The Strand Market

While the city of Waukesha had several food markets to choose from by the 1920's new immigrant communities from Italy and Mexico could not find the ingredients they needed to keep their food cultures alive. George DeQuardo, an Italian migrant himself, began selling groceries from his front porch, before constructing the building here in 1929 as The Strand Market. Three generations of the family including son Dominic DeQuardo, daughter Rose DeQuardo LaMere and his grandson Bill LaMere, operated the market through the early 1990's.

George and Frances Dequardo immigrated to Waukesha in the early 20th century, one of the earliest Italian families to settle in the city. George started in the grocery business by selling flour and dry good from his front porch. He eventually built the home and market here on the Strand, just a few doors down from where he first settled with his family. Three generations of the Dequardo family worked at the market including son Dominic "Butch" who learned sausage making, and along with daughter Rose Dequardo LaMere, and finally grandson Bill LeMere.

The Strand Market's stock reflected the immigrant community that surrounded it, and was the first to bring many international products into the city. There you could find Italian imports including Parma ham, mortadella, and sopressata. Chili powder, Spanish Camino flour, and fresh chorizo where added to the shelves and cases as Mexican and later Puerto Rican immigrants arrived in the neighborhood. It was one of the first groceries in town to carry whole cinnamon sticks, avocados, pomegranates, and a variety of whole chili peppers.

George build the structure to house his family as well as the market between 1927-29. The style reflects the more utilitarian construction of mixed use retail and residential buildings. The front of the building features an extended façade that open the building face to the road. An extended awning over the first floor entry, shading the open pane display windows are likewise details typical of commercial design. The separate side door at the front allowed private access into the residential portions of the building.

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Norris, Tim. "STRAND of cultures: Ethnic families spread roots in a caring place." Milwaukee Journal (Milwaukee) August 17th 1989. .

Martino, Sam. "Frozen in time: New pasta's secret is an old recipe." Milwaukee Journal Sentinel (Milwaukee) December 27th 1988. .

Martino, Sam. "40 years enough, grocery owners say." Milwaukee Journal Sentinel (Milwaukee) January 30th 1990.

Ritt, Lorayne. "Strand Market legend." Waukesha Freeman (Waukesha) October 10th 1986. .

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