Saratoga News

Photograph by Robert Scheer

Looking forward to the Butter Paddle's 30-year anniversary are (from left) Carol Fara and Joanne O'Rourke, past presidents, and Jeanne Case, the kitchen boutique's manager.

The Butter Paddle churns up 30 successful years for EMQ

By Michelle Alaimo

Purchases from the Butter Paddle on Big Basin Way go a lot farther than purchases from other stores. Not only are customers able to find that perfect item or gift, but all the profits from the sale go to support Eastfield Ming Quong. Last year alone, the gourmet kitchen shop raised a record-breaking $146,600 for EMQ.

The boutique, which stocks a wide variety of kitchen gadgets, kitchenware, linen, cookbooks, gourmet foods and boutique items, celebrates its 30th anniversary on Oct. 5.

Since opening in 1967 to sell kitchen gadgets, the Butter Paddle has learned to keep up with competitors such as Macy's which offer some of the same lines of kitchenware, including Port Marion. In fact, the Butter Paddle is now the largest distributor of Port Marion dishes in California.

Though the Butter Paddle started out by selling mostly kitchen gadgets, the store now sells only a small selection of gadgets, ones with easy-grip handles. The number of kitchen gadgets carried was reduced, said Carol Fara, past buyer and member of the Butter Paddle's 30th anniversary committee, because most people already have all the gadgets they need.

In addition to finding what they want at competitive prices set on a standard markup, Fara said, customers enjoy easy-to-find parking and don't have to deal with large crowds like they do at a shopping mall.

The Butter Paddle, run by 85 volunteers, tries to set itself apart from the competition in other ways as well, Joanne O'Rourke, past president and member of the 30th anniversary committee, says. The shop makes a serious effort to cater to customers' wishes by maintaining a list of items customers have said they'd like the store to carry. One such item was the Caffé Froth, a device that whips milk to place on the top of coffee drinks.

"When you come to a store like this, you really come here for the uniqueness of our products," Fara says.

Although the Butter Paddle has enjoyed a long history of success, the business-minded managers know businesses can't afford to rest on their laurels. Ever alert to new marketing opportunities, the Butter Paddle initiated a corporate sales program last month which allows companies to purchase gift-wrapped merchandise or gift baskets to give to employees or clients in quantity for a discount.

The idea to open and operate a store with all of its profits going to EMQ first came about in the late 1960s. The junior auxiliary had been raising funds for the home since the mid 1930s but wanted to find a more consistent way to raise funds. In 1967, with an initial investment of $10,000 donated to them by the board of directors of what is now EMQ, the Butter Paddle opened in its first location, in Plaza Del Robles. The store was able to pay the board back within the first year of business. Later the store moved near the current location of Florentine Trattoria before moving to its present home in the Village Square seven years ago.

The Butter Paddle will celebrate 30 years of success on Oct. 5 from 11:30 a.m. to 2:30 p.m. at the Eastfield Ming Quong campus in Campbell. The bash, which costs $20 per person, will feature an outdoor brunch and coffee bar for some 100 people. Tours of EMQ will be available for spouses on that day, Fara said.

"The party is to thank members for all they've done and to see members who aren't really active anymore," O'Rourke said.

The Butter Paddle is located in the Village Square at 14510 Big Basin Way, Saratoga. The store is open Monday through Saturday from 10 a.m. to 5 p.m. 867-1678.

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