Betty Ann Market, Red Bud/Millstadt IGA owner acquires Highland Tru-Buy

 

By ZACHARY DAUM
Managing Editor, Herald Publications
[email protected]

Craig Norrenberns, owner of Betty Ann Market in Mascoutah and Red Bud/Millstadt IGA, has expanded his independent grocery operation with the recent purchase of Tru-Buy in Highland, a store long operated by the Gutzler family. The acquisition, finalized shortly before Thanksgiving, brings the Highland grocery at 610 Broadway into Norrenberns’ family of locally owned stores while preserving traditions that have defined it for decades.

Norrenberns said the opportunity was not one he pursued aggressively, but one that developed over time after being approached by the Gutzler family, who have operated the store since its founding in 1978.

“We were approached probably close to two years ago, even by the Gutzler family, about this potential opportunity,” Norrenberns said. “Honestly, originally, the answer was no. Over the course of time, we got to know the Gutzler family and did a little bigger deep diving, and ultimately we came to an agreement that it was in the best interest for both them and us.”

The store officially joined Norrenberns’ network the week before Thanksgiving.

Norrenberns said the decision fit within a long-term approach focused on sustainability rather than rapid expansion.

“As we look to grow, we always try and look at what the next five, even 10 years, looks like for our company as a whole,” he said. “We made the decision that it would be in our best interest to expand into another marketplace.”

He added that expansion can help strengthen all locations through increased buying power.

“It gives us a little bit larger network to be able to purchase goods at quantities and prices that will help ultimately drive down the price of the retail that the customer gets to see on the shelf,” Norrenberns said.

Norrenberns emphasized that many opportunities to acquire grocery stores are declined.

“We aren’t necessarily actively going out searching for other markets and communities to do business in,” he said. “We are approached often. I would say for the majority of time the answer is no. If we don’t feel like it’s really what we’re called to do, we’ll say no.”

He said Tru-Buy stood out as a chance to keep an independent grocer operating in the community.

“I think on the surface, it’s just healthy to see an independent grocer continue to grow,” Norrenberns said. “You look around at a lot of other communities and independent grocers, and they’re finding themselves either closing the doors or trying to sell stores.”

Continuity was a priority following the acquisition. The existing staff remains in place, and the store continues operating as a union grocery.

“The staff is staying, and it’s another strong union store,” Norrenberns said. “We’re always trying to put our best foot forward when it comes to taking care of the people that choose to work for us.”

One visible addition following the purchase is a Highland cow mascot named Jake, introduced as a tribute to the store’s founder.

“We wanted to do something kind of fun, lighthearted, and kind of a nod to the community of Highland,” Norrenberns said. “We chose a Highland cow as the mascot and nicknamed him Jake, after the founder, Mr. Gutzler, who started that store in 1978.”

Norrenberns also addressed speculation about Ethel’s Bar, which operates within the same building as Tru-Buy. He said no changes are planned.

“For the foreseeable future, we don’t see anything changing with that,” he said. “Susie rents that space, and she knows that she is welcome to stay there and continue to do business for as long as she chooses to.”

He noted that the bar plays a role in longstanding community traditions.

“If you’re from Highland and you get married, it’s tradition that you make your way at some point and get a picture at the bar with your wedding party,” Norrenberns said. “We want to maybe see some of those traditions continue to live on.”

Norrenberns said his role at Tru-Buy is not to overhaul the store, but to support the team already in place.

“My role is just to come alongside the team that’s already in place and help get them to the next level and keep serving alongside them as they serve Highland,” he said.

 

This story was sourced from Herald Publications, part of the Better Newspapers Inc. media family, which also includes the Illinois Business Journal. It has been republished here for further distribution.