Bill Traverso of Traverso’s Gourmet Market spoke to the Santa Rosa Catholic Business and Professionals Breakfast Club on Thursday 3/13/08 at Santa Rosa’s Hilton Hotel. The topic was the history of the Traverso family in Sonoma County and the influence of Catholicism on the Traverso family and its business.
In 1922, Italian immigrants Charles Traverso (Bill’s grandfather) and Charles Muzio opened a market in San Francisco at the corner of 16th and Mission. It is thought that they introduced the ravioli to California. Charles Traverso was originally born in Hartford, Conn. in 1882, but his father returned to Genoa, Italy, after the death of his wife, with his two sons. Charles married in Italy then later immigrated to San Francisco bring along one of his sons, Louis; while his wife and other son, Enrico, remained in Italy until 1927. During this time, Charles Traverso left San Francisco and trekked north to Santa Rosa. It should be noted that Louis was 12 years old when they arrived in San Francisco. As was the case with many immigrates in that era, Louis was relegated to the 2nd grade because of his inability to speak English. He learned to speak English and went on to Sweet’s Business College and received a degree in banking and for a time worked at American Trust which later became Wells Fargo Bank.
During the 1930’s Louis and Enrico joined their father and worked in a business with the Arrigoni brothers. Both families later broke out and started their own businesses. The Traversos started a market at the corner of Fourth and A Sts, as prohibition was lifted the Traversos received one of the very first liquor licenses and today have one of the oldest licenses in California.
At the onset of WWII, the Traversos moved the market to Second and A Sts. Two of Bill’s uncles Mike Rossi and Enrico Traverso went into the service. Mike Rossi served in North Africa, the invasion of Sicily, and Anzio; while Enrico Traverso was stationed in Hollywood. Louis continued to work in the store during the war.
The early years after the war were difficult. Charles Traverso had joined the Masons many years earlier out of economic necessity, but this was frowned upon by some with in the Catholic community. However the Traversos remained close to the church with the children attending St. Rose School and the family attending Mass at St Rose Church. Interestingly, Charles was buried in the Sebastopol cemetery, and not at the Catholic cemetery because on the Mason conflict.
Also in the era after the war, Traverso’s became Clover Milk’s first account in Santa Rosa.
In the interim, Bill, who had been born in 1945 in Santa Rosa and attended St. Rose, St Vincent’s, and earned a USF Political Science degree along with teaching credentials, began working in the South San Francisco Public School System along with his cousin George who was born a year later and followed the same path but received a degree in Industrial Relations.
The decades of the 60”s and 70’s significantly changed Traverso’s Market with the introduction of fancier foods. At the same time, the building that housed Traverso’s had been damaged in the 1969 earthquake. Urban renewal came shortly there after, and the Market was moved to its present location.
The 1980’s brought an expansion of wine and gourmet foods, and in the 1990’s, George’s son, Michael, left Chrysler and returned to the family business. Since then, there has been a real focus on wines.
Traverso’s Market has been a success. Bill believes this is due to Christian values that have been passed down through the generations. Honesty and respect for customers and employees has had a significant influence on the business. Their employees are members of the Retail Clerks Union which allows Traverso’s employees the opportunity to make a decent wage with proper benefits. At the same time, Bill and George believe in strong relationships with their customers, and not taking advantage of their customers. Traverso’s also believes that their Christian values rub off on their suppliers whom they also treat with dignity and respect.
Bill's current affiliations include:
Bill is married to Mary and they have four children.