Because we see ourselves as two stores in one ? an upscale market selling an unrivaled variety of gourmet items and as a traditional, small town grocery ? we appreciated it when The San Francisco Chronicle recognized our dual personality in an article entitled "The Evolution of a Grand Gourmet Market." The subtitle was "Mill Valley Market A Village Institution." The Chronicle also said: " . . . they sell 80 kinds of honey, 50 brands of green olives, 72 vinegars, 152 salad dressings, 280 types of soup, 311 jams and preserves, 110 mustards and more chutney than found under one roof anywhere in California, perhaps the nation, possibly even the world."

Another Chronicle article, this one in the "Bay Area Classics" series, explained the market's success: "Total involvement with customers and community."

Beth Ashley wrote in the Marin Independent Journal that the Canepas could be " . . . rightly proud of the gastronomical pickings ? picture perfect fruits and vegetables; a huge selection of prize wines; a trencherman's feast of fish, meats and poultry; eight tiers of shelves packed with every produce imaginable . . ."

A writer for Diner's Club Magazine couldn't help but notice how much our customers think of us (though he may have overstated the case just a bit), " . . . it first dawned on me that food was the major preoccupation of Marin County; not sports, not gossip, not sex. I was shown the Mill Valley Market with the reference that a Parisian would display presenting the Louvre."

According to the 1992 Bay Area Consumer's CheckBook survey on Supermarket Quality, Mill Valley Market was the only store of hundreds in the Bay Area, both independent and chains, to receive a 100% rating on "overall quality of store."

In 10 of the 12 categories, ranging from quality and variety of fresh produce, quality of meats, variety of products, speed of checkout, to staff helpfulness and pleasantness and help loading the car, Mill Valley Market received a "superior rating" of at least twice the all-store average rating. We were the only store to receive three 100% scores. We were found lacking (we cannot tell a lie) in one department. You guessed it: parking. But if we had a parking lot as big as a football field, it wouldn't be Mill Valley. And even parking a block away still leaves you closer to our front door than parking in the lot at many supermarkets. And the walk is a lot more pleasant.

We think those positive ratings result from listening to our customers. We do more than listen, we actively seek their comments. We've done three major surveys over the past 12 years. Here's some of what was said:

"Store is fantastic!! I have long been amazed at how you manage to have virtually everything one could ask for in a store of limited size! Nothing but praise!"

"It's convenience, good parking close by ? very friendly and helpful personnel and I prefer a small, hometown market to a large one."

"The general attitude . . .the general feeling is so friendly I sometimes feel I'm at a PTA meeting. An employee even helped me fix my bicycle when I was in dire straits."

"Frankly, I have always found it a joy to shop at M.V. Market. It's the highest quality and has the friendliest and most helpful people all the way."

"Friendliness of everyone! Excellent produce & wines ? helpful advice. You are a great store."

"Convenience, excellent foods ? always fresh. Friendly, courteous, helpful service. We love shopping at MVM. Keep up the good work!"

"The variety of foods; store employees are friendly and helpful; nice selection of moderately priced wines; produce is always fresh."

"Produce first class and right price. In fact we like everything ? keep it up! Service is tops, too."

"Excellent staff ? all seem to care about the customers. I've often witnessed and been the recipient of unusual courtesy as well as direct answers to my needs."

"I love the market. I take out-of-town friends shopping at M.V. Market (a favorite tourist attraction) so they'll really envy me!"

"Great selection of products, good produce & meat/fish/poultry selection. I also like the newsletter, read it and try the special items. I also really like the wine selection and newsletter. I think your staff is terrific. It brightens my day to shop at MVM."

"Fast check out. Helpful staff. Well-stocked shelves. Variety of brands carried (I never have to go elsewhere to get something you don't carry). Excellent produce. Good meat. We've been customers 25 years and never had a complaint!"

"The excellent selection of items in the store. Very good quality produce. General helpfulness of the staff. Getting good advice regarding wine selection. Unusual items. In depth selection in the liquor/wine/beer department. Service to your car with groceries."

"I think your staff reflects our community ? caring, interested, friendly and concerned. I never resent the neighborly exchange that goes on between checkers and customers and even feel welcome to chime in!! I've never had occasion to complain."