Joel Silver | The Beachside Resident

By: Tobin Bennison

Article Category: 20 Questions Leave a Comment

For thousands of beachside residents, the thought of life without Sunseed Food Co-op is as inconceivable as it is frightening.

Loads of us rely on the Cape Canaveral-based co-op when concerns about genetically-altered ingredients, pesticides, hormones, and dubious additives in our food are at an all-time high. And as 2009 looks to be the “Green Year,” Sunseed will play its most important and challenging role in the community since its inception.

Documents of Sunseed’s history name Joel Silver as a key founder, but in truth, the founders were far more numerous — a group of concerned families and individuals who all pitched in on a volunteer basis to make it the area’s first and most reliable alternative to chain supermarkets.

Joel helped organize Sunseed’s first foundations and has steered its growth since it opened in 1974. Today, he still oversees the co-op and keeps it running like a smooth, organic, extra virgin olive-oiled machine. When he’s not at the store, he’s either traveling the globe to discover exciting new products to add to Sunseed’s huge stock of good-for-you goodies or bringing great music to the beachside through Boxdrummer Enterprises.

Joel tells us what makes his world go round…

What do you love most about living beachside?

I love the ocean, the beach, the people… It’s still a laid-back community compared to most other places I’ve been… and I’m quite well traveled.

How did Sunseed begin?

A small group of us were vegetarians and to buy/eat all-natural food was just too expensive for us at the local health food store in 1973. Most residents at that time were low-income households and couldn’t afford the high-priced foods and vitamins. We decided to start a not-for-profit buying club at our house. Because of the big trailer truck deliveries, neighbors complained. So we opened a small, one-stall store in April of 1974. The growth and results of this meager beginning are quite obvious now.

What kinds of changes have you seen in buying habits since 1974?

More and more people of all ages are more concerned with their health and the junk foods their kids are eating. So a very steady increase in awareness of diet and organics has created a very steady increase in our growth of customers over the years and has brought our membership from 50-ish households to 2,000 — as well as multitudes of “walk in” tourists and locals. Over the years many “California-type” customers ask: “What’s a California-type Natural Foods Store doing in a small southern beach town?!”

Do you think the economic downturn has been hurtful or beneficial for the natural/organic foods market?

Hurtful. As with everything else. Many people think natural foods cost so much more — but they don’t. When gas prices were at their highest, our customers from Melbourne, Titusville and Orlando limited their trips to shop at Sunseed. Our fixed expenses (insurance and HMOs among the highest) and operating costs have increased way too much and way too fast, while our net income has stayed at a steady rate from the last year or so, not increasing the costs of operating the store. This is the first time (since a year ago last May) that we haven’t shown a growth of income. But we’re hangin’ in quite well compared to many businesses on the beach and throughout the USA. A big part of our ability to hang in is due to the best and most amazing staff Sunseed has ever had. They deserve most of the credit.

How has local agriculture been affected? And has Florida a long way to go in catching up, “green-wise”? How far has the State come since you started?

Over the last many years, the citrus groves on Merritt Island have been closed and sold with housing taking their place. So the local fruit we used to get and sell at very reasonable prices is gone. There are a few organic growers locally, though not many. We get vine-ripe pineapples and other fruit from Crackerbox Palace, an all-organic farm on Merritt Island. The vine-ripe pineapples they supply us with — no matter how many — never last the day through. We need more, more, more organic growers locally! The trend away from heavily sprayed and fertilized foods has taken hold and is becoming a very strong goal for many local beachside residents and worldwide. Florida is way behind “green-wise.” Compared to places like Santa Cruz, CA, we’re about 10 years behind. Florida has become a lot more “green” since we started in 1974, but still has a real long way to go to catch up with most of the country. We’re trying to do our part with Sunseed supporting the clean oceans, air, environment and all other greening projects and advancements.

With the renewed interest in organic/natural foods and all things green, do you find that less reputable companies, in an effort to “cash in,” are selling sub-par “organic” products?

Yes. As always, there are people that just want to get on the bandwagon and try to make a lot of money with newer trends. We buy our products from long-time, well-established companies that we can all trust. There are “discount” vitamins and foods that are being offered, lower quality, lower mg. per tablet, etc., but we only purchase from companies that are well known in the industry — hence our motto: “We sell only brand name vitamins you can trust.” Over the many years I’ve visited vitamin manufacturing plants and food processing companies all over the US and inspected their labs and their sources, I have almost always come away with a positive feeling with what they are doing. I get phone calls all day, every day from unknown companies offering great deals on “hot items,” but I never go for the pitch. The companies we buy from send in representatives to our store and we talk to them about ingredients, sources, and written articles by reputable people before we put anything on the shelves. As with anything, there is good, better and best. We aim for the best! Savings is important, but not always the way to go. Quality is a better criteria. Of the over 50 cooperatives and more natural food stores I’ve visited, our pricing beats ‘em all! When the motive is not profit, but the ability for lower income families to be able to shop for and eat clean food at the most reasonable prices available is and has always been our goal.

Have organic certifications become stricter or more lax? How many bodies out there dole out certification?

Organic certification has become much more strict. As far as how many “bodies” are out there inspecting, I have no idea. But the standards from the Federal Government have risen tremendously in the past year. If you see the little circle label w/green printing saying: “USDA CERTIFIED ORGANIC,” you can be confident.

What’s the oddest natural/organic food trend you’ve seen come and go?

Several years ago there was a huge trend for “no fat” products. The foods they produced had either no taste or a bad taste. We did stock a few if these items, but if something doesn’t taste good or help as it claims it will, why bother? It lasted a year or so, with many stores dedicating full aisles to these no-taste products. We never did — and that whole aspect died. There are now many “low” or “reduced” fat items available that at least are quite palatable to darn good-tasting. Some fat from good sources is okay. You just have to read ingredients and check out the chart with the fat facts listed.

What are some of the more popular items in Sunseed?

Our large selection of certified organic produce is a big hit. As is our “grind your own” organic coffee and beer selection from around the world. Fresh, locally-baked all-natural breads are a big hit. Clean cosmetics and health and beauty aids have become very popular. Our organic dairy products and “old fashioned” milk in glass quart bottles has taken on a big following. Arthritis supplements, diabetic products and especially gluten free foods, of which we have a huge selection, are growing rapidly. And of course our quality vitamins. One of our major companies produces only organic vitamins.

Which product can you not live without?

Quorn brand products are my favorite these days. Their mushroom-based patties and full-sized meal portions are just delightful. Chicken-style, they are easy to digest, inexpensive, easy and quick to cook, low in fat, not soy or seitan or rice-based, taste great and good-for- ya’ foods. Also, extra virgin, organic olive oil is all I ever use now. I can’t do without Sunseed in general! I do 99.99% of my shopping there and would find it very difficult to live without the full variety offered. It’s a one-stop shop; a complete natural grocery store. Another of our mottos is: “IF WE DON’T HAVE IT, YOU DON’T NEED IT!” But if there is anything you want that we don’t have, we’ll get it for you at no extra charge.

What kinds of changes can we expect from Sunseed in the future?

We’re aiming at becoming an all-organic store. Everything that is available as organic we’ll change over to. Continued growth as the continued interest continues.

You’re a musician as well. How did you get your start?

That could be a book! I’m a drummer and have been since the very early ‘60s when I played in rock bands in many clubs in and around Boston. I left “Bosstown” in 1971 and ventured out around the U.S.A. — yes in a VW van — ended up in Cocoa Beach and have been here for 37 years. I raised a family and ran the co-op, but always with music and playing live again on my mind. Now that I have such a competent staff I’ve had the time to get back into drumming. I play box drums regularly with Ben Prestage and several other local Delta Blues and other players — Josh Miller, Kenny Cohen, Danny Morris — and I’ve sat in with many national touring acts. I also play full tilt drums with the Reverend Billy C. Wirtz when a trio is called for. Music is in my soul; music is life! You’ll not stop by my house or Sunseed without hearing music, either recorded or live! I got bit by the electric Chicago Blues in 1964-5 and the scar has never healed.

Who are some of your influences?

Muddy Waters, of course, and so many others of his era now gone: Paul Butterfield, Mike Bloomfield, Janis Joplin… Nowadays it’s the Siegel-Schwall Blues Band, John Hammond, Buddy Guy, Al Kooper, Van Morrison, John Mayer, Bruce Katz, and of course the Reverend Billy C. Wirtz. Basically all blues: boogie-woogie, Jerry Lee, etc. In the beginning, guys like Gene Krupa, Buddy Rich, Max Roach, and Sam Lay were idols.

You’re also a passionate promoter of music. How did you first get involved with John Hammond?

I’ve been a fan of John’s since the early ‘60s in Cambridge and Boston and we used to drive to NYC to catch his shows. Several years ago we really met at the 30th reunion of a coffee house on Cape Cod and had a long talk. Since then, we’ve met up in London, Seattle, Boston, Southern California, Times Square in NYC and about everywhere else, and have become good friends with him. John plays and sings with such passion and is one-of-a-kind and almost the last (as well as the top) authentic Delta Blues players who played with all the old masters and has become the master himself. He’s touring with an unbelievable show schedule. Ain’t no one better than John Hammond at what he does. He and his lovely wife Marla have become good friends with me and we get together as often as his grueling schedule allows. Great guy, great guitarist, great harmonica player, great singer and one of the best foot stompers in the business. John’s playing the Beach Shack in Cocoa Beach on Thursday, February 5th.

Are there any other Boxdrummer Enterprises events in the works?

We’re working on a Coco Montoya show in March and Michael Pickett (an award-winning blues man and Canada’s John Hammond) will be appearing in February or March. And I’m in the process of putting together a backup band for a Florida tour with the most amazing electric guitar player I’ve heard or seen: Harvey Mandel. Harvey has recorded with the Rolling Stones (on their album Black and Blue) and was being considered to become a Stone himself. Harvey also played and recorded with John Mayall, Charlie Musslewhite and Canned Heat at Woodstock, as well as studio and touring bands that would fill up the whole Resident! Most recently, he’s the guitarist for the Chicago Blues Reunion, a group of “survivors” from the Blues era of the ‘60s and ‘70s.

You’re stranded on a desert island for an indefinite period of time. Name a book, film, and album you’d like to have with you.

Book: “Be Here Now,” by Ram Dass. Film: I hate to admit it…“Pulp Fiction.” Album: Stand Back with Charlie Musslewhite, Barry Goldberg and Harvey Mandel. First heard it in 1965. It’s the album that got my attention and turned me on to the Blues. Still a favorite!

What’s your New Year’s resolution?

Play more live music. Spend more time with my two wonderful “all growed up” sons. Produce more musical events. And maybe grow my beard back to the foot-long length it used to be.

If you could travel in time to any era, where would you go?

Back to the late ‘50s when I was growing up and all was peaceful and simple. Had to be home before the street lights were on; mug of homemade root beer was 5 cents; dinners were almost always at home; ice cream man came to our street every night in the summer. .. No cell phones; mom didn’t work and was always around; two, sometimes three TV stations (one was UHF), and playing outside with the gang on our street.

What would you like to come back as in your next life?

Same as this life…except as a better drummer! I’ve had a great life with two amazing sons to carry on.

What would you order for your last meal?

Homemade organic ravioli with organic mushrooms and organic raw pesto sauce and a big glass of freshly brewed organic unsweetened iced tea. Dessert? A homemade chocolate brownie with French vanilla ice cream.

Any parting words of wisdom?

No act of kindness, no matter how small, is ever wasted. Greed has no place in our world. True friends are people that walk into your life and, no matter what happens, never leave. Peace, Love and Good Vibes to all. AMEN!

(And P.S.: Thanks, Beachside Resident, for your paper and what you do for the beachside. It’s well appreciated by all.)

Visit Sunseed Food Co-op at 6615 N. Atlantic Ave. in Cape Canaveral. Call (321) 784-0930 for more information. Check out this issue’s music section for details on John Hammond’s upcoming show at the Beach Shack.