Once a local mecca for Chinese culinary delights, 99 Ranch has become a national pan-Asian behemoth under Jonson and Alice Chen.
99 Ranch is so much more than just another grocery store. It’s a mecca — an oasis where members of the Chinese-speaking diaspora have indulged in the flavors of their heritage for four decades and a convenient place to snag live fish and acquire specifically Asian produce such as wispy chayote shoot tendrils and fat, nutty stalks of celtuce. Like many Asian Americans in Southern California, Alice and Jonson Chen grew up frequenting the supermarket chain.
Where Roger started out specifically catering to a Chinese-speaking clientele in Southern California and importing goods from his native Taiwan, his children have their eyes set on broader horizons. Under their stewardship, 99 Ranch has become much more pan-Asian in its offerings and global in its sourcing. Alice, 46, the chief executive, oversees the supermarket’s daily coast-to-coast operations.
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