BEZELEE&LENA MARTIN THE WKND SPECIAL FOCUS
TRAILBLAZERS BLACK MILWAUKEE
“We long understood the importance of creating opportunity not just for ourselves but for many...”
-- Bezelee and Lena Martin
VOL. XXXII NO. 36 FEB. 20, 2015 50 CENTS BULK RATE U.S. POSTAGE MILWAUKEE, WISCONSIN PERMIT 4668
MARTIN
BEZELEE & LENA Business Trailblazers
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D
uring Black History Month, particularly, we pause to remember iconic Black legends who contributed to the development of our country. We especially remember local community thought leaders, “roots” in the African American community, whose branches continue to bear fruit.
Their shadows provide depth, width and substance presently and into future Milwaukee. Bezelee and Lena Martin are Milwaukee Trailblazers that warrant Black History accolades.
Their business acumen and entrepreneur spirit remains an exemplary model for present and future Milwaukeeans, We salute them.
I first met Bezelee Martin in 1957 while a student at Marquette University. He was attending Milwaukee Area Technical School, majoring in Marketing and Accounting, with clearly an economic vision. Understanding female students needed ways to save on hosiery, Martin had created student packages, designed to save money. Actively recruiting students to sell hose to other students and friends, in retrospect, represented a sales introduction that set the stage for examining theorems of marketing supply and demand, for fashion-conscious co-eds were always looking for a deal. Years later, several larger companies began selling hosiery as Martin had, with great success. From magazine ads and home-mailed flyers, women were purchasing hosiery through the mail, with home deliveries. Brilliance, vision, I never forgot the initiation into selling. While my personal sales were small, the savings value was unquestionably validated. Born in Boley, Oklahoma, Bez Martin quickly shares, “Boley was one of the nation’s first and most successful all black towns. I grew up seeing black business owners and professionals. So I learned, at an early age,
...The Martin’s seized every opportunity to provide quality, with a heavy concentration on products their clientele was buying. They quickly dispelled all stereotypes about groceries, the central city shopper, and meal deals, again with distinct savings, became a Lena’s Big Value...”
there was nothing I couldn’t do.” With this philosophy and freedom to explore, Martin moved on, beginning businesses in trucking, home remodeling, paper supplies and a wholesale grocery business. Meeting a life partner who shared his views, Lena, his wife of 54 years, quickly joined him in building the businesses and expanding their opportunities. “We both quit our jobs, the same week we married, to focus on our businesses, together. We always wanted to have complete control over how we provided for our family,” they shared. They opened their first Lena’s Big Value Store, on 4th and North Avenue, in what was a former Kroger Supermarket, in 1965.
This store became an urban oasis as other stores were vacating the community. And, the Martin’s seized every opportunity to provide quality, with a heavy concentration on products their clientele was buying. They quickly dispelled all stereotypes about groceries, the central city shopper, and meal deals, again with distinct savings, became a Lena’s Big Value mainstay. The store was soon bursting with shoppers and parking was becoming a concern. In 1975, they bought the old A&P Store on the corner of 5th and North Avenue. One would have thought one store would be competing with the other store, yet that was not the case, both stores afforded additional shelf space, more parking, more employment opportunities for the community and full meal deals, with meat and other staples, like sugar and flour and canned goods, were introduced. Healthy eating, with a penchant for family savings, became a Lena’s marketing strategy. Soon other grocery stores were emulating the Lena’s success. Convenience stores and major grocers were making “deals” and adding new services. The Milwaukee Community Journal, incorporated in August of 1976, was aggressively seeking new advertisers and stores like Kohl’s and Jewel Foods, were mimicking the Lena’s displays and watching how Lena made their packages work. Throughout, the Milwaukee Community Journal, with advertising support of Lena and Bez Martin, the community was flooded, door to door, store to store, business to business, with an unprecedented circulation strategy designed by Robert Thomas, Director of Circulation and Distribution. Twenty thousand newspapers, with the back page
isolated for the Lena’s full-color page of deals, became an advertising mainstay that certainly made the MCJ thrive. Eventually, grocery competitors joined Lena’s Big Value Stores, each week. Patricia O. Pattillo, Publisher, Founder, of the Milwaukee Community Journal, credits Bezelee and Lena Martin with making the difference in the birth and growth of the newspaper. “Without them, our five year survival may not have been realized,” she shared. Today, Lena’s continues to grow new businesses within the community. The list is outstanding. Some readers will remember the Black Gem Brand, which began in the 60’s, initially as a private label for Lena’s. “Over time, we saw an opportunity to expand the label to other stores and other markets because the product was so well received. Black Gem had over 60 items, distributed in over five states by the early 80’s,” Lena said. While competitors quickly began to create fancy grade products and demanded premium shelf space, Black Gem noted a decrease, but not before selling canned vegetables, cane syrup, corn meal, black pep-
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Bezelee & Lena Martin: Business Trailblazers
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“The demise of so many Black businesses lies in their inability to create a succession plan. Recognizing that, Lena and Bez began, early, teaching their sons the business. Today, three of them are active in the business.”
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per, salad dressing hot sauce and detergent. Again, Lena’s led the way. No other Black company was doing the same under private label: Lena’s was the “Business Leader”. The demise of so many Black businesses lies in their inability to create a succession plan. Recognizing that, Lena and Bez began, early, teaching their sons the business. Today, three of them are active in the business. Anthony, a graduate of the Art Institute of Atlanta is involved in managing the customer service area of the business. Derrick, a graduate of Clark College, in Atlanta, is responsible for the back office and accounting. And Gregory, a graduate of Morehouse College in Atlanta is responsible for the center store. A grandson, Anthony Justin, a graduate of Phoenix University, is a manager at the Midtown location. With more family involved and a keen eye to continued growth, Bez, Lena and the family made the decision to purchase the former Kohl Food Store on Oak Street, in 1995. Always cognizant of employment and keeping dollars circulating within the community, the elimination of that store would have again left many residents without a viable grocery option. Urban deserts continue to be major factors in the obesity disparity that disproportionately affects our community. Healthy options continue to drive the family today. So the Kohl’s Stores on Teutonia, Burleigh, Holton, plus Oak Street, along with the Jewel locations on East Capitol and Midtown became Lena’s properties, all urban successes prototyped through business journals and food product mag-
“Patricia O. Pattillo, Publisher, Founder, of the Milwaukee Community Journal, credits Bezelee and Lena Martin with making the difference in the birth and growth of the newspaper. “Without them, our five year survival may not have been realized,” she shared. Today, Lena’s continues to grow new businesses within the community. The list is outstanding.”
azines. The Teutonia Avenue location remains the most successful and in 2007, the store was completely remodeled using $ 3.7 million in market tax credits. This was a first throughout the whole United States for a minority owned business. Again a national trailblazer and business leader unprecedented. Currently, the Martin family operates 4 Lena’s locations: Oak, Burleigh,Teutonia and Midtown. They made the decision to
close the Piggly Wiggly on East Capitol after the expansion of Walmart and found that people identify with the Lena’s name more than Piggly Wiggly, so the Midtown store is again Lena’s. Gregory stated, “ We also wanted to concentrate on growing and developing the Lena’s brand for another 50 years of business.” Making a difference is more than dollars; building, supporting and growing others is a major family value for the Martin’s. Bruce Martin, Bez’s
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WKND FOCUS
Phone: 414-265-5300 (Advertising and Administration) • 414-265-6647 (Editorial) • Website: communityjournal.net • Email: Editorial@communityjournal.net/Advertising@communityjournal.net
MCJ STAFF: Colleen Newsom, Patricia O’Flynn -Pattillo Classified Advertising Publisher, CEO Jimmy V. Johnson, Sales Rep. Robert J. Thomas Joan Hollingsworth, Sales Rep. Assoc. Publisher CONTRIBUTING WRITERS: Todd Thomas, Vice Pres. Taki S. Raton, Mikel Holt, Assoc. Publisher Rev. Roxanne Cardenas, Thomas E. Mitchell, Jr., Editor Troy A. Sparks, Kia Marie Green, Mang. Editor Sports Editor Teretha Martin, Technical PHOTOGRAPHER: Yvonne Kemp Consultant/Webmaster Josephine Joki, Billing Dept./ Publisher’s Admin. Assist. Opinion and comments expressed on the Perspectives page do not necessarily reflect the views of the publisher or management of the MCJ. Letters and “other perspectives” are accepted but may be edited for content and length.
Bezelee & Lena Martin
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brother, and a former employee, John Baxter plus former employee Marc Wade, run the Burleigh store. And the number of employees who have worked; stacked, clerked, cleaned, done demonstrations, public relations, sales, research, and updated the internet or drivers are in the thousands, over the years. All would sing their praises. “We long understood the importance of creating opportunity not just for ourselves but for many,” Bezelee and Lena chimed, together. Their investment in people, businesses, scholarships, community organizations and other philanthropic endeavors is unparalleled. Today, enjoying pseudo-retirement, Bezelee Martin states that he enjoys “running by the stores,” but he also looks forward to the times when he plays golf, or works in his flower garden, or playing with the grandchildren. There are now 7 granddaughters and one grandson. And yes, they all know the Martin legacy. Lena continues to keep his schedules, appointments and shares openly her opinions which have been integral throughout the years. Gregory stated, “ Lena’s has always tried to remain on the cutting edge. In the past, we led the way in value meat deals, creative advertising and promotions; and needed services by taking our customers home with a $ 75 purchase. In the future, we will continue to lead our community with new and exciting services and values.” Forging a trail, creating a path, beginning something new, leading with integrity all describe Bezelee and Lena Martin. They are TRAILBLAZERS IN MILWAUKEE HISTORY, AND ICONIC LEGENDS IN THE BUSINESS COMMUNITY, LOCALLY AND NATIONALLY. In this month of Black History, we applaud both.
“Lena’s has always tried to remain on the cutting edge. In the past, we led the way in value meat deals, creative advertising and promotions; and needed services by taking our customers home with a $ 75 purchase. In the future, we will continue to lead our community with new and exciting services and values.”--Gregory Martin
We are reminded of the quotes of Dr. Martin Luther King, Jr. : “The ultimate measure of a man is not where he stands in moments of comfort and convenience, but where he stands at times of challenge and controversy.” And,“Take the first step in faith. You don’t have to see the whole staircase, just take the first step. ”Trailblazers are identified by their ability to stretch beyond boundaries and willingness to overcome struggles. Most importantly, Trailblazers step out on faith, understanding that success demands the first step. (Photos: Family and MCJ file photos)
Though semi-retired and able to travel more, the Martins continue to “mind the store” and keep appointments and schedules while sharing their opinions and ideas with their sons.”
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