A Destination for 93 Years
Written By Craig Lore
Dan Rocca , 65 , is usually working one of Rocca ’ s Market ’ s two registers , serving customers . “ I love being with people , people are fun , the easiest part of the job is the check stand .” Known for his slow drawl and quick wit , he readily admits what everyone already knows , “ I ’ m kind of low key .”
“ When I graduated high school in 1973 , Dad said , ‘ What college do you want to go to ?’ I said I ’ m not a college type of guy , and he said , ‘ Well , grab a smock . When you know what you want to do , you can leave .’ I ’ m still here . I don ’ t think I could be good at any other job . I ’ ve never had another job .” Rocca ’ s Market is located at 1335 Monterey Road , just north of San Martin Avenue and has occupied the same site since 1927 when grandpa Giulio Rocca built Rocca ’ s General Store , Feed Store , Service Station , and Restaurant . In 1932 , John Bonfante and his wife Ines , Giulio ’ s daughter , ran Rocca ’ s Market . In 1948 , Mike Bonfante took over operation . And in 1952 Julius ( Rocky ) and his wife Elenore became the owners-operators and lived in an upstairs apartment . Later , Rocky and Elenore moved to Colony Ave in San Martin , where they raised their four boys — Michael , Dan , Tom and Paul . In 1994 , brothers Dan , Tom , and Paul took ownership , forming Rocca ’ s Market , Inc . Today , Dan and Tom are the owner-operators .
Tom Rocca , 59 , brimming with energy , usually roams the store with a price-tag gun sticking out of an apron pocket . He ’ s ever on the alert to help customers find what they need .
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GILROY • MORGAN HILL • SAN MARTIN WINTER 2021 gmhtoday . com