Page 32 - DINQ Magazine June 2020 Edition

ከበደ ኃይሌ ዓምድ

PRETENDING

TO BE author Kebede Haile

(በከበደ ኃይሌ)
kbdeh2013@yahoo.com

In this series you will read the continuation of part 4 that greeting which literally means ‘peace’ commonly taken as (Hi)
emphasized the Ethiopian-owned grocery stores’ unlimited is like you are being welcomed into a private home.
contributions they make to the community.
It also is where cultural shopping habits come into a play. At
The Ethiopian Immigrants are likely to purchase more prod- the Ethiopian-owned Grocery Stores both Ethiopians and for-
ucts from their home country to pretend to be full Ethiopian eigners are shopping side by side that shows how Clarkston city
and half way American. They are often able to strategically is diverse and able to find traditional food ingredients for Ethi-
source of products from immigrants’ home countries. Home opian dishes they plan to cook. The Ethiopian Grocery Stores
brands are particularly important to ethnic customers that are provides a sense of place to mingle each other while waiting
new to the environment in providing a strong emotional linkage for their preordered specialized food raw, rare or well cooked
to their customers’ essential food ingredients. Kitffo (grinded meat). It is the anchors in the community, in
both cultural and traditional food familiarity. They are places
We see an increasing number of Ethiopian immigrants’ pres- where those in the culture can connect to their homeland and
ence in GA. Clarkston and surrounding cities, due to its weather to their fellow community.
property. It is uncommon for Ethiopian immigrants to purchase
food and ingredients that distanced them from mainstreams When I talk to one Ethiopian stores’ casual visitor, in San
market sectors, where they find cultural way to develop ethnic José-California, he said, “he observed weekends and Ethiopian
enterprises and to depend each other for day-to-day national main Holidays are the busiest days for them. There is no limited
foods needs. In those stores, it is not surprising to see Ethiopia purchase. Stores are too busy in those days stocking shelves and
butcher and Chefs cooking or baking Enjera-Ethiopian main sta- ringing up purchases of foods and phone cards. As customers
ple food in grocery stores/restaurants. Often times friends that are ready to pay, they are greeted by Ethiopian style greeting
developed friendship at stores /restaurants became a primary commonly known words as:” ሁሉ ስላም /ታዲስ/ ስላም ነው” simply
sources of net works sometimes transcending language and ra- means everything Ok! The Ethiopian Immigrants grocery stores
cial barriers. vary considerably not only regarding location, size number of
employees, marketing strategies but also products in some
No doubt that the Ethiopian-owned convenient stores are a stores are shelved according to ethnic classifications.”
common weekly meeting place to unwind, exchange opinions,
share stories, accidental meeting of future life mate. Listen- The products are considered to be homemade, organic or
ing newly produced music, short dramas, or watching soccer at least free from chemicals and their tastes tell their originality.
games, serving freshly homemade bread during holidays while The owners and employees are regarded to be honest to trans-
waiting for to-go food order is common in all stores (see detail fer their cultural heritage to next generation and in particular
in part 6). All in all, stores are a center of cultural attraction. passionate, offering products not primarily to earn money but
serve their country men with their mother tongue they under-
The appeals of these culture-based Ethiopian-owned stores stood in Ethiopian style gesture.
are always lies in how it has created special intimacy. One can
get kind of true smiles from owners/cashiers dressing T-Shirt
with አበሻ ነኝ logo that implies I am an Ethiopian and eager to
help as soon as customer enters in by a word “ሠላም-Selam” (to be continued on page 36)

Page 32 “ኢትዮጵያ ለዘላለም ትኑር“ ድንቅ መጽሔት - ሰኔ 2012