Sisters Add Their Touches to Local Market That Serves as an Anchor for the Community
By Andrew Cutler
Just days after twin sisters Sara Morelli and Emily Black signed the papers to take over Maupin Market in March 2020, COVID-19 shut down the world.
The timing of their purchase could have translated into disaster. Instead, the 2 parlayed the seemingly daunting problem into a golden opportunity.
“When (then-Gov.) Kate Brown told people to stay home and shelter in place. They thought Maupin was home,” Sara says with a laugh. “So, they all came out here. It was astounding. We were so stinking busy.”
The sisters focused on creating a welcoming environment.
“When we were going through COVID, we felt like people needed to feel peace when they came into the store,” Sara says. “We hope our customers have that peace when they come into the store anytime.”
The timing was challenging, but their business philosophy was simple: Stock the shelves fully, diversify suppliers, and, most importantly, have fun. Fast-forward 5 years, and their approach has altered the market, which opened in 2010, into a bustling hub for the community that caters to local residents and tourists alike.
A Rocky Road to Entrepreneurship
Neither sister grew up dreaming of owning a grocery store. Their childhood was characterized by constant movement as their ironworker father followed jobs throughout Oregon.
“Our dad worked for the government,” Emily says. “So, the first 14 years of our lives, we moved 16 times. We never had roots.”
Sara says they had a rough childhood. “You can’t measure any sort of life successes when you’re on the go all the time,” she says.
After earning a GED diploma, Emily went on to earn an associate degree in welding from Clark College in Vancouver, Washington. She worked for the U.S. Army Corps of Engineers for about 10 years and later at a manufacturing firm making custom mufflers.
Sara chased a different path. She attended Portland Community College’s Sylvania campus with the intention of pursuing a secretary license, but realized it wasn’t for her.
32 years ago, Sara moved to the Maupin area after she married a local rancher who later became a pastor. Emily, who had been working at a local clinic, made Maupin her permanent home in 2013.
“I loved it so much out here,” Emily says. “I got a job so that I could afford to keep coming out here.”
From Employees to Owners
As an empty nester, Sara began work at the market seeking a social channel away from the ranch. 5 years after she started at the market, she convinced Emily to join her.
“I wanted to do something that wasn’t on the ranch moving pipe,” Sara says. “I decided to work at the store because it was super social, and I’m a social person. And I’m like, ‘Come on, Emily. It’s so fun.”
Emily did as her sister asked.
“I thought she was crazy,” she says. “It’s a lot of hard work. I couldn’t believe the stores didn’t stock themselves.”
After the sisters had worked a few years at the market, they began thinking about business ownership.
“It’s like, ‘All right, let’s do it,’” Sara recalls about their decision to buy the market.
The business transition did not happen fast. In fact, it took 9 months as all parties adhered to nondisclosure agreements.
“We couldn’t tell anybody what was going on until the papers were signed,” Emily says. “And then everybody was shocked, saying, ‘What?’”
Community-Centered Business Model
When they took over the business, the sisters quickly set about making changes to the market’s operations. They implemented their own approach to inventory and supplier relationships. They expanded the market’s offerings and diversified distributors.
“That diversifying has been a home run,” Emily says.
The market is the only year-round grocery store in Maupin, and the sisters understand their vital role in the community. Since they took over, they’ve added key features, including a soft-serve ice cream machine.
They’ve also expanded into coffee roasting with Holy Roasters Coffee.
“We bought a log cabin at the top of Maupin, and we produce it up there,” Sara says. “Our manager up there is so good, we just sold the coffee shop to her. We still do the roasting, and own the log cabin, but she owns the coffee shop part.”
All of the coffee is organic.
“We roast in small 3-pound batches and pay attention to detail,” Sara says. “The decaf is the best you’ll ever have. It’s Swiss water processed with no chemicals whatsoever.”
In addition to their Maupin operation, the sisters sell their coffee at a farm stand in The Dalles, extending their reach beyond the immediate community.
The sisters manage a team of 11 to 16 people, and both work regular shifts alongside their employees.
“We work shifts with everybody else,” Emily says. “We don’t have anybody do anything that we can’t already do.”
“We also say that if you aren’t having a good time, you’re probably not in the right place,” Sara says.
Building Community Beyond Business
The sisters are also involved in community preservation plans. They are working to save the historical Maupin Legion Hall. They hope to create a nonprofit and a board to prevent the city from demolishing the structure.
“We’re just crazy about our community,” Sara says. “It’s a labor of love. And the community has to have a place.”
“That’s where they’ve done all their community events since the beginning of time, for the last 100 years,” Emily says.
Already, the sisters have overseen improvement efforts, including window replacements, insulation, and heating upgrades. The duo hopes to secure ownership of the building from the city. Then they plan to raise funds for foundation repairs, floor improvements, roof work, bathroom renovations, and kitchen enhancements.
Their complementary skills—Sara’s people-focused energy and Emily’s organizational talents—translate into a successful partnership. Perhaps the most amazing element is how owning a business has enhanced their close bond.
“This is the best thing ever,” Sara says. “We’re almost 55 and have been doing this for 5 years, and still the best friends ever.”