Joeten turns 63

What started off as a small mom-and-pop store has built itself to become the most successful chain of retail stores in the Commonwealth, revolutionizing the way people shopped through six decades and more.

J.C. Tenorio Enterprises, which operates the family-owned Joeten stores in Susupe, Garapan, Dandan, and Kagman, is celebrating 63 years of making a name and becoming a local landmark in the history of retail store business on the islands.

Its very first store—the Tenorio’s Grocery Store—opened its doors on island in May 1949 in Chalan Kanoa under the ownership and management of the family patriarch, Jose C. Tenorio, and his wife Soledad.

It was Soledad who single-handedly ran the operations of the store on the first floor of their humble abode, tending to customers as Jose worked for the Trust Territory government at that time.

The store’s early years saw only limited selection of grocery items for its customers and the Tenorios saw the need to expand the store to meet a variety of needs of its clientele. Over time, they started bringing in imported products, including department store items from the U.S. mainland, Japan, Australia, and the Philippines.

Jose’s drive and motivation, along with his close relationship with his loving wife, fueled what today is a family business empire story that is certainly incredible and awe-inspiring, said Frannie T. Demapan, marketing manager/buyer for J.C. Tenorio Enterprises.

“I think he would’ve been very proud and very grateful to the people because it’s the people of the CNMI that made his dreams come true,” Demapan said.

J.C. Tenorio Enterprises now has four locations catering to both local and tourist shoppers and with all stores being run by younger generations of the Tenorio family after Jose passed away in 1993 followed by Soledad in 2008.

“Although each Joeten store branch opened at different times, we still hold our celebration in May to mark the opening of the very first store that my grandparents built 63 years ago,” said Demapan.

All Joeten stores, most notably its main branch in Susupe, carries a wide selection of U.S. and local vegetables and fruits, as well as drinks and snacks imported from Japan, Australia, and the mainland. It gets its shipment of fresh produce, including all dairy products such as yogurt, every Thursday and Friday.

Joeten also offers both freshly cut and frozen meat and seafood and has a section devoted entirely for tourists who want to buy Saipan souvenir products like chocolates, coffee, magnets, keychains, plush dolls, and postcards as gifts for family and friends back home.

The Susupe branch exclusively has an array of department store items like clothing and shoes for men, women, teens, and children; house ware; towels and linens; school supplies; medicine and supplements; watches and electronics, among others.

Joeten stores, particularly in Garapan and Susupe, are also home to the latest additions in the Tenorio’s line of companies: Borderline, All Star Sporting Goods, and The Athlete’s Foot.

KEYS TO SUCCESS

Besides its considerable presence in the community, J.C. Tenorio Enterprises also takes pride in its “very loyal and committed” employees, some of whom have worked for the company for decades, says Demapan.

“We even have one employee who’s almost about to reach 50 years with Joeten,” she disclosed. “That’s part of the reason that our company still runs very successfully.”

Giving back to the community that has shown them support through the years factored in considerably as well, added Demapan, who recounted that the success and accomplishments of J.C. Tenorio Enterprises and the rest of their businesses gave rise to their philanthropic arm, the Joeten Charitable Foundation. Through the foundation, J.C. Tenorio Enterprises has supported meaningful causes by making donations to the Marianas March Against Cancer, the American Red Cross NMI Chapter, and other programs that have a profound impact to the community.

“We’re very big supporters of the community. I think that because we always give, people come back because they want to support businesses that support important causes on our island,” said Demapan.

Despite being a big name in the industry, J.C. Tenorio Enterprises is not immune to the economic challenges facing the island, just like any other business. But Demapan said that with the help of its very solid accounting team, the company is able to weather through several financial crises.

“We’re always trying to cut down on expenses but still keep the quality and service for our patrons,” Demapan emphasized. “That’s very important to us.”

According to Demapan, most critical to the success of J.C. Tenorio Enterprises is a huge clientele base that they have nurtured through their 63 years.

“They’re the main reason we’re still here. A lot of businesses have closed down over the years and it’s always shocking to me that we’re celebrating our 63rd year. It may not be a monumental number like 75 or 100 years but slowly, we’re going to reach that point because customers believe in our store and they believe in what the owners envisioned,” she said.

ANNIVERSARY PROMOTIONS

As J.C. Tenorio Enterprises marks its 63rd anniversary, Demapan said they have lined up exciting promotions for their patrons, which will run from the beginning of the month up to the mid-part of June.

“I don’t think there’s any better way to say thank you to our customers than to give them sales and discounts. It’s all for them,” she said.

The anniversary festivities actually kicked off last May 4 with the cutting and distribution of a giant cake donated by Matson at the Susupe store, along with Foremost Coffee sampling. The next day, Micronesian Brokers also held a sampling for their products like Keebler cookies, NutriGrain health bars, and Sunkist orange juice. WSTCO also gave away samples of Rockstar energy drinks at the Susupe store.

Today from 4pm to 6pm, there will be free samples of Foremost Coffee at Joeten Hafa Adai in Garapan. Free samples of WSTCO’s Rockstar will also be given away tomorrow from 9am to 12pm also in Garapan while samples of Marpac’s Cordina Iced Wine Cooler will be made available in Susupe also on May 12 from 4pm to 6pm.

In celebration of Mother’s Day, each customer who spends $25 on any cosmetics or make-up products from May 11 to 12 will get a free Revlon cosmetics bag while supplies last. Only one bag is allowed per customer.

On Mother’s Day, May 13, Joeten will give away a box of chocolate each to the first 150 mothers who visit the Susupe store between 10am and noon.

The following weekend, May 18 and 19, Joeten will have a two-day Mega Sale, coinciding with free samplings of Foremost Coffee in Dandan from 4pm to 6pm on May 18; Micronesian Brokers and WSTCO sampling in Susupe from 9am to noon in Susupe on May 19; and Kagman High School Culinary Arts Class from 10am to noon in Kagman also on May 19.

On May 25 to 28 or the last weekend of May will host the Memorial Day Weekend Sale. On May 25, there will be a Foremost Coffee sampling in Kagman from 4pm to 6pm. On May 26, WSTCO’s Rockstar sampling in Garapan will be from 9am to noon while GenPro’s Moo chocolate milk sampling will be from 9am to noon in Susupe.

The anniversary celebration carries on until June as J.C. Tenorio Enterprises plans to hold Early Bird Sale on June 2 from 8am to noon, Sizzlin’ Summer Sale on June 8 and 9, and a three-day Father’s Day Sale from June 14 to 16.

Throughout all branches, J.C. Tenorio Enterprises will also be distributing pens and coolers while supplies last. 50-cent popcorn and hotdogs will also be sold at Aiko’s snack bar every Saturday.

Besides store-based promotions, J.C. Tenorio Enterprises also has giveaways on their Facebook page, www.facebook.com/joetenstore, and has tied up with radio stations KKMP 92.1, Magic 100.3, and KZMI 103.9 for a weekly trivia game so that their listeners will have a chance to win $25 gift certificates.

J.C. Tenorio Enterprises is also collaborating with its vendors for separate raffle promotions. D&Q will have the “Joeten’s 63rd Anniversary $163.63 Shopping Spree” raffle on June 4 at 6pm while Coca-Cola will sponsor the “Spin it 2 Win It” Prize Wheel Sweepstakes on May 18, June 15, and July 13 from 4pm to 6pm.

“We joined with our vendors to get them into the store and help them sell their products and, at the same time, also celebrate our anniversary with us,” said Demapan.

ONGOING AND FUTURE PLANS

Even after 63 years, J.C. Tenorio Enterprises continues to come up with small improvements to make one’s shopping experience better at any Joeten store, according to Demapan.

In fact, the company has purchased new baskets and carts to replace old ones. Demapan said they are still in the process of acquiring more. “We’re trying to slowly upgrade the store without too much expense.”

The company also plans to install a new automatic sliding door at Joeten Susupe, as well as improved signages in Susupe, Garapan, and Dandan.

In line with its efforts to promote healthy living on island, Demapan said the Susupe store has already dedicated a health food section called “Healthy Living” wherein organic products, gluten-free and sugar-free products, and food products for those with diabetes can be found. Soon, a similar section will also be created in Garapan.

“We’re trying to carry more organic products and promote healthy living on island because we’re seeing more customers requesting certain types of products that are a little bit more expensive but much healthier,” explained Demapan.

Noting the importance of caring for the environment, Joeten Susupe will also be selling large eco-bags for just $1.50. Also, shoppers who use eco-bags of any kind will get 5 cents off per eco-bag used for shopping at Joeten Susupe to encourage them to avoid using plastic bags.

“It’s really a slow process encouraging people to use eco-bags instead of plastic bags because it’s so hard to start a new habit. We only use tote bags when we’re going to the beach or a party. It’s not really ingrained in our culture yet to bring it to the supermarket. So we’re slowly, over time, trying to do that,” she said.

Demapan said that J.C. Tenorio Enterprises is grateful for the continued support of the community in the last 63 years.

“We value your business and support and we will also continue to give out support to the community through various events and programs. Even as we endure difficult times, we assure all our customers that we will carry on with the quality and service that they have been accustomed to. We look forward to 63 years and more of unrelenting patronage from them,” she added.