrics from Judy Garland’s 1942 song from the film, For Me and My Gal. 

Unknown

“I grew up on a dairy farm on the northwest corner of Illinois between two small towns, Warren and Winslow. I have seven brothers and sisters, including an identical twin, all born in the 1950s. Every 10 years, we have a party. We had a 30-something party when we were 30. Then ten years later, we had a 40-something party. There are a few months when all the brothers and sisters are the same decade. That includes in-laws.”

They wait for the youngest to turn the next decade’s age and then have the party.

We were lunching at the organic foods cafe, Halsa, on Riverside Avenue in Rockford. It seemed right to talk to a farmer’s daughter in a natural foods place.  (Unfortunately that gem of a restaurant didn’t get enough support from the Rockford folks, and closed shortly after our luncheon.)

“Growing up on a farm, we didn’t see our classmates every day like kids nowadays do,”Janet continued. “We grew up with each other, so we were pretty close. We played softball in the backyard. You know, when there are eight of you, you’ve got almost enough for a softball team.”  Unknown-5

“And what about chores?” I chimed in.

“Well, just being on the farm, my dad always said, “I’m not a city slicker. We didn’t run to town just to see friends. We were three miles from a small town, six miles from school. Warren. In the summertime, we’d go to Monroe, 25 miles away. I remember trips to the dentist.”   Unknown-1

“This was a special occasion?”

“For us it was. Monroe’s such a neat town, built on The Square. If we were good, and didn’t have cavities, got a free ice cream cone around the corner. the dentist gave us a gift certificate for the ice cream at Ruf Confectionery. It’s still open. The dentist’s office was upstairs and had a nice view of the whole square.” (A Trip Advisor reviews states that if all towns were like Monroe, no one would live in the city.)

“Other excursions?”

“We made an annual trip to pick out materials for summer 4-H projects.

Janet’s 4-H projects were mostly cooking for the Jo Davies County Fair.

“I was baking bread and pies when I was 10. We did sewing and flower arranging. Muy sisters and I did mostly the food things. In addition to 4-H, we got into making money at an early age. We would bake cookies or rolls and would enter the fair.”  Unknown-3

“Did you win?”

“Yeah, till we were 14.” she smiles. “We made a haul. When we turned 14, we had to compete with the adults. There weren’t many 12-year-olds baking bread, making all the stuff we did.”

She left the farm to study foods and nutrition at the University of Illinois.

“My food interests never changed. I worked for a food manufacturer for more than 20 years–high end groceries, gourmet foods. Do you know Spike O’Dell from WGN (the Chicago news radio station, were he was a broadcaster until 2008)?

Spike had Barry Levenson from the Mustard Museum (Mt. Horeb, Wisc.) on his radio show. Spike said, ‘I ought to have my own mustard.’ He wanted it to first be sweet and then sneak up on you and bite you in the butt,” Jan said. “I was working to private label mustard, and suggested to Barry we could make the mustard in Freeport.”  RIGHT_museumexterior

Jan got a chemist to develop a formula, which she presented to Barry, and Barry presented it to Spike.

“It was called Bite Your Butt Mustard. It became very popular. We thought it would probably sell about 5,000 jars. The neat thing, for every jar sold, $1 went to the Neediest Kid’s Fund. We were raising a lot of money–more than $1 million. Stores started selling it in Rockford and Spike made appearances that drew crowds. He would autograph the jars of mustard and people would stand inline for the length of the (store) aisle.”

“Do you miss the farm?”

“I like living in the city, because I work a lot. It was great to grow up there, but I think I’d kind of get bored now.”

“You’re competitive.”

“Very competitive. I think my brothers and sisters were always betting on something. We ‘d bet bottles of pop on baseball games. I’m a Packers fan in Freeport. It’s probably 60:40 there, Bears to Packers.”

“You like winners.”

She laughs: “Well, I followed them through their bad years too. I like the Dodgers.”    Unknown-4

“You’re allowed to like a California team?” I needled.

“I wouldn’t wear a Dodgers T-Shirt to a Cubs game,” she smiled.