Meet Joe Calareso of Calareso’s Farm Stand and Garden Center in Reading

Today we’d like to introduce you to Joe Calareso.

So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
My grandfather grew up picking olives and lemons in the hills of Sicily. Carrying the cases of fruit down to the village of Messina was grueling work which got him thinking about new opportunities in America. Around 1910 my family made the trek across the Atlantic, through Ellis Island and eventually landed in Boston. At first they made a living peddling fruit from a pushcart around North Station. Soon my grandfather and his three sons opened a wholesale fruit company in the North End. At this time Quincy Market and the North End area were the epicenter of the fruit and vegetable business in Boston. Today, if you stand in the middle of Faneuil Hall and look up at the walls, you will see the old black and white signs used by some of those produce companies almost 100 years ago. Our sign from that era hangs in our store as a reminder of our roots. Eventually some produce companies moved to Chelsea and the Boston produce business began to change. My family decided to move their business to Reading and change from wholesale to retail. My two uncles soon opened produce stores of their own, leaving my grandfather and my father to run and grow this new young business. That was over 60 years ago. I grew up working with my dad, admiring how he was able to increase business each year. He thought it best to provide the highest quality while keeping prices as low as possible. I remember him telling me that it is better to make a lot of sales then to make a lot on each sale. At 89 years old he still preaches that philosophy. Today we continue to provide the freshest produce along with fresh cut flowers, bakery items, meats, and gorgeous plants in our garden center. We feel proud to be part of the surrounding community for all of these years, and honored by those who travel from outside our community to shop at Calareso’s.

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
My family has been fortunate in that are biggest struggle has been outgrowing our physical space. Sixty years ago the old general store at 122 Main Street, Reading was the perfect size for our budding retail business. For 55 years my family accommodated our steady growth with multiple renovations, small acquisitions and one complete demolition and rebuild. Despite our best efforts, we no longer had enough space to provide our customers with the best shopping experience. Luckily, in 2010 a large piece of land less than a block away from our store became available. We bought it, built a much larger facility, and moved in. With our space struggles solved, we remain focused on providing the best products at the best prices.

Alright – so let’s talk business. Tell us about Calareso’s Farm Stand & Garden Center – what should we know?
We began as a farm stand selling only fruits and vegetables. Over the years we added cut flowers, meats, baked goods, and a garden center that has taken on a life of its own. I am proud of our ability to continue to keep our prices low and our quality high despite our growth. I often hear customers commenting on that. During our busy seasons I sometimes talk with customers who have traveled over an hour to get to Calareso’s for their beautiful spring plants, fall pumpkins, or Christmas trees because of our prices and quality.

Many of our regular customers know me and my managers by name and often tell us they love coming to our store. Recently we noticed one of our regulars walking through the greenhouse a few minutes before opening. One of my managers approached her to let her know we would be opening shortly. She answered, “I know. Every Sunday I come a few minutes before you open and sip my coffee as I wander around your garden center.”

Any shoutouts? Who else deserves credit in this story – who has played a meaningful role?
For three generations my dad has been the common link, the brains behind our success. He taught me everything I know about running our business, includes buying, selling and making displays. More importantly he taught me how to treat our employees and our customers. He is almost 90 years old and still giving me guidance on a daily basis. His wisdom and integrity has flowed down to our management staff. Joe Musgrave is my right hand man, running the day to day operation of the store as well as helping in every major decision. Under him we have a very conscientious management staff working grueling hours with skill and commitment. This team effort coupled with the support of our community is what makes our store a success.

Contact Info:

• Address: 100 Main Street, Reading MA
• Website: calaresosfarmstand.com
• Phone: 781-944-6010

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