His obituary read: “Everyone’s hearts are heavy as we have lost a great man, but his spirit will live on in all of us.”
ST. LOUIS — Gen Z and those born after probably don’t remember a time when north St. Louis didn’t have a major grocery store. In fact, in the early ’90s, black people resorted to starting protests just to convince major grocery stores and pharmacies to accept their hard-earned money by opening stores in the “hood.” appealed to.
Emerging from the era of economic apartheid, entrepreneur Sterling Moody opened Sterling’s Marketplace, the first black-owned grocery store in Baden. With a unique blend of charisma, dignity, showmanship, and bold vision, Moody has served thousands of customers and inspired fast-growing Black entrepreneurs. Ta.
Sterling Moody passed away on April 14th. His family said he never fully recovered after contracting COVID-19 during the first year of the pandemic. Although his health steadily deteriorated, Moody retained his optimism and trademark sense of humor, said his cousin Kevin Bryant, founder and president of Kingsway Development. He said he never lost it.
Moody has opened, closed, reopened and rebranded stores, all with an unwavering and upbeat confidence. When his competitors (and haters) eliminated him, he bounced back with new business and new promotions. Aside from a lineup of investors and avid celebrity supporters, including Cedric the Entertainer, baseball great Ozzie Smith, comedians Guy and Joe Torrey, Shaquille O’Neal and rapper Nelly, Moody embodies that “never give up” entrepreneurial spirit. .
Sterling Moody was born on October 10, 1956 to Arthur and Dorothy Moody. His three brothers, Keith, Cynthia and Julius all preceded him in death. Moody was born and raised in Kinloch, Missouri. and attended Kinloch High School. He earned a bachelor’s degree in business administration from Southern Illinois University in Carbondale.
By that time, he had already started his career in the grocery store business. At the age of 16, Moody was working as a stock boy at the Nationals Supermarket in the Acres Shopping Center in northern St. Louis County. Within seven years, he was promoted to the rank of assistant manager and worked at national locations in East St. Louis, Collinsville, Granite City, and Jeffrey, Illinois.
Moody told management he was ready to run his own store, citing his “people skills.” He was then assigned one of the chain’s more “cumbersome and expensive” stores at Martin Luther King Drive and Aubert Avenue near the old Sears Building on Kings Highway. Moody’s management said in a 1998 interview with Take Five magazine that they considered him “young and arrogant” and were sure the urban location would “break him.”
Kenny Fortner was Moody’s boss at the time and would later join the Starlings Marketplace team. Fortner spoke about the young startup’s potential in an interview with Take Five.
“Sterling thought he was the greatest man to ever walk this earth. He was young and brash at the time, but he was a good worker,” Fortner emphasized. , further added: In two years, he raised his ranking to 15th out of 47 stores. ”
During his 25 years at the grocery chain, Mr. Moody “turned around” several stores, but faced constant criticism from upper management who thought his strategies (albeit successful) were too unconventional and too expensive. He said he faced no resistance and backlash. He maintained a strict cleaning schedule and introduced services such as delivering groceries to customers’ cars and events such as Western Day, a pony ride for children, at his stores, which increased costs and labor hours. Pushed up.
“They weren’t ready for my type of management at the time,” Moody told Take Five. “I think they thought I was out of control because I acted like an entrepreneur in a corporate environment.”
During that interview, Moody recalled a heated conversation with one of his bosses.
“He took me outside, pointed to the front of the building, and said, ‘Can you tell me what that sign says?'” Moody said, “Of course I’m a citizen, so what? ?” he answered. Intending to make his case, Mr Moody said his supervisor told him: “Didn’t you say the sterling market would do that?” And until that happens, follow the company’s instructions. It does nothing else. ”
Moody resigned and spent the next decade delving into the chaotic but exciting world of entrepreneurship. He borrowed his $5,000 from his friend and opened Supreme Car Care Service on Airport Road. in Bridgeton. Using the same appeal and marketing techniques as the grocery store, Moody quickly gained a loyal clientele of car dealers, rental car companies, and community members with a steady supply. He then opened his two other Detail shops in University City and Jefferson and MLK Boulevard and launched a cleaning supplies and janitorial services company.
Meanwhile, the local grocery store market was changing. Nationals went out of business and sold most of its stores to Schnucks Market and Family Corporation of America entrepreneur Jim Gibson. Moody was offered and accepted the opportunity to manage Gibson’s New National Market in a regional urban area. His unusual, rather high-pitched voice and down-home delivery in radio commercials endeared him to locals, who would walk up to him on the street and treat him like a “lost friend,” he said. Told.
But Moody, still struggling with the entrepreneurial spirit, decided it was time to start his own grocery store. Through his friends and connections in the sports and entertainment industries, he raised enough money to purchase the Baden property. In late 1998, he opened Starling, a minority-owned “megamarket” that included a grocery store, a video and health food store, a dry cleaner, a shoe shine store, a discount department store, a banquet hall, and eventually a nightclub. Opened Marketplace.
Over the next two decades, Moody rode a roller coaster of ups and downs, closing and reopening competitive grocery stores, ending in 2018 with a venture called Neighbors Marketplace in East St. Louis. This business closed after his year.
Those who know Moody best don’t dwell on his setbacks, losses or business closures. All they speak of is his bright spirit, kindness, support for fellow entrepreneurs, and incredible determination to overcome challenges on his own terms.
Bryant credits his cousin Moody with nurturing his innovative entrepreneurial journey as a major developer and a leading developer, starting his career as a marketing director at Starling’s Marketplace. Bryant insists he wasn’t alone.
Moody’s obituary stated:
“While improving his leadership within the company (Nationals), he continued to rise not only as a great manager, but also as a marketing sensation thanks to his unforgettable voice and charisma…He always He was the lifeblood of any political party,” he joked, maintaining a spirit of unflinching optimism no matter what he was going through personally. He not only left behind an entrepreneurial spirit, but also an independent spirit that inspired many others to follow a similar path and achieve great success.
“Everyone’s hearts are heavy as we have lost a great man, but his spirit will live on in all of us.”
Sylvester Brown Jr. is a Deaconess Foundation Community Advocacy Fellow.
