Upscale market coming to Minden |

Upscale market coming to Minden

Jo Rafferty

MINDEN – Grocery shoppers, who until now have had the choice of three supermarkets at the south end of town, may soon turn north on Highway 395 to pick up something for dinner.

Sierra Nevada Trading Company, a 20,000-square-foot market, will open in Minden Village by mid-October or early November.

“It’ll be there before the holidays,” said store manager Monte McClain.

Sierra Nevada Trading Company is owned by Jim Lira and Bill Dutra of Lira’s Supermarket, with two California locations, one in Meyers and one in Rio Vista. A third partner is Kevin Coleman of K&S Properties, the company that is developing Minden Village.

Lira and Dutra had visited Carson Valley for 15 to 20 years for various club meetings before deciding to open a Minden store, according to McClain.

“They just like the area,” he said.

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The new Minden store will be “more upscale,” according to McClain, who said it will feature a full-service meat and fish counter, deli, bakery and floral department. McClain will co-manage the store with his wife, Pam.

The McClains have 80 years of grocery store experience between them – Monte, 44 years including 20 years as manager at Vons and Albertsons in Southern California and Pam, 36 years with Vons, including 18 years as store manager.

The outside of the store is finished and the McClains are ordering all the fixtures inside the store. Monte said he is considering putting in a coffee shop inside the store, such as Starbucks.

Approximately 50 to 55 employees will work at the store, he said.

So far, all the feedback McClain has heard has been positive.

“Everybody who we’ve talked to so far seems like they’re pretty excited about having a store in Minden,” said McClain.

Carson Valley Chamber of Commerce executive director Skip Sayre said he has met with the owners and managers of the store.

“They indicated they will be customizing the store to serve the needs of the community,” said Sayre, adding that Sierra Nevada Trading Company is joining the chamber.

“We all know there’s a desire for a grocery store on the north end of town,” said Sayre. “They’ll be a great addition to Minden Village.”