Special Weekend Edition - Bezalee and Lena Martin

THE WKND SPEC IAL FOCUSTHE WKND SPEC IAL FOCUS

BEZELEEBEZELEE&&LENALENAVOL. XXXII NO. 36 FEB. 20, 2015 50 CENTS BULK RATE U.S. POSTAGE MILWAUKEE, WISCONSIN PERMIT 4668

BLACKMILWAUKEETRAILBLAZERSMARTINMARTIN

“We long“We longunderstoodunderstoodthe the importanceimportanceof creatingof creatingopportunityopportunitynot just fornot just forourselvesourselvesbut forbut formany...”many...”-- Bezelee and LenaMartin

Special WKND Focus Bezalee and Lena Martin February 20, 2015 Page 2

uring Black HistoryMonth, particularly, wepause to remembericonic Black legends whocontributed to the devel-opment of our country.We especially rememberlocal community thoughtleaders, “roots” in theAfrican American com-munity, whose branchescontinue to bear fruit.

Their shadows provide depth, width and sub-stance presently and into future Milwaukee.Bezelee and Lena Martin are Milwaukee Trail-blazers that warrant Black History accolades.

Their business acumen and entrepreneur spiritremains an exemplary model for present and fu-ture Milwaukeeans, We salute them.I first met Bezelee Martin in 1957 while a student at

Marquette University. He was attending MilwaukeeArea Technical School, majoring in Marketing and Ac-counting, with clearly an economic vision. Understanding female students needed ways to save

on hosiery, Martin had created student packages, de-signed to save money. Actively recruiting students to sell hose to other stu-

dents and friends, in retrospect, represented a sales in-troduction that set the stage for examining theorems ofmarketing supply and demand, for fashion-consciousco-eds were always looking for a deal. Years later, several larger companies began selling

hosiery as Martin had, with great success. From mag-azine ads and home-mailed flyers, women were pur-chasing hosiery through the mail, with home deliveries. Brilliance, vision, I never forgot the initiation into sell-

ing. While my personal sales were small, the savingsvalue was unquestionably validated.Born in Boley, Oklahoma, Bez Martin quickly shares,

“Boley was one of the nation’s first and most successfulall black towns. I grew up seeing black business own-ers and professionals. So I learned, at an early age,

there was nothing I couldn’t do.” With this philosophy and freedom to explore, Martin

moved on, beginning businesses in trucking, home re-modeling, paper supplies and a wholesale grocerybusiness. Meeting a life partner who shared his views, Lena,

his wife of 54 years, quickly joined him in building thebusinesses and expanding their opportunities.“We both quit our jobs, the same week we married,

to focus on our businesses, together. We alwayswanted to have complete control over how we providedfor our family,” they shared. They opened their first Lena’s Big Value Store, on 4th

and North Avenue, in what was a former Kroger Super-market, in 1965.

This store became an urban oasis as other storeswere vacating the community. And, the Martin’s seized every opportunity to provide

quality, with a heavy concentration on products theirclientele was buying. They quickly dispelled all stereotypes about gro-

ceries, the central city shopper, and meal deals, againwith distinct savings, became a Lena’s Big Value main-stay. The store was soon bursting with shoppers andparking was becoming a concern.In 1975, they bought the old A&P Store on the corner

of 5th and North Avenue. One would have thought onestore would be competing with the other store, yet thatwas not the case, both stores afforded additional shelfspace, more parking, more employment opportunitiesfor the community and full meal deals, with meat andother staples, like sugar and flour and canned goods,were introduced. Healthy eating, with a penchant for family savings,

became a Lena’s marketing strategy. Soon other gro-cery stores were emulating the Lena’s success.Convenience stores and major grocers were making

“deals” and adding new services. The Milwaukee Com-munity Journal, incorporated in August of 1976, wasaggressively seeking new advertisers and stores likeKohl’s and Jewel Foods, were mimicking the Lena’sdisplays and watching how Lena made their packageswork.Throughout, the Milwaukee Community Journal, with

advertising support of Lena and Bez Martin, the com-munity was flooded, door to door, store to store, busi-ness to business, with an unprecedented circulationstrategy designed by Robert Thomas, Director of Cir-culation and Distribution. Twenty thousand newspapers, with the back page

isolated for the Lena’s full-color page of deals, becamean advertising mainstay that certainly made the MCJthrive. Eventually, grocery competitors joined Lena’sBig Value Stores, each week. Patricia O. Pattillo, Publisher, Founder, of the Milwau-

kee Community Journal, credits Bezelee and LenaMartin with making the difference in the birth andgrowth of the newspaper. “Without them, our five year survival may not have

been realized,” she shared. Today, Lena’s continuesto grow new businesses within the community. The listis outstanding.Some readers will remember the Black Gem Brand,

which began in the 60’s, initially as a private label forLena’s. “Over time, we saw an opportunity to expand the

label to other stores and other markets because theproduct was so well received. Black Gem had over 60 items, distributed in over five

states by the early 80’s,” Lena said. While competitors quickly began to create fancy

grade products and demanded premium shelf space,Black Gem noted a decrease, but not before sellingcanned vegetables, cane syrup, corn meal, black pep-

Business TrailblazersBEZELEEBEZELEE & & LENALENAMARTINMARTINDD

...The Martin’s seizedevery opportunity toprovide quality, with aheavy concentrationon products their

clientele was buying.They quickly dispelledall stereotypes aboutgroceries, the central cityshopper, and meal deals,again with distinct sav-ings, became a Lena’s

Big Value...”

(continued on page 3)

WKNDWKNDPhone: 414-265-5300 (Advertising and Administration) • 414-265-6647 (Editorial) • Website: communityjournal.net • Email: [email protected]/[email protected]

Opinion and comments expressed on the Perspectives page do not nec-essarily reflect the views of the publisher or management of the MCJ. Let-ters and “other perspectives” are accepted but may be edited for contentand length.

MCJ STAFF:Patricia O’Flynn -PattilloPublisher, CEORobert J. ThomasAssoc. PublisherTodd Thomas, Vice Pres.Mikel Holt, Assoc. PublisherThomas E. Mitchell, Jr., EditorKia Marie Green, Mang. EditorTeretha Martin, Technical Consultant/WebmasterJosephine Joki, Billing Dept./Publisher’s Admin. Assist.

Colleen Newsom,Classified AdvertisingJimmy V. Johnson, Sales Rep.Joan Hollingsworth, Sales Rep.CONTRIBUTING WRITERS:Taki S. Raton,Rev. Roxanne Cardenas,Troy A. Sparks,Sports EditorPHOTOGRAPHER: Yvonne Kemp

FOCUS


“The demise of somanyBlack businesses lies in their inability to create a succession plan. Recognizing that, Lenaand Bez began, early, teaching their sons the business. Today, three of them are active in the business.”

per, salad dressing hot sauceand detergent. Again, Lena’s led the way.

No other Black company wasdoing the same under privatelabel: Lena’s was the “BusinessLeader”.The demise of so many Black

businesses lies in their inabilityto create a succession plan.Recognizing that, Lena and Bezbegan, early, teaching theirsons the business. Today, threeof them are active in the busi-ness. Anthony, a graduate of the Art

Institute of Atlanta is involved inmanaging the customer servicearea of the business. Derrick, a graduate of Clark

College, in Atlanta, is responsi-ble for the back office and ac-counting. And Gregory, agraduate of Morehouse Collegein Atlanta is responsible for thecenter store. A grandson, Anthony Justin, a

graduate of Phoenix University,is a manager at the Midtown lo-cation. With more family involved and

a keen eye to continued growth,Bez, Lena and the family madethe decision to purchase the for-mer Kohl Food Store on OakStreet, in 1995. Always cognizant of employ-

ment and keeping dollars circu-lating within the community, theelimination of that store wouldhave again left many residentswithout a viable grocery option. Urban deserts continue to be

major factors in the obesity dis-parity that disproportionately af-fects our community. Healthy options continue to

drive the family today. So theKohl’s Stores on Teutonia,Burleigh, Holton, plus OakStreet, along with the Jewel lo-cations on East Capitol andMidtown became Lena’s prop-erties, all urban successes pro-totyped through businessjournals and food product mag-

azines.The Teutonia Avenue location

remains the most successfuland in 2007, the store was com-pletely remodeled using $ 3.7million in market tax credits. This was a first throughout the

whole United States for a minor-ity owned business. Again a national trailblazer

and business leader unprece-dented.Currently, the Martin family

operates 4 Lena’s locations:Oak, Burleigh,Teutonia andMidtown. They made the decision to

close the Piggly Wiggly on EastCapitol after the expansion ofWalmart and found that peopleidentify with the Lena’s namemore than Piggly Wiggly, so theMidtown store is again Lena’s. Gregory stated, “ We also

wanted to concentrate on grow-ing and developing the Lena’sbrand for another 50 years ofbusiness.”Making a difference is more

than dollars; building, support-ing and growing others is amajor family value for the Mar-tin’s. Bruce Martin, Bez’s

Bezelee & Lena Martin: Bezelee & Lena Martin: Business TrailblazersBusiness Trailblazers(continued from page 2)

(continued on page 4)

“Patricia O. Pattillo,Publisher, Founder, ofthe Milwaukee Commu-nity Journal, credits

Bezelee and Lena Mar-tin with making the dif-ference in the birth andgrowth of the newspa-per. “Without them, ourfive year survival maynot have been real-ized,” she shared.

Today, Lena’s contin-ues to grow new busi-

nesses within thecommunity. The list is

outstanding.”


brother, and a former employee, JohnBaxter plus former employee MarcWade, run the Burleigh store. And the number of employees who

have worked; stacked, clerked, cleaned,done demonstrations, public relations,sales, research, and updated the internetor drivers are in the thousands, over theyears. All would sing their praises.“We long understood the importance of

creating opportunity not just for ourselvesbut for many,” Bezelee and Lena chimed,together. Their investment in people, busi-

nesses, scholarships, community organ-izations and other philanthropicendeavors is unparalleled.Today, enjoying pseudo-retirement,

Bezelee Martin states that he enjoys“running by the stores,” but he also looksforward to the times when he plays golf,or works in his flower garden, or playingwith the grandchildren. There are now 7 granddaughters and

one grandson. And yes, they all know theMartin legacy. Lena continues to keep hisschedules, appointments and sharesopenly her opinions which have been in-tegral throughout the years.Gregory stated, “ Lena’s has always

tried to remain on the cutting edge. Inthe past, we led the way in value meatdeals, creative advertising and promo-tions; and needed services by taking ourcustomers home with a $ 75 purchase.In the future, we will continue to lead ourcommunity with new and exciting serv-ices and values.”Forging a trail, creating a path, begin-

ning something new, leading with in-tegrity all describe Bezelee and LenaMartin. They are TRAILBLAZERS IN MILWAU-

KEE HISTORY, AND ICONIC LEGENDSIN THE BUSINESS COMMUNITY, LO-CALLY AND NATIONALLY. In thismonth of Black History, we applaud both.

We are reminded of the quotes of Dr.Martin Luther King, Jr. : “The ultimate measure of a man is not

where he stands in moments of comfortand convenience, but where he stands attimes of challenge and controversy.”And,“Take the first step in faith. You don’thave to see the whole staircase, just takethe first step.”Trailblazers are identified by their abil-

ity to stretch beyond boundaries and will-ingness to overcome struggles. Mostimportantly, Trailblazers step out on faith,understanding that success demands thefirst step. (Photos: Family and MCJ filephotos)

Bezelee & Lena MartinBezelee & Lena Martin“Lena’s has alwaystried to remain on

the cutting edge. Inthe past, we led theway in value meatdeals, creative ad-

vertising and promo-tions; and neededservices by taking

our customers homewith a $ 75 pur-

chase. In the future,we will continue tolead our communitywith new and excit-ing services and val-ues.”--Gregory Martin

Though semi-retired and able to travel more, the Martins con-tinue to “mind the store” and keep appointments and scheduleswhile sharing their opinions and ideas with their sons.”





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Special Weekend Edition - Bezalee and Lena Martin